Amazon dominates on Pinterest this holiday season is the most popular U.S. online retail site when it comes to having Web content shared on Pinterest in the run up to Christmas 2013.

In a study of 10 top US retail sites, images and pages from are being shared most frequently on Pinterest, with Walmart and Apple taking second and third positions, respectively. According to a study conducted by digital marketing software and services specialist Searchmetrics, content from currently generates 16,360 pins per week, Walmart generates 5,778 pins per week and Apple generates 3,871.

Because Pinterest — which in three years has racked up 70 million users — can act as a virtual shop window for retailers, enabling people to share images and videos of products they like, retailers are finding ways to leverage their visibility on the site to drive sales. Pinned content acts as a powerful recommendation from people’s connections on the site. Moreover, the site drives traffic back to specific product pages on retailers’ sites because each pin links back to the original Web page where the content can be found.

Many retailers have already flocked to the hot social media outlet and set up festive boards and promotions to generate interest in their products in the Christmas run up. Walmart has set up 10 separate holiday boards, covering entertaining, baking, gifts, dressing the tree and festive decorating. These include pins of festive content from other sites, including recipes and makeup tips from shoppers’ own blogs, as well as products available for purchase from its e-commerce site.

“Pinterest provides a powerful way of sharing content that increases engagement and helps retail brands develop closer relationships with their customers. While leads the way due to its strong online presence, retailers such as QVC seem to be investing heavily in using Pinterest to connect with consumers,” explained Marcus Tober, CTO and founder of Searchmetrics.

“Successful use of Pinterest is not just about pushing your own content but being social and trying to share content that your followers on Pinterest might find useful or entertaining — even if it doesn’t produce a sale for you,” added Tober. “Walmart seems to be particularly good at this, explaining why it has gained a significant number of followers on the social network. We’re also seeing retailers starting to get creative by running festive themed Pinterest boards and promotions linking their Pinterest with their other promotional activity such as band sponsorship as well coordinating with their other social channels.”

   Retailer website
Pinterest page
Average pins per week
Total pins
Pinterest Followers
Amazon (
Walmart (
Apple (
Liberty Interactive (QVC) (
Staples (
Best Buy (
Netflix (
Sears (
Office Depot (
Dell (

The single most pinned piece of content of all the sites in the study was a GEFU Spirelli spiral kitchen cutter on, which as of Nov. 29 had been pinned and re-pinned 201,006 times.

“Most retail sites seem to have one or two pieces of content that have essentially gone viral, and been pinned and re-pinned thousands of times. But this is the exception. In general most of the content from most retailers’ sites is pinned fewer than a hundred times,” explained Tober.

The data for the study was collated in the week ending Nov. 29, and included an analysis of Pinterest activity for the 10 US retailer websites using data from the global social media database which Searchmetrics operates to power its online software tools. This is a regularly updated store of data points related to websites and their visibility on social networks. The average pins per week data is based on data for the preceding eight weeks. The study also included an analysis of the Pinterest pages of retailers.

The list of retailers analyzed in the study was based on the top 10 list from the Wall Street Journal/Internet Retailer (Aug. 2013).

Searchmetrics collects weekly data and analyzes links shared on Pinterest and other social networks as part of its search and social analytics software.

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