ANALYSIS: IN JANUARY, IVANKA TRUMP’S TOTAL ONLINE SALES FELL 26% COMPARED TO LAST YEAR

While Nordstrom dropping Ivanka Trump merchandise got a lot of headlines, it’s not the top online retail partner for the brand.

According to an analysis of email receipts by Slice Intelligence, online, Amazon sells the most Ivanka Trump merchandise — much of it sold by third-party sellers. Bloomingdales.com (owned by Macy’s) is second, then Macys.com, Nordstrom.com is fourth and Zappos.com (owned by Amazon) round out the top five in terms of revenue. (Slice Intelligence analysis comes from a panel of 4.4 million online shoppers.)

Slice Intelligence said sales declines of Ivanka Trump goods online were evident after the election, and beyond. Ivanka Trump’s online sales fell 26 percent in January compared to January 2016.

Sales of Ivanka Trump merchandise on Nordstrom.com fell 63 percent in the fourth quarter, dropped 43 percent on Zappos.com and 31 percent at Amazon.com compared to the previous year.

Nordstrom said its decision wasn’t political, it was business. The Slice Intelligence data appears to back up that claim, with Ivanka Trump merchandise sales down, at least online, for Nordstrom.

On Wednesday, the department store further clarified its decision not to place new orders for the brand because sales have been “steadily declining” particularly in the second half of 2016, and it no longer makes “good business sense” to continue selling the line at this time.

Ivanka Trump merchandise sales did, however, grow 30 percent online at Macys.com and 9 percent on Bloomingdales.com in the fourth quarter compared to the prior year, but the growth was sharply lower than the growth rate seen in the first half of 2016.

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