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US 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 US 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 US 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.com	23.69
guitarcenter.com	11.8
calendars.com	8.64
etsy.com	4.2
shutterfly.com	2.71
sweetwater.com	2.2
temu.com	2.17
bradfordexchange.com	2.11
thriftbooks.com	2.03
walmart.com	1.84
others	38.61

Amazon leads with 23.69% click share, followed by Guitar Center at 11.8%. Others dominate with 38.61%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US 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.com	shutterfly.com	etsy.com	simplytoimpress.com	zazzle.com	snapfish.com	vistaprint.com	guitarcenter.com	temu.com	calendars.com
2025/01/01	22.34%	4.18%	3.47%	2.98%	2.94%	1.81%	2.3%	3.31%	1.94%	4.2%
2025/01/02	20.64%	5.93%	3.16%	3.08%	3.9%	1.61%	2.33%	4.75%	1.98%	4.39%
2025/01/03	18.9%	8.11%	3.38%	2.75%	3.29%	2.34%	2.64%	3.03%	2.32%	3.1%
2025/01/04	15.46%	8.62%	4.02%	4.17%	4.57%	2.88%	2.26%	2.72%	2.66%	4.47%
2025/01/05	14.96%	10.13%	3.87%	3.96%	4.5%	2.73%	2.3%	2.71%	2.61%	4.65%
2025/01/06	13.71%	9.75%	3.5%	5.1%	4.28%	3.33%	3.2%	2.72%	1.8%	2.11%
2025/01/07	14.11%	12.32%	3.53%	5.32%	4.81%	2.27%	1.88%	3.88%	2.83%	3.12%
2025/01/08	14.12%	6.54%	3.68%	2.72%	5.1%	2.2%	2.48%	3.69%	1.97%	5.76%
2025/01/09	14%	7.47%	3.3%	3.66%	4.69%	1.56%	2.8%	3.86%	2.39%	2.4%
2025/01/10	14.52%	8.08%	3.34%	3.16%	3.43%	1.63%	2.31%	4.72%	3.01%	3.72%
2025/01/11	14.5%	10.06%	3.5%	2.8%	3.75%	1.56%	1.96%	5.3%	3.27%	3.05%
2025/01/12	14.76%	9.25%	3.33%	3.12%	4.47%	2.2%	2%	4.52%	2.06%	4.41%
2025/01/13	14.74%	11.15%	3.2%	3.19%	4.22%	3.1%	2.62%	3.85%	2.11%	1.66%
2025/01/14	14.05%	11.15%	3.49%	3.73%	4.58%	2.74%	2.96%	3.87%	1.69%	1.21%
2025/01/15	13.95%	6.65%	3.62%	3.07%	4.88%	2.27%	2.64%	3.59%	1.98%	5.58%
2025/01/16	13.72%	7.45%	3.21%	3.89%	4.5%	1.61%	2.86%	3.73%	2.34%	2.31%
2025/01/21	11.94%	7.92%	4.92%	2.63%	3.99%	1.85%	3.28%	4.3%	2.7%	1.22%
2025/01/22	11.05%	8.23%	4.76%	3.05%	4.01%	1.8%	3.74%	3.61%	1.82%	0.54%
2025/01/23	13.96%	11.27%	3.99%	2.51%	4.48%	2.19%	2.52%	2.75%	1.79%	0.57%
2025/01/24	14.41%	8.87%	4.19%	2.6%	4.7%	2.36%	2.98%	3.24%	1.64%	1.07%
2025/01/25	14.42%	9.13%	4.32%	3.18%	4.98%	2.71%	3.42%	2.34%	1.84%	1.09%
2025/01/26	12.63%	9.6%	4.82%	2.72%	4.88%	2.81%	3.21%	2.65%	1.79%	2.78%
2025/01/27	15.57%	8.8%	4.72%	2.43%	3.89%	2.18%	2.78%	3.34%	1.52%	1.74%
2025/01/28	14.76%	7.55%	4.73%	1.9%	5.92%	1.64%	2.55%	2.95%	1.72%	0.92%
2025/01/29	12.69%	7.89%	4.22%	2.83%	4.49%	3.07%	2.53%	2.92%	1.36%	0.49%
2025/01/30	14.26%	8.01%	4.22%	2.84%	4.48%	2.58%	2.54%	2.07%	1.25%	1.22%
2025/01/31	17.48%	8.07%	4.52%	3.42%	2.66%	2.49%	2.46%	2.34%	1.57%	0.94%

Amazon’s PPC spend share started at 22.34% and ended at 17.48%, showing a decline. Shutterfly’s share fluctuated, peaking at 12.32% and closing at 8.07%. Etsy’s share rose from 3.47% to 4.52%. Simplytoimpress saw a peak of 5.32% but ended at 3.42%. Zazzle’s share varied, peaking at 5.92% and closing at 2.66%. Snapfish’s share increased to 3.33% but finished at 2.49%. Vistaprint’s share peaked at 3.74% and ended at 2.46%. Guitarcenter’s share fluctuated, peaking at 5.3% and closing at 2.34%. Temu’s share started at 1.94% and ended at 1.57%. Calendars.com saw a significant drop from 4.2% to 0.94%.

Market Exposure

Competitor Count for US 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	2528
2025/01/02	2332
2025/01/03	2570
2025/01/04	2395
2025/01/05	2408
2025/01/06	2723
2025/01/07	2333
2025/01/08	2578
2025/01/09	2582
2025/01/10	2654
2025/01/11	2588
2025/01/12	2651
2025/01/13	2519
2025/01/14	2601
2025/01/15	2578
2025/01/16	2582
2025/01/21	2348
2025/01/22	2399
2025/01/23	2533
2025/01/24	2302
2025/01/25	2309
2025/01/26	2376
2025/01/27	2380
2025/01/28	2383
2025/01/29	2665
2025/01/30	2740
2025/01/31	2629

January saw fluctuating advertiser numbers, peaking at 2,740 on the 30th. The month concluded with a slight dip to 2,629.

Campaign Efficiency

Market Loss & Market Gains for US 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.com	2.3%
etsy.com	1.78%
walmart.com	1.11%
christianbook.com	1.06%
sweetwater.com	0.81%
churchsource.com	-0.39%
guitarcenter.com	-0.46%
fender.com	-0.46%
audible.com	-0.55%
calendars.com	-8.16%

Amazon.com leads with a 2.30% click share increase, while Calendars.com drops by 8.16%. Etsy.com, Walmart.com, and Christianbook.com also see positive gains.

Campaign Efficiency

US 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.com	etsy.com	sweetwater.com	walmart.com	guitarcenter.com	temu.com	target.com	shutterfly.com	zazzle.com	calendars.com
2025/01/01	28.95%	4.75%	3.28%	2.06%	4.35%	3.01%	3.75%	0.9%	1.41%	3.92%
2025/01/02	27.33%	4.56%	5.09%	1.5%	6.2%	2.83%	2.96%	1.44%	1.81%	4.67%
2025/01/03	26.93%	4.66%	3.76%	1.4%	4.67%	3.17%	3.17%	1.99%	1.76%	2.99%
2025/01/04	22.09%	5.93%	3.82%	1.68%	3.93%	3.96%	2.85%	2.17%	2.32%	5.35%
2025/01/05	21.35%	5.09%	4.21%	2.37%	4.22%	4.5%	2.95%	2.44%	2.3%	5.49%
2025/01/06	20.93%	5.54%	3.16%	2.27%	4.68%	3.53%	2.89%	2.44%	2.42%	2.4%
2025/01/07	19.49%	4.86%	3.45%	2.16%	6.38%	4.61%	2.9%	2.9%	2.71%	3.57%
2025/01/08	20.18%	5.54%	2.61%	2.71%	5.64%	3.2%	2.72%	1.76%	3.02%	6.39%
2025/01/09	20.48%	5%	3.11%	2.11%	5.96%	4.15%	2.46%	1.65%	2.48%	2.82%
2025/01/10	19.85%	5.13%	2.85%	1.98%	6.75%	4.65%	2.35%	1.76%	2.02%	3.92%
2025/01/11	20.2%	5.17%	3.07%	2.86%	7.35%	5.6%	2.46%	2.55%	2.14%	3.28%
2025/01/12	19.73%	4.75%	2.74%	3.59%	6.89%	3.39%	2.64%	2.23%	2.35%	4.68%
2025/01/13	20.47%	4.32%	2.72%	2.03%	6.25%	3.42%	1.95%	2.74%	2.3%	2.01%
2025/01/14	19.57%	4.99%	4.21%	2.78%	6.31%	3.41%	1.74%	2.64%	2.61%	1.59%
2025/01/15	20.09%	5.51%	2.57%	2.69%	5.56%	3.2%	2.79%	1.83%	2.94%	6.28%
2025/01/16	20.45%	4.96%	3.07%	2.1%	5.88%	4.16%	2.48%	1.69%	2.42%	2.78%
2025/01/21	17.06%	6.87%	4.31%	4.79%	6.87%	5.88%	2.03%	1.73%	2.26%	1.52%
2025/01/22	16.54%	7.95%	3.75%	5.86%	6.82%	4.86%	1.8%	1.85%	2.52%	0.75%
2025/01/23	20.53%	7.08%	4.18%	3.28%	4.81%	3.92%	2.58%	2.4%	2.55%	0.74%
2025/01/24	21.51%	6.38%	3.96%	3.33%	5.39%	3.77%	1.87%	2.13%	2.48%	1.1%
2025/01/25	21.26%	6.72%	3.61%	2.78%	3.89%	4.39%	2.45%	2.19%	3.06%	1.35%
2025/01/26	18.26%	8.28%	2.99%	2.86%	4.46%	3.79%	2.57%	2.42%	2.96%	2.81%
2025/01/27	20.72%	7.83%	3.88%	4.22%	5.38%	3.04%	2.52%	2.02%	2.17%	1.49%
2025/01/28	20.72%	7.19%	4.84%	4.38%	4.78%	3.79%	2.81%	1.69%	3.25%	1.11%
2025/01/29	18.82%	6.95%	4.96%	4.3%	4.82%	2.84%	3.36%	1.81%	2.72%	0.45%
2025/01/30	20.15%	6.44%	5.82%	5.2%	3.37%	3.08%	2.95%	1.7%	2.73%	1.45%
2025/01/31	24.09%	6.72%	4.28%	4.21%	3.74%	3.14%	2.98%	1.56%	1.52%	0.8%

Amazon’s impression share started at 28.95% and dipped to 24.09% by month’s end. Etsy rose from 4.75% to 6.72%. Sweetwater and Walmart showed fluctuations, while Guitar Center and Temu had varied trends.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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.com® Official Site https://www.amazon.com › shop › amazon+usa
Shop on Amazon — The best shopping & entertainment with Prime. Free, easy returns on millions of items. Browse & discover thousands of brands. Read customer reviews & find best sellers.
2
GuitarCenter.com https://www.guitarcenter.com
Shop New & Used Music Gear — Your One-Stop Shop For New & Used Music Gear. Shop Your Favorite Brands At Guitar Center. Find...
3
Official Kelley Blue Book Site https://www.kbb.com
Find Your Car's Value — Buy, Sell or Trade-In Your Vehicle All On KBB.com. Get What's Right For You In 2023. KBB.com...
4
Valentine's Day Sale On Now - Up To 80% Off On Sex Toys https://www.pinkcherry.com
Everything You Need At A Click Of A Button. Shop From 80+ Brands & Thousands Of Products.
5
Sweetwater Music & Pro Audio | Play Now, Pay Later https://www.sweetwater.com
Explore Our Unmatched Selection of Music Instruments and Pro Audio Gear. Buy With...

Amazon.com entices with Prime benefits and vast brand choices. Guitar Center and Sweetwater captivate music lovers with diverse gear. Kelley Blue Book offers car valuation ease, while PinkCherry tempts with Valentine’s discounts. Each ad uniquely targets specific consumer desires.

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.

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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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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.