New Morgan Stanley data shows that 16- to 24-year-olds are increasingly using Google to research products, cutting into Amazon’s market share. The share of Gen Z shoppers going to Google first, even when they know what they want, rose to 30% in March from 21% in September 2024, while Amazon’s share dropped from 41% to 34%. Analysts suspect Google’s generative AI tools, including AI Overviews and Lens, are driving the shift. While ChatGPT adoption remains low for shopping, Google appears to be holding younger users’ attention with its AI-powered features.
