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Over the years, Google has established itself as the first stop for almost everyone trying to find something online. When it comes to product searches however, Amazon has emerged as a powerful rival and is currently beating Google (and other search engines for that matter) in the race to becoming the first stop for online shoppers.

According to a among more than 5,000 U.S. online shoppers, Amazon and other marketplaces are the most popular destination for shoppers searching for a product. Retailers also play an important part in product research, with 29 percent of shoppers using a retailer channel to begin their path to purchase.