RESEARCH TRIANGLE PARK, N.C. – The latest Facebook Commerce Index for the second quarter of 2012 is out.

The report compiled by ChannelAdvisor takes a look at retailers’ “likes” and fan engagement over a span of three months to give a better look at the big picture – what sorts of fan acquisition tactics are sustainable and which are not.

During April, May and June, the top 25 retailers shifted around quite a bit; long-standing chart-toppers dropped and new retailers worked their way up from the bottom, according to the report.

Amazon leveraged two Facebook pages to fully engage its fans in a variety of ways and moved up six places from 25th to 19th. This 44-percent growth in fan count is truly impressive and worth further evaluation, according to ChannelAdvisor.

Next on the watch list was Kohl’s, which jumped around on the top 25 chart as well, ending up in 15th place. Kohl’s snagged fans with its numerous promotions and new product offerings. In regards to percentage growth, B&H Photo Video Pro Audio increased its fan count by 114 percent through the use of beautiful images that create a gallery feel on its Facebook page.

The top 25, which had remained quite stagnant for a while, is seeing a lot more movement of late, showing that retailers are getting aggressive with their social strategies.

The methodology for this report involves culling a database of approximately 500 online retailers that have Facebook Pages and tracking their fan counts monthly. The data is sliced in three ways: top 25 Facebook Commerce Pages (this table details the top 25 online retailers by total fan count); top 25 Facebook Commerce Growers (this shows the top 25 online retailers sorted by the number of total new fans added since the last month); and top 25 Facebook Commerce Percentage Growers, which highlights the top 25 percentage growers.

ChannelAdvisor is headquartered in Research Triangle Park.