I tend to go straight to Amazon when I'm price shopping now. If it's an "Amazon product" (books, electronics, etc) they usually have a pretty good price, and i

I tend to go straight to Amazon when I'm price shopping now. If it's an "Amazon product" (books, electronics, etc) they usually have a pretty good price, and if they don't they give me the comparison. The big difference is: With Google, I'll research and occasionally get my wallet after finding something. With Amazon, get my wallet before I sit down. As someone who pays for advertising this is a distinction I pay attention to, especially if it generalizes to more people than just me: people going to Amazon are ready to buy and not just doing research. If Amazon can make that stick I think they pose a significant threat to Google. Why pay as much for research clicks when you can get clicks that are closer to a sale?