UK internet monitoring specialist NetValue reports the dethroning of Amazon as Britain's long-reigning web king. The usurper is a relatively little known e-tailer, StreetsOnline, which notched 1.6m individual visitors in May - 680,000 more than Amazon’s 920,000.

The ascendancy of StreetsOnline is attributed to the alliances it has forged with some 5,000 other websites, in particular the highly popular FreeServe. Another key factor would appear to be the number of money-off promotions it has funded from its marketing budget. Unlike its e-tail rivals, StreetsOnline allocates only 5% of its marketing funds to advertising.

According to NetValue, advertising accounts for between 60%-70% of the average e-tailer’s marketing spend.

News Source: CampaignLive (UK)