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Amazon secures most inbound shopping links from UK blogs

04 October 2013 - 12:46 by Graham Miller

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Amazon is the most popular place to shop online in the UK, so it is perhaps unsurprising that a new report has also found that it gets more inbound links from domestic blogs than any of its rivals.

The study, conducted by Twingly, analysed links from close to 100,000 blogs and found that Amazon had earned over 173,000 links to product pages, well ahead of second place Asos, which could only muster just under 25,000.

Blogging is an important way for e-commerce sites to generate traffic, because influential third party posts with embedded links to products can cause plenty of consumers to click through and commit to a purchase.

Thirty one percent of the links in UK blogs relate to fashion items available via safe shopping online, although it was the retail brands themselves which took the top spot, generating 55 per cent of the links in the past 12 months.

Amazon's place at the top of the tree is very dominant and the top 10 also includes Topshop, Net-A-Porter, eBay and Boots, according to The Drum.

For individual product brands, Nike managed to get the most mentions in UK blogs, ahead of a number of premium and luxury fashion labels, such as Louis Vuitton and Gucci.

Although the tens of thousands of blog posts may seem like they could disperse interest and minimise the audience share for individual sites, in reality, the UK's online scene is so vibrant that even obscure blogs can help e-commerce companies to generate traffic.

Amazon may be the biggest online shopping service in the UK, but there is plenty of room for rivals to manoeuvre and even take a chunk out of its sales, if only they manage to win over bloggers.