Google's dominance in the US search market is shrinking, with the forecast indicating that, for the first time in decades, it will not hold a majority share.
Despite this drop, Google is still projected to maintain a 48% share of American search advertising revenue next year, but it faces significant competition from Amazon.
In the unfolding competition landscape, Amazon is rapidly gaining ground and is predicted to control nearly a quarter of US search ad dollars by next year.
Google remains a valuable entity with a market value of $2.1 trillion, but it is also confronting threats from antitrust regulators that might impact its business growth.
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