As eCommerce climbed to historic heights in 2016, Amazon has continued to firmly establish itself as one of the go-to shopping destinations, and now offers almost 369 million products as of December 2016. However, that’s not stopping a huge number of shoppers from making their buys elsewhere. According to The Wall Street Journal, about 22 million U.S. households didn’t purchase a single item off Amazon’s site in 2016. That’s about 17% of primary household shoppers.

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