Amazon Most Visited Online Retailer On Black Friday was the most visited, online retailer on Black Friday, according to a report released over the weekend by Internet measurement comScore. comScore reported that Amazon had the most number of visits to its site, followed by Walmart, Best Buy, Target, and Apple. Online retailers raked in $1.042 billion in sales on the traditional kickoff to the holiday season, up 26 percent compared to Black Friday 2011. comScore said that U.S. retail, e-commerce spending on Friday was the heaviest, online spending day to date in 2012, and that consumers have now spend $13.7 billion this holiday season online. comScore said it expects more than $1.5 billion in sales today, on Cyber Monday, traditionally the largest day of online sales during the holiday season.