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  • Amazon has unleashed a slow revolution on holiday shopping, becoming one of the most important places people turn to when they shop for the season.
  • Last-minute shoppers now increasingly trust only Amazon to deliver their orders in time, according to data from Rakuten Intelligence.
  • Amazon is ensuring it stays that way, giving out free trials of Prime like candy, ensuring prices stay competitive, releasing a physical toy guide, and offering free shipping, for every order, later in December than ever before.
  • It’s clear Amazon has become part of the fabric of holiday shopping — and will be for the foreseeable future as online shopping grows.

Amazon is home for the holidays.

The e-commerce company has become essential to the fabric of holiday shopping. Though much of America’s holiday shopping is done the weekend of Thanksgiving, it’s rivaled by the weekend right before Christmas, which includes a day that analysts have dubbed “Panic Saturday.”

Basically, last-minute shopping is how America prepares for the holiday. And no other retailer is in a better position to capture that market than Amazon.

As Christmas gets closer, shoppers increasingly say they trust only either Amazon or going to physical stores,…