Amazon plans to shut down, an old-time web traffic analysis service.

It’s the end of an era.

Amazon has announcement that it will close Alexa.

No, Amazon isn’t shutting down the popular voice assistant found in its home tech products like the Echo Dot. The e-commerce giant closes its doors Alexa.coman online service that the vast majority of Amazon customers are probably unaware of.

However, for old school internet users, has long been a staple of the World Wide Web.


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Alexa Internet, Inc. was founded in 1996 and later acquired by Amazon in 1999 for a quarter of a billion dollars in stock.

A screenshot of the top websites in April 2009.
Credit: Screenshot/WayBackMachine

The company provided web traffic analysis services based on data it extracted from users who installed the Alexa toolbar for their internet browser. Alexa then replaced the toolbar with browser extensions and a combination of other methods for determining website traffic statistics.

However, Alexa’s most popular feature was its global ranking, which listed the most popular websites in the world based on their traffic statistics. Alexa’s global ranking was commonly used by the media to talk about a website’s popularity.

screenshot of top sites ranked by

A screenshot of today’s top websites according to
Credit: Screenshot/Amazon

“Twenty-five years ago, we founded Alexa Internet. After two decades of helping you find, reach and convert your digital audience, we’ve made the difficult decision to retire on May 1, 2022,” reads- one at the end of Amazon. service notice posted on the website. “Thank you for making us your go-to resource for content research, competitive analysis, keyword research and more.”

While Amazon announces that it will shut down the service in May 2022, the website appears to be closed for non-subscribers already. All of its free features like Global Rank have mostly been removed from the website. All that remains is a login page for paying users to access their data, as well as top 50 websites.

It seemed a bit strange, especially in recent years, that Amazon had an extremely popular consumer product called Alexa, a product that can be found in millions of homes, and they owned the domain name Yet they continued to use the URL for its highly specialized web traffic product.

Although Amazon hasn’t announced any plans for, it wouldn’t be surprising if they started using it for the virtual assistant.

Charles J. Kaplan