Amazon has the most shares of its products on Pinterest than any other US retailer, though it seems to put less effort into curation than most of its rivals. 

According to SearchMetrics, products from currently generate the highest average number of pins per week (16,360) on Pinterest, followed by Walmart (5,778) and Apple (3,871). 

So is Amazon doing anything especially well on Pinterest, or is this due to the sheer ubiquity of its products?

For larger retailers, is it worth the effort, or should you let your 'fans' do the hard work? 

Amazon UK doesn't really bother with Pinterest, though in the UK version of this study it came second behind ASOS, which does make an effort. 

Here's Amazon UK's Pinterest board, tumbleweed just out of shot...

Amazon US does make more effort, with 17 boards and 516 pins (by Amazon), though this is a fraction of its product range. 

For example, Walmart and QVC have pinned more than 10,000 products between them. 

What's clear though, is that, whatever the efforts of these retailers own marketing / social teams in creating boards, the vast majority of the work is done by Pinterest users 'pinning' the products. 

Here are the numbers: 

  1. Amazon (, 16,360 pins per week, 1,740,314 total pins, 5,637 followers.
  2. Walmart (, 5,778 pins per week, 529,992 total pins, 33,337 followers.
  3. Apple (, 3,871 pins per week, 1,111,959 total pins, 1,597 followers.
  4. QVC (, 325 pins per week, 54,935 total pins, 42,683 followers.
  5. Staples (, 307 pins per week,  17,252 total pins, 2,025 followers. 
  6. Best Buy (, 281 pins per week, 60,630 total pins, 4,047 followers.
  7. Netflix (, 202 pins per week, 7,802 total pins, 445 followers.
  8. Sears (, 29 pins per week, 1,511 total pins, 190 followers. 
  9. Office Depot (, 27 pins per week, 2,635 total pins, 1,994 followers. 
  10. Dell (, 9 pins per week, 2,715 total pins, 1,160 followers.

Apple, it will not surprise you, takes the number three slot with very little effort, which reflects its general social media non-strategy, yet its products are being pinned anyway. 

This is not to say that these brands shouldn't be making more effort on Pinterest to encourage sharing of their products and content.

Several case studies suggest that Pinterest is a valuable source of traffic (and sales) for ecommerce sites, because they are more likely to be in 'purchase mode' browsing photos of products than they would be on, say, Facebook or Twitter. 

Perhaps some of these brands should be doing more to curate their own Pinterest boards, making it easier to share with 'Pin this' buttons on product pages for instance. Or by using Rich Pins, price alerts or even paid placements. 

For more insight, read our Pinterest for small business guide and take a look at five more brands that are nailing Pinterest.

Graham Charlton

Published 12 December, 2013 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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Comments (2)


Marc Antony Stewart

A couple of years back as a business advisor if I was to give them advice. It was to have a real time phone system for trouble-shooting any need a customer of theirs might want. And finally they have pulled out all stops with their "MayDay" button feature on their new Kindle Fire tablets. Giving users an easy peace of mind way to enable changes and advice on the use of the Kindles thus being a really good public relations issue.
I personally have not been on Amazon for a couple of months. But I remember well the mine field an author selling a book with them has to go through hoops to get the royalty money out of them if an overseas client.

over 4 years ago


Jon Rogers

Very interesting post. Our agency is currently working with three of these brands, though, and I have to say- your numbers are off.

We use Tailwind ( to track Pinterest activity for our clients and are seeing meaningfully higher pin volumes for our clients.

You should probably explain the methodology behind the data a bit more; it seems you're only seeing a sample of the information. That sample may well be biased, too, because the clients we do track on Tailwind are not ordered correctly on this list.

over 4 years ago

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