Indeed, Macys has found itself in an increasingly uphill battle as it continues to lose market share to e-commerce giants like Amazon ( AMZN ) that can be more nimble when responding to quick changes in consumer trends. While the 2016 holiday season was merry for America's retailers, data from Slice Intelligence showed Amazon dominated as it took nearly 40% of e-commerce sales. Macy's, by comparison, held 2.7% of online sales, according to the data.