Google, Amazon Likely to Lead Black Friday's E-Commerce Gains

Black Friday is expected to kick off a more upbeat e-commerce season this year, but heavyweights (AMZN), Google (GOOG) and eBay (EBAY) are poised to make the biggest holiday gains, analysts said.

In a research note, Jefferies analyst Youssef Squali said that Google stands to benefit from increased search-ad spending among marketers and an updated product-search feature that lets Web users more easily see pictures and reviews of items.

“The integration of search, user-generated content, comparison shopping, YouTube, location information and mobile shows the impressive span of Google’s product portfolio that the company can leverage to drive traffic for its e-commerce customers and advertisers,” Mr. Squali wrote.

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