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T his paper examines search across competing e-commerce sites. By analyzing panel data from over 10,000 Internet households and three commodity-like products (books, compact discs (CDs), and air travel services), we show that the amount of online search is actually quite limited. On average, households visit only 1.2 book sites, 1.3 CD sites, and 1.8 travel sites during a typical active month in each category. Using probabilistic models, we characterize search behavior at the individual leveldoi:10.1287/mnsc.1040.0194 fatcat:fjllmujf6ffzfh5e7ry3rr6xvm