--- title: "Amazon vs Google Shopping Prices: Others Match or Beat 59.5%" url: https://www.suffdigital.com/resources/data-studies/amazon-vs-google-shopping-prices description: "Amazon vs Google Shopping prices on 5,563 products: another seller matches or beats Amazon on 59.5%, and Amazon is cheapest on 40.5%. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Famazon-vs-google-shopping-prices&text=Other%20Sellers%20Match%20or%20Beat%20Amazon%27s%20Price%20on%2059.5%25%20of%20Google%20Shopping%20Products Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Famazon-vs-google-shopping-prices Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Famazon-vs-google-shopping-prices Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Famazon-vs-google-shopping-prices&title=Other%20Sellers%20Match%20or%20Beat%20Amazon%27s%20Price%20on%2059.5%25%20of%20Google%20Shopping%20Products For **59.5%** of products sold both on Amazon and by other sellers on Google Shopping, another seller matches or beats Amazon's price. Amazon is the cheapest option on 40.5% of those products, other sellers are cheaper on 29.2%, and 30.3% cost the same. Analysis of 5,563 products sold on Amazon and Google Shopping · Amazon.com and Google Shopping (US), September 2026 ## Key Findings 1. 1. For **59.5%** of products sold both on Amazon and by other sellers on Google Shopping, another seller matches or beats Amazon's price. Copy stat 2. 2. Amazon is cheaper than every other Google Shopping seller for **40.5%** of products sold in both places. Copy stat 3. 3. Another Google Shopping seller beats Amazon's price on **29.2%** of products sold in both places. Copy stat 4. 4. **30.3%** of products sold both on Amazon and on Google Shopping cost the same, within 1%, at Amazon and at the cheapest other seller. Copy stat 5. 5. When Amazon is cheaper, the median saving is **17.8%**; when another seller is cheaper, Amazon's median premium is also 17.8%. Copy stat ## Summary A shopper is about to buy a pair of headphones on Amazon, out of habit, assuming it is the cheapest place. A quick look at Google Shopping shows the same model from other stores. Sometimes Amazon wins. Often, another store matches the price, and on nearly three products in ten someone else is cheaper. That assumption matters to shoppers, who may overpay, and to every store that competes with Amazon. If Amazon were always cheapest, smaller sellers could only compete on service. If it is not, price is still a weapon, and a store that knows where it stands can use it. Amazon is not the default low price. For **59.5%** of products sold both on Amazon and by other sellers on Google Shopping, another seller matches or beats Amazon. Amazon is cheapest on 40.5%, other sellers are cheaper on 29.2%, and 30.3% cost the same. When the prices differ, the gap is about 18% in either direction. ## What we measured This study covers Amazon.com and Google Shopping (US) listings collected on September 23, 2026, from a licensed marketplace data provider. For 4,957 product searches, we matched products that appeared both in Amazon's organic search results and in Google Shopping for the same search, by title and model number. That gave 5,563 matched products. For each product we compared Amazon's listed price with the lowest price from any other Google Shopping seller, leaving out Amazon's and eBay's own listings. Prices within 1% of each other count as the same. The saving is the price difference as a percentage: a median saving of 17.8% means that on the typical product where Amazon wins, it is about 18% cheaper than the best other seller. The median is the middle product. ## Other sellers match or beat Amazon on six products in ten 59.5% of products sold both on Amazon and on Google Shopping have another seller that matches or beats Amazon's price. Amazon is the cheapest option on 40.5% of matched products, more often than any single alternative, but not on most of them. On the remaining 59.5%, a shopper who checks Google Shopping finds the same product for the same price or less from another store. Share of matched products by price comparison Amazon cheaper 40.5% Same price (within 1%) 30.3% Another seller cheaper 29.2% Source: Suff Digital analysis of 5,563 products sold on Amazon and Google Shopping · Amazon.com and Google Shopping (US), September 2026 For shoppers, checking pays off on a large share of purchases. For stores, it means Amazon's price is a benchmark to meet, not an unbeatable floor. ## Three in ten products cost the same at Amazon and elsewhere 30.3% of matched products are priced the same at Amazon and at the cheapest other seller, and another seller is cheaper on 29.2%. Where the price is the same, the shopper's choice comes down to everything else: delivery speed, returns, trust and convenience. For a store selling products priced level with Amazon, winning the sale depends on the listing, the shipping offer and the reviews more than on a few cents. ## When prices differ, the gap is about 18% either way The size of the gap is symmetric. When Amazon is cheaper, the median saving against the best other seller is 17.8%. When another seller is cheaper, Amazon's median premium is also 17.8%. That is a meaningful amount on most purchases, and it cuts both ways. A store that is cheaper than Amazon on a product is usually cheaper by enough for a shopper to notice. A store that is more expensive is usually more expensive by enough to lose the sale unless it offers something Amazon does not. ## What this means for online retailers Check your top products against Amazon every week. For about six in ten products sold in both places, another seller matches or beats Amazon, so there is a good chance you can too. Know which of your products fall into each group: cheaper than Amazon, level, or more expensive. Where you are level or cheaper, make it visible. Keep your Google Shopping feed accurate and current so your price shows correctly next to Amazon's, and add the details that break a tie: free shipping, fast delivery and easy returns. Where you cannot beat Amazon, do not chase it by a few cents. The typical gap either way is about 18%, so small price moves rarely change the comparison; compete on bundles, service and trust instead. A google shopping agency (https://www.suffdigital.com/services/ppc/shopping-ads) can track where your prices sit against Amazon and focus your Shopping budget on the products you can win. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: Other Sellers Match or Beat Amazon's Price on 59.5% of Google Shopping Products - Suff Digital

## Cite this study APA Suff Digital. (2026). Other Sellers Match or Beat Amazon's Price on 59.5% of Google Shopping Products. https://www.suffdigital.com/resources/data-studies/amazon-vs-google-shopping-prices Plain link Other Sellers Match or Beat Amazon's Price on 59.5% of Google Shopping Products - Suff Digital - https://www.suffdigital.com/resources/data-studies/amazon-vs-google-shopping-prices ## Frequently asked questions ### Is Amazon cheaper than other stores on Google Shopping? ### How often are other sellers cheaper than Amazon? ### How much cheaper is Amazon when it wins? ### Does it pay to compare Amazon prices on Google Shopping? ## Related studies - Ecommerce SEO 40.5% of Products on Google Shopping Cost 25% More From the Priciest Seller: https://www.suffdigital.com/resources/data-studies/google-shopping-price-spread - Ecommerce SEO Home Goods Show a Sale Price in 42.8% of Google Shopping Listings vs 29.6% Overall: https://www.suffdigital.com/resources/data-studies/google-shopping-discount-rate - Ecommerce SEO 73.7% of Amazon Searches Show a Sponsored Product in the First 10 Results: https://www.suffdigital.com/resources/data-studies/amazon-sponsored-products-share - Ecommerce SEO Amazon Ranks #1 on Google for 8.2% of Product Searches vs Page One for 66%: https://www.suffdigital.com/resources/data-studies/amazon-google-top-3-product-searches ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity metrics.", "slogan": "Digital marketing built for what's next.", "email": "hello@suffdigital.com", "telephone": "+1-629-236-0099", "foundingDate": "2022", "founder": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO" }, "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-629-236-0099", "email": "hello@suffdigital.com", "contactType": "sales", "areaServed": "US", "availableLanguage": [ "en" ] } ], "address": { "@type": "PostalAddress", "addressLocality": "Nashville", "addressRegion": "TN", "postalCode": "37219", "addressCountry": "US" }, "areaServed": { "@type": "Country", "name": "United States" }, "sameAs": [ "https://www.linkedin.com/company/suff-digital/", "https://www.instagram.com/suffdigital/", "https://www.youtube.com/@suffdigitalmarketing", "https://www.tiktok.com/@suffdigital" ], "knowsAbout": [ "Search Engine Optimization", "Pay-Per-Click Advertising", "Paid Social Advertising", "Conversion Rate Optimization", "Web Design", "Digital PR", "Link Building", "Website Migration", "Website Maintenance and Support", "Technical SEO", "Local SEO", "AI Search Optimization" ], "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Suff Digital Services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Search Engine Optimization (SEO)", "url": "https://www.suffdigital.com/" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Pay-Per-Click (PPC) Advertising", "url": "https://www.suffdigital.com/services/ppc" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Advertising", "url": "https://www.suffdigital.com/services/paid-social" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Rate Optimization (CRO)", "url": "https://www.suffdigital.com/services/cro" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Web Design", "url": "https://www.suffdigital.com/services/web-design" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Digital PR & Link Building", "url": "https://www.suffdigital.com/services/digital-pr" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Migration", "url": "https://www.suffdigital.com/services/website-migration" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Maintenance & Support", "url": "https://www.suffdigital.com/services/website-maintenance" } } ] } }, { "@type": "WebSite", "@id": "https://www.suffdigital.com/#website", "url": "https://www.suffdigital.com/", "name": "Suff Digital", "inLanguage": "en-US", "publisher": { "@id": "https://www.suffdigital.com/#organization" } } ] }, { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://www.suffdigital.com/resources/data-studies/amazon-vs-google-shopping-prices#article", "headline": "Other Sellers Match or Beat Amazon's Price on 59.5% of Google Shopping Products", "description": "For 59.5% of products sold both on Amazon and by other sellers on Google Shopping, another seller matches or beats Amazon's price. 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