Google says Amazon, and not Microsoft, is its biggest rival

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Google chairman Eric Schmidt believes that Amazon is its biggest search competitor.

In a speech in Berlin, Schmidt pointed out that internet users are likely to go directly to the retailer when shopping, stating: Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon.

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.”

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