Amazon has taken ownership of the U.S. ecommerce journey, with nearly nine out of 10 domestic shoppers visiting the marketplace during their purchase cycle and 50% of them beginning product searches there, according to data from Feedvisor.

Brands are also held in Amazon’s sway, Feedvisor found in its survey of 500 sellers, with 54% of them selling there and considering it critical to their business and a tremendous growth opportunity.

The survey found that 97% of brands selling on Amazon and 84% of those that don’t believe the most compelling benefit to the marketplace is acquiring new customers.

Brands already selling on Amazon cited rationales such as “make sure my brand is present” (81%),…