To Google or To Amazon? Search is the Answer

To Google or To Amazon? Search is the Answer

According to eMarketer, the U.S. search ad market is expected to grow to $55.17 billion (up 18% YoY). Roughly 73 percent (approx. $40 billion) of that goes to Google. But Amazon is on fire. Its search business is growing fast and it is expected to reach almost 13 percent this year and nearly 16 percent by 2021. Amazon’s gain is expected to be at Google’s expense.

Google is a verb. I Google. You Google. He/She/It Googles. To Google. Is Amazon a verb? Not yet, but when I’m searching for something I want to purchase, it’s my first stop. I just don’t say, “I Amazoned it.” I Amazon. You Amazon. He/She/It Amazons… nope, not a verb. That said, clearly you don’t need to be a verb to take a bite out of Google.


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Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

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About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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