Report: Amazon E-Commerce Market Share Grows During Holidays

Just days after Amazon.com said the 2017 holiday shopping season was its biggest, new data is showing that the e-commerce giant continues to gain market share.

Citing data from GBH Insights, Marketwatch reported that Amazon accounted for 45% to 50% of online holiday retail sales, up from 38% in 2016. A big factor in that growth is the expanded base of Prime members, which GBH estimates number about 88 million accounts.

While Amazon does not offer membership figures regarding Prime, the company in a December 26 press release said it opened four million new or trial Prime accounts during a one week period over the holiday shopping season.

According to GBH, one of Amazon’s top-selling items during the holiday shopping season was the iRobot Roomba 690 robotic vacuum priced at $699.