The Amazon Ecosystem Transforms The Meaning Of A 360-Degree View Of The Patient Diagram that shows a patient at the center of Amazon’s technology ecosystem, which includes Amazon Clinic, Amazon Alexa and Echo, Amazon Pharmacy, Amazon Halo and Astro, Whole Foods Market and Amazon Fresh, One Medical, and Amazon Prime and Amazon Marketplace. Figure 1 Amazon And One Medical Will Put Patient Data Into Action Healthcare is moving toward orchestrating long-term loyalty and longitudinal relationships.

E-Commerce Helps Amazon And Walmart Dominate US Retail In 2025, Amazon overtook Walmart to become the largest company in the world by total revenue (see Figure 1). Amazon is forecast to become the first company to reach $1 trillion in annual revenue by 2028. Amazon and Walmart captured almost 70% of total retail sales growth of the top 10 US retailers in 2025. By 2030, Forrester expects Amazon and Walmart to account for 27% of US total retail sales and 70% US e-commerce sales.

Most Retail Media Networks Fall Short Of Amazon-Sized Ambitions The lion’s share of retail media ad spend sticks with Amazon. Other RMNs grow, but they lag far behind Amazon Ads and are unlikely to ever approach Amazon’s dominance. Retailers are lured by Amazon Ads’ high-margin operating income and scaled growth. They keep hoping to replicate it but lack Amazon-grade machine learning to maximize onsite yield and relevance.

One consumer noted, “Amazon will be held responsible for any mistakes that might occur,” and several emphasized the security that Amazon provides for their personal information as a major advantage. Shoppers Are More Likely To Trust Amazon Than AI Tools When Purchasing Goods A pie chart shows consumer preference for completing checkout and payment through AI tools versus Amazon: 84% of respondents prefer Amazon, compared with 16% who prefer AI tools.

Amazon Ads’ capabilities for out-of-home are limited by the closure of all Amazon Fresh stores, though Amazon plans to convert various locations into Whole Foods Markets. Customer feedback. Customers appreciate the leaps and bounds Amazon Ads made in the past few years and plan to broaden and deepen adoption in the near term. Forrester’s take. Advertisers seeking deterministic reach and AI-powered, full-funnel performance should consider Amazon Ads. View Amazon Ads’ detailed scorecard.

Figure 7 Amazon And Walmart Dominate US Retail Sales Amazon and Walmart significantly increased their share of total retail and e-commerce sales in the US over the past seven years (see Figure 8). If the current trends continue, we forecast that Amazon and Walmart will jointly account for 27% of total retail sales ($1.7 trillion) and 70% of e-commerce sales ($1.3 trillion) in the US by 2030.

Google and Amazon command the majority of searches, but social media and answer engines also saw some traffic. This graphic has an associated spreadsheet that includes all data presented. Please access the spreadsheet for details. Figure 1

Google and Amazon command the majority of searches, but social media and answer engines also saw some traffic. This graphic has an associated spreadsheet that includes all data presented. Please access the spreadsheet for details. Figure 1

In December 2025, US online adults said they used Amazon and Google most to search for products they were interested in buying. ChatGPT came in a distant third as a source, but it has already outstripped the longer-tenured social channels of Instagram and TikTok. While Gen Z shoppers used ChatGPT more than any other generation, their use of social channels for product discovery still surpassed their use of answer engines.

Figure 1 PayPal, Klarna, And Amazon Pay Lead Digital Payments In Germany PayPal remains the most popular digital payment method in 2025: 74% of online adults in Germany have used it in the past three months to make a purchase, with Klarna and Amazon Pay coming in a distant second and third (see Figure 2). German online adults also use Apple Pay and Giropay. Since 2020, PayPal usage has risen slightly among German online adults, while Amazon Pay and Google Pay usage have remained stable.