Thirty percent of online buyers began researching their last online purchases at Amazon, more than double the number who began their research with Google, according to a Forrester Research survey released Thursday.
That's almost a complete reversal from two years ago, when 24% of participants said they began researching their last online purchases at Google, versus 18% on Amazon.
The stat points to the growing threat Amazon represents to other retailers, who are already struggling against Amazon's competitive pricing and popular price comparison app, which is designed to capture sales away from brick-and-mortar retailers right before checkout. As more shoppers turn to Amazon directly…
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