Alexa Internet, Inc. is an American web traffic analysis company based in San Francisco. It is a wholly owned subsidiary of Amazon. Alexa was founded as an independent company in 1996 and acquired by Amazon in 1999 for $250M in stock. Its toolbar collects data on Internet browsing behavior and transmits them to the Alexa website, where they are stored and analyzed. This is the basis for the company's web traffic reporting, including its Alexa Rank. According to its website, Alexa provides web traffic data, global rankings, and other information on 30 million websites. As of 2018, its website is visited by over 3 million people every month.