Toys & Hobby Search Visibility Benchmark Report

The “digital shelf” for Toys & Hobby is being aggressively redefined. As Amazon’s holistic SOV pulled back by 34%, Walmart and specialized social platforms surged, creating a new blueprint for market share acquisition. Access the H1-H2 2025 Playbook to see who is winning the visibility gold rush.

Inside this report, you’ll learn:

Brand pullbacks (e.g., Amazon -46.6% in Shopping Ads)

AI surges (e.g., YouTube +522.8% in AI Overviews)

SOV breakdown: Shopping vs. Organic vs. Merchant Listings vs. AI

Top performers by Google SERP features & new breakout like Cobalt Keep

And more visibility trends...

Toys & Hobby Search Intelligence Benchmark Report

Toys & Hobby Search Intelligence Benchmark Report 1

Toys & Hobby Search Intelligence Benchmark Report 2

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Key Strategic Insights

The Amazon vs. Walmart Head-to-Head: A detailed analysis of how Walmart is leveraging its +5% growth to capture the -34% SOV vacuum left by Amazon.
The “Above the Fold” (ATF) Audit: Why Amazon’s ATF efficiency actually increased (+29%) despite its overall SOV drop, and what that means for your “shelf space.”
AI Overview (AIO) & PAA Volatility: Data on why YouTube (+113%) and Reddit (+54%) are now the primary search answers for toy shoppers.
The Social Search Siege: Analysis of TikTok’s 416% Organic Visibility Explosion and How to Combat Social-First Search Disruption.
Feature Utilization Gaps: Identify “white spaces” in Shopping Ads and Merchant Listings where competitors like Target are currently vulnerable.
H2 Strategic Roadmap: Actionable steps to align your SEO and performance marketing teams to win the H2 retail season.

2025 SERP Performance Matrix: Market Leaders vs. Challengers

Brand	Total SOV%	ATF Dominance	Key Strategic Shift	Why They Won
Amazon	15.0%	21.4%	Organic	Dominated AI Overviews and video-driven search results.
Walmart	6.1%	18.7%	Shopping	+5.0% SOV; filling the gap left by Amazon’s shopping pullback.
Ulta Beauty	4.2%	18.6%	Merchant Listings	-33.4% SOV decline; losing ground in the “Format War.”