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Forbes has a story suggesting that Amazon Prime "is starting to crowd out online competitors like Walmart and Target despite the best efforts of these big-box retailers."

According to the story, "Market research consultancy Millward Brown Digital analyzed the buying patterns of more than 2 million online consumers, finding that Prime membership narrows the field of retailers a shopper is willing to consider. The company’s analysis of Prime versus non-Prime members’ cross-shopping behaviors found that less than 1% of Prime members are likely to consider other mass-market retail sites — and, for example — during the same online session.

"An Amazon shopper without a Prime membership is 8 times more likely than a Prime member to cross-shop between Amazon and in the same session."

While Amazon does not reveal specific Prime numbers, it is estimated that there are 40 million members of the Amazon Prime service, which carries a $99 annual fee and provides two-day shipping plus access to a variety of streaming services.

Millward Brown also estimates that Amazon's traffic from Prime members has gone up 300 percent in the past year, the Forbes story says, adding that "Prime members are bigger spenders than the average online shopper, buying about $1500 worth of goods and services at billionaire Jeff Bezos’ web emporium each year."
KC's View:
What this comes down to is what we've been writing about a lot lately - the notion that Amazon wants to create an ecosystem that kind of traps (or seduces, depending on your point of view) customers into turning to Amazon as their first, best choice for, well, everything.

It is all about creating the path of least resistance between shopper and shop. And it establishes Amazon as an extraordinarily dangerous competitor.