Google declares Amazon its biggest search rival

Google has named e-commerce company Amazon as its biggest competition, ahead of its more traditional search engine rivals.

As reported by BBC News, Google boss Eric Schmidt has hit back at claims the search engine does not struggle with opposition from other search engines, naming the e-commerce site as its main competition.

He said: "Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon... People don't think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon."

While Amazon targets consumers with its mind on commerce, Schmidt pointed out that search results fulfil the same need in terms of "answering users' questions and searches".

"Someone, somewhere in a garage is gunning for us," he continued. "I know, because not long ago we were in that garage... Change comes from where you least expect it. The next Google won't do what Google does, just as Google didn't do what AOL did."

It was recently reported that Google could face being charged formally for abusing' its position in the sector, after outgoing European Competition commissioner Joaquin Almunia warned the company would be struck with a financial penalty if equal prominence was not offered to its rivals.

"Regardless of the course this case will take, the European Commission and in particular the Commissioner for Competition must stand firm to preserve the independence, impartiality and objectivity of our procedures and decisions," Almunia said at the time.

"The reality is that Google works very differently from other companies that have been called gatekeepers, and regulated as such," Eric Schmidt said.

"We aren't a telecommunications network or an electricity grid, with only one line going to your home, and competitors allowed. No one is stuck using Google."