Amazon is now already ahead of Google in Product searches (38% of shoppers now start with Amazon, 35 % start with Google).
In fact, most of the google searches are category or vertical specific. Moreover, the searches all seem to have a hugely profitable vertical associated with them (e.g. hotel reservations, airline reservations, eating out, entertainment, or products).
This points to a future where search will become more and more verticalized.
Search will become more and more verticalized and this will be loss for Google’s main business!