Google continues to quietly build their US Ecommerce flywheel to compete with Amazon. An example of the three pillars:

Same Day and Next Delivery for all of the following stores (note the majors):

Ads (except for top news stories and one result) cover the entire first page of a search:

Voice purchasing for the majors including Target and Walmart.

We tend to focus on the Walmart vs Amazon battle but Google has quite the flywheel of their own.