Google: Our Biggest Rival in Search Market not Bing or Yahoo, but Amazon

Well-known Digital Marketing Agency, Google chairman Eric Schmidt conceded that Amazon is Google's biggest rival in the online search market, rejecting suggestion that the company enjoys an unparalleled dominance of the online search industry.
The chairman spoke of people’s wrong perception toward Google’s main rival. He said: "Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon."
He added: "People don't think of Amazon as search, but if you are looking for something to buy you are more often than not looking for it on Amazon. They are obviously more focused on the commerce side of the equation, but, at their roots, they are answering users' questions and searches just as we are."