Digital Transformation

Amazon dominates John Lewis and Argos on search advertising in run up to Christmas

By Jennifer Faull | Deputy Editor

December 19, 2017 | 3 min read

Amazon has had the largest click share in paid search advertising in the UK in the run up to Christmas, beating the likes of John Lewis and Argos, according to research from Kantar Media’s AdGooroo.

Amazon captured 8.8% of mobile ad click share and 7.5% of desktop click share on popular retail keywords versus Argos' 5.2% on mobile and 3.5% on desktop, and John Lewis' 2.5% on mobile and 3.2% on desktop.

The research delved into the desktop and mobile text ad performance on 990 top retail keywords such as ‘engagement rings’, ‘fitbit’, ‘xbox one’, and ‘pandora charms’ on Google between 1 November and 11 December.


Amazon dominates John Lewis and Argos on search advertising in run up to Christmas

Some 4,259 advertisers sponsored the keywords via text ads on mobile search, compared with 3,798 advertisers sponsoring the same keywords via desktop search.

But of these, just seven retailers generated a click share higher than 1% for both desktop and mobile search text advertising.

Amazon led the pack, followed by Argos, Currys, John Lewis, and House of Fraser.

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“Although Google is a competitive advertising marketplace, an elite group of well-known consumer brands are dominating the rest,” said Eric Marcy, president at AdGooroo.

“Large retailers, such as those featured in this study, have an advantage over other players in the marketplace due to their deep product inventories for which they sponsor a higher number of keywords, their larger budgets and sophisticated campaign management. They also benefit from having well-known brands that consumers are inclined to click on.”

Last year, Kantar found that John Lewis invested more on branded search terms than Amazon and Argos in the competitive home décor category. The retailer spent some £1m compared to Argos’ £884,000 and Amazon’s £867,000.

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