Amazon captures 50% of retail sales growth

Amazon (NASDAQ:AMZN) now accounts for roughly 50 percent of all online retail sales growth in the United States and 24 percent of total retail sales growth, according to Macquarie Research.

By the end of 2015, Amazon's U.S. sales will be $88 billion, a 33 percent jump from 2014's $66 billion, estimates Macquarie analysts.

For every $1 of e-commerce growth this year, Amazon will take 51 cents and 24 cents of every $1 of total adjusted retail growth. "Think about the inverse of that: Every other retailer is fighting for 49 cents and 76 cents of each dollar, respectively," note analysts in a research note.

Amazon captured 35 percent of online sales on Black Friday, according to Slyce, and 51 percent of U.S. shoppers planned to buy from Amazon this holiday season, according to a poll from Reuters/Ipsos. That number is consistent with Macquarie's projections for 2015.

And there's no expectation that Amazon's growth will slow. It's quite the opposite, thanks to Amazon Prime.

A stunning 25 percent of U.S. households are currently Prime members and by 2020 that number will grow to 50 percent, estimates Macquarie. Amazon likely added 7 million households as Prime members in 2015, thanks to the company's addition of new services such as award winning original content and new streaming services.

"We believe that Amazon thinks its strategy of bundling in more and more benefits for Prime members (video, music, books, photo storage, etc.) is a key reason for the Prime growth," according to the report. "Therefore, we expect Amazon to continue to ramp up its benefits for Prime."

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