The search landscape is becoming more and more competitive as Google’s paid listings take over blocks of first-page real estate and push organic results further down. And now, there is a new giant aggressively bidding for PLAs – the large format, shoppable ads with product imagery that are particularly lucrative for retailers. owns 45% of PLAs for Hair Care & Color related terms.

Several other retailers like, Sephora, and Sleek Hair are investing in PLAs as well, but on a much smaller scale. For example, the second most dominant retailer owns just 9% of PLA search result for Hair Care & Color terms.

Particularly interesting is that Amazon owns no PLA search results, which may or may not be a result of its animosity towards

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