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Thanksgiving shopping had one winner and many losers this year. L2 tracked the visibility of Amazon and Big Box brands over the weekend and found that Amazon scored top in paid search visibility for almost all holiday gift categories. In consumer electronics, Amazon and Walmart held the top two spots while Target, Best Buy and hhgregg fought for fourth place. For Toys, Amazon and Target took the top spot leaving ToysRUs in fourth place. In Sporting Goods, Amazon briefly slipped to second place on Black Friday and returned to the top spot on Cyber Monday. The recurring theme? Amazon and the seven dwarfs. Why? Amazon has access to cheap capital like no other retailer.

L2's Daily Insights in Your Inbox.