Amazon.com accounted for 13.87% of U.S. reward dollars in Tremendous’s platform analysis, ahead of the other merchant gift cards in its published national figures. The denominator includes monetary payouts and general-use prepaid cards, so the result describes a merchant card’s place within a broader rewards pool. [S1]
Tremendous published the analysis on August 7, 2026, using redemptions recorded from March 31, 2025 to March 31, 2026. A longer presentation followed on August 25. The company describes millions of redemptions but does not disclose an exact sample size or total dollar value. [S1][S2]
Merchant cards compete within a wider payout pool
Selected merchant cards’ shares of Tremendous U.S. reward value
Dollar-weighted shares reported for six merchant gift cards in the original platform study.
% of all U.S. reward dollars
Tap or hover for details. All values are also available in the data table.
Source
U.S. Tremendous redemptions, March 31, 2025-March 31, 2026. Denominator includes all recorded reward options, including monetary payouts and general-use prepaid cards. These six merchant cards are a selected subset, not a complete composition. Client menus constrain recipient choice; exact sample size and program weights are undisclosed. These are platform reward selections, not merchant spending or U.S. gift-card market shares.
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| Category | Reported platform share |
|---|---|
| Amazon.com | 13.87 % of all U.S. reward dollars |
| Walmart | 1.52 % of all U.S. reward dollars |
| Apple | 1.28 % of all U.S. reward dollars |
| Google Play | 0.84 % of all U.S. reward dollars |
| Target | 0.81 % of all U.S. reward dollars |
| Starbucks | 0.74 % of all U.S. reward dollars |
The gap between Amazon.com and the other disclosed merchant cards is substantial within this dataset. Walmart represented 1.52% of all reward dollars and Apple 1.28%; Google Play, Target and Starbucks each represented less than 1%. The figures measure the value selected through Tremendous, rather than subsequent purchases made at those retailers. [S1][S2]
Tremendous distributes business rewards across research incentives, marketing, employee recognition, referrals, donations and class-action payouts. That program mix matters: a national total combines different reasons for sending money, different amounts and different recipient groups. It is a supplier’s view of its own activity, with no disclosed weighting that would make it representative of the U.S. gift-card industry. [S1]
Choice also begins before the recipient sees an offer. Tremendous says clients decide which options to make available, after which recipients choose from those menus. A card’s share can therefore reflect distribution and availability as well as its appeal to the person receiving the reward. [S1]
Counting selections changes the order
Selected merchant cards’ shares of Tremendous U.S. reward selections
Count-weighted shares for the same six merchant cards, ranked by number of platform redemptions.
% of all U.S. reward redemptions
Tap or hover for details. All values are also available in the data table.
Source
U.S. Tremendous redemptions, March 31, 2025-March 31, 2026. Denominator includes all recorded reward options, including monetary payouts and general-use prepaid cards. These six merchant cards are a selected subset, not a complete composition. Client menus constrain recipient choice; exact sample size and program weights are undisclosed. These are platform reward selections, not merchant spending or U.S. gift-card market shares.
Show data tableHide data table
| Category | Reported platform share |
|---|---|
| Amazon.com | 17.03 % of all U.S. reward redemptions |
| Apple | 2.92 % of all U.S. reward redemptions |
| Walmart | 2.46 % of all U.S. reward redemptions |
| Google Play | 2.13 % of all U.S. reward redemptions |
| Starbucks | 1.56 % of all U.S. reward redemptions |
| Target | 0.99 % of all U.S. reward redemptions |
Amazon.com represented 17.03% of recorded reward redemptions by count. Apple’s 2.92% placed it ahead of Walmart’s 2.46%, reversing their dollar-weighted order. Starbucks also ranked above Target by count while ranking below it by dollars. Those differences show why counting selections and adding their value answer different commercial questions. [S1]
A frequently selected option need not account for the same proportion of the money distributed. The source does not provide the absolute totals needed to calculate average dollar amounts for these merchant cards, nor a controlled comparison showing why recipients selected them. The percentages alone do not establish that reward size caused a particular choice. [S1]
For the distribution business, the useful finding is the variation between value and selection frequency inside one provider’s offering. The evidence does not establish a universal winning catalog or the return a program buyer would earn. It also supplies no comparable earlier period from which to infer growth or changing national preferences. [S1]
This report retains the national merchant figures that agree across the source text and charts. It excludes state rankings because the original pages give inconsistent values for some states, including Maryland and West Virginia. Those discrepancies leave the narrower national observations as attributed Tremendous findings, without an independent audit. [S1][S2]
Related reporting: Tremendous’s separate European reward analysis uses a different geographic sample and observation basis.
In this article
Oliver Reed
Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.