--- title: "Walmart Google Rankings: Page One for 16.3% of Searches" url: https://www.suffdigital.com/resources/data-studies/walmart-google-page-one-rate description: "Our Walmart Google rankings study found Walmart on page one for 16.3% of US product searches, against 66% for Amazon, and at #1 for 0.8%. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fwalmart-google-page-one-rate&text=Walmart%20Ranks%20on%20Google%27s%20Page%20One%20for%2016.3%25%20of%20Product%20Searches%20vs%2066%25%20for%20Amazon Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fwalmart-google-page-one-rate Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fwalmart-google-page-one-rate Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fwalmart-google-page-one-rate&title=Walmart%20Ranks%20on%20Google%27s%20Page%20One%20for%2016.3%25%20of%20Product%20Searches%20vs%2066%25%20for%20Amazon 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. 1. Walmart appears on Google's first page for **16.3%** of US product searches, against 66% for Amazon. Copy stat 2. 2. Walmart reaches Google's top three organic results for **3%** of product searches and ranks #1 for 0.8%. Copy stat 3. 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. Copy stat 4. 4. Walmart appears on Google's first page for **36%** of phone searches and 28% of pet searches, its strongest categories. Copy stat 5. 5. **58%** of Walmart's page-one Google listings for product searches are category pages, against 5.1% that are single product pages. Copy stat ## 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 16.3% of Google product searches show Walmart on the first page. 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%. Share of product searches on page one by retailer Amazon 66% Walmart 16.3% Best Buy 15.2% Target 12.6% Costco 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. Walmart on page one by category Phones 36% Pets 28% Office 25% Outdoor 24% Gaming 23% Electronics 22% Kitchen 18% Home 17% Kids 16% Beauty 13% Fitness 8.5% Apparel 1.5% | 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 (https://www.suffdigital.com/seo/ecommerce-seo-services) review of your target searches shows which retailers hold each spot and where your category pages can move up. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: Walmart Ranks on Google's Page One for 16.3% of Product Searches vs 66% for Amazon - Suff Digital

## Cite this study APA 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 Plain link 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 ## Frequently asked questions ### How often does Walmart rank on page one of Google for products? ### Does Amazon outrank Walmart on Google? ### What Walmart pages rank on Google? ### In which categories does Walmart rank most on Google? ## 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 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 - 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 Google Ranks a Category Page First for About 7 in 10 Product Searches: https://www.suffdigital.com/resources/data-studies/category-vs-product-page-rankings ## 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/walmart-google-page-one-rate#article", "headline": "Walmart Ranks on Google's Page One for 16.3% of Product Searches vs 66% for Amazon", "description": "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. 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