Amazon reaffirms its absolute dominance in e-commerce during the holiday season in the United States. According to the latest Statista report, 80% of consumers plan to buy gifts on Amazon in 2025, cementing it as the preferred marketplace for the holidays.
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This figure represents the highest level of preference among all platforms and underscores the site’s deep penetration into digital consumer routines during key dates such as Black Friday, Cyber Monday, and Christmas.
What other sites do Americans use to buy Christmas gifts?
Although Amazon leads by a wide margin, other digital retailers also appear among consumer preferences:
- Walmart: 61%
- Target: 38%
- Google Shopping: 32%
- Best Buy: 24%
- Temu: 22%
- eBay: 21%
- Shein: 18%
These figures reflect a competitive yet still highly centralized ecosystem. Amazon outpaces its closest competitor, Walmart, by 19 percentage points.
Why do consumers prefer buying gifts on Amazon?
While the report does not break down reasons by platform, the dossier identifies the main benefits shoppers perceive when making their holiday purchases online, where Amazon stands out for offering:
- Time savings: cited by 74% of consumers
- Product variety: 68%
- Immediate availability: 64%
- Inspiration for gift ideas: 62%
- Competitive prices: 60%
Amazon capitalizes on all these factors thanks to its vast catalog, fast shipping, purchase-history-based recommendations, and personalized holiday promotions.
Which categories are most purchased during the holiday season?
The Statista report indicates that the strongest categories are:
- Electronics: USD 57.5 billion
- Fashion and accessories: USD 47.6 billion
- Furniture and bedding: USD 31.1 billion
- Groceries: USD 23.5 billion
- Toys: USD 8.8 billion
- Cosmetics and beauty: USD 8.4 billion
Most online holiday shopping will be done on mobile devices (56.1%), followed by desktop computers or other devices (43.9%). Amazon has optimized its mobile app experience, making it easier to shop from smartphones and contributing to its widespread preference.
80% of consumers plan to buy Christmas gifts on Amazon in the US, making it the favorite marketplace for the holidays Read More
