While brick-and-mortar retailers struggle to keep up, bigger companies scramble to create e-commerce solutions of their own.

Today’s customers are prioritizing convenience over everything. A new study by Feedvisor indicates that 74 percent of consumers now head straight to Amazon when they have a specific product in mind, reports CNBC. The study tapped more than 2,000 Americans who have made an Amazon purchase within the past two years.

CNBC reports that Amazon customer loyalty is currently at an “all-time high,” with 48 percent of those polled visiting the site at least a few times a week, and a whopping 89 percent of people visiting Amazon at least once a month. “Amazon has deeply integrated itself into consumers’ daily lives,” Feedvisor is quoted in the article.

CNBC points out that to keep pace with Amazon, competitors like Walmart and Target have created their own e-commerce platforms. Further, Instagram announced yesterday that retailers will be able to offer purchases directly through the photo sharing app, paying fees to cover costs and also creating additional revenue for the Facebook-owned platform. Companies on board so far include Adidas, Kylie Cosmetics, Nike, Uniqlo, H&M, Zara and Warby Parker, according to CNBC.

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