Amazon.com (AMZN) Prime Leads Purchase Growth in Feb.; eBay (EBAY) Traffic Remains Flat - Cowen (WMT) (TGT)

Cowen and Company offers data for e-commerce retailing for the month of February 2014. The Cowen Consumer Tracking Survey follows the purchasing habits of 2,500 U.S consumers.

Analyst John Blackledge commented that Amazon.com (Nasdaq: AMZN) continues to be the e-commerce leader with net-net purchaser growth of 44 percent over the prior year. The analyst noted that 78 percent of respondents visited Amazon last month, from 71.5 percent in the prior-year period. Purchasers came to 56 percent of total respondents, for year-over-year growth of about 11 percent (~1,390 versus ~1,260 last year). The analyst commented, A total of 83 percent of Prime subs purchased goods in Feb ’14 (vs. 84 percent last year), but Prime purchasers grew an impressive 42 percent y/y driven by massive growth in Prime subs. Again, this implies that Prime subs exhibit fairly predictable purchasing behavior, as the vast majority of subs irrespective of tenure purchase goods every month.

Prime comprises 36 percent of Amazon's total purchaser base, Blackledge noted.

eBay (Nasdaq: EBAY) visitors that shopped at the site again came to 47 percent of respondents, just about flat from the prior February. Purchasers were 23 percent, from 24 percent in January 2014, but above the annual average of 22 percent in 2013.

For brick and mortar internet sites, Walmart.com (NYSE: WMT)(43 percent visited), Target.com (NYSE: TGT)(32 percent), and JCPenney.com (NYSE: JCP)(13 percent), were down 2 percent, 2 percent, and 3 percent, respectively, y/y. Kohls.com (NYSE: KSS)(15 percent) and Costco.com (Nasdaq: COST)(10 percent) were up less than 1 percent y/y, Blackledge said.

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