Amazon was – unsurprisingly – the biggest winner. On Monday, Amazon said it sold “millions” of Alexa-enabled devices, leveraging its growing number of Prime subscribers to rack up more sales than ever. Amazon is on track to capture up to 50 percent of total e-commerce holiday sales this year and its name has become synonymous with e-commerce in the U.S. – and a lot of other countries.
However, the Seattle-based retailer’s grip on the market didn’t stop other retailers from moving into its territory. A report by Market Track price study, conducted for Reuters, found that prices at Walmart’s website are now, on average, 0.3 percent more expensive than Amazon, a serious decline from last year, when their prices were 3 higher than Amazon’s. What’s more, deals are about as deep as they can go, as evidenced by roughly flat promo percentages, according to FRB & Co. retail analysts led by Susan Anderson.