Study · October 16, 2026 · 281 US product searches
Can Small Stores Still Win on Google?
We checked page one of Google for 281 product searches across 18 retail categories and recorded who held every spot, and what Google showed above them.
87.5%
of product searches showed a Google AI Overview above the results.
Sauron study of Google results data · Google US, desktop, October 16, 2026
#
65%
of searches had a small store on page one (site strength under 25; 42–82% at cut-offs of 20 and 30).
Sauron study of Google results data and site strength scores · Google US, desktop, October 16, 2026
63.9%
of 3+ word searches had a small store on page one, against 67.8% of 1–2 word searches.
Sauron study of Google results data and site strength scores · Google US, desktop, October 16, 2026
281 US product searches in 18 retail categories, checked on Google on October 16, 2026. A "spot" is one of the organic results on page one.
Using these figures
Free to use. A mention of Sauron and a link back is appreciated.
Source: Sauron study of Google results data, https://sauron.so/research/small-stores-on-google
- Every search and its results (CSV)
- Categories (CSV)
- Every site, type and strength (CSV)
- Excluded searches (CSV)
- Charts (PNG and embed code)
- All headline figures and the chart pack
Laurence Tuchin, founder
press@sauron.so
Need a category, a state or a different cut? Email us.
Who holds page one
Stores of every size held 51.2% of the 2,374 first-page spots. Small stores held 16.7%.
Who holds page one of Google for US product searches
Share of 2,374 first-page spots across 281 searches. Number at the end: small stores' share.
Show the numbers
| Site type | Share of first-page spots |
|---|---|
| Small stores (site strength under 25) | 16.7% |
| Big retailers, marketplaces and Etsy | 21.7% |
| Established stores | 34.4% |
| Publishers and review sites | 12.3% |
| Forums, social, video and other | 14.9% |
Download or embed this chart
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<a href="https://sauron.so/research/small-stores-on-google"><img src="https://sauron.so/research/charts/small-stores-spots-overview.png" alt="One stacked bar of who holds page one for 281 US product searches: established stores 34.4% of spots, small stores (site strength under 25) 16.7%, big retailers and marketplaces 21.7%, publishers 12.3%, forums, social, video and other 14.9%." width="800" style="max-width:100%;height:auto"></a>
<p>Chart: <a href="https://sauron.so/research/small-stores-on-google">Sauron Research</a></p>Google showed 8.4 organic results per search on average, not 10, and a store was on page one for 97.9% of searches. We couldn't place 5.9% of the spots, and we didn't guess.
Where Google answers with AI
Google showed an AI Overview on every skincare, pet-treat and supplement search we checked. It showed the fewest on jewelry (68%) and hats (69%), then swimwear (80%).
How often Google showed an AI Overview, by category
Share of US product searches with an AI Overview. Searches per category in brackets.
Show the numbers
| Item | With an AI Overview |
|---|---|
| Pet treats (16) | 100% |
| Skincare (17) | 100% |
| Supplements (14) | 100% |
| Tea (20) | 95% |
| Coffee (14) | 92.9% |
| Bike accessories (13) | 92.3% |
| Wall decor and art (11) | 90.9% |
| Socks (10) | 90% |
| Candles (19) | 89.5% |
| Soap (18) | 88.9% |
| Stationery (17) | 88.2% |
| Dog collars and leashes (15) | 86.7% |
| Plant pots (14) | 85.7% |
| Leather goods (20) | 85% |
| Swimwear (20) | 80% |
| Hats (16) | 68.8% |
| Jewelry (19) | 68.4% |
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<a href="https://sauron.so/research/small-stores-on-google"><img src="https://sauron.so/research/charts/ai-overview-by-category.png" alt="Bar chart: Google showed an AI Overview on every search we checked in pet treats, skincare and supplements, and the fewest on jewelry (68.4%) and hats (68.8%)." width="800" style="max-width:100%;height:auto"></a>
<p>Chart: <a href="https://sauron.so/research/small-stores-on-google">Sauron Research</a></p>Bigger searches got fewer AI Overviews: 73.7% of searches made 100,000 or more times a month had one, against 91.6% of searches made under 20,000 times a month.
A caution: each category has 10 to 20 searches, so only large gaps (like 100% against 68%) mean much. These are results from one day: Google US, desktop, signed out.
Show the numbers
| Monthly searches | Searches in the study | With an AI Overview |
|---|---|---|
| Under 5,000 | 55 | 90.9% |
| 5,000 to 20,000 | 111 | 91.9% |
| 20,000 to 100,000 | 96 | 83.3% |
| 100,000 or more | 19 | 73.7% |
Where small stores get in
Small stores held 35.8% of first-page spots in candles and 34.9% in soap, against 2.5% in supplements.
Who holds page one, by category
Share of first-page spots. Number at the end: small stores' share.
Show the numbers
| Category | Small stores | Big retailers and marketplaces | Established stores | Publishers | Other |
|---|---|---|---|---|---|
| Candles | 35.8% | 21.2% | 23.6% | 3.6% | 15.8% |
| Soap | 34.9% | 14.5% | 16.4% | 8.2% | 26% |
| Leather goods | 27.2% | 12.4% | 40.8% | 6.5% | 13% |
| Tea | 25.1% | 9.6% | 41.9% | 11.4% | 12% |
| Dog collars and leashes | 24.8% | 22.3% | 21.5% | 13.2% | 18.2% |
| Coffee | 20.3% | 8.2% | 39% | 19.5% | 13% |
| Socks | 19.5% | 13% | 39% | 14.3% | 14.3% |
| Hats | 18.8% | 16.7% | 49.3% | 2.9% | 12.3% |
| Jewelry | 15.4% | 25.6% | 44.9% | 1.9% | 12.2% |
| Stationery | 11.6% | 26.5% | 38.8% | 10.2% | 12.9% |
| Plant pots | 9% | 42.3% | 30.6% | 4.5% | 13.5% |
| Pet treats | 8.8% | 19.9% | 25.7% | 19.1% | 26.5% |
| Wall decor and art | 8.8% | 36.3% | 33% | 4.4% | 17.6% |
| Bike accessories | 6.3% | 17.9% | 29.5% | 29.5% | 17% |
| Swimwear | 5.6% | 28.6% | 47.8% | 8.4% | 9.5% |
| Skincare | 4.1% | 33.1% | 17.6% | 35.8% | 9.6% |
| Supplements | 2.5% | 29.5% | 26.2% | 27% | 14.7% |
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<a href="https://sauron.so/research/small-stores-on-google"><img src="https://sauron.so/research/charts/who-holds-page-one-by-category.png" alt="Stacked bars of who holds page one in each category. Small stores (site strength under 25) held the most spots in candles (35.8%) and soap (34.9%) and the fewest in supplements (2.5%)." width="800" style="max-width:100%;height:auto"></a>
<p>Chart: <a href="https://sauron.so/research/small-stores-on-google">Sauron Research</a></p>By searches rather than spots, leather goods was the most open: a small store was on page one for 95% of them. In supplements no small store reached the top 3 (0%), and in skincare publishers held 35.8% of spots. Linen had only 8 searches, so it has no percentages.
Show the numbers
| Category | Searches | Small store on page one | In the top 3 | Small stores' share of spots | AI Overview |
|---|---|---|---|---|---|
| Leather goods | 20 | 95% | 70% | 27.2% | 85% |
| Hats | 16 | 87.5% | 62.5% | 18.8% | 68.8% |
| Dog collars and leashes | 15 | 86.7% | 73.3% | 24.8% | 86.7% |
| Tea | 20 | 85% | 50% | 25.1% | 95% |
| Candles | 19 | 84.2% | 68.4% | 35.8% | 89.5% |
| Socks | 10 | 80% | 50% | 19.5% | 90% |
| Coffee | 14 | 78.6% | 42.9% | 20.3% | 92.9% |
| Soap | 18 | 77.8% | 72.2% | 34.9% | 88.9% |
| Jewelry | 19 | 73.7% | 57.9% | 15.4% | 68.4% |
| Stationery | 17 | 64.7% | 47.1% | 11.6% | 88.2% |
| Wall decor and art | 11 | 54.5% | 27.3% | 8.8% | 90.9% |
| Pet treats | 16 | 50% | 31.3% | 8.8% | 100% |
| Bike accessories | 13 | 46.2% | 23.1% | 6.3% | 92.3% |
| Plant pots | 14 | 42.9% | 28.6% | 9% | 85.7% |
| Swimwear | 20 | 40% | 35% | 5.6% | 80% |
| Skincare | 17 | 29.4% | 17.6% | 4.1% | 100% |
| Supplements | 14 | 21.4% | 0% | 2.5% | 100% |
| Linen | 8 | too few searches |
Small store: a site strength under 25 out of 100. No percentages for a category with fewer than 10 searches.
Small stores that rank
Each held the top organic result with its own collection or product page.
| Store | Search | Monthly searches | Site strength |
|---|---|---|---|
| thinkrogers.com | earrings | 246,000 | 21 |
| wishfinejewelry.com | necklace | 201,000 | 12 |
| koffeekult.com | coffee beans | 201,000 | 24 |
| hemlockhatco.com | bucket hats | 110,000 | 21 |
| dapperfam.com | fedora hats | 90,500 | 23 |
Show all 15
| Store | Search | Monthly searches | Site strength |
|---|---|---|---|
| windsorfinejewelers.com | cross necklace | 74,000 | 23 |
| minersden.com | gold earrings | 74,000 | 12 |
| alevjewelry.com | golden earrings | 74,000 | 23 |
| marystack.com | dog treats | 74,000 | 24 |
| lucyand.co | body leash dog | 60,500 | 22 |
| liftdown.com | baseball hats and caps | 60,500 | 17 |
| ellemesmedspa.com | anti-age face moisturizer | 49,500 | 21 |
| betterwild.com | dog allergy treats | 49,500 | 20 |
| pilateshoney.com | pilates socks | 49,500 | 14 |
| levinehat.com | hats panama | 49,500 | 24 |
Google US, desktop, October 16, 2026. Rankings change, so a store's position may differ today.
What this means for a small store
Page one isn't closed to small stores, but they share it with Amazon, big retailers and an AI Overview on most searches. The small stores in the table above ranked with a page for the exact thing searched, like a bucket hats page for “bucket hats”. Read how Sauron finds the searches a small store can win, then writes the collection pages for them.
ChatGPT points shoppers somewhere else again: it named Amazon less often than Google showed it, and a small store less often too. See where ChatGPT tells you to shop.
More from this study
Every site type
All ten site types we used. Big retailers and marketplaces together held 21.3%; publishers and review sites 12.3%; forums, social media and video 7.9%.
What page one looks like
Every result on page one for all 281 searches, in one picture. Cobalt cells are small stores; black cells are big retailers and marketplaces. Empty cells are places where Google showed fewer than 10 organic results.
What page one of Google looks like for 281 product searches
Each row is one search; each cell one result, left = position 1. Categories ordered by small stores' share.
Show the numbers
| Search | Category | Page one, position 1 to 10 (small = small store; big = big retailer or marketplace) |
|---|---|---|
| candles | Candles | established, small, big, big, other, small, big, big, other, none |
| warmer for candles | Candles | established, other, publisher, other, established, established, big, other, none, none |
| beeswax candles | Candles | established, small, big, other, big, big, small, big, established, none |
| candles holder | Candles | big, other, big, big, established, big, big, established, big, none |
| votive candles | Candles | established, established, established, small, small, big, small, established, none, none |
| candles with wood wick | Candles | established, established, established, big, established, publisher, other, big, none, none |
| candles soy | Candles | small, established, established, established, other, established, small, none, none, none |
| soy wax flakes for candles | Candles | established, other, big, big, other, small, small, big, big, none |
| candles soy wax | Candles | small, small, small, small, established, other, small, big, small, none |
| hand poured soy candles | Candles | small, small, established, small, small, other, other, established, none, none |
| soy flakes for candles | Candles | small, small, big, big, established, small, big, big, big, none |
| scent soy candles | Candles | small, small, other, small, established, small, small, small, none, none |
| bulk soy candles | Candles | small, small, other, small, other, other, other, small, big, none |
| natural soy wax candles | Candles | small, small, small, established, small, other, established, small, established, none |
| best soy candles | Candles | established, publisher, other, publisher, small, big, big, small, publisher, none |
| soy candles non toxic | Candles | small, other, established, small, small, small, established, big, small, publisher |
| soy candles votive | Candles | small, established, established, big, small, small, small, other, small, small |
| soy wax blend candles | Candles | established, small, small, small, other, small, big, established, none, none |
| soy based candles | Candles | established, big, small, established, established, other, other, small, small, none |
| handmade soap | Soap | established, small, small, other, small, other, small, other, none, none |
| african black bar soap | Soap | established, big, big, big, small, small, big, small, none, none |
| bar soap | Soap | established, established, small, publisher, small, small, publisher, none, none, none |
| antibacterial bar soap | Soap | big, established, other, established, big, publisher, big, none, none, none |
| natural bar soap men | Soap | small, small, publisher, small, publisher, established, other, small, publisher, none |
| bar soap men | Soap | small, other, small, established, publisher, established, publisher, established, none, none |
| bar soap with sulfur | Soap | small, big, small, big, small, big, big, big, big, none |
| bar soap handmade | Soap | small, small, small, other, small, other, small, big, small, none |
| handmade foaming soap | Soap | other, other, other, other, other, other, big, none, none, none |
| handmade natural bar soap | Soap | big, established, small, big, small, small, small, small, none, none |
| handmade hand soap | Soap | other, established, other, big, established, other, other, none, none, none |
| goat milk soap handmade | Soap | established, small, other, small, other, big, other, other, small, none |
| handmade soap supplier | Soap | small, small, small, other, established, other, publisher, other, small, other |
| handmade liquid hand soap | Soap | established, publisher, other, other, other, other, other, none, none, none |
| cold pressed handmade soap | Soap | small, publisher, established, other, publisher, established, small, established, none, none |
| handmade ceramic soap dishes | Soap | small, small, other, small, small, big, other, other, none, none |
| handmade organic soap | Soap | small, established, other, established, big, small, other, small, small, small |
| handmade body soap | Soap | established, small, small, established, other, established, small, none, none, none |
| leather crossbody mini bag | Leather goods | established, small, big, small, small, established, big, small, none, none |
| bag vegan leather | Leather goods | established, established, publisher, small, other, big, small, established, other, none |
| leather wallet man | Leather goods | established, small, small, established, established, established, small, big, none, none |
| leather wallet | Leather goods | small, small, big, big, established, small, big, small, big, small |
| bag leather tote | Leather goods | established, established, small, established, established, established, big, none, none, none |
| bag leather | Leather goods | established, small, big, other, big, small, big, big, none, none |
| affordable leather bag | Leather goods | established, other, established, other, big, publisher, established, established, small, none |
| high quality leather bag | Leather goods | other, established, established, established, established, small, established, other, none, none |
| leather backpack bag for women | Leather goods | other, small, established, established, established, other, small, established, none, none |
| bag woven leather | Leather goods | established, small, established, big, other, established, established, publisher, none, none |
| men's leather book bag | Leather goods | established, established, small, established, big, established, small, established, established, none |
| bag leather handmade | Leather goods | small, small, other, other, small, other, other, other, none, none |
| duffle bag leather men | Leather goods | established, established, publisher, publisher, established, big, small, publisher, none, none |
| full grain leather wallet | Leather goods | established, small, small, established, other, established, other, small, established, none |
| leather tote bag women | Leather goods | small, established, established, established, publisher, big, small, big, none, none |
| leather wallet bifold men | Leather goods | small, established, small, small, established, established, big, small, established, none |
| bi fold wallet leather | Leather goods | small, small, established, other, established, established, big, small, small, none |
| high quality leather wallet | Leather goods | established, established, other, established, established, established, publisher, established, established, none |
| best leather wallet men | Leather goods | publisher, other, publisher, established, established, small, publisher, other, established, none |
| handmade leather wallet | Leather goods | small, established, small, small, other, small, established, established, none, none |
| loose leaf tea | Tea | established, established, established, established, established, big, established, established, small, none |
| herbal tea | Tea | established, established, established, publisher, established, established, established, established, established, none |
| mate herbal tea | Tea | established, established, publisher, small, other, established, established, big, none, none |
| green loose leaf tea | Tea | small, small, established, big, established, small, small, established, none, none |
| herbal organic tea | Tea | established, established, established, established, established, established, publisher, established, publisher, other |
| herbal sleep tea | Tea | established, small, publisher, publisher, small, publisher, established, big, publisher, none |
| loose leaf tea balls | Tea | small, small, big, established, big, small, small, big, small, none |
| herbal tea rosemary | Tea | publisher, established, small, established, other, big, none, none, none, none |
| herbal tea relax | Tea | small, small, small, other, established, small, big, publisher, none, none |
| high quality loose leaf tea | Tea | established, established, other, established, established, established, small, established, small, none |
| holy basil herbal tea | Tea | established, established, other, small, other, publisher, small, other, none, none |
| herbal tea gerd | Tea | other, established, publisher, small, publisher, big, big, other, none, none |
| black loose leaf tea | Tea | small, small, established, big, small, established, established, small, none, none |
| thyme herbal tea | Tea | small, other, publisher, small, small, other, small, established, none, none |
| asian herbal tea | Tea | established, established, publisher, publisher, other, small, established, established, none, none |
| loose leaf tea oolong | Tea | small, established, established, established, small, big, established, established, small, none |
| chai loose leaf tea | Tea | small, established, small, small, other, small, established, small, established, none |
| chamomile herbal tea | Tea | established, publisher, established, other, established, established, publisher, publisher, established, none |
| loose leaf tea bag | Tea | established, big, other, small, established, big, big, established, none, none |
| great herbal tea | Tea | small, other, established, other, established, other, other, none, none, none |
| dog collar | Dog collars and leashes | established, established, established, small, big, established, other, none, none, none |
| body leash dog | Dog collars and leashes | small, big, big, big, other, big, established, none, none, none |
| dog leash | Dog collars and leashes | small, publisher, established, established, publisher, big, established, big, publisher, none |
| train dog collar | Dog collars and leashes | established, other, small, publisher, other, established, other, other, none, none |
| dog collar shocking | Dog collars and leashes | big, other, publisher, established, established, big, other, other, none, none |
| dog leash off park | Dog collars and leashes | publisher, other, other, publisher, other, publisher, publisher, small, other, none |
| flat dog collar | Dog collars and leashes | small, publisher, established, small, big, other, small, small, none, none |
| custom dog leash and collar | Dog collars and leashes | small, small, established, small, small, established, established, small, none, none |
| dog collar tag | Dog collars and leashes | small, big, big, established, small, established, big, big, big, big |
| dog leash train | Dog collars and leashes | other, publisher, publisher, other, other, big, publisher, none, none, none |
| small dog body leash | Dog collars and leashes | small, small, small, big, big, small, publisher, big, none, none |
| dog leash slip | Dog collars and leashes | small, small, other, small, other, big, other, none, none, none |
| dog collar leash | Dog collars and leashes | small, other, publisher, small, big, established, big, big, none, none |
| dog leash nylon | Dog collars and leashes | small, established, established, small, small, big, established, established, none, none |
| dog collar harness leash | Dog collars and leashes | established, small, small, big, established, publisher, established, other, big, none |
| coffee beans | Coffee | small, established, established, publisher, established, big, other, small, publisher, none |
| arabica coffee beans | Coffee | established, small, other, small, established, publisher, other, other, small, none |
| best coffee beans | Coffee | publisher, established, publisher, other, established, established, small, publisher, none, none |
| coffee beans high quality | Coffee | established, established, publisher, publisher, other, established, established, small, publisher, none |
| coffee beans single origin | Coffee | established, established, other, established, small, small, other, small, small, none |
| coffee beans cold brew | Coffee | established, publisher, other, established, publisher, established, publisher, other, established, none |
| chocolate-covered coffee beans | Coffee | established, established, big, other, established, publisher, big, none, none, none |
| espresso coffee beans | Coffee | established, established, other, established, publisher, publisher, established, small, small, none |
| coffee whole bean decaf | Coffee | established, small, established, publisher, small, established, publisher, small, established, none |
| organic coffee whole bean | Coffee | established, small, established, small, other, small, publisher, small, big, none |
| 8 o'clock coffee whole bean | Coffee | established, established, established, other, big, established, big, big, established, none |
| best whole bean espresso coffee | Coffee | publisher, other, publisher, established, established, publisher, small, established, established, none |
| espresso whole bean coffee | Coffee | small, established, small, other, established, publisher, publisher, established, publisher, none |
| whole bean coffee sale | Coffee | small, small, established, big, big, established, big, established, established, none |
| compression socks | Socks | big, small, publisher, big, publisher, other, publisher, other, small, none |
| socks | Socks | established, none, none, none, none, none, none, none, none, none |
| merino wool socks | Socks | established, established, established, other, small, established, established, established, none, none |
| christmas socks | Socks | established, established, established, established, big, established, small, other, none, none |
| grip socks | Socks | established, small, big, publisher, small, other, established, big, small, big |
| grippy socks | Socks | big, small, other, established, publisher, small, small, other, none, none |
| compression socks women | Socks | established, established, small, small, big, big, established, big, none, none |
| pilates socks | Socks | small, established, other, established, publisher, publisher, established, other, small, none |
| premium socks | Socks | established, established, established, publisher, other, publisher, other, established, publisher, none |
| socks alpaca | Socks | established, established, established, established, publisher, established, small, none, none, none |
| hats | Hats | established, established, big, established, big, established, established, established, other, none |
| cowboy hats | Hats | established, small, established, established, established, big, other, established, established, none |
| bucket hats | Hats | small, small, established, small, big, established, established, big, big, none |
| fedora hats | Hats | small, established, established, established, other, big, established, established, none, none |
| mesh hats | Hats | established, small, big, established, other, big, established, established, none, none |
| custom hats | Hats | established, other, other, other, other, other, other, other, established, small |
| hats male | Hats | established, established, established, small, established, big, publisher, big, none, none |
| hats straw | Hats | established, established, established, small, established, established, established, established, small, none |
| baseball hats and caps | Hats | small, small, small, established, established, established, small, big, established, big |
| witch hats | Hats | big, established, established, established, other, big, established, other, none, none |
| chef hats | Hats | established, small, big, other, publisher, big, established, big, none, none |
| golf hats | Hats | established, established, small, established, established, established, established, big, none, none |
| hats panama | Hats | small, small, established, established, established, established, established, small, none, none |
| hats trilby | Hats | small, established, established, small, established, big, established, established, big, none |
| paperboy hats | Hats | small, other, small, established, big, small, established, big, none, none |
| types hats | Hats | publisher, publisher, established, small, other, small, established, other, established, none |
| earrings piercing | Jewelry | established, established, established, established, big, other, established, big, none, none |
| earrings | Jewelry | small, small, established, small, established, big, established, established, none, none |
| necklace | Jewelry | small, small, established, established, big, established, big, established, none, none |
| hypoallergenic earrings | Jewelry | big, other, big, small, other, big, other, small, none, none |
| cross necklace | Jewelry | small, established, established, big, established, big, big, small, none, none |
| diamond earrings | Jewelry | other, established, established, established, big, established, other, established, established, none |
| gold earrings | Jewelry | small, established, other, established, big, small, small, established, big, none |
| gold necklace | Jewelry | established, established, small, established, established, established, established, big, none, none |
| golden earrings | Jewelry | small, established, big, established, big, other, established, none, none, none |
| necklace pearl | Jewelry | established, other, established, established, small, established, small, none, none, none |
| cross necklace men | Jewelry | established, small, established, big, established, big, established, established, none, none |
| gold hoop earrings | Jewelry | established, established, big, big, small, established, big, small, big, none |
| lady necklace gold | Jewelry | established, big, other, big, big, established, established, big, none, none |
| stud earrings | Jewelry | established, established, established, established, big, established, established, established, none, none |
| flat back earrings | Jewelry | established, small, established, established, established, established, publisher, big, none, none |
| earrings gauges sizes | Jewelry | other, small, publisher, other, big, other, other, other, none, none |
| clip 0n earrings | Jewelry | small, established, established, big, small, other, big, established, none, none |
| earrings for dudes | Jewelry | other, established, other, established, other, established, big, publisher, big, none |
| gold earrings 14kt | Jewelry | established, small, big, big, big, established, big, big, established, big |
| notebooks | Stationery | established, established, established, big, other, established, established, big, established, established |
| composition notebooks | Stationery | big, established, publisher, big, big, other, big, big, none, none |
| notebooks spiral | Stationery | small, established, established, established, big, established, big, none, none, none |
| notebooks paper | Stationery | established, small, publisher, established, established, big, big, established, none, none |
| a5 notebooks | Stationery | established, established, other, small, publisher, small, other, big, established, none |
| notebooks journal | Stationery | established, other, publisher, big, publisher, publisher, big, big, big, big |
| notebooks pocket | Stationery | small, small, other, big, publisher, established, publisher, other, small, none |
| 5 subject notebooks | Stationery | big, established, big, established, established, big, small, big, none, none |
| composition notebooks primary | Stationery | established, small, established, big, publisher, established, other, big, none, none |
| custom notebooks | Stationery | small, established, established, established, established, established, established, other, other, none |
| top notebooks for students | Stationery | other, big, publisher, established, big, other, publisher, publisher, publisher, publisher |
| notebooks graph paper | Stationery | established, established, small, established, small, small, small, established, other, none |
| three subject notebooks | Stationery | established, established, established, big, big, established, established, big, none, none |
| cute notebooks | Stationery | established, publisher, established, big, other, big, other, small, none, none |
| notebooks leather | Stationery | established, small, established, established, other, other, big, other, established, none |
| notebooks small | Stationery | small, established, established, big, big, big, big, big, none, none |
| toshiba notebooks | Stationery | established, established, other, established, big, big, established, established, established, none |
| planters stand | Plant pots | big, big, big, established, other, established, big, none, none, none |
| planters | Plant pots | established, established, small, big, big, other, established, established, none, none |
| box planters | Plant pots | established, small, small, established, other, other, small, other, none, none |
| planters pots | Plant pots | established, small, established, big, big, big, big, other, none, none |
| outdoor planters stand | Plant pots | established, established, established, big, other, big, big, big, none, none |
| cedar box planters | Plant pots | established, established, big, big, other, other, big, none, none, none |
| self water planters | Plant pots | big, other, established, publisher, big, small, big, small, none, none |
| outdoor planters | Plant pots | established, established, established, big, big, big, big, other, none, none |
| indoor planters stand | Plant pots | established, big, big, big, big, established, other, established, none, none |
| large planters pot | Plant pots | established, established, established, big, other, big, big, big, none, none |
| planters box wood | Plant pots | established, established, established, publisher, big, small, big, other, none, none |
| indoor planters pot | Plant pots | big, established, big, publisher, big, big, big, big, none, none |
| planters for a wall | Plant pots | small, small, publisher, established, other, big, established, big, none, none |
| terra cotta pots and planters | Plant pots | established, established, big, big, publisher, big, established, big, big, none |
| dog treats | Pet treats | small, publisher, established, established, small, small, other, established, none, none |
| dog allergy treats | Pet treats | small, established, big, publisher, big, big, other, publisher, big, none |
| dog potty training treats | Pet treats | other, publisher, publisher, other, other, established, established, none, none, none |
| calm dog treats | Pet treats | established, big, big, publisher, publisher, other, big, other, none, none |
| dog treats for training puppies | Pet treats | other, small, other, established, established, big, big, none, none, none |
| safe dog treats | Pet treats | established, publisher, other, other, publisher, other, big, big, publisher, none |
| separation anxiety dog treats | Pet treats | established, big, other, big, publisher, publisher, small, publisher, none, none |
| health dog treats | Pet treats | established, established, established, big, publisher, big, other, other, big, none |
| dog dental treats | Pet treats | big, established, publisher, established, publisher, established, big, other, none, none |
| high value treats for dog training | Pet treats | small, established, other, other, other, other, other, other, none, none |
| all natural dog treats | Pet treats | small, established, other, established, established, other, small, big, established, none |
| best dog treats | Pet treats | publisher, publisher, established, established, publisher, small, publisher, small, established, none |
| buffalo blue dog treats | Pet treats | big, established, other, established, established, big, big, established, none, none |
| dog treats low calorie | Pet treats | established, other, other, big, small, other, other, big, established, none |
| sweet potatoes dog treats | Pet treats | other, other, publisher, other, established, other, other, other, big, established |
| top rated dog treats | Pet treats | publisher, publisher, big, established, big, publisher, publisher, established, other, publisher |
| wall art | Wall decor and art | big, established, established, established, big, big, big, big, small, none |
| wall decor | Wall decor and art | established, established, big, big, big, big, big, other, none, none |
| art gallery wall | Wall decor and art | established, small, publisher, other, established, other, publisher, other, small, none |
| paneled wall decor | Wall decor and art | established, established, small, other, big, big, other, established, none, none |
| wall art big | Wall decor and art | established, established, established, established, established, other, established, big, none, none |
| living room wall art decor | Wall decor and art | established, established, big, publisher, small, big, publisher, big, none, none |
| deco wall art | Wall decor and art | big, established, established, established, other, established, other, none, none, none |
| candle sconces wall decor | Wall decor and art | established, established, big, established, big, other, big, other, big, none |
| wall decor tapestry hanging | Wall decor and art | established, established, established, established, big, established, other, other, other, small |
| wood wall art | Wall decor and art | big, small, other, big, small, big, big, big, none, none |
| wall decor in wood | Wall decor and art | big, big, big, big, other, big, big, none, none, none |
| bike lights | Bike accessories | publisher, established, publisher, established, established, publisher, big, publisher, big, none |
| bike lights mtb | Bike accessories | established, established, established, established, other, established, publisher, small, publisher, none |
| bike lights led | Bike accessories | small, big, other, big, big, other, established, big, none, none |
| back bike lights | Bike accessories | publisher, other, established, established, big, big, small, other, other, none |
| bike lights night riding | Bike accessories | publisher, publisher, established, established, other, publisher, established, established, none, none |
| e bike lights | Bike accessories | established, established, established, established, big, other, big, established, none, none |
| bike lights usb rechargeable | Bike accessories | established, other, big, big, big, big, publisher, none, none, none |
| brightest bike lights | Bike accessories | established, established, other, publisher, publisher, publisher, big, publisher, publisher, none |
| high performance bike lights | Bike accessories | publisher, publisher, other, big, publisher, small, established, established, publisher, none |
| best bike lights night riding | Bike accessories | publisher, other, publisher, big, publisher, established, publisher, publisher, established, established |
| led bike lights wheel | Bike accessories | small, small, other, other, big, other, established, other, big, none |
| best mtb bike lights | Bike accessories | other, small, publisher, publisher, other, publisher, publisher, publisher, publisher, none |
| bike lights front | Bike accessories | publisher, publisher, other, established, big, established, established, established, none, none |
| swimsuits | Swimwear | established, big, big, publisher, publisher, established, publisher, publisher, established, none |
| swimsuits and bathing suits | Swimwear | established, established, big, established, established, established, established, big, big, publisher |
| lady swimsuits | Swimwear | big, big, established, established, big, big, established, publisher, none, none |
| 1 piece swimsuits | Swimwear | established, established, big, established, other, established, established, established, small, none |
| beachwear swimsuits | Swimwear | established, other, other, big, established, established, publisher, established, established, none |
| plus size dress swimsuits | Swimwear | established, small, established, big, big, established, other, big, big, none |
| girls swimsuits | Swimwear | big, established, small, established, big, big, big, established, none, none |
| dress swimsuits | Swimwear | big, established, established, established, big, established, other, big, none, none |
| modest swimsuits | Swimwear | small, established, other, small, established, established, established, publisher, big, none |
| sustainable swimsuits | Swimwear | established, small, publisher, other, other, publisher, established, established, small, publisher |
| swimdress swimsuits | Swimwear | big, established, established, established, established, big, other, big, established, none |
| swimsuits cover up | Swimwear | big, established, big, established, established, big, big, big, established, none |
| matching couple swimsuits | Swimwear | established, established, small, established, big, other, established, publisher, established, none |
| swimsuits maternity | Swimwear | established, small, established, other, big, publisher, established, other, big, none |
| swimsuits tankini | Swimwear | established, established, established, big, big, established, big, big, big, established |
| ladies dress swimsuits | Swimwear | big, established, established, established, big, established, other, other, big, none |
| one piece women swimsuits | Swimwear | established, established, established, big, established, established, established, big, established, none |
| competition swimsuits | Swimwear | small, established, big, established, big, big, other, publisher, big, none |
| cute swimsuits | Swimwear | established, established, other, publisher, established, established, big, established, none, none |
| teens swimsuits | Swimwear | established, established, established, other, established, big, established, big, none, none |
| anti-age face moisturizer | Skincare | small, publisher, big, publisher, established, publisher, established, established, none, none |
| face moisturizer | Skincare | big, publisher, established, big, big, publisher, publisher, big, big, none |
| anti ageing face serum | Skincare | big, established, publisher, publisher, big, other, established, publisher, publisher, none |
| face serum vitamin c | Skincare | big, big, big, publisher, publisher, big, big, publisher, none, none |
| best c serum face | Skincare | publisher, publisher, big, publisher, big, big, big, publisher, none, none |
| face serum | Skincare | small, big, small, publisher, other, big, big, big, publisher, none |
| top dry skin face moisturizer | Skincare | big, publisher, big, publisher, established, other, publisher, publisher, big, none |
| dry skin face moisturizer | Skincare | big, publisher, big, big, big, publisher, publisher, established, big, none |
| face moisturizer non comedogenic | Skincare | publisher, other, big, established, big, big, publisher, big, publisher, none |
| face moisturizer spf | Skincare | publisher, publisher, other, other, other, big, established, big, publisher, none |
| face moisturizer with sun protection | Skincare | publisher, publisher, big, other, established, publisher, big, established, other, none |
| face hyaluronic acid serum | Skincare | established, established, publisher, established, publisher, big, established, established, publisher, none |
| top face serum | Skincare | big, established, publisher, small, publisher, other, publisher, big, established, none |
| best face serum aging skin | Skincare | publisher, big, publisher, established, publisher, big, other, big, publisher, publisher |
| face peptide serum | Skincare | established, established, small, publisher, big, publisher, publisher, big, big, none |
| light face serum | Skincare | publisher, publisher, big, publisher, small, established, big, other, none, none |
| niacin face serum | Skincare | established, big, established, other, publisher, established, other, none, none, none |
| magnesium supplement glycinate | Supplements | big, big, big, big, big, big, established, big, none, none |
| magnesium supplement | Supplements | big, big, big, established, established, publisher, other, big, none, none |
| best magnesium supplement | Supplements | publisher, publisher, publisher, small, other, big, big, big, publisher, none |
| magnesium supplement sleep | Supplements | publisher, other, other, established, other, big, other, publisher, big, none |
| magnesium supplement l threonate | Supplements | publisher, big, established, big, other, established, publisher, big, big, none |
| magnesium bisglycinate supplement | Supplements | big, established, established, publisher, established, publisher, established, other, established, none |
| magnesium malate supplement | Supplements | big, established, established, publisher, publisher, established, publisher, other, established, none |
| chelated magnesium supplement | Supplements | established, publisher, established, big, established, publisher, established, established, none, none |
| magnesium glycinate sleep supplement | Supplements | other, big, publisher, established, established, big, big, established, small, none |
| magnesium supplement woman | Supplements | other, other, publisher, publisher, big, publisher, big, big, publisher, none |
| best magnesium supplement for woman | Supplements | other, big, publisher, big, publisher, publisher, established, other, big, none |
| high absorption magnesium supplement | Supplements | established, established, publisher, established, publisher, publisher, big, established, big, none |
| magnesium supplement types | Supplements | publisher, established, other, publisher, other, publisher, established, small, none, none |
| magnesium supplement men | Supplements | other, other, established, publisher, publisher, big, established, publisher, big, none |
| linen pant | Linen | established, big, established, big, established, established, established, established, none, none |
| linen | Linen | other, established, established, other, established, big, other, other, none, none |
| linen sheets | Linen | established, established, established, established, publisher, established, publisher, small, none, none |
| dress linen | Linen | established, small, established, established, big, established, established, established, none, none |
| linen clothes | Linen | small, established, small, publisher, established, other, established, established, big, established |
| linen short | Linen | established, small, established, big, established, other, established, other, none, none |
| bed linen sets cotton | Linen | established, established, established, established, established, big, established, established, big, none |
| white linen pant | Linen | big, established, established, established, other, big, other, established, none, none |
Download or embed this chart
Download PNG (1600px) Free to use. A link back to this page is appreciated.
<a href="https://sauron.so/research/small-stores-on-google"><img src="https://sauron.so/research/charts/page-one-grid.png" alt="Grid of page one for 281 US product searches, one row per search and one cell per result. Small stores (site strength under 25) held position 1 on 72 searches and appear most in candles; big retailers and marketplaces are spread across every category." width="800" style="max-width:100%;height:auto"></a>
<p>Chart: <a href="https://sauron.so/research/small-stores-on-google">Sauron Research</a></p>How much the definition matters
There's no official line between a small store and a big one. We use site strength: a score from 0 to 100 based on links from other sites. In this study the middle store scored 27 (half scored between 21 and 34), and big retailers and marketplaces started at about 38. We call a store small below 25. Move the line and the answer moves with it:
| Small store means a site strength under | Small stores' share of spots | Searches with a small store on page one | …in the top 3 |
|---|---|---|---|
| 20 | 8.4% | 42.3% | 25.6% |
| 25 (used on this page) | 16.7% | 65.1% | 45.9% |
| 30 | 27% | 82.2% | 66.9% |
Stores just above 25 still included sub-brands of large companies, so the line sits below them. A store that we know belongs to a large company never counts as small, whatever its score.
AI Overviews and shopping results
Google showed an AI Overview on 87.5% of product searches and free product listings (shopping results) on 71.5%. People also ask boxes appeared on 74.7%. We count these as page features, not spots. Our data didn't capture shopping ads, so we don't report how often they appear.
What else Google shows for US product searches
Share of 281 searches where each feature appeared
Show the numbers
| Item | Share of searches |
|---|---|
| AI Overview | 87.5% |
| People also ask | 74.7% |
| Shopping results (free listings) | 71.5% |
| Local map results | 18.1% |
| Forum results | 13.9% |
| Video results | 11% |
Download or embed this chart
Download PNG (1600px) Free to use. A link back to this page is appreciated.
<a href="https://sauron.so/research/small-stores-on-google"><img src="https://sauron.so/research/charts/small-stores-page-features.png" alt="Bar chart: Google showed an AI Overview on 87.5% of 281 US product searches, People also ask on 74.7%, free shopping results on 71.5%, local map results on 18.1%." width="800" style="max-width:100%;height:auto"></a>
<p>Chart: <a href="https://sauron.so/research/small-stores-on-google">Sauron Research</a></p>Broad and specific searches
A common tip is that small stores should aim for long, specific searches, where big sites are weaker. In this study that didn't hold. Small stores reached page one for 67.8% of one- or two-word searches and 63.9% of searches of three or more words. They held a slightly bigger share of spots on specific searches (17.6% against 14.7%), but publishers' share grew more (14.4% against 7.8%).
| Search length | Searches | Small store on page one | In the top 3 | Small stores' share of spots | Publishers' share of spots |
|---|---|---|---|---|---|
| 1–2 words (broad) | 90 | 67.8% | 52.2% | 14.7% | 7.8% |
| 3 or more words (specific) | 191 | 63.9% | 42.9% | 17.6% | 14.4% |
The 30 most common sites
| Site | Type | First-page spots | Share of searches |
|---|---|---|---|
| amazon.com | Marketplace | 182 | 50.9% |
| youtube.com | Forum, social or video | 71 | 21% |
| reddit.com | Forum, social or video | 51 | 17.4% |
| pinterest.com | Forum, social or video | 48 | 13.5% |
| ebay.com | Marketplace | 36 | 11.4% |
| target.com | Big retailer | 30 | 10.3% |
| walmart.com | Big retailer | 28 | 8.9% |
| macys.com | Big retailer | 14 | 5% |
| homedepot.com | Big retailer | 11 | 3.9% |
| nymag.com | Publisher | 10 | 3.2% |
| sephora.com | Big retailer | 10 | 3.2% |
| wikipedia.org | Reference | 10 | 3.6% |
| yankeecandle.com | Established store | 10 | 2.8% |
| chewy.com | Big retailer | 9 | 3.2% |
| etsy.com | Small-seller marketplace | 9 | 3.2% |
| facebook.com | Forum, social or video | 9 | 2.8% |
| costco.com | Big retailer | 8 | 2.8% |
| forbes.com | Publisher | 8 | 2.8% |
| healthline.com | Publisher | 8 | 2.8% |
| nytimes.com | Publisher | 8 | 2.8% |
| walgreens.com | Big retailer | 8 | 2.8% |
| athome.com | Big retailer | 7 | 2.1% |
| bullsheathleather.com | Established store | 7 | 1.8% |
| byrdie.com | Publisher | 7 | 2.5% |
| fullleafteacompany.com | Established store | 7 | 2.1% |
| miraclesuit.com | Established store | 7 | 2.1% |
| petsmart.com | Big retailer | 7 | 2.5% |
| princesspolly.com | Established store | 7 | 2.5% |
| swimsuitsforall.com | Established store | 7 | 2.5% |
| ulta.com | Big retailer | 7 | 2.5% |
Across all 281 searches. Share of searches: how many of the searches the site was on page one for.
How we did it
281 real US product searches in 18 retail categories, chosen from Google search volume data. Page one recorded on October 16, 2026 (Google US, desktop, signed out). Each result is classed by site type; a small store is a store with a site strength under 25 out of 100. Ads, AI Overviews and shopping results are not counted as spots.
Full method · Every search and its results (CSV) · Questions
Using these figures
Free to use. If you cite these figures, a mention of Sauron and a link back to this page is appreciated.
Suggested credit
Source: Sauron study of Google results data, https://sauron.so/research/small-stores-on-google
Download the data Every search and its results (CSV) Categories (CSV) Every site, type and strength (CSV) Excluded searches (CSV)
Full method
- Searches: we started from one or two seed words in each of 18 retail categories that small online stores often sell in, and took the related searches people really make, with US monthly search counts from Google Ads search volume data (monthly Google searches, US). We kept product searches with at least 100 searches a month. We removed brand and retailer names, questions, local searches, close variants of a search we already had, and searches that share a word but aren't the product (the film Sixteen Candles, laptop "notebooks"). Five more were removed when the results showed they were brand searches. Every excluded search and why is in a CSV. Kids' toys was dropped: its searches were mostly brands and licensed characters.
- Results: Google US, English, desktop, signed out, on October 16, 2026: the organic results on page one for each search, 2,374 spots in all. Google usually showed 8 or 9 organic results, not 10. AI Overviews, shopping results and other boxes are recorded as page features, not spots. Shopping ads weren't captured.
- Site types: big retailers, marketplaces, Etsy, publishers, forums and social sites, and reference sites come from hand-checked lists. Any other site is a store if its ranking pages are product or collection pages, and a publisher if they are articles. A site neither rule can place is "not classified" (5.9% of spots); we never guess.
- Small and established stores: site strength scores run from 0 to 100 and are based on links from other sites. A small store is a store under 25; an established store is 25 or more. A store we know belongs to a large company is never small. Results at 20 and 30 are shown above.
- Small numbers: no percentages for a category with fewer than 10 searches.
- What this shows: who holds the spots, not who gets the clicks or the sales. Results vary by location, device and time.
- Full data: CSV downloads in the “Using these figures” box above.
Questions (5)
Can small online stores still rank on Google?
Yes, often. Stores with a site strength under 25 out of 100 reached page one for 65.1% of 281 US product searches, and the top three for 45.9% (Sauron study, October 2026). The answer depends on where you draw the line: 42.3% under 20, 82.2% under 30.
How often is Amazon on the first page of Google?
Amazon was on page one for 50.9% of 281 US product searches in Sauron's October 2026 study, more than any other site.
How often does Google show an AI Overview for product searches?
On 87.5% of the 281 US product searches Sauron checked on October 16, 2026.
Which product searches get AI Overviews most often?
In Sauron's October 2026 study, every skincare, pet-treat and supplement search had an AI Overview. Jewelry and hats had the fewest (68% and 69%). Searches with 100,000 or more a month got fewer AI Overviews than smaller ones.
Do long, specific searches help small stores rank?
Not in this study. Small stores reached page one for 63.9% of searches of three or more words and 67.8% of one- or two-word searches.