Dive Brief:

• Amazon.com dominated Black Friday sales online, according to Slice Intelligence, accounting for more than one-third (35.7%) of U.S. e-commerce on Nov. 27. 
• No other e-commerce site achieved a double-digit share of the marketplace; Best Buy came in second at 8.2%, and Macy’s was third at 3.4%. 
• Overall online sales on Black Friday were up 7% from 2014, Slice says.

Dive Insight:

Black Friday sales were up 7% this year, according to data measurement firm Slice Intelligence, and Amazon was far and away the leading beneficiary. The marketplace site took in 35.7% of all online sales in the U.S., selling record numbers of Amazon-branded products. Not only did Kindle devices shine, the Amazon Echo smart device was the No. 1 seller on its Black Friday debut, meaning that the nation’s top marketplace may be poised to accept more voice-activated orders soon.

Best Buy took in 8.2% of total online revenues, Slice says, followed by Macy’s (3.38%), Walmart, (3.35%) and Nordstrom (3.1%). Housewares seller Wayfair was year’s biggest gainer, seeing its Black Friday take jump 315% from 2014. EBay appears to be winning the mobile revolution, with mobile sales up 12% during the four-day Cyber Weekend.

A separate study from BlueSnap and PYMNTS.com suggests that there’s still room for improvement in cybersales, however, with checkout friction short-circuiting as much as 36% of sales. While Amazon won’t release its official numbers, with an estimated 80 million Prime members and 44% of initial product searches, it’s clearly the leader in near-frictionless shopping.