How Google Is Competing With Amazon for Shoppers

Google is doubling down on Shopping as it looks to catch up with Amazon. But e-commerce experts say it still faces big challenges in closing the gap.

Ramin Talaie/Getty Images; Mike Blake/Reuters; Savanna Durr, Alyssa Powell/Insider This is the fifth in a 10-part series that examines Amazon's booming advertising business: The people driving it, the ripple effects on other companies, and what's next. Google — the owner of the world's most popular search engine and most-used browser, and the biggest seller of online advertising — isn't used to being in second place. But in 2016, a worrying stat reverberated around marketing conference panel sessions and plastered e-commerce company pitch decks: For the first time, a study found, more US…

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