A new study released by BloomReach found that Amazon has grown its lead as the place where consumers first search for products. The second-annual “State of Amazon” study, which surveyed 2,000 U.S. consumers, shows that search engines and retailers lost almost equal ground, coming in at 28 percent and 16 percent respectively while Amazon has increased its share by 11 percent.

The study also found that 9 in 10 consumers check Amazon even if they find a product they want on another site. When holiday shoppers know what gift they want, 59 percent will start on Amazon, 24 percent will start on a search engine, and 16 percent will start at a retailer that has that product. But when holiday shoppers don’t know what to buy, 49 percent will start on Amazon, 28 percent will start on a search engine, and 26 percent will start on a retailer the gift recipient likes.

The study did highlight some bright spots for retailers and opportunities to gain back market share: approximately one in five noted counterfeit products are their main concern with Amazon, and 41 percent said better personalization would make them more likely to buy from a retailer over Amazon.

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