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Amazon Trouncing Google as First Stop for Shoppers

August 1, 2012

Consumers tend to prefer starting their online purchasing research with Amazon rather than Google: 30% of online buyers surveyed say they began researching their most recent online purchase via Amazon, more than twice the proportion (13%) who began their research with Google, according to report by Forrester Research.

Moreover, that's almost a complete reversal from the third quarter of 2009, when 24% of consumers said they began researching previous online purchases at Google, compared with 18% who did so via Amazon.

Below, additional findings from the Forrester report titled "Why Amazon Matters Now More Than Ever."

Amazon's global net sales amounted to $48 billion last year. In the US, its sales have outpaced e-commerce growth as a whole, accounting for 19% of all online sales in the country in 2011, up from 9% in 2001.

Some 86% of Americans who said they've made a purchase online said they have purchased something from Amazon at some point.

Though the company is known as a vendor of media products, including books, e-books, music, and video, other categories are recording strong growth as well, particularly consumer electronics.

As of 2010, revenue from non-media products dominated Amazon sales, making up more than one-half (56%) of the total. Moreover, non-media products grew to 63% of sales in 2011:

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