The report also struggled to establish that Amazon even had the kind of monopoly power that might make certain conduct illegal under U.S. law. The industry’s most widely cited data gatherer, eMarketer, put Amazon’s share of U.S. e-commerce sales at 38.7 percent. The success of Walmart and Target’s websites, as well as the Canadian company Shopify, which developed sites for brands to sell directly to customers, also belied the notion that Amazon had any kind of hammerlock on the industry. (Only Amazon’s utter dominance in the U.S. in books and e-books, estimated at 42 percent and up to 89
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