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The Online Marketplaces Getting AI Traffic
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Key Takeaways
- Amazon dominates AI-driven referral traffic, capturing nearly half of all visits sent by AI tools.
- Large, established marketplaces benefit most from AI referrals, while smaller platforms capture only marginal shares.
Online shopping is increasingly shaped by artificial intelligence. From product discovery to price comparison, AI tools are now acting as intermediaries between consumers and digital storefronts.
This visualization shows which online marketplaces are receiving the most referral traffic from AI sources and how concentrated this traffic is among a handful of major players.
The data for this visualization comes from Similarweb. It tracks AI-generated referral traffic between July 2024 and June 2025, measuring both share of referrals and total visit volumes.
Amazon’s Outsized Lead
Across all platforms, AI tools drove an estimated 25.9 million referrals over the 12-month period.
Amazon stands far ahead of every other marketplace. The platform captured 46% of all AI-driven marketplace traffic, totaling roughly 11.9 million visits. This dominance reflects Amazon’s massive product catalog, strong brand recognition, and deep integration into search and recommendation ecosystems.
AI tools tend to surface comprehensive, reliable results, which favors platforms with Amazon’s scale.
Big-Box Retailers and Marketplaces Follow
Behind Amazon, Walmart secured 12% of AI referrals, or about 3.1 million visits. Etsy followed closely with 11%, reflecting strong AI interest in niche goods. eBay rounded out the top tier with 9% of referrals.
Traditional retailers like Target and Wayfair each captured around 6% of AI traffic.
| Marketplace | Share of AI Referrals | Number of AI Referrals |
|---|---|---|
| amazon.com | 46% | 11.9M |
| walmart.com | 12% | 3.1M |
| etsy.com | 11% | 2.9M |
| ebay.com | 9% | 2.4M |
| target.com | 6% | 1.6M |
| wayfair.com | 6% | 1.5M |
| costco.com | 2% | 426.1K |
| samsclub.com | 1% | 292.3K |
| temu.com | 1% | 288.7K |
| zazzle.com | 1% | 285.2K |
| Other marketplaces | 5% | 1.23M |
| Total | 100% | 25.9M |
Smaller Platforms
Beyond the top six marketplaces, AI traffic drops off sharply. Costco, Sam’s Club, Temu, and Zazzle each received between 1% and 2% of referrals, amounting to a few hundred thousand visits apiece. Collectively, all other marketplaces accounted for just 5% of AI-driven traffic.
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