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It looks like men are the new power shoppers.

According to analytics firm First Insight, male shoppers are now more likely than women to check prices online and on before making a purchase.

A new study analyzing consumer habits and purchase behavior found that 53 percent of men reported shopping on the e-tailer’s site six or more times a month, compared with 45 percent of female respondents. Additionally, about 60 percent of male shoppers — versus 52 percent of women — said that their Amazon purchases have increased in the last year.

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