Walmart, the largest US retailer, appears on Google's first page for 16.3% of US product searches, about one in six, against 66% for Amazon. When it does appear, its best listing sits around position 6, and most of its ranking pages are category pages.
Analysis of 3,995 product searches · Google search results (US, desktop), September 2026
Key Findings
- 1.Walmart appears on Google's first page for 16.3% of US product searches, against 66% for Amazon.
- 2.Walmart reaches Google's top three organic results for 3% of product searches and ranks #1 for 0.8%.
- 3.When Walmart is on Google's first page for a product search, its best listing sits at position 6 at the median, and Amazon ranks higher on 82.7% of the pages where both appear.
- 4.Walmart appears on Google's first page for 36% of phone searches and 28% of pet searches, its strongest categories.
- 5.58% of Walmart's page-one Google listings for product searches are category pages, against 5.1% that are single product pages.
Summary
A small online store owner worries about two giants: Amazon and Walmart. Both carry millions of products, both have enormous brands, and it seems natural to assume both will be sitting at the top of Google for any product the store sells. Check the results, and only one of them usually is.
Knowing which big retailers actually hold Google's first page tells a store where the real competition is. A retailer that appears on one search in six, usually halfway down the page, leaves far more room than one that appears on two searches in three.
Walmart appears on Google's first page for 16.3% of product searches, against 66% for Amazon, four times as often. It reaches the top three for 3% of product searches and ranks #1 for 0.8%. Best Buy (15.2%) and Target (12.6%) appear almost as often as Walmart.
What we measured
On September 23, 2026 we analyzed Google's US desktop results for 3,995 product searches on which Google showed a Popular Products block, a strong sign the searcher wants to buy. For each search we recorded the top 10 organic results and noted every walmart.com listing and its position, and compared Walmart with Amazon, Best Buy, Target and Costco on the same results pages.
Organic results are the ordinary listings Google ranks on merit, not the ads or shopping boxes around them. "Page one" means the top 10 organic results. Walmart's best position on a search is its highest-ranked listing. We also sorted Walmart's listings by page type: category pages that list many products, department pages, and single product pages.
Walmart is on page one for one product search in six
Walmart had 700 page-one listings across 653 of the 3,995 product searches. Among big retailers, it is second to Amazon, which appears on 66% of product searches with 2,752 listings. Best Buy is close behind Walmart at 15.2%, followed by Target at 12.6% and Costco at 9.2%.
Source: Suff Digital analysis of 3,995 product searches · Google search results (US, desktop), September 2026
| Retailer | Share of product searches on page one | Page-one listings |
|---|---|---|
| Amazon | 66% | 2,752 |
| Walmart | 16.3% | 700 |
| Best Buy | 15.2% | 650 |
| Target | 12.6% | 516 |
| Costco | 9.2% | 366 |
Search volume makes little difference to Walmart's presence. It appears on page one for 16.5% of product searches with 10,000 to 100,000 monthly searches and 16% of searches above 100,000. Popular or niche, Walmart shows up on about one product search in six.
Where Walmart ranks on page one
When Walmart is on the page, its best listing averages position 5.7, with a median of 6. It reaches the top three on 3% of all product searches and takes #1 on 0.8%.
Walmart and Amazon appear together on 13.3% of results pages, and Walmart appears without Amazon on 3%. When both are on the page, Amazon ranks higher 82.7% of the time. So on most of the searches where Walmart is present, Amazon is also there, usually above it. For a store owner, Walmart is a competitor on a minority of searches, and rarely the one holding the top of the page.
Phones and pets are Walmart's best categories
Walmart reaches page one for 36% of phone searches and 28% of pet searches. Office supplies (25%), outdoor (24%) and gaming (23%) follow. Its presence is lowest in apparel, at 1.5%, where brand sites and department stores hold most results. Amazon appears more often than Walmart in every category.
Source: Suff Digital analysis of 3,995 product searches · Google search results (US, desktop), September 2026
| Category | Product searches | Walmart on page one | Amazon on page one |
|---|---|---|---|
| Phones | 45 | 36% | 58% |
| Pets | 335 | 28% | 74% |
| Office | 32 | 25% | 88% |
| Outdoor | 326 | 24% | 52% |
| Gaming | 284 | 23% | 67% |
| Electronics | 423 | 22% | 85% |
| Kitchen | 327 | 18% | 76% |
| Home | 498 | 17% | 66% |
| Kids | 262 | 16% | 68% |
| Beauty | 629 | 13% | 74% |
| Fitness | 284 | 8.5% | 65% |
| Apparel | 544 | 1.5% | 36% |
If you sell phones, pet supplies or outdoor gear, Walmart is a regular name on page one for your searches. In beauty, fitness and apparel it rarely is, and the competition for the top spots comes from brands, specialist stores and Amazon.
Walmart ranks with category pages, not product pages
Of Walmart's page-one listings, 58% are category pages (Walmart's "browse" pages that list many products) and 12.4% are department pages. Single product pages make up 5.1%.
Google answers broad product searches with pages that offer a choice, and Walmart wins the same way Amazon does, with listing pages rather than individual products. That is also the route open to smaller stores: a well-built category page with real selection, useful filters and clear copy is the page type Google rewards for a broad product search.
What this means for ecommerce brands and retailers
Do not plan around Walmart as your main organic competitor. On five product searches in six it is not on Google's first page at all, and when it is, it usually sits around position 6 with Amazon above it. Look at who actually holds the top three for your priority searches before deciding who to beat.
Build the page type that wins. Walmart's page-one listings are mostly category pages, and so are most results for broad product searches. Invest in category and collection pages with depth, then support them with product pages for exact model searches.
Check your category too: in phones, pets and outdoor, expect Walmart on the page more often. An ecommerce seo services review of your target searches shows which retailers hold each spot and where your category pages can move up.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/walmart-google-page-one-rate">Walmart Ranks on Google's Page One for 16.3% of Product Searches vs 66% for Amazon - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). 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
Walmart Ranks on Google's Page One for 16.3% of Product Searches vs 66% for Amazon - Suff Digital - https://www.suffdigital.com/resources/data-studies/walmart-google-page-one-rate
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