The Alexa Internet ranking system is widely used as a technical gauge for reviewing performance of specific websites. While similar in concept to the Nielsen ratings for television viewership, Alexa data is drawn from a deeper pool of resources but some say from a narrower demographic.
Alexa rankings are gained by data submitted through users of the Alexa toolbar. With over 10 million of those toolbars currently downloaded, one could accept the suggestion that the Alexa user base represents a fair statistical sample. Alexa was founded in April 1996 and was acquired by Amazon.com, Inc. (NASDAQ: AMZN) in 1999 for approximately $250 million in Amazon stock.
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