Data Study · Ecommerce SEO

    Amazon Ranks on Google Page One for 66% of Product Searches vs 16% for Walmart

    Matt SuffolettoWritten by Matt Suffoletto
    Published Sept. 24, 2026 5 min read
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    Amazon appears on Google's first page for 66% of US product searches, four times as often as second-place Walmart at 16%. Below Amazon, page one is shared by more than 3,000 online stores, and brands such as Nike, LEGO and YETI rank among the 25 stores that appear most.

    Analysis of 3,995 product searches and 3,166 online stores · Google search results, September 2026

    Key Findings

    1. 1.66% of US product searches show Amazon on Google page one, against 16% for Walmart, the next most frequent store.
    2. 2.Amazon holds 2,752 Google page-one listings for product searches, almost four times Walmart's 700.
    3. 3.The 25 online stores that rank most often hold 34% of all store listings on Google page one for product searches; the rest are spread across 3,141 other stores.
    4. 4.IKEA places 52% of its Google page-one listings for product searches in the top three, and Best Buy 43%.
    5. 5.Nike has 221 Google page-one listings from 95 product searches, more than two per search it ranks for.

    Summary

    Search Google for almost any product, a blender, a pair of sneakers, a dog bed, and there is a two-in-three chance Amazon is on the first page. After that the page changes from search to search: a big-box retailer here, the brand's own store there, a specialist shop on the next search.

    For anyone selling online, this index shows who the real competition is. Amazon is almost everywhere, but no other store comes close, and two thirds of the store listings on page one go to stores outside the top 25. That long tail is where most online stores compete.

    Amazon appears on page one for 66% of product searches and holds 2,752 listings, almost four times Walmart's 700. Walmart, Best Buy and Target each appear on 12% to 17% of searches. The top 25 stores hold 34% of store listings, and 3,166 different stores appear on page one at least once.

    What we measured

    On September 23, 2026 we recorded the top 10 organic Google results (desktop, US) for 3,995 product searches. Every result was assigned to its website, and each website was sorted as a marketplace (such as Amazon and eBay), a multi-brand retailer (a store selling many brands, such as Walmart or Best Buy), a brand or independent store, or a non-store site such as a publisher, forum or video platform. We then counted, for each store, its page-one listings, the searches it appears on and its listings in the top three.

    A page-one listing is one result in the top 10; a store with two results on one search has two listings. The share of product searches is the share of the 3,995 searches where the store appears at least once. Top-three listings are results in positions 1 to 3, the most visible places on the page. Page one means the ten regular results, not ads or shopping boxes.

    Amazon ranks four times more than any other store

    66%
    of US product searches show Amazon on Google's first page.

    Amazon appears on 2,638 of the 3,995 product searches, holds 2,752 page-one listings and has 1,235 listings in the top three. No other store comes close: Walmart, Best Buy and Target each appear on 12% to 17% of product searches. eBay is the only other marketplace in the top 15, with 167 listings and 16 of them in the top three.

    Share of product searches by rank
    1
    66%
    2
    16%
    3
    15%
    4
    13%
    5
    9.2%
    6
    7.4%
    7
    6.7%
    8
    2.4%
    9
    4.6%
    10
    4.9%
    11
    4.2%
    12
    4.2%
    13
    3.9%
    14
    3.4%
    15
    3.4%

    Source: Suff Digital analysis of 3,995 product searches and 3,166 online stores · Google search results, September 2026

    Rank Store Page-one listings Share of product searches Top-3 listings
    1 amazon.com 2,752 66% 1,235
    2 walmart.com 700 16% 140
    3 bestbuy.com 650 15% 280
    4 target.com 516 13% 86
    5 costco.com 366 9.2% 69
    6 ikea.com 355 7.4% 186
    7 homedepot.com 279 6.7% 100
    8 nike.com 221 2.4% 120
    9 lowes.com 216 4.6% 102
    10 ulta.com 194 4.9% 54
    11 ebay.com 167 4.2% 16
    12 chewy.com 166 4.2% 72
    13 sephora.com 161 3.9% 63
    14 dickssportinggoods.com 135 3.4% 24
    15 macys.com 135 3.4% 32

    Best Buy and IKEA turn listings into top spots

    Being on the page and being near the top are different measures. IKEA places 186 of its 355 listings in the top three, 52%, and Best Buy 280 of its 650, 43%. When IKEA and Best Buy rank, they usually rank near the top. Walmart and Target cover the widest range of searches after Amazon, with 700 and 516 listings, and place 20% and 17% of them in the top three.

    Brands stack listings

    Brand stores rank for fewer searches but often take several places on each. Nike has 221 page-one listings from 95 searches, more than two per search, and 120 of them are in the top three. UGG has 94 listings from 21 searches. When a search names a brand's product category, the brand's own site often fills a large part of the page.

    Positions 16 to 25 are mostly brands

    Below the big retailers, the index turns to brands: Nintendo, KitchenAid, Bose, LEGO, CeraVe, Purina, UGG, Lenovo and YETI all rank in the top 25. PetSmart is the only retailer in that range. Nintendo places 93 of its 133 listings in the top three.

    Page-one listings by rank
    16
    133
    17
    120
    18
    119
    19
    108
    20
    100
    21
    94
    22
    94
    23
    94
    24
    93
    25
    92

    Source: Suff Digital analysis of 3,995 product searches and 3,166 online stores · Google search results, September 2026

    Rank Store Page-one listings Searches Top-3 listings
    16 nintendo.com 133 52 93
    17 kitchenaid.com 120 45 66
    18 bose.com 119 82 73
    19 lego.com 108 46 67
    20 cerave.com 100 81 65
    21 purina.com 94 52 35
    22 petsmart.com 94 94 30
    23 ugg.com 94 21 50
    24 lenovo.com 93 89 35
    25 yeti.com 92 35 57

    Two thirds of store listings go beyond the top 25

    The 25 stores in this index hold 34% of all store listings on page one. The other 66% are spread across 3,141 other stores. For most product searches, the stores competing for the remaining places are specialist shops and brands, not household names.

    What this means for online stores

    Plan around Amazon, not against it. Amazon is on two in three product pages, but it usually holds one of the ten places. If you sell on Amazon too, a strong listing there and a strong page on your own site give you two chances on the same page.

    Know your real competitors. Two thirds of page-one store listings go to stores outside the top 25, so pull page one for your own 50 most important searches and count who appears. If you own a brand, build a dedicated, well-linked page for every product line people search for by name, the pattern behind the many listings of Nike, LEGO and YETI.

    Working with an agency that offers ecommerce seo services gives you that map of who ranks for your searches and a plan to take places from them.

    Embed this research

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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/retailer-index-google-product-search">Amazon Ranks on Google Page One for 66% of Product Searches vs 16% for Walmart - Suff Digital</a></p>

    Cite this study

    APA

    Suff Digital. (2026). Amazon Ranks on Google Page One for 66% of Product Searches vs 16% for Walmart. https://www.suffdigital.com/resources/data-studies/retailer-index-google-product-search

    Plain link

    Amazon Ranks on Google Page One for 66% of Product Searches vs 16% for Walmart - Suff Digital - https://www.suffdigital.com/resources/data-studies/retailer-index-google-product-search

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