Amazon feels the heat as Argos tops search chart for cooking appliances

02/04/2013

Amazon UK has been relegated to fourth position in the cooking appliances sector, as Argos soars ahead, according to new data.

The study, from Greenlight, also found that Appliances Online jumped four places to rank second and Tesco moved up a notch to take third spot.

UK web search volumes for cooking appliances in February surged 5% on the previous quarter and at the expense of refrigeration, dishwasher and laundry products, the quarterly study found.

Data from the agency’s latest ‘White Goods Sector Report – Issue 16’ which profiled consumer search behaviour in this sector, found that in February, a total of 784,000 searches were made on Google UK for dishwashers, laundry, cooking and refrigeration products, a 5.5% decline on November’s total of 830, 000.

Cooking appliance-related searches on the up

Cooking appliances were the only subsector to see an increase in the volume of search traffic, which increased from 253,232 in November to 265,988 in February making up a 34% share of all white goods-related search queries, up from 30% the previous quarter.

‘Microwave’ was the most popular keyword accounting for 8% (22,000) of all searches made for this subsector. ‘Cookers’, ‘Microwave oven’, ‘Slow cooker’ and ‘Gas cookers’ followed with 14,800 searches apiece.

Cooking appliances – Argos maintains leads, Amazon UK slides down the ranks
Greenlight’s report also ranked the most visible sites for cooking appliances in Natural Search* and Paid Media** based on how visible they were for the most popular keyword searches.

Argos topped the table attaining a 36% share of voice in Natural Search. It was visible to 88,341 cooking appliance-related searches.

Amazon UK, which the previous quarter ranked second behind Argos, was relegated to fourth position as Appliances Online moved up three places to take second spot whilst Tesco moved up a notch to rank third.

Paid Media-wise, John Lewis was the most visible advertiser achieving an 84% share of voice. Argos and Currys followed with 71% each.

White Goods - Curry’s the most visible site

For white goods overall, Currys, Appliances Online, John Lewis, Argos and Tesco were the top five performers as they achieved strong visibility across both the Natural Search and Paid Media mediums (integrated search).

Interestingly, Greenlight’s report found twenty (compared to fourteen in the previous quarter), of the forty most visible sites for white goods in February, relied solely on the visibility gained in the paid listings to attract searcher consideration, achieving no visibility in the Natural Search listings. They included the likes of eBay and brands such as Panasonic, Russell Hobbs and Smeg.

View the report here

www.greenlightdigital.com

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