According to the data from Stickyeyes, it achieves twice the organic click share of second-placed Apple.

Technology review site TechRadar comes third with 7.87% of organic click share, which highlights the importance of online reviews for helping to guide consumer purchase decisions.

Amazon also dominates the paid search index with around 26% of click share, followed by Argos with 18%. Tesco, Apple and John Lewis complete the top five with around 10% click share each.

The aggregated results reveal the extent of Amazon’s search visibility for tablets and e-readers compared to its competitors.

To see how the top two retailers are taking advantage of this visibility, I took at a look at their organic and paid search landing pages when searching for tablets…


Amazon appeared second in organic search for the keyword ‘tablet’ with a link to its category page. As one would expect from Amazon the page features a huge number of product recommendations based on bestselling items, accessories and ‘most wished for portable PCs’.

There are also filter options so shoppers can narrow the options by brand, price and ‘featured links’.

Amazon’s aggressive pricing is highlighted by the prominent banner for the ‘Christmas deals in electronics’ and the price reductions on all the products displayed on the page.

Overall there are definitely enough options to keep shoppers interested and edge them towards making a sale.

Looking at a PPC landing page, Amazon appears in the paid results on the right of the screen in a search for ‘iPad’.

The landing page features 16 of the most relevant iPad products, a range of filter options and suggestions for related searches.

Amazon also provides a summary of the most important details for each item, star ratings, options for new or used products, stock information and delivery details.

Overall it’s an excellent landing page and includes a range of features that will help to convince shoppers to make a purchase.

For more information on this topic, read our blog post on 14 ways to improve the UX of on-site search results.


Apple appears in first place in the organic results when you search for ‘iPad’, however I find its landing page to be quite underwhelming.

There isn’t an obvious call-to-action and it uses a carousel, which are proven to have little impact on sales and potentially damage the user experience.

There are options for each of Apple’s iPad products but it lacks the impact of Amazon’s tablet category page. Furthermore, there are three videos just beneath the carousel, the first of which is ‘Watch the keynote’.

Obviously Apple is eager to promote the fan culture around its products and create a sense of wonder and intrigue around its annual announcements, however I would suspect that the average shopper (e.g. my mum) wouldn’t have a clue what the keynote is about.

Apple’s iPad mini ad was the top PPC result in a search for ‘tablet’, edging a misguided ad for Tablet Hotels into second place. However it directs people to the same underwhelming landing page as the organic result for ‘iPad’. 

It could be argued that Apple doesn’t need to put in as much effort to convert visitors as it has created the world’s most popular and iconic tech products that largely sell themselves.

However it’s still a bit disappointing to see Apple remain so aloof and disinterested when it comes to its ecommerce site, bearing in mind the amount of innovation that goes on within the company as a whole.