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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

Column / Harder Line

New England power fight foreshadows divisive clean energy future

Illustration: Sarah Grillo/Axios

It wasn’t his first choice, but Sean Mahoney isn’t fighting a 150-mile proposed power line sending Canadian hydropower to New England as part of the region’s climate-change goals.

Why he matters: Mahoney, a senior expert at the nonprofit Conservation Law Foundation who lives in Maine, is seeking to compromise in a bitter battle over the proposal. Expect more fights like this as President Biden and other political leaders pursue zero-carbon economies over the next 30 years.

Mike Allen, author of AM
8 hours ago - Politics & Policy

Biden adviser Cedric Richmond sees first-term progress on reparations

Illustration: "Axios on HBO"

White House senior adviser Cedric Richmond told "Axios on HBO" that it's "doable" for President Biden to make first-term progress on breaking down barriers for people of color, while Congress studies reparations for slavery.

Why it matters: Biden said on the campaign trail that he supports creation of a commission to study and develop proposals for reparations — direct payments for African-Americans.

Cyber CEO: Next war will hit regular Americans online

Any future real-world conflict between the United States and an adversary like China or Russia will have direct impacts on regular Americans because of the risk of cyber attack, Kevin Mandia, CEO of cybersecurity company FireEye, tells "Axios on HBO."

What they're saying: "The next conflict where the gloves come off in cyber, the American citizen will be dragged into it, whether they want to be or not. Period."