Home Depot is currently outperforming its primary competitors (Ashley Furniture, Walmart, and Amazon) in terms of total visibility and growth. While the furniture and home goods category becomes increasingly fragmented, Home Depot has successfully expanded its presence across high-visibility search features, particularly Google Merchant Listings.
Analysis from GrowByData’s platform shows that this shift is reshaping how consumers discover products across search, creating measurable changes in Share of Voice across leading retailers including Wayfair, Ashley Furniture, Walmart, and Amazon.
For marketing leaders managing large ecommerce portfolios, the takeaway is clear: the competitive landscape on the digital shelf is evolving quickly, and visibility across modern SERP features is becoming just as important as traditional rankings.
1. Home Depot Expands Its Digital Shelf Leadership
Home Depot has emerged as the clear leader in total SOV among top furniture and home goods retailers. While competitors like Ashley Furniture and Amazon have seen significant declines in their share of voice, Home Depot has capitalized on shifting SERP features.
- Overall SOV: 8.3% (Rank #1)
- Growth (Delta SOV): +48.5%
- Top Competitors: Ashley Furniture (6.8%), Walmart (5.9%), Amazon (4.5%).
2. The Merchant Listings :The Engine Behind Home Depot’s Visibility Growth
| S.N | Top 5 Advertisers | Overall SOV% | Avg Rating | Free Shipping |
|---|---|---|---|---|
| 1 | Home Depot | 18.8% | 4.1 | 48.8% |
| 2 | Walmart | 12.4% | 4.1 | 64.1% |
| 3 | Ashley Furniture | 10.0% | 4.5 | 28.8% |
| 4 | Wayfair | 7.9% | 4.3 | 92.3% |
| 5 | Amazon | 6.5% | 4.2 | 37.1% |
The biggest driver for Home Depot’s success is its dominance in Merchant Listings. By managing a massive catalog of 1.25 million listings, Home Depot has secured a 18.8% SOV in Google Merchant Listings feature alone nearly double that of its next closest competitor, Ashley Furniture (10.0%).
- Product Spotlight: The “JUSKYS 7-Piece Patio Furniture Set” remains a top-performing product.
- Strategic Advantage: Home Depot’s average rating in Merchant Listings is 4.0, with a free shipping rate of 48.8%, positioning them competitively against Walmart’s higher free shipping rate (64%).
3. Winning Above the Fold: Why Early SERP Visibility Matters
For Performance Marketing VPs, “Share of Voice” is only valuable if it’s visible. Home Depot has made significant strides in capturing immediate user attention.
- ATF Improvement: Home Depot’s “Above the Fold” visibility increased by 61.4%.
- Feature Breakdown: In Merchant Listings, 34.5% of Home Depot’s presence is Above the Fold. However, in Organic, only 12.5% of its visibility is ATF, suggesting a need for better technical SEO or schema optimization to move organic results higher up the page.
4. Sustaining Visibility Gains Across Search Features
Home Depot’s SOV has shown consistent growth over the latter half of 2025. The trend indicates that their strategy of flooding the “Merchant Listings” and “Images” features is paying off, even as “Organic” and “Shopping” (Paid) see fluctuations.
- Presence Trends: Home Depot maintains a near-constant 90%+ presence in Merchant Listings, ensuring they are part of almost every relevant consumer consideration set.
5. The AIO Gap: A Strategic Opportunity
The emerging AI Overviews (AIO) represent the next frontier. Home Depot currently holds a 0.62% SOV in AIO. While this is slightly ahead of Ashley Furniture (0.55%), it is significantly behind information-rich platforms like YouTube (5.5%) and Reddit (1.8%).
Insight: AI Overviews currently favor “social proof” and video content. To dominate here, Home Depot should focus on integrating more user-generated content (UGC) and “how-to” video guides into their product pages to capture AI-generated citations. As AI-generated answers increasingly influence product discovery, early visibility signals across search and content ecosystems may determine which brands are referenced in generative results.
Strategic Recommendations for Home Depot Leadership
- Defend Merchant Listings: With a 18.8% share, Home Depot is the “standard” in this space. Continue aggressive feed management to maintain this moat.
- As organic search visibility continues to erode, mastering the Shopping Ads is non-negotiable. Use Google Shopping Monitoring to audit your feed health and ensure your products are the first to appear in AI-driven discovery modules.
- Revitalize Organic SEO: Home Depot’s Organic SOV is down 19.4%. Focus on content depth and technical authority to combat the rising visibility of informational sites like Reddit in organic results.
- AI Overview (AIO) Strategy: Invest in informational content that answers “why” and “how” questions. Currently, Wayfair (1.5% AIO SOV) is outperforming Home Depot in the retail AIO space by providing more “guide-style” content.
Data Source: All insights are derived from the GrowByData Compass platform, providing granular, daily-updated competitive intelligence for the modern search landscape.
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