By Jonathan Davies

The chairman of Google has delivered a damning blow to the likes of Bing and Yahoo by saying Amazon is its biggest search rival.

Google chairman Eric Schmidt made the comments as he argued against claims that the search giant has unrivalled dominance of the search engine market.

"Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon," Mr Schmidt said in a speech in Berlin.

Google currently holds a 90% share of the search market, but Mr Scmidt insisted that he's still weary of the "next Google".

"Someone, somewhere in a garage is gunning for us. I know, because not long ago we were in that garage. Change comes from where you least expect it," he said.

He suggested that competition "isn't always like-for-like" in the online world.

"People don't think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon," he said.

"They are obviously more focused on the commerce side of the equation, but, at their roots, they are answering users' questions and searches, just as we are."

Google is currently subject of an investigation by the European Union over anti-trust complaints.

The search giant only just avoided paying billions of dollars in fines in February after it agreed to give equal footing in its results for rivals like Microsoft.

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