The auto parts search engine results page (SERP) is in the middle of a major reset. In the first half of 2025, Amazon pulled back from Shopping Ads and Text Ads, leaving a rare visibility gap. That shift opened the door for YouTube, Reddit, Walmart, and AutoZone to capture Share of Voice (SOV) across Google Search — not just in ads, but in AI Overviews, People Also Ask, and Merchant Listings.
This blog breaks down the Top 5 brands winning automotive search visibility in Q1–Q2 2025, based on data from our Auto Parts Search Intelligence Benchmark Report.
1. Amazon: Still the Largest, but Losing Share
- Holistic Share of Voice (SOV): 11.9% (−38.6%)
- Strengths: Merchant Listings (24.5% SOV), Shopping Ads (13.2% SOV)
Amazon remains the No.1 brand in automotive search visibility, but its dominance is slipping fast. The sharp –66.6% decline in Shopping Ads has fragmented the SERP and created space for mid-tier retailers and niche auto parts sites.
SEO takeaway: Competitors should treat this as an opportunity to scale Shopping Ads while CPCs remain favorable.
Learn More: Beauty Search Visibility Benchmark Report in H1 2025
2. YouTube: AI Overviews’ Biggest Winner
- Holistic SOV: 6.9% (+171.8%)
- Strengths: AI Overviews (6.1% SOV, +293.7%)
YouTube’s surge reflects a shift from text to video-driven discovery. With AI Overviews frequently embedding “how-to” and product installation videos, YouTube is positioned as the default advisor for auto parts queries.
SEO + LLM takeaway: Auto brands need video content optimized for AIO inclusion — concise, instructional, and structured with metadata.
3. Reddit: Community Trust in the SERP
- Holistic SOV: 4.0% (+78.5%)
- Strengths: AI Overviews + People Also Ask (PAA)
Reddit threads are showing up in both AI Overviews and PAA results, reflecting the consumer shift toward peer recommendations. For auto parts buyers, product trust is increasingly validated through community experience, not brand ads.
SEO + LLM takeaway: Brands should track brand mentions on Reddit and engage authentically in discussions that influence SERP visibility.
Learn More: Home Furnishings Search Visibility Benchmark Report in H1 2025
4. Walmart: Consistent Hybrid Visibility
- Holistic SOV: 3.9% (+0.8%)
- Strengths: Shopping, Organic, Maps
Walmart isn’t spiking, but it isn’t slipping either. Its balanced mix of Shopping Ads, organic SEO, and Maps listings ensures consistent presence across multiple SERP formats.
SEO takeaway: Hybrid strategies that blend paid and organic still offer resilience when algorithms shift.
5. AutoZone: Rising Challenger
- Holistic SOV: 3.2% (+60.7%)
- Strengths: Shopping Ads (+54.9%), Organic + AIO
AutoZone is one of the biggest beneficiaries of Amazon’s retreat, quickly scaling in Shopping Ads and expanding its organic reach. Its diversified footprint shows how mid-market brands can challenge giants with a cross-format strategy.
SEO takeaway: Lean into structured content + Shopping optimization to capture both AI and ad visibility.
What This Means for Automotive Search in 2025
The automotive SERP is now multi-format:
- Shopping Ads are fragmented. Amazon’s retreat opens a visibility gold rush.
- AI Overviews and PAA are frontlines. YouTube, Reddit, and Quora are shaping consumer trust.
- Hybrid strategies win. Walmart and AutoZone thrive by blending paid + organic.
For SEO and Paid Search leaders, the playbook is clear: optimize for AI Overviews, invest in Shopping Ads, and build authority on community + video platforms.
Final Takeaway
Winning automotive search is no longer about budget dominance, it’s about agility across formats. Amazon, YouTube, Reddit, Walmart, and AutoZone are proof that success comes from meeting the consumer wherever Google and AI engines surface answers.
Explore the full data and insights:
Download the complete Automotive Search Intelligence Benchmark Report to see detailed SOV charts, competitive tactics, and strategic recommendations.
