For 2,639 product keywords taken from Google's own search suggestions, US monthly search volume on Google is 11.5 times the volume on Amazon for the exact same phrases. Because the keywords come from Google, the list leans toward the longer phrases people type into Google; Amazon still out-searches Google on short, generic product names such as "laptop" and "blender".
Analysis of 2,639 product keywords · Google and Amazon US search volume, September 2026
Key Findings
- 1.For 2,639 product keywords drawn from Google's search suggestions, Google's monthly search volume is 11.5 times Amazon's for the same phrases.
- 2.For the median product keyword, Amazon's search volume is below 1% of Google's.
- 3.Electronics is the closest large product category, with Google search volume 5.5 times Amazon's; apparel is the widest, at 30.2 times.
- 4.Amazon gets more searches than Google for 1.6% of the product keywords, 41 phrases, almost all short product names.
- 5."laptop" gets 761,164 monthly searches on Amazon against 110,000 on Google, the clearest case of a short product name where Amazon leads.
Summary
An ecommerce manager splits next year's budget between Google and Amazon. One widely repeated view says product search has moved to Amazon, so Google matters less. Another says Google is still where shoppers research. Search volume for the same phrases on both platforms gives a direct way to see where a given query is typed more often.
The answer depends on the kind of query. For long, descriptive product searches of the kind Google suggests as people type, Google carries far more volume. For short product names, Amazon often carries more. A store that plans for both kinds of query puts the right page in front of each kind of shopper.
For 2,639 product keywords drawn from Google's search suggestions, Google's search volume is 11.5 times Amazon's. Every category leans to Google, from electronics at 5.5 times to apparel at 30.2 times. Amazon leads on 41 phrases, 1.6%, and they are almost all bare product names like "laptop", "tv" and "blender".
What we measured
In September 2026 we took 5,000 product keywords from Google's search suggestions around 100 seed products and looked up the US monthly search volume for each exact phrase on both Google and Amazon. 2,639 keywords had search volume on both platforms, and those are the keywords in this study. We summed volume per category and overall and compared the totals.
Search volume is the average number of times a phrase is searched each month. Google's figure is the one Google Ads reports; Amazon's is the number of searches for the same phrase in Amazon's own search bar. The ratio compares total Google volume with total Amazon volume for the same set of phrases, so 11.5 times means that for every search on Amazon there were 11.5 on Google. Because the phrases come from Google's suggestions, they include many longer, descriptive searches of the kind people type into Google.
Google volume is 11.5 times Amazon volume
Put the other way round, Amazon's volume across the 2,639 keywords comes to 0.087 of Google's, less than a tenth. The gap is even wider for a typical keyword: for the median phrase, Amazon's search volume is below 1% of Google's. A few very popular short phrases do most of Amazon's work in the total.
For a store, the practical point is that the long, specific searches shoppers type while researching a purchase happen on Google far more often than on Amazon. Those are the searches that category pages, comparison pages and buying guides can rank for.
Every category leans to Google, apparel most
Every product category favors Google. Among large categories, electronics is closest, with Google volume 5.5 times Amazon's, followed by health at 5.6 and phones at 7.6. Apparel is furthest apart at 30.2 times, then fitness at 25 and outdoor at 21. Office supplies are closest of all, at 1.4 times, with Amazon volume at 0.73 of Google's.
Source: Suff Digital analysis of 2,639 product keywords · Google and Amazon US search volume, September 2026
| Category | Keywords | Google volume | Amazon volume | Google over Amazon |
|---|---|---|---|---|
| Office | 26 | 665,300 | 486,864 | 1.4x |
| Electronics | 286 | 92,286,700 | 16,920,750 | 5.5x |
| Health | 24 | 608,300 | 108,562 | 5.6x |
| Phones | 37 | 1,234,700 | 162,560 | 7.6x |
| Kids | 165 | 18,652,300 | 1,792,399 | 10.4x |
| Pets | 248 | 24,683,300 | 1,739,928 | 14.2x |
| Beauty | 333 | 20,381,300 | 1,376,319 | 14.8x |
| Home | 314 | 31,058,000 | 2,018,409 | 15.4x |
| Kitchen | 282 | 25,271,800 | 1,574,183 | 16.1x |
| Gaming | 157 | 18,192,000 | 1,038,417 | 17.5x |
| Outdoor | 261 | 49,102,800 | 2,335,508 | 21x |
| Fitness | 220 | 14,128,400 | 564,862 | 25x |
| Apparel | 286 | 83,552,200 | 2,768,107 | 30.2x |
Electronics has the most Amazon search volume of any category, 16,920,750 searches a month across its 286 keywords, which is why it comes closest among the large categories. Apparel phrases see the least Amazon search volume relative to Google.
Amazon wins on short, generic product words
41 keywords, 1.6%, have more searches on Amazon than on Google, and they are almost all bare product names. "laptop" gets 761,164 Amazon searches a month against 110,000 on Google. "tv", "blender", "cat food", "dog toys" and "dog food" follow the same pattern.
| Keyword | Google volume | Amazon volume |
|---|---|---|
| camera | 1,000,000 | 1,048,845 |
| laptop | 110,000 | 761,164 |
| tv | 110,000 | 446,930 |
| blender | 22,200 | 388,399 |
| cat food | 110,000 | 383,200 |
| dog toys | 90,500 | 280,500 |
| headphones | 135,000 | 275,825 |
| dog food | 33,100 | 254,806 |
| gaming laptop | 110,000 | 240,145 |
| air fryer | 74,000 | 206,298 |
| mattress | 74,000 | 200,576 |
| coffee maker | 40,500 | 173,536 |
Six of these twelve are pet or kitchen products: cat food, dog toys, dog food, blender, air fryer and coffee maker. These are everyday purchases that shoppers often reorder. Streaming searches show the same pull: "youtube tv" gets 4.4 million Amazon searches a month and "apple tv" 1.0 million, although both are still searched more on Google.
What this means for ecommerce marketers
Do not drop Google on the belief that product search has moved to Amazon. For the long, specific phrases shoppers type while researching, Google carries far more volume in every category, and those searches are where category pages, comparisons and buying guides earn traffic.
Split the work by query type. Short, generic product names, especially everyday pet and kitchen products, carry large Amazon volume, so a strong Amazon listing matters there. Longer, descriptive searches are Google territory. Check both platforms' volume for your own top phrases before deciding where each one belongs.
Build the Google side around the pages that win those longer searches. Our ecommerce seo services map your product phrases by platform to show which ones deserve a category page on your own site and which ones belong to your Amazon listings.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/amazon-vs-google-product-search-volume">For 2,639 Keywords Drawn From Google Suggestions, Google Search Volume Is 11.5x Amazon's - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). For 2,639 Keywords Drawn From Google Suggestions, Google Search Volume Is 11.5x Amazon's. https://www.suffdigital.com/resources/data-studies/amazon-vs-google-product-search-volume
For 2,639 Keywords Drawn From Google Suggestions, Google Search Volume Is 11.5x Amazon's - Suff Digital - https://www.suffdigital.com/resources/data-studies/amazon-vs-google-product-search-volume
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