Amazon Australia has been named the most visited retail website in Q4 2020 with visits up more than 55 million compared to the prior corresponding period, according to the latest data from online visibility management and SaaS digital marketing platform Semrush.

Bunnings ranked in second place with an increase in traffic of 26 million during the quarter, after snagging the top spot in Q2.

Rounding out the top 10 retail websites in descending order was Kmart, Woolworths, JB Hi-Fi, Microsoft, Big W, Ozbargain, Coles and Officeworks.

“Our traffic data has tracked online behaviour for the top 50 retail websites in Australia, with traffic trends showing huge demand for home products, as well as big spikes in visits to bargain websites,” Semrush head of communications, Fernando Angulo said.

“There were also significant increases YoY for bargain sites Kogan and Catch as well as cost-effective value stores Supercheap Auto, Chemist Warehouse and Kmart.”

Microsoft saw the biggest increase in visits for the quarter with a 77% jump in web traffic year on year for Q4, however, this was a decrease of more than 4.9 million visits compared to Q2.

“Aside from tech, Australian consumers were stocking up on activities and items for around the house during the 2020 Christmas quarter, with electronics, outdoor, and homeware items experiencing the largest shifts,” Angulo added.