For online retailers that also sell on marketplaces, sales via Amazon during the holiday season can sometimes feel like a stocking full of coal instead of candy. While online retailers beef up their marketing and tweak their sites, lurking behind just about every retailer’s strategy is Amazon.

Here’s why:

  • Only 38.8% of consumers start their product searches on Google, according to a December 2016 Internet Retailer survey of 515 U.S. adult online shoppers, while over half, 52.5%, start—and often end—their searches on Amazon.
  • More than a third (33.8%) of visits to retail websites during November and December 2016 were to, according to Hitwise, a division of Connexity Inc., and a provider of e-commerce marketing automation technology.
  • Amazon accounted for 38% of U.S. e-retail sales during the 2016 holiday season, according to Slice Intelligence, a research firm that tracks email receipts of more than 4.4 million online shoppers.

As Amazon’s share of the e-commerce market grows, particularly during the holiday season, many retailers are left to figure out how to compete. That often leads…


To get immediate access to the rest of this article and thousands more, sign up for a free Strategy Membership using the Join for Free button below. If you’re already a member, please sign in.

Want to read more? Unlock Free Strategy Membership