Year-end numbers for 2015 are expected to show Amazon's U.S. sales will be $88bn, a 33 percent jump from 2014's $66bn, Macquarie analysts estimate.

For every $1 of e-commerce growth this year, Amazon will take 51 cents and 24 cents of every $1 of total adjusted retail growth. "Think about the inverse of that: Every other retailer is fighting for 49 cents and 76 cents of each dollar, respectively," analysts noted.

Amazon captured 35 percent of online sales on Black Friday, according to Slyce, and 51 percent of U.S. shoppers planned to buy from Amazon during the holiday season, according to a poll from Reuters/Ipsos. That number is consistent with Macquarie's projections for 2015.

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