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Amazon holds on to 80% of the books, music, and video market online

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Amazon will account for 38.2% of all US ecommerce sales this year, per our estimates. In addition to dominating the books, music, and video category, Amazon will capture 50.3% of computer and consumer electronics ecommerce sales and 47.0% of office equipment and supplies ecommerce sales in the US.

Beyond the chart: One way Amazon maintains its dominance in digital book sales is through publishing. Its publishing deals have drawn criticism for making books available only on Amazon or preventing libraries from purchasing ebooks and audiobooks.

By contrast, food and beverage represents an area for growth. Amazon will lose ecommerce share in this category, dropping from 22.0% in 2018 to 16.8% in 2022, according to our forecast. But we expect its retail tech innovations—from advanced store analytics to Dash Carts—will give it an edge in grocery overall.

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Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues from company reports, consumer online buying trends, and macro-level economic conditions.