Digital has become a key destination for holiday shopping, with online sales surging 22% on Black Friday alone. While Amazon continues to dominate the e-commerce arena, some retailers successfully boosted site traffic by focusing on search visibility.

Best Buy overtook Amazon as the clear winner in search this year. The brand captured 7.3% of organic search real estate, edging out Amazon’s 6.9%, according to L2’s Black Friday report. That success extended to paid visibility. While Amazon and Best Buy both secured 5% of relevant keywords, Best Buy captured a much larger share of the crucial top position.

The study also finds that Best Buy dominated when it came to product listing ads (PLAs). The brand secured 26% of PLAs – more than three times its closest competitor – testifying to extensive investments in the area.


These efforts paid off. Best Buy saw its site traffic surge by 132% over the Thanksgiving shopping period, more than any other major Big Box brand. However, that success also required a substantial paid investment, in both relevant keywords and costlier PLAs.  Beating Amazon comes at a cost.

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