Amazon is about to fire the starting trigger on its annual Prime Day of shopping deals, and research firm eMarketer has put out some new analysis of the company’s place in the US online-retail sector to accompany it.

Its analysts reckon that Amazon will do $258.22bn of US retail sales this year, accounting for 49.1% of all e-commerce spend in that country for 2018, and 5% of all retail sales – offline and online combined.

“Now, it is fast approaching a tipping point where more people will be spending money online with Amazon, than with all other retailers — combined,” reported TechCrunch. “Amazon’s next-closest competitor, eBay, is a very, very distant second at 6.6 percent, and Apple in third at 3.9 percent.”

Amazon isn’t just the biggest US e-commerce business by far: it’s also still growing at a rapid clip, with its sales (if they meet eMarketer’s predictions) set to rise by 29.2% year-on-year. Consumer Electronics and Tech is Amazon’s biggest category according to the report, set to account for $65.82bn of US sales in 2018.

That, of course, includes a fair few Echo devices: eMarketer recently predicted that Amazon will account for two thirds of smart-speaker users in the US this year, while fellow research firm Canalys claims that there’ll be 50m Echo users worldwide by the end of 2018.

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