There are many questions that plague the American people. Do you prefer coke or Pepsi, dogs or cats, or YouTube or Netflix? If that wasn’t hard enough, now it seems that the line is becoming less clear on who favors Google or Amazon shopping. Google is the information king of the internet and Amazon is the shopping marketplace king of the same domain. So, is Google really threatening to dethrone Jeff Bezo’s and his empire and take its crown? Numbers Don't Lie Earlier this week it was stated on The Market Mogul that, “Amazon is the top online shopping destination for US customers but Google is catching up.” This meaning that when a consumer wants a particular item an increasing number are not going straight to Amazon to search, but instead directly into Google. In the same report , statistics show that in 2016 55% of shoppers searched directly on Amazon for a product; this year the percentage clocks in at 49%. While this is not a significant drop, with Amazon taking up more space in the retail sphere, it seems counterintuitive. In 2016 Google only had shoppers search them first 28% of the time; this year they saw a jump to 36%. For comparison’s sake, customers only searched individual retailers first 16% of the time in 2016 and 15% in 2017. Can We All Just Coexist? For Amazon, there’s no need to fret just yet. Even if people are searching on Google, the irony is that their results still lead to products listed on Amazon. Although Google is still generating advert revenue. Market Mogul reported it is projected to reach $35 billion by the end of 2017. Google does still wish to lure people to their shopping platform and have attempted to add features that may entice them to make the switch. Business Insider says that they have upped their voice shopping capabilities to compete with Amazon’s Alexa and Apple’s Siri. In addition, Google now allows sellers to create their own product descriptions, pictures and videos to search results. They hope that this control will attract manufacturers and sellers to the platform, further increasing its cache. With e-commerce reaching an all-time high, 2018 will only further prove who will come out on top as king. Although, the world wide web gives both parties a great breadth of a market in which they can coexist. Still, it will be interesting to see what features they will use to be their own points of differentiation and how they will benefit us as consumers.