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UK Retail Books and Music - PPC Market Share Analysis April 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Books and Music category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Books and Music – UK

Google AI Overview visibility for Retail Books and Music UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 11.2031202532
88.7968797468
11%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 39
61
39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 12%
Transactional 14%
Navigational 13%
Seasonal 10%
Local 0%
Problem Solving 5%

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Market Exposure

Share of Clicks for top 10 UK Retail Books and Music brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
amazon.co.uk 89.61
worldofbooks.com 2.79
etsy.com 1.17
gear4music.com 0.67
awesomebooks.com 0.47
axelbooks.com 0.38
hmv.com 0.38
abebooks.co.uk 0.37
papier.com 0.31
ebay.co.uk 0.28
others 3.57
  • amazon.co.uk - 89.61%
  • worldofbooks.com - 2.79%
  • etsy.com - 1.17%
  • gear4music.com - 0.67%
  • awesomebooks.com - 0.47%
  • axelbooks.com - 0.38%
  • hmv.com - 0.38%
  • abebooks.co.uk - 0.37%
  • papier.com - 0.31%
  • ebay.co.uk - 0.28%
  • others - 3.57%

Copyright © Adthena. All rights reserved.

Amazon.co.uk dominates with 89.61% click share, overshadowing others like worldofbooks.com at 2.79% and etsy.com at 1.17%. Others collectively hold 3.57%.

Market Exposure

Share of Spend for the top 10 UK Retail Books and Music brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date amazon.co.uk worldofbooks.com papier.com gear4music.com etsy.com axelbooks.com awesomebooks.com photobox.co.uk moonpig.com ebay.co.uk
2026/04/01 49.61% 6.4% 3.47% 4.29% 4.35% 1.84% 2.09% 4.77% 0.78% 1.45%
2026/04/02 50.83% 6.46% 3.2% 4.08% 2.94% 2.22% 1.64% 3.23% 1.01% 1.99%
2026/04/03 55.35% 7.06% 2.66% 2.64% 3% 2.14% 1.02% 3.34% 0.86% 1.51%
2026/04/04 54.53% 6.51% 2.02% 2.81% 4.18% 1.63% 1.02% 2.94% 0.94% 1.99%
2026/04/05 49.44% 7.93% 2.4% 2.92% 2.32% 1.86% 0.71% 3.07% 0.99% 2.51%
2026/04/06 49.76% 7.22% 2.76% 2.59% 4.12% 1.9% 1.39% 4.43% 1.21% 1.93%
2026/04/07 55.22% 6% 2.64% 2.23% 2.58% 2.06% 1.58% 2.86% 1.23% 1.96%
2026/04/08 66% 4.76% 2.21% 1.62% 2.07% 1.38% 0.74% 2.06% 0.96% 1.2%
2026/04/09 54.66% 4.21% 3.5% 1.57% 2.98% 2.15% 1.54% 2.71% 1.71% 1.54%
2026/04/10 51.17% 6.34% 2.53% 2.01% 4.78% 2.62% 1.91% 2.99% 1.83% 1.7%
2026/04/11 51.26% 8.4% 3.26% 1.73% 3.52% 2.09% 1.38% 2.98% 1.67% 1.77%
2026/04/12 46.75% 8.41% 3.79% 2.74% 5.41% 1.34% 1.33% 2.98% 1.78% 1.95%
2026/04/13 51.94% 7.29% 4.55% 2% 3.32% 1.83% 1.25% 3.45% 1.63% 1.79%
2026/04/14 50.53% 7.39% 5.51% 2.64% 3.01% 1.95% 0.69% 2.23% 2.69% 1.37%
2026/04/15 45.78% 6.15% 4% 2.51% 3.37% 2.64% 2.83% 3.94% 2.42% 1.97%
2026/04/16 43.33% 7.7% 3.98% 3.09% 3.21% 2.52% 2.55% 1.75% 3.12% 1.95%
2026/04/17 46.71% 8.17% 4.21% 2.98% 3.91% 2.74% 2.53% 2.04% 1.96% 1.76%
2026/04/18 44.5% 7.42% 5.11% 2.38% 3.98% 3.83% 2.1% 2.63% 2.11% 2.4%
2026/04/19 46.25% 8.62% 4.67% 2.9% 3.13% 3% 1.49% 1.97% 1.99% 2.17%
2026/04/20 54.55% 6.24% 4.68% 2.49% 3.25% 2.25% 1.41% 1.59% 1.91% 1.87%
2026/04/21 64.44% 5.92% 4.23% 1.31% 1.82% 1.3% 0.66% 1.62% 1.41% 1.55%
2026/04/22 47.61% 8.3% 5.56% 2.03% 3.54% 2.34% 1.61% 1.63% 2.3% 1.75%
2026/04/23 59.45% 5.67% 4.27% 1.31% 2.11% 1.82% 1.6% 2.37% 1.9% 1.18%
2026/04/24 59.75% 6.84% 3.49% 1.15% 2.3% 2.15% 2.33% 1.35% 1.51% 1.1%
2026/04/25 53.21% 5.82% 3.16% 0.89% 2.95% 2.5% 2.63% 2.08% 2.14% 1.57%
2026/04/26 54.42% 6.68% 2.73% 1.28% 3.19% 2.34% 2.11% 2.11% 1.86% 2.31%
2026/04/27 51.97% 7.28% 3.91% 1.11% 4.12% 1.89% 2.62% 1.8% 3.82% 1.56%
2026/04/28 56.4% 5.71% 4.56% 1.46% 3.84% 1.78% 0.8% 2.04% 2.23% 1.45%
2026/04/29 46.21% 9.58% 5.23% 2.1% 2.5% 2.05% 3% 1.57% 2.45% 1.88%
2026/04/30 50.99% 7.13% 3.96% 3.34% 2.65% 2.59% 2.34% 2.09% 1.97% 1.68%
  • amazon.co.uk
  • worldofbooks.com
  • papier.com
  • gear4music.com
  • etsy.com
  • axelbooks.com
  • awesomebooks.com
  • photobox.co.uk
  • moonpig.com
  • ebay.co.uk

Copyright © Adthena. All rights reserved.

April saw Amazon.co.uk dominate with a peak spend share of 66.00% on the 8th. Worldofbooks.com fluctuated, peaking at 9.58% on the 29th. Papier.com and Gear4music.com showed varied trends, while Etsy.com and Axelbooks.com maintained steady shares. Moonpig.com and Ebay.co.uk had minor fluctuations. The month concluded with Amazon.co.uk leading, followed by Worldofbooks.com.

Market Exposure

Competitor Count for UK Retail Books and Music

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/04/01 453
2026/04/02 472
2026/04/03 480
2026/04/04 473
2026/04/05 476
2026/04/06 479
2026/04/07 501
2026/04/08 474
2026/04/09 474
2026/04/10 469
2026/04/11 462
2026/04/12 448
2026/04/13 447
2026/04/14 463
2026/04/15 473
2026/04/16 453
2026/04/17 471
2026/04/18 461
2026/04/19 458
2026/04/20 466
2026/04/21 459
2026/04/22 462
2026/04/23 470
2026/04/24 475
2026/04/25 448
2026/04/26 426
2026/04/27 477
2026/04/28 443
2026/04/29 456
2026/04/30 441

Copyright © Adthena. All rights reserved.

April began with 453 advertisers, peaking at 501 on the 7th. A decline followed, ending the month at 441.

Campaign Efficiency

Market Loss & Market Gains for UK Retail Books and Music

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
etsy.com 0.29%
awesomebooks.com 0.18%
papier.com 0.1%
guitarguitar.co.uk 0.09%
worldofbooks.com 0.08%
hmv.com -0.06%
bookshop.org -0.07%
photobox.co.uk -0.08%
gear4music.com -0.09%
amazon.co.uk -0.39%

Copyright © Adthena. All rights reserved.

Etsy.com surged with a 0.29 increase, while amazon.co.uk dropped by 0.39. Awesomebooks.com and papier.com also gained, contrasting gear4music.com’s decline.

Campaign Efficiency

UK Retail Books and Music Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date amazon.co.uk worldofbooks.com gear4music.com etsy.com axelbooks.com awesomebooks.com papier.com ebay.co.uk bookshop.org temu.com
2026/04/01 74.11% 4.79% 2.27% 2.41% 1.57% 0.99% 0.92% 1.34% 0.45% 0.4%
2026/04/02 73.97% 4.72% 2.27% 1.55% 1.73% 0.89% 0.91% 1.64% 0.45% 0.44%
2026/04/03 77.67% 4.59% 1.25% 1.71% 1.64% 0.57% 0.63% 1.24% 0.52% 0.55%
2026/04/04 76.66% 4.47% 1.34% 2.03% 1.42% 0.71% 0.56% 1.49% 0.73% 0.57%
2026/04/05 73.06% 4.98% 1.6% 1.57% 1.46% 0.53% 0.71% 1.82% 0.79% 1.07%
2026/04/06 74.82% 4.74% 1.31% 2.28% 1.51% 0.77% 0.85% 1.25% 0.72% 0.69%
2026/04/07 75.56% 4.02% 1.29% 2.12% 1.74% 0.78% 0.84% 1.63% 0.57% 0.56%
2026/04/08 82.78% 3.07% 0.83% 1.34% 1.12% 0.38% 0.58% 0.93% 0.46% 0.25%
2026/04/09 75.61% 2.86% 0.89% 1.91% 1.78% 0.85% 1.04% 1.35% 0.89% 0.42%
2026/04/10 72.77% 4.5% 1.22% 2.74% 2.31% 0.97% 0.9% 1.43% 1.28% 0.64%
2026/04/11 73.79% 6.05% 1.06% 1.86% 1.68% 0.72% 1.01% 1.28% 1.32% 0.92%
2026/04/12 73.49% 5.73% 1.57% 2.73% 1.08% 0.56% 1.3% 1.41% 0.61% 0.74%
2026/04/13 75.48% 4.98% 1.17% 2.4% 1.59% 0.56% 1.44% 1.29% 0.81% 0.59%
2026/04/14 72.4% 5.54% 1.58% 2.05% 1.82% 0.6% 1.87% 1.28% 0.23% 0.63%
2026/04/15 70.91% 4.14% 1.27% 2.46% 2.21% 1.77% 1.31% 1.64% 0.03% 0.87%
2026/04/16 68.95% 5.45% 1.63% 2.2% 2.17% 1.46% 1.23% 1.65% 0.55% 1.72%
2026/04/17 71.81% 5.2% 1.66% 2.45% 2.13% 1.22% 1.27% 1.68% 0.06% 0.78%
2026/04/18 69.32% 5.03% 1.45% 2.71% 3.11% 1.19% 1.56% 2.43% 0.51% 0.75%
2026/04/19 71.86% 5.86% 1.56% 1.84% 2.46% 0.84% 1.4% 1.72% 0.91% 0.81%
2026/04/20 77.51% 3.67% 1.14% 2.52% 1.67% 0.62% 1.34% 1.37% 0.04% 0.57%
2026/04/21 79.57% 4.31% 0.81% 1.5% 1.17% 0.4% 1.49% 1.43% 0.02% 0.72%
2026/04/22 72.75% 5.39% 1.05% 2.62% 1.76% 0.86% 1.62% 1.73% 0.91% 0.72%
2026/04/23 77.82% 4.01% 0.72% 1.69% 1.55% 0.87% 1.29% 1.48% 0.41% 0.31%
2026/04/24 77.2% 4.62% 0.57% 1.91% 1.75% 1.29% 1.08% 1.23% 0.38% 0.47%
2026/04/25 73.68% 4.15% 0.49% 2.46% 2.16% 1.35% 1.17% 1.29% 1.23% 0.46%
2026/04/26 74.8% 4.52% 0.65% 2.43% 1.96% 1.19% 0.89% 1.85% 0.56% 0.62%
2026/04/27 75.21% 4.94% 0.55% 2.83% 1.4% 1.19% 1.22% 1.06% 0.09% 0.49%
2026/04/28 77.37% 3.68% 0.67% 2.52% 1.34% 0.61% 1.47% 1.41% 0.05% 0.3%
2026/04/29 67.3% 7.22% 1.28% 2.38% 1.79% 1.84% 1.74% 1.99% 0.67% 0.49%
2026/04/30 73.22% 5.05% 2.08% 2% 1.98% 1.29% 1.24% 1.22% 1% 0.34%
  • amazon.co.uk
  • worldofbooks.com
  • gear4music.com
  • etsy.com
  • axelbooks.com
  • awesomebooks.com
  • papier.com
  • ebay.co.uk
  • bookshop.org
  • temu.com

Copyright © Adthena. All rights reserved.

April saw Amazon.co.uk dominate with fluctuating impressions, peaking at 82.78% on the 8th. Worldofbooks.com surged on the 29th with 7.22%. Gear4music.com and Etsy.com showed varied trends, while bookshop.org and temu.com remained low.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Retail Books and Music

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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Google Text Ad Copy Insights & Creative Trends for UK Retail Books and Music - Last month
  1. 1
    Order At Amazon.co.uk Now https://www.amazon.co.uk/

    Products At Affordable Prices — Check out our selection & order now. Free UK delivery on eligible orders. Get deals on popular products on Amazon.

  2. 2
    Blackwell's, books for life and for learning Blackwell's https://www.blackwells.co.uk

    Trading since 1879, Blackwell of Oxford is the largest academic and specialist bookseller in the UK. Fast dispatch, carefully packaged, worldwide delivery.

  3. 3
    Bookshop: Buy Books Online https://uk.bookshop.org

    Buy Books Online — We Are On A Mission To Financially Support Your Local, Independent Bookshops. A better way to buy books online. Every purchase financially supports local independent bookshops. Fast Shipping.

  4. 4
    Etsy https://www.etsy.com › official-site

    Official Site — Magical, Meaningful Items You Can't Find Anywhere Else. Shop Special Items For Every Celebration. Talented Creators. Remarkable Gifts.

  5. 5
    World Of Books https://www.worldofbooks.com

    Buy World Of Books — Find Your Next Great Read -Browse Millions Of Used Books At World Of Books. Huge Selection Of World Of Books Books. Get Low Prices & Free UK...

Copyright © Adthena. All rights reserved.

In the competitive world of online book retail, Amazon.co.uk leads with affordability and free UK delivery. Blackwell’s emphasizes its rich heritage and academic focus, while Bookshop.org champions local bookshops. Etsy offers unique, handcrafted items, and World Of Books highlights vast selections of used books at low prices.

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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