--- title: "Google Product Search Rankings: Amazon on Page One for 66%" url: https://www.suffdigital.com/resources/data-studies/retailer-index-google-product-search description: "Google product search rankings: Amazon is on page one for 66% of US product searches, four times Walmart at 16%. 3,995 searches. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fretailer-index-google-product-search&text=Amazon%20Ranks%20on%20Google%20Page%20One%20for%2066%25%20of%20Product%20Searches%20vs%2016%25%20for%20Walmart Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fretailer-index-google-product-search Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fretailer-index-google-product-search Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fretailer-index-google-product-search&title=Amazon%20Ranks%20on%20Google%20Page%20One%20for%2066%25%20of%20Product%20Searches%20vs%2016%25%20for%20Walmart 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. Copy stat 2. 2. Amazon holds **2,752** Google page-one listings for product searches, almost four times Walmart's 700. Copy stat 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. Copy stat 4. 4. IKEA places **52%** of its Google page-one listings for product searches in the top three, and Best Buy 43%. Copy stat 5. 5. Nike has **221** Google page-one listings from 95 product searches, more than two per search it ranks for. Copy stat ## 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 | 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 (https://www.suffdigital.com/seo/ecommerce-seo-services) gives you that map of who ranks for your searches and a plan to take places from them. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: Amazon Ranks on Google Page One for 66% of Product Searches vs 16% for Walmart - Suff Digital

## 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 ## Frequently asked questions ### Which store ranks most on Google for product searches? ### How often does Walmart rank on Google page one for products? ### How concentrated are Google results for product searches? ### Which retailer gets the most top-three Google rankings after Amazon? ## Related studies - 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 - Ecommerce SEO Walmart Ranks on Google's Page One for 16.3% of Product Searches vs 66% for Amazon: https://www.suffdigital.com/resources/data-studies/walmart-google-page-one-rate - Ecommerce SEO Amazon Appears on Google Page One for 87% of Headphone Searches vs 4% for Running Shoes: https://www.suffdigital.com/resources/data-studies/marketplace-share-google-product-results - Ecommerce SEO Shopify Powers 44.8% of Online Stores on Google's Page One vs 10% for WordPress: https://www.suffdigital.com/resources/data-studies/ecommerce-platform-share-page-one ## 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/retailer-index-google-product-search#article", "headline": "Amazon Ranks on Google Page One for 66% of Product Searches vs 16% for Walmart", "description": "Amazon appears on Google's first page for 66% of US product searches, four times as often as second-place Walmart at 16%. 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