Re/code reports on new research from eMarketer saying that Amazon is expected to own 44 percent of US e-commerce sales this year, up from 38 percent just a year ago.

eBay, which comes in second, actually is expected to show a market share decline - from 7.8 percent to 6.8 percent. Apple, in third place, is projected to be up slightly, from 3.2 percent to 3.6 percent.

Walmart comes in fourth, and is expected to increase its market share from 2.8 percent to 3.6 percent, according to the eMarketer numbers.

Re/code writes: “E-commerce sales are a small but rapidly growing share of U.S. retail, and Amazon is by far the leader. Amazon now represents close to 4 percent of all retail sales online and off in the U.S., according to eMarketer. E-commerce sales will increase 15.8 percent to $452.8 billion by the end of 2017, according to the research firm’s estimates.”

KC's View: All of this is dynamic and subject to change, even radical change, because of all the varying initiatives being taken not just by Amazon, but everybody else in this space. There’s no question that Amazon has a head start in developing an all-enveloping ecosystem, but if traditional bricks-and-mortar stores are able to reinvent themselves in a meaningful way, and Walmart/Jet are able to deliver on the promises they are making, then I think we may see some movement in these numbers.

But, if companies continue to try competing in traditional ways, without recognizing that consumers are evolving, then Amazon will continue and will even expand its dominance.