Share of Search

What is Share of Search?
Share of search measures the share of visibility a brand or its products win in search results for relevant queries — on marketplaces (Amazon or Google Shopping results for "wireless earbuds"), on retailer sites, or in web search. If your products occupy 3 of the first 20 results for a category query, your share of search on that query's first page is 15%.

It is a leading indicator: shoppers overwhelmingly click early results, so shifts in search visibility precede shifts in sales. Digital shelf platforms compute share of search by crawling result pages for a tracked keyword set at regular intervals, separating organic placements from sponsored ones, and aggregating by brand.

Brands use the metric to detect competitors buying visibility on their category terms, to measure retail-media campaign impact, and to link content or availability problems to lost visibility.