Amazon.com, the largest Internet retailer in the world, is hitting records with its shares. The ecommerce company is primed to be dominate online eCommerce for this year's holiday shopping season, according to USA Today.

Bizrate Insights surveyed 14,721 online shoppers from October 24 to November 2. The survey firm targeted online buyers who made a recent purchase from a retailer other than Amazon. The shoppers were asked where they planned to purchase presents this year, the report said.

The said survey showed shoppers planned to allocate 43% of their Christmas shopping to traditional retailers. They also planned to spend 34% of their gift budget at Amazon. For the remaining 35%, the survey showed the buyers planned to spend that at other online stores including eBay.com and Walmart.com.

In addition, Bizrate Insights found out that 25% of consumers typically start online shopping at Amazon. Google took the third place at 22%, and the remaining 24% went directly to the retail site, the report stated.

The survey found that 35% of the shoppers are users of Amazon's Prime program. This program offers a two-day US shipping for free. It also offers other benefits for USD79 a year, said the report.

On Wednesday, Amazon shares rose 1.4% to USD386.71 per share. It had earlier hit another record of USD387, giving the company a value of over USD175 billion. So far this year, the ecommerce site's stock is up 54%. Most of those gains came from the run-up to the Christmas season.