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UK Retail Books and Music - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Books and Music category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Retail Books and Music brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
amazon.co.uk	79.07
etsy.com	3.77
gear4music.com	2.47
worldofbooks.com	1.24
hmv.com	1.08
thortful.com	0.94
moonpig.com	0.57
wonderbly.com	0.53
ebay.co.uk	0.44
calendarclub.co.uk	0.43
others	9.46

In the competitive landscape of Google’s PPC for retail, Amazon.co.uk dominates with a staggering 79.07% click share. Etsy.com follows distantly at 3.77%, while Gear4music.com captures 2.47%. The ‘others’ category collectively holds 9.46%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Retail Books and Music brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	amazon.co.uk	etsy.com	thortful.com	gear4music.com	moonpig.com	photobox.co.uk	printerpix.co.uk	worldofbooks.com	papier.com	vistaprint.co.uk
2025/01/01	44.79%	2.18%	1.42%	3.37%	0.47%	2.34%	1.77%	3.19%	1.59%	1.72%
2025/01/02	46.56%	3.03%	1.67%	3.85%	0.58%	1.94%	1.71%	3%	1.5%	1.55%
2025/01/03	43.35%	3.85%	1.78%	3.94%	0.75%	2.3%	1.49%	2.59%	1.76%	1.22%
2025/01/04	35.06%	4.79%	2.86%	4.02%	1.57%	3.1%	1.78%	3.4%	2.13%	1.62%
2025/01/05	37.25%	6.43%	2.89%	3.74%	1.29%	2.54%	1.87%	3.07%	1.43%	1.64%
2025/01/06	35.5%	5.7%	2.74%	4.38%	1.2%	2.96%	1.39%	2.18%	2.14%	1.54%
2025/01/07	32.12%	5.46%	3.5%	4.24%	1.33%	2.53%	2.12%	3.32%	1.83%	1.89%
2025/01/08	38.03%	4.67%	2.69%	3.77%	1.91%	1.8%	1.9%	2.59%	1.63%	1.57%
2025/01/09	37.83%	5.08%	1.68%	4.12%	1.85%	1.95%	2.13%	2.82%	1.26%	2.23%
2025/01/10	39.93%	4.56%	2.9%	4.09%	1.76%	2.02%	1.59%	2.19%	1.44%	2.21%
2025/01/11	35.79%	5.84%	2.65%	4.51%	2.04%	2.42%	2.09%	1.9%	1.52%	1.95%
2025/01/12	41.28%	4.78%	2.96%	4.54%	1.9%	2.43%	1.69%	1.77%	1.32%	1.8%
2025/01/13	39.72%	4.61%	4.17%	5.44%	1.47%	2.3%	2.18%	2.01%	1.72%	2.1%
2025/01/14	37.21%	3.08%	4.71%	4.96%	2.21%	1.96%	2.24%	3.6%	1.73%	2.18%
2025/01/15	34.01%	4.27%	4.52%	4.23%	2.09%	1.88%	2.65%	3.15%	1.72%	2.55%
2025/01/16	37.39%	5.02%	1.64%	4.37%	1.81%	1.99%	2.14%	2.78%	1.26%	2.19%
2025/01/21	47.58%	4.26%	3.69%	3.27%	3.89%	1.38%	1.29%	1.24%	1.6%	1.5%
2025/01/22	37.13%	5.71%	4.49%	4.35%	3.25%	2.51%	1.12%	2.2%	1.67%	1.7%
2025/01/23	43.76%	3.93%	3.19%	3.73%	4.32%	1.73%	1.49%	1.86%	1.95%	2.03%
2025/01/24	47.02%	5.38%	3.49%	2.98%	2.01%	0.98%	1.3%	1.44%	1.38%	1.38%
2025/01/25	51.01%	3.98%	2.59%	3.4%	2.59%	1.35%	0.98%	0.81%	1.89%	1.71%
2025/01/26	41.95%	4.47%	3.23%	3.05%	2.55%	2.41%	1.41%	1.11%	1.93%	1.45%
2025/01/27	43.16%	5.95%	4.13%	2.35%	1.7%	2.14%	1.34%	1.03%	1.8%	1.39%
2025/01/28	41.73%	4.45%	3.77%	3.01%	2.53%	2.49%	2.08%	1.19%	1.49%	1.53%
2025/01/29	37.8%	4.26%	4.62%	3.29%	2.87%	2.46%	2.27%	1.27%	1.91%	1.31%
2025/01/30	39.71%	4.47%	4.37%	3.81%	3.89%	2.3%	1.87%	1.83%	1.58%	1.29%
2025/01/31	41.32%	5.3%	3.4%	3.23%	2.74%	2.44%	1.82%	1.7%	1.32%	1.28%

Amazon.co.uk’s PPC spend fluctuated, peaking at 51.01% on January 25. Etsy.com saw a steady rise, ending at 5.3%. Thortful.com and Gear4music.com experienced varied trends, while Moonpig.com peaked mid-month. Photobox.co.uk and Printerpix.co.uk showed minor fluctuations. Worldofbooks.com and Papier.com had declining trends, with Vistaprint.co.uk remaining stable.

Market Exposure

Competitor Count for UK Retail Books and Music

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/01/01	1985
2025/01/02	1923
2025/01/03	1994
2025/01/04	1864
2025/01/05	1830
2025/01/06	1858
2025/01/07	1919
2025/01/08	1945
2025/01/09	1954
2025/01/10	1938
2025/01/11	1928
2025/01/12	1827
2025/01/13	1790
2025/01/14	1882
2025/01/15	1863
2025/01/16	1954
2025/01/21	1781
2025/01/22	1785
2025/01/23	1628
2025/01/24	1623
2025/01/25	1611
2025/01/26	1648
2025/01/27	1679
2025/01/28	1737
2025/01/29	1803
2025/01/30	1866
2025/01/31	1869

January saw a fluctuating number of distinct advertisers, starting at 1,985 and dipping to 1,611 mid-month. The month concluded with a slight recovery, ending at 1,869.

Campaign Efficiency

Market Loss & Market Gains for UK Retail Books and Music

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
amazon.co.uk	5.44%
hmv.com	0.88%
moonpig.com	0.31%
thortful.com	0.12%
redletterdays.co.uk	0.04%
abebooks.co.uk	-0.23%
calendarclub.co.uk	-0.44%
worldofbooks.com	-0.54%
gear4music.com	-0.96%
etsy.com	-1.68%

Amazon.co.uk surged with a 5.44% click share increase, while Etsy.com faced a decline of 1.68%. HMV.com gained 0.88%, contrasting Gear4music.com’s 0.96% drop.

Campaign Efficiency

UK Retail Books and Music Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	amazon.co.uk	etsy.com	gear4music.com	ebay.co.uk	worldofbooks.com	thortful.com	photobox.co.uk	papier.com	temu.com	printerpix.co.uk
2025/01/01	60.9%	2.26%	2.88%	1.49%	2.92%	0.68%	1.03%	0.9%	0.77%	0.88%
2025/01/02	64.84%	2.78%	2.87%	1.29%	2.42%	0.73%	0.8%	0.82%	0.57%	0.77%
2025/01/03	59.22%	3.94%	3.36%	1.91%	2.46%	0.8%	0.98%	1.04%	0.67%	0.74%
2025/01/04	50.81%	5.41%	3.21%	2.14%	3.67%	1.16%	1.37%	1.23%	1.28%	0.91%
2025/01/05	51.08%	6.4%	3.42%	2.56%	3.22%	1.2%	1.23%	0.9%	1.1%	1.02%
2025/01/06	48.83%	5.97%	4%	2.66%	2.48%	1.21%	1.36%	1.31%	0.85%	0.72%
2025/01/07	46.3%	5.74%	3.97%	2.97%	3.4%	1.39%	1.26%	1.1%	1.36%	1.13%
2025/01/08	52.27%	4.68%	3.18%	2.33%	2.71%	1.05%	0.92%	1%	1.13%	0.99%
2025/01/09	51.74%	5.19%	3.77%	1.71%	2.61%	0.69%	0.97%	0.72%	0.86%	1.1%
2025/01/10	52.68%	5.47%	4.16%	1.93%	2.22%	1.11%	0.92%	0.84%	0.81%	0.87%
2025/01/11	50.08%	5.97%	4.31%	1.93%	2.13%	1.22%	1.2%	0.91%	1.27%	1.08%
2025/01/12	60.32%	4.75%	3.32%	1.41%	1.67%	1.15%	0.97%	0.68%	1.28%	0.76%
2025/01/13	55.07%	4.27%	4.47%	2.94%	2.24%	1.49%	0.88%	0.92%	1.12%	0.99%
2025/01/14	56.38%	2.75%	4.08%	1.92%	3.04%	1.7%	0.94%	0.96%	0.84%	1.09%
2025/01/15	49.11%	4.15%	4.27%	2.36%	3.14%	1.88%	0.94%	0.95%	1.55%	1.41%
2025/01/16	51.49%	5.17%	3.97%	1.71%	2.61%	0.68%	1%	0.73%	0.86%	1.12%
2025/01/21	69.07%	3.5%	2.22%	0.81%	1.08%	1.33%	0.49%	0.69%	0.62%	0.45%
2025/01/22	57.42%	5.93%	3.21%	1.7%	2.09%	1.82%	1%	0.81%	1.09%	0.45%
2025/01/23	65.51%	3.46%	2.22%	0.66%	1.41%	1.12%	0.57%	0.79%	0.74%	0.58%
2025/01/24	64.29%	5.21%	2.26%	1.1%	1.17%	1.27%	0.27%	0.74%	0.79%	0.47%
2025/01/25	67.64%	3.54%	2.22%	0.79%	0.88%	1.09%	0.53%	1.03%	0.78%	0.46%
2025/01/26	61.62%	3.93%	2.5%	1.23%	1.14%	1.5%	0.81%	1.01%	0.83%	0.59%
2025/01/27	59.97%	5.44%	1.75%	1.17%	1.16%	1.81%	1%	1.04%	0.9%	0.55%
2025/01/28	58.88%	4.22%	2.51%	1.31%	1.35%	1.91%	1.11%	0.87%	0.79%	0.81%
2025/01/29	55.79%	4%	3.1%	1.78%	1.48%	2.08%	1.03%	1.2%	0.65%	0.86%
2025/01/30	57.08%	4.1%	3.41%	1.88%	1.82%	1.99%	0.88%	0.93%	0.76%	0.68%
2025/01/31	57.76%	5.08%	2.92%	1.97%	1.63%	1.49%	0.97%	0.78%	0.77%	0.77%

Amazon.co.uk dominated January 2025, peaking at 69.07% on the 21st. Etsy and Gear4music showed fluctuating trends, while eBay and Worldofbooks experienced declines. Thortful, Photobox, and others maintained low shares. The month ended with Amazon leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Retail Books and Music

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

1
Amazon.co.uk Official Site | Amazon.co.uk https://www.amazon.co.uk/
Browse & Discover Thousands of products. Read Customer Reviews and Find Best Sellers. Get deals on Amazon Www Co UK in Phones- on Amazon. Shop Today's Deals. Prime Exclusive Deals. Join Amazon Prime. Track Your Package. Buy Gift Cards.
2
Etsy https://www.etsy.com › official-site
Find UK Sellers — Buy Directly From Someone Who Put Their Heart And Soul Into Making Something Special. Find Things You'll Love. Buy Directly From Makers. Only...
3
Funky Pigeon Promo Code | 50% Off With Code: SALE50 https://www.funkypigeon.com › funky-pigeon › offers
Funky Pigeon Specialise In Helping You Create a Memorable and Keepsake Present or Card.
4
hmv Online Store https://www.hmv.com
Shop Online at hmv — 100 Years Of Delivering Entertainment Mean We Know Stellar Service. Shop Now And See How.
5
50% Off Photo Calendars https://www.photobox.co.uk › calendar › 2025
2025 Photo Calendars — Now 50% Off Everything. Relive Your Favourite Moments With Our Premium Photo Calendars.

Amazon.co.uk entices with vast product variety and exclusive deals, while Etsy highlights unique, heartfelt creations. Funky Pigeon offers personalized gifts, hmv boasts a century of entertainment expertise, and Photobox captures memories with discounted photo calendars.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Yes. The PPC Market Share Report 2024 aggregates data from across both device types and Google Shopping.
The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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Customer Success Stories

PPC case study: How Serotonin x Assos achieved 6-figure growth & brand protection

In this PPC case study, Serotonin x Assos generated six figures in additional revenue by leveraging Adthena's brand protection solution.

Adthena identified over 108,000 trademark infringements, empowering the company to safeguard its brand equity and stay ahead of competitors.Read case study

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In today's volatile economic landscape, businesses face unprecedented challenges in justifying their marketing expenditures. While maximizing PPC performance and ensuring that every dollar spent delivers results, adopting a data-driven approach is imperative. Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.Read case study

Ask Arlo: AI generated search insights in seconds

In today's fast-paced digital marketing landscape, extracting valuable insights from vast amounts of data can be a daunting task. This is where Ask Arlo, Adthena's GenAI-powered chatbot, comes into play. Ask Arlo revolutionizes the way marketers of all levels interact with their data, providing instant, AI generated search insights and reports directly within the Adthena platform.Read case study

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Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.