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Although retailers know only too well how incredibly massive a rival Amazon has become — it's annualized revenue last year hit $131 billion, which is almost pure online dollars — it's scope is sometimes difficult to internalize. Holiday stats from Slice Intelligence, for example, gave Amazon an amazing 46% of all U.S. e-commerce dollars, which is three percentage points more than the prior year.
Let's put that into context. The generally accepted assumption in e-commerce has been that Amazon would dominate for the indefinite future but that major chains such as Walmart, Target and specialty players such as Apple would slowly increase their collective market share.
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