A survey for BloomReach has shown that Amazon is now the first port of call for more than half of online consumers in the US. The research revealed that 28% of people used a search engine for their initial product search, whilst private retailers received 11% of the searches, far behind Amazon’s 55%. BloomReach also found that Amazon is involved in around 90% of all online purchases made in the US, even if the final purchase is made elsewhere. The head of marketing at BloomReach, Jason Seeba, said that these results were “driven largely by a perceived superior end-to-end experience” on the site. It is estimated that in the run up to 2016’s shopping season at the end of the year, the large majority plan to do most of their shopping online, with a huge 94% planning to do so on Amazon.