Amazon vs. Google: Top Product Searches…

Amazon vs. Google: Top Product Searches & Trends

A Look Under the Hood

Top Product Searches

Amazon has become the “go-to” online retailer for many consumers, but how does it stack up against Google for product searches?


The table below reveals the share of consumers conducting the top product searches exclusively on Amazon, versus the same searches on Google only:

Amazon vs. Google: Exclusive Search Groups

Source: Top 100 product searches on Amazon internal site search, compared to the same searches on Google during Q4 2016.

Breaking down searches for headphones and games shows how differently consumers search by product category. Over three quarters of people conducting headphone searches did so exclusively on Amazon, suggesting that headphone sellers should invest more in Amazon product listings. Meanwhile, a video game company might want to focus on Google PLAs:

Amazon vs. Google: Headphone and Gaming Searches

Source: Top 100 product searches on Amazon internal site search, compared to the same searches on Google during Q4 2016.

Singular vs. Plural Searches


A pattern also emerges between singular and plural search variations. While many product searches skew more heavily to Amazon, singular variations are a lot more likely to be Amazon-only.

Amazon vs. Google: Singular vs. Plural Searches
Source: Top 100 product searches on Amazon internal site search, compared to the same searches on Google during Q4 2016.

This suggests that consumers are more likely to use Google (or both Google and Amazon) to cast a wider net and compare multiple products. Meanwhile, they are more likely to conduct singular product searches on Amazon to see specific models and prices that Amazon has available, rather than to seek broader information.

Income Audience Differences


As seen here with headphone and television searchers, high-income households are more likely to be Amazon-exclusive searchers while lower income households skew towards being Google exclusive.

Amazon vs. Google: Income Audience Differences

Source: Top 100 product searches on Amazon internal site search, compared to the same searches on Google during Q4 2016.

This pattern could be influenced by an increased likelihood of higher income households to be Amazon Prime households.


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