Amazon displaces Microsoft in digital’s ‘Big 3’

E-commerce site, Amazon, has displaced Microsoft in the digital’s “Big 3,” just behind Google and Facebook, according to revised estimates released Wednesday.

Amazon’s position in the digital “Big 3,” became inevitable following its dominance in e-commerce sales especially in the area of digital advertising sales.

While Amazon just barely nudged Microsoft out of third place, it is on a tear and growing its advertising volume and share faster than the biggest and most established players.

In 2018, Amazon will generate $4.61 billion in U.S. ad revenues, higher than the $2.89 billion eMarketer had projected in March, eMarketer now projects.

“Its strong handle on consumer purchase behavior sets it apart from Google and Facebook in the digital ad market, which has made the company an attractive option for advertisers,” explains eMarketer Senior Director of Forecasting Monica Peart — noting that Amazon is benefitting largely from the fact that consumers increasingly begin their product searches on Amazon.com, rather than on Google.

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