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Illustration: Rebecca Zisser/Axios

For traditional retailers, existing alongside Amazon on the internet is getting tougher.

The big picture: Amazon is gobbling up Google search results for companies even when users search specific key words related to those firms, market research firm Gartner L2 notes in a new report.

What's going on: When you search "ethan allen recliners," the first result that comes up may not be Ethan Allen, but Amazon. That's because Amazon is buying Google ads against these customer search queries, forcing retailers to buy ads, too, says Griffin Carlborg, the lead author of the Gartner report.

  • Amazon is popping up for 23% of Ethan Allen's search terms, 32% of Ashley Furniture's terms and 47% of HomeGoods' terms, per Gartner's analysis.
  • The report found that Amazon owned 15% of a sampling of 1,353 search keywords representing businesses ranging from sporting goods to home appliances.
  • Amazon wins half of this 15% with the sheer power of its own brand, and it pays for the other half.

The bottom line: The Amazon effect is changing companies from top to bottom, influencing their decisions on everything from how much they pay their employees to what they spend on Google ads.

Go deeper

Biden's Day 1 challenges: The immigration reset

Illustration: Aïda Amer/Axios

President-elect Biden has an aggressive Day One immigration agenda that relies heavily on executive actions to undo President Trump's crackdown.

Why it matters: It's not that easy. Trump issued more than 400 executive actions on immigration. Advocates are fired up. The Supreme Court could threaten the Deferred Action for Childhood Arrivals (DACA) program, and experts warn there could be another surge at the border.

Broncos and 49ers the latest NFL teams impacted by coronavirus crisis

From left, Denver Broncos quarterbacks Drew Lock, Brett Rypien and Jeff Driskel during an August training session at UCHealth Training Center in Englewood, Colorado. Photo: Justin Edmonds/Getty Images

The COVID-19 pandemic has thrown the NFL season into chaos, with all Denver Broncos quarterbacks sidelined, the San Francisco 49ers left without a home or practice ground and much of the Baltimore Ravens team unavailable, per AP.

Driving the news: The Broncos confirmed in a statement Saturday night that quarterbacks Drew Lock, Brett Rypien and Blake Bortles were identified as "high-risk COVID-19 close contacts" and will follow the NFL's mandatory five-day quarantine, making them ineligible for Sunday's game against New Orleans.

Updated 14 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Health: WHO: AstraZeneca vaccine must be evaluated on "more than a press release."
  2. Politics: McConnell temporarily halts in-person lunches for GOP caucus.
  3. Economy: Safety nets to disappear in DecemberAmazon hires 1,400 workers a day throughout pandemic.
  4. Education: U.S. public school enrollment drops as pandemic persists.
  5. Cities: Surge in cases forces San Francisco to impose curfew — Los Angeles County issues stay-at-home order, limits gatherings.
  6. Sports: NFL bans in-person team activities Monday, Tuesday due to COVID-19 surge — NBA announces new coronavirus protocols.
  7. World: London police arrest more than 150 during anti-lockdown protests — Thailand, Philippines sign deal with AstraZeneca for vaccine.