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UK Retail Books and Music - PPC Market Share Analysis September 2025

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 5.52334959519
94.4766504048
5%

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 43
57
43%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 7%
Transactional 7%
Navigational 17%
Seasonal 3%
Local 0%
Problem Solving 8%

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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 86.28
worldofbooks.com 1.76
etsy.com 1.64
gear4music.com 0.72
papier.com 0.64
temu.com 0.63
moonpig.com 0.58
ebay.co.uk 0.54
awesomebooks.com 0.47
hmv.com 0.47
others 6.27
  • amazon.co.uk - 86.28%
  • worldofbooks.com - 1.76%
  • etsy.com - 1.64%
  • gear4music.com - 0.72%
  • papier.com - 0.64%
  • temu.com - 0.63%
  • moonpig.com - 0.58%
  • ebay.co.uk - 0.54%
  • awesomebooks.com - 0.47%
  • hmv.com - 0.47%
  • others - 6.27%

Copyright © Adthena. All rights reserved.

In the PPC landscape, Amazon.co.uk dominates with 86.28% click share, overshadowing others like Etsy (1.64%) and Worldofbooks (1.76%). ‘Others’ collectively hold 6.27%.

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 etsy.com worldofbooks.com temu.com papier.com moonpig.com gear4music.com ebay.co.uk axelbooks.com awesomebooks.com
2025/09/01 79.67% 2.32% 1.85% 1.02% 1.14% 0.59% 1.56% 0.66% 0.71% 1.11%
2025/09/02 67.27% 3.43% 4.26% 1.14% 1.69% 0.97% 2.41% 1.19% 1.08% 2.13%
2025/09/03 65.85% 3.19% 3.37% 1.56% 1.86% 0.89% 2.21% 1.6% 1.21% 2.05%
2025/09/04 78.61% 2.24% 1.5% 0.75% 1.5% 0.63% 1.39% 0.95% 0.99% 0.6%
2025/09/05 83.38% 1.54% 1.3% 0.8% 1.07% 0.42% 0.93% 0.66% 0.73% 0.89%
2025/09/06 83.65% 1.63% 1.52% 0.62% 1.18% 0.34% 0.93% 0.6% 0.78% 1.02%
2025/09/07 84.88% 1.7% 1.44% 0.56% 0.99% 0.34% 0.83% 0.73% 0.75% 0.95%
2025/09/08 85.91% 1.17% 1.41% 0.86% 0.97% 0.3% 1.16% 0.63% 0.7% 0.91%
2025/09/09 81.02% 1.67% 3.18% 0.84% 0.91% 0.46% 0.96% 0.53% 0.48% 0.33%
2025/09/10 81.51% 2.03% 3.29% 0.59% 1.03% 0.48% 1.05% 0.58% 0.51% 0.21%
2025/09/11 85.68% 1.35% 1.91% 0.33% 0.75% 0.39% 0.74% 0.38% 0.52% 0.46%
2025/09/12 85.33% 1.32% 2.49% 0.54% 0.74% 0.3% 0.82% 0.51% 0.48% 0.69%
2025/09/13 87.22% 1.54% 1.59% 0.62% 0.62% 0.29% 0.74% 0.5% 0.61% 0.38%
2025/09/14 91.15% 1.18% 1.04% 0.4% 0.42% 0.21% 0.54% 0.3% 0.34% 0.35%
2025/09/15 87.22% 1.48% 1.53% 0.56% 0.88% 0.38% 0.53% 0.36% 0.47% 0.36%
2025/09/16 84.43% 1.42% 2.42% 0.47% 0.84% 0.38% 0.84% 0.58% 0.48% 0.28%
2025/09/17 87.47% 1.26% 1.99% 0.26% 0.61% 0.3% 0.54% 0.44% 0.37% 0.71%
2025/09/18 85.05% 1.34% 2.5% 0.46% 0.76% 0.23% 0.72% 0.48% 0.42% 0.63%
2025/09/19 86% 1.37% 2.11% 0.45% 0.97% 0.29% 0.73% 0.38% 0.44% 0.56%
2025/09/20 84.03% 1.41% 1.6% 0.59% 1.25% 0.33% 0.69% 0.67% 0.56% 0.7%
2025/09/21 85.74% 1.42% 1.44% 0.41% 0.92% 0.35% 0.53% 0.77% 0.55% 0.61%
2025/09/22 82.69% 1.69% 1.67% 0.88% 1.26% 0.47% 0.71% 0.95% 0.55% 0.66%
2025/09/23 85.66% 1.37% 2.01% 0.39% 1.06% 0.41% 0.53% 0.64% 0.47% 0.28%
2025/09/24 81.24% 1.71% 2.3% 0.68% 1.36% 0.61% 0.64% 1.12% 0.49% 0.39%
2025/09/25 72.49% 2.37% 2.35% 1.32% 2.08% 1.26% 0.82% 1.52% 0.94% 0.72%
2025/09/26 78.87% 2.08% 1.81% 1.08% 1.24% 0.89% 0.76% 1.01% 0.69% 0.6%
2025/09/27 83.12% 1.85% 1.61% 0.67% 1.22% 0.66% 0.66% 0.63% 0.62% 0.4%
2025/09/28 82.87% 2.07% 1.57% 0.91% 1.11% 0.72% 0.89% 0.77% 0.61% 0.21%
2025/09/29 81.19% 2.41% 1.54% 0.94% 1.4% 0.77% 0.74% 0.92% 0.78% 0.22%
2025/09/30 80.93% 2.44% 2.02% 1.63% 1.3% 0.84% 0.83% 0.74% 0.57% 0.17%
  • amazon.co.uk
  • etsy.com
  • worldofbooks.com
  • temu.com
  • papier.com
  • moonpig.com
  • gear4music.com
  • ebay.co.uk
  • axelbooks.com
  • awesomebooks.com

Copyright © Adthena. All rights reserved.

Amazon.co.uk dominated September, peaking at 91.15% on the 14th. Etsy and Worldofbooks.com showed steady growth, while Temu.com and Moonpig.com fluctuated. The month ended with Amazon leading, maintaining strong spend share.

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
2025/09/01 512
2025/09/02 551
2025/09/03 552
2025/09/04 571
2025/09/05 557
2025/09/06 543
2025/09/07 512
2025/09/08 537
2025/09/09 529
2025/09/10 521
2025/09/11 530
2025/09/12 496
2025/09/13 487
2025/09/14 466
2025/09/15 478
2025/09/16 504
2025/09/17 455
2025/09/18 440
2025/09/19 461
2025/09/20 503
2025/09/21 528
2025/09/22 534
2025/09/23 495
2025/09/24 561
2025/09/25 620
2025/09/26 600
2025/09/27 563
2025/09/28 578
2025/09/29 593
2025/09/30 607

Copyright © Adthena. All rights reserved.

September began with 512 advertisers, peaking at 620 on the 25th. A mid-month dip to 440 on the 18th was followed by a strong recovery, ending at 607.

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
moonpig.com 0.32%
papier.com 0.24%
ebay.co.uk 0.21%
etsy.com 0.2%
temu.com 0.19%
abebooks.co.uk -0.04%
millersmusic.co.uk -0.04%
awesomebooks.com -0.08%
gear4music.com -0.13%
amazon.co.uk -2.41%

Copyright © Adthena. All rights reserved.

Moonpig.com leads with a 0.32% click share rise, while amazon.co.uk drops by 2.41%.

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 etsy.com temu.com worldofbooks.com papier.com gear4music.com ebay.co.uk axelbooks.com photobox.co.uk awesomebooks.com
2025/09/01 78.95% 2.26% 1.67% 1.83% 1% 1.76% 0.88% 0.87% 0.34% 0.94%
2025/09/02 63.86% 3.52% 1.91% 4.98% 1.64% 2.77% 1.63% 1.41% 0.39% 1.84%
2025/09/03 59.02% 3.29% 2.88% 3.82% 1.74% 3.04% 2.19% 1.68% 0.92% 1.86%
2025/09/04 73.36% 2.57% 1.32% 1.94% 1.6% 1.87% 1.4% 1.39% 0.43% 0.67%
2025/09/05 79.85% 1.53% 1.41% 1.65% 1.04% 1.28% 0.97% 1.02% 0.5% 0.66%
2025/09/06 80.92% 1.73% 0.98% 1.85% 1.16% 1.27% 0.78% 1.09% 0.27% 0.88%
2025/09/07 83.15% 1.59% 0.93% 1.68% 0.94% 1.18% 0.91% 1.02% 0.28% 0.68%
2025/09/08 83.95% 1.07% 1.36% 1.61% 0.89% 1.72% 0.85% 0.93% 0.23% 0.72%
2025/09/09 79.16% 1.55% 1.4% 3.43% 0.8% 1.34% 0.64% 0.61% 0.35% 0.32%
2025/09/10 80.97% 1.82% 0.83% 3.26% 0.9% 1.3% 0.71% 0.65% 0.49% 0.22%
2025/09/11 84.82% 1.28% 0.47% 1.93% 0.65% 1.01% 0.52% 0.68% 0.24% 0.44%
2025/09/12 83.87% 1.27% 0.8% 2.56% 0.7% 1.14% 0.64% 0.63% 0.34% 0.55%
2025/09/13 85.6% 1.51% 0.93% 1.67% 0.54% 1.04% 0.7% 0.81% 0.45% 0.39%
2025/09/14 89.89% 1.18% 0.6% 1.1% 0.41% 0.78% 0.4% 0.47% 0.2% 0.3%
2025/09/15 85.52% 1.5% 0.92% 1.64% 0.9% 0.73% 0.45% 0.62% 0.38% 0.36%
2025/09/16 81.24% 1.42% 0.8% 2.77% 0.83% 1.28% 0.8% 0.63% 0.56% 0.3%
2025/09/17 86.04% 1.22% 0.45% 2.12% 0.54% 0.78% 0.61% 0.5% 0.58% 0.63%
2025/09/18 82.31% 1.39% 0.81% 2.84% 0.72% 1.06% 0.66% 0.54% 0.38% 0.79%
2025/09/19 83.73% 1.43% 0.78% 2.29% 0.92% 1.03% 0.5% 0.56% 0.22% 0.52%
2025/09/20 81.31% 1.44% 0.92% 1.75% 1.22% 1.09% 0.96% 0.71% 0.65% 0.65%
2025/09/21 83.91% 1.43% 0.66% 1.54% 0.86% 0.84% 0.99% 0.69% 0.58% 0.57%
2025/09/22 80.97% 1.64% 1.35% 1.73% 1.13% 1.01% 1.16% 0.67% 0.4% 0.56%
2025/09/23 84.35% 1.26% 0.59% 2.26% 0.94% 0.78% 0.77% 0.59% 0.37% 0.28%
2025/09/24 79.57% 1.65% 1.02% 2.53% 1.19% 0.9% 1.33% 0.6% 0.41% 0.38%
2025/09/25 69.24% 2.22% 1.81% 2.49% 1.83% 1.1% 2.16% 1.12% 0.86% 0.69%
2025/09/26 76.68% 1.96% 1.66% 1.9% 1.1% 1.15% 1.21% 0.86% 0.73% 0.56%
2025/09/27 82.12% 1.6% 1.03% 1.81% 1.01% 1.02% 0.78% 0.74% 0.53% 0.38%
2025/09/28 82.04% 1.79% 1.34% 1.69% 0.86% 1.35% 0.94% 0.74% 0.43% 0.22%
2025/09/29 79.97% 2.19% 1.26% 1.65% 1.21% 1.07% 1.16% 0.92% 0.73% 0.25%
2025/09/30 78.58% 2.4% 2.36% 2.14% 1.22% 1.22% 0.97% 0.7% 0.28% 0.19%
  • amazon.co.uk
  • etsy.com
  • temu.com
  • worldofbooks.com
  • papier.com
  • gear4music.com
  • ebay.co.uk
  • axelbooks.com
  • photobox.co.uk
  • awesomebooks.com

Copyright © Adthena. All rights reserved.

Amazon.co.uk dominated September, peaking at 89.89% on the 14th. Etsy and Temu showed modest gains, while WorldofBooks and Gear4Music fluctuated. By month’s end, Amazon remained the leader.

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/

    All-In-One Online Store — Browse & Discover Thousands of products. Read Customer Reviews and Find Best Sellers. We Have Different Products From Hundreds Of Renown...

  2. 2
    Audiobooks on Audible | Start Your 30 Day Trial Now https://www.audible.co.uk › audible › 30daysfreetrial

    From £8.99/Month After 30 Days. Renews Automatically. See audible.co.uk/ft For Eligibility. Looking For The Next Listen? Choose From Our...

  3. 3
    Etsy https://www.etsy.com › official-site

    Find UK Sellers — Buy Directly From Someone Who Put Their Heart And Soul Into Making Something Special. Find Things You'll Love. Buy Directly From Makers. Only...

  4. 4
    Gear4music | Musical Instruments, Equipment & Software http://www.gear4music.com

    Shop for a wide range of guitars, drums, pianos, live sound & recording gear at Gear4music. Discover the latest music equipment and musical instruments online. Next Day Delivery Option. Excellent Customer Rating. Easy Returns Policy.

  5. 5
    What to write in a wedding card: Thoughtful wishes for every couple https://www.vistaprint.co.uk

    When it comes to celebrating a couple’s big day, a heartfelt message in a wedding card can mean the world. But finding the right words is not always easy. Whether you’re penning a note for a close friend, a family member, or...

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In the competitive landscape of Google PPC, Amazon.co.uk leads with its all-encompassing online store, while Audible entices with a 30-day trial for audiobooks. Etsy highlights unique, heartfelt creations, Gear4music offers diverse musical instruments, and Vistaprint provides thoughtful wedding card messages.

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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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