This story originally published on September 19, 2018.

New York (CNN Business) Amazon already dominates a multitude of businesses. Online advertising may be next.

Amazon is expected to move ahead of Microsoft and Oath, the Verizon subsidiary that owns AOL and Yahoo, into third place in the US digital ad market, according to a report released Wednesday by the research firm eMarketer.

More people are starting their searches for products on Amazon instead of Google or another search engine, the report said. That means advertisers are willing to pay more to show up in keyword searches.

Amazon is projected to have a 4.2% share of the market this year, compared with 4.1% for Microsoft, which owns MSN, the Bing search engine and LinkedIn, and 3.3% for Oath.

To be sure, Amazon will still trail industry leaders Google and Facebook by a wide margin. Those two control a combined 57.7% of the market. Google is the leader with a 37.1% share, while Facebook has 20.6%. But their combined market share is expected to drop from 59.1% last year.

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