Amazon lost some market share, as measured by web traffic, to the next ten biggest online retail rivals: down from 52% in January to 47% in June.

Some have feared that during the pandemic, the e-commerce market will be winner-take-all, mostly benefitting Amazon due to its unmatched fulfillment capacity. The opposite happened - Amazon had to delay non-essential items’ delivery because of the breakdown of that same fulfillment. The company resumed two-day delivery for most items by mid-May, however, that created an opening for its competitors to step in (none of which did the essentials prioritization).