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cyber mondayAmazon.com came out the winner in the battle for Internet traffic on Cyber Monday, typically one of the biggest days for e-commerce sales every year.

Amazon received 15.53 percent of all U.S. visits among the top 500 retail web sites, up 44 percent from 10.79 percent a year ago, according to Experian Hitwise. Walmart was the second most-visited site with 9.54 percent of the visits, up 11 percent from 8.56 percent a year ago. Target was third with 5.16 percent of visits, up 13 percent from 4.57 percent a year earlier.

The phenomenon at work here isn’t growth, but consolidation around a few superbrands in a shrinking market. Overall, online visits to the top retail web sites were down 9 percent from Cyber Monday in 2008. Among the top 20 sites visited on Cyber Monday, Apple saw the largest increase with a 71 percent improvement over 2008, Staples saw a 61 percent increase and Barnes & Noble saw a 46 percent increase. The biggest losers were Home Depot, down 29 percent, and Overstock.com, down 25 percent.

Here’s our other pieces about traffic to web retailers on Black Friday and Thanksgiving Day.

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