Amazon tops holiday traffic report

Amazon.com Inc. continues to best all comers in the race for holiday e-commerce traffic, according to new a new study from Media Metrix.

Amazon.com Inc. continues to best all comers in the race for holiday e-commerce traffic, according to new a new study from Media Metrix.

The Internet ratings firm reported that Amazon (Nasdaq: AMZN) once again topped its list of e-commerce sites for the week ending December 19, with an estimated 6.9 million unique visitors stopping by the company's Web site. Amazon, which sells books, music, games, toys, software and hardware online, also leads the list for average weekly traffic for the entire holiday season.

The other companies in the top five for the week were eBay (Nasdaq: EBAY) , eToys (Nasdaq: ETYS) , Barnesandnoble.com (Nasdaq:BNBN) , and Toysrus.com (NYSE:TOY).

While overall traffic declined six percent compared to the previous week, there were some gainers. Shipping firms UPS and Federal Express (NYSE: FDX) saw jumps in traffic to their Web sites of 57 and 94 percent, respectively.

And traffic to sites offering flowers, gifts and greeting cards jumped 10 percent, Media Metrix said. Indeed, Americangreetings.com and Egreetings.com both made the top ten of top gainers for the week.

Other big gainers included PC makers Dell Computer Corp. (Nasdaq: DELL) and Gateway Inc. (NYSE: GTW) Analysts have speculated this week that consumers my be stopping by software and hardware sites not so much to make purchases, but to check out patches and fixes for Year 2000 problems.