A survey commissioned by e-commerce startup BloomReach found that 55% of Americans begin their online shopping trips on Amazon. It's a significant rise from last year, when 44% of online shoppers said they went to Amazon first. This rise has occurred in parallel with a 6% drop in people starting their shopping journey on search engines down to just 28%. Over the same period there was also a decline from 21% to 16% in the number of people going straight to a non-Amazon retailer’s website. The shift towards shopping directly on Amazon poses a challenge for Google, which makes revenue from selling targeted ads based on search results.