For 40.5% of products sold by two or more sellers on Google Shopping, the most expensive seller charges at least 25% more than the cheapest. The typical product costs 16% more at its priciest seller, and the gap widens as more sellers list it.
Analysis of 23,040 products sold by two or more sellers · Google Shopping (US), September 2026
Key Findings
- 1.40.5% of products sold by two or more sellers on Google Shopping cost at least 25% more from the priciest seller than from the cheapest.
- 2.The median product on Google Shopping costs 16% more at its most expensive seller than at its cheapest, a median gap of $9.50.
- 3.23.4% of multi-seller products on Google Shopping have a price gap of 50% or more, while 28% are priced the same by every seller.
- 4.Products under $25 have a median price gap of 33% across Google Shopping sellers, against 9.4% for products over $500, where the median gap is $115.
- 5.Chewy is the cheapest seller on 68% of the multi-seller Google Shopping products it lists, and Walmart on 60%.
Summary
A shopper finds the exact blender they want on Google Shopping. One store lists it at one price, a second for noticeably more and a third for more again. Same model, same box, same warranty. The shopper who clicks the first listing without scrolling pays whatever that seller charges.
For shoppers, the gap is money left on the table. For stores, it is the competitive landscape: every product you list sits in a line-up where a price-conscious shopper can compare sellers in one click. Knowing how wide those gaps usually are tells a store how far above the cheapest seller it can price before it needs another reason to be chosen.
The gaps are wide. For 40.5% of products sold by two or more sellers, the priciest seller charges at least 25% more than the cheapest, and for 23.4% the gap is 50% or more. At the median, the priciest seller charges 16% more, a $9.50 difference. Only 28% of products cost the same everywhere.
What we measured
On September 23, 2026 we searched Google Shopping in the US for 4,957 product searches and collected 579,303 listings. We matched offers for the same product and kept the 23,040 products listed by at least two different sellers, taking each seller's lowest price.
The price gap, or spread, is the difference between the highest and lowest seller price for the same product, as a share of the lowest: a 25% spread means the priciest seller charges a quarter more than the cheapest. The dollar gap is the same difference in dollars. A product counts as priced the same when every seller is within 1% of the lowest price. The median is the middle product: half have a wider gap, half a narrower one.
Four in ten products have a price gap of 25% or more
The spread is wide and uneven. 28% of products are priced the same by every seller. At the other end, 23.4% have a top price at least 50% above the bottom price, so nearly one product in four costs half as much again from one seller as from another. The median product sits in between, at a 16% spread and a $9.50 gap.
Shoppers who compare save real money, and shoppers who do not pay for it. A store charging well above the cheapest seller is betting that the shopper will not scroll, or will value something other than price: faster delivery, easier returns, a trusted name.
More sellers mean wider price gaps
The number of sellers makes a large difference. Products with two sellers have a median gap of 10%. With three sellers it is 22%, with four or five 33%, and with six to ten sellers 47%.
Source: Suff Digital analysis of 23,040 products sold by two or more sellers · Google Shopping (US), September 2026
| Number of sellers | Products | Median price spread |
|---|---|---|
| 2 | 14,430 | 10% |
| 3 | 4,690 | 22% |
| 4 to 5 | 2,878 | 33% |
| 6 to 10 | 953 | 47% |
| 11+ | 89 | 49% |
More sellers means a wider range of prices on the same screen. For a store listing a popular product, the question is less whether a cheaper seller exists than how far away it is.
Cheap products vary most in percentage, expensive ones in dollars
Products under $25 have a median spread of 33%, but the typical dollar gap is $4.05. Products over $500 vary by 9.4% at the median, which still means $115. About a third of products priced above $250 are priced the same by every seller, but when they differ, the dollar gap is large.
Source: Suff Digital analysis of 23,040 products sold by two or more sellers · Google Shopping (US), September 2026
| Lowest price | Products | Median spread | Median dollar gap | Priced the same by all sellers |
|---|---|---|---|---|
| Under $25 | 5,362 | 33% | $4.05 | 17% |
| $25 to $50 | 3,745 | 18% | $6.56 | 27% |
| $50 to $100 | 3,558 | 16% | $10.04 | 29% |
| $100 to $250 | 4,585 | 11% | $17.02 | 34% |
| $250 to $500 | 2,358 | 9.3% | $30 | 35% |
| $500+ | 3,432 | 9.4% | $115 | 33% |
On a cheap item, a few dollars is a big percentage; on an expensive item, a small percentage is a large sum. For stores, that means price matters most in dollars on big-ticket products and in percentage on low-priced ones, where a small move changes your position in the comparison quickly.
Some sellers are the cheapest most of the time
Among the largest sellers, Chewy is the cheapest seller on 68% of the multi-seller products it lists, and Walmart on 60%. When either of them sells the same product as you, the odds are that it is the lowest price on the screen.
Spreads also differ by category. Beauty products have a median spread of 23% and home products 20%, while outdoor and health products stay at 10% or less.
What this means for online retailers
Know where you sit in the spread for your top products. Search Google Shopping for each one and note the lowest and highest price. For products with four or five sellers, the typical gap between the cheapest and priciest listing is 33%, so there is room above the lowest price, but not unlimited room.
If you are not the cheapest, show why you are worth the difference. Shipping speed, free returns, bundles, warranty and reviews all appear in or near the listing and give a shopper a reason to pay more. On low-priced products, small price changes move you up or down the comparison quickly; on expensive ones, a clear value message matters more than a few dollars.
A google shopping agency that monitors competing sellers' prices on your key products can tell you when a gap has opened wide enough to cost you clicks.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/google-shopping-price-spread">40.5% of Products on Google Shopping Cost 25% More From the Priciest Seller - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). 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
40.5% of Products on Google Shopping Cost 25% More From the Priciest Seller - Suff Digital - https://www.suffdigital.com/resources/data-studies/google-shopping-price-spread
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