When it comes to search engine marketing today, the conversation almost exclusively starts (and stops) with Google, especially for brands optimizing for product searches. There’s an increasingly prominent player in the world of product search—and, given their disruption of just about every other industry on earth, who it is should come as little surprise.

It’s Amazon, of course! In fact, more than half of product searches now begin on Amazon, circumventing Google entirely – and search ad budgets are starting to reflect and react to this shift. The same goes for SEO strategy – if they weren’t already, brands need to be intentional about optimizing product copy for Amazon, who provides some insights in to how its search algorithm works. It should come as little surprise that, just like with Google, placing on the first page of product searches is the holy grail.

This doesn’t mean Google is losing its clout and value in product search, however. As the article states, while Amazon is growing as a center of product discover, Google is still being overwhelmingly used to validate purchases, as well as pricing, quality standards and brand reputation. In addition, Google still offers brands a more diverse array of ad options (like YouTube) and platforms for product search.

So, what’s it all mean? For brands dedicating ad budgets to product search, Amazon is now a growing player and part of the conversation. Those search ad budgets should take this shift into account, if they weren’t already. And, as with seemingly every other industry around, brands must account for Amazon.