In a world where AI is taking over top-of-funnel discovery, the real battleground for brands is now commercial search.
As large language models and AI overviews handle more informational queries (“what’s the best laptop for editing?”), SEO teams are being forced down-funnel, competing for buy-ready moments that still happen on Google.
So, as Black Friday searches surge again in 2025, we analysed over 450 of the most popular Black Friday and product category keywords across mobile and desktop, in both the UK and US, to see which brands are truly visible when consumers are ready to buy.
We know Black Friday is huge in the UK & the US, but who's taking the lion's share of clicks for Black Friday searches?
We analysed 450 of the most generic Black Friday search terms, from Macbooks to makeup, wine to watches and drones to dresses.
In a world where AI & LLM search feels like it's starting to take focus and attention away from more traditional discovery methods - bargain hunters are still turning to Google in huge numbers, relying on the search giant to offer up the best Black Friday deals.
For this study, we've focused in on how many Top 10 rankings, Top 5 rankings and position 1 rankings each domain has from the overall keyword set. We've scored the results to give the most weight to #1 rankings (50%), then Top 5 (35%) and finally Top 10 (15%) - creating a weighted index score.
UK Top 100 Black Friday Visibility Winners 2025 (Updated 25th November)
John Lewis still holds the most Black Friday rankings
In 2024 we discovered John Lewis were the undisputed champions of Black Friday in the UK. They ended up with the most Top 10, Top 5 and #1 rankings - by some significant margin.
Our latest data (22nd to 24th November 2025) shows:
John Lewis are still out in front - with the largest number of Top 10, Top 5 and #1 rankings.
Curry's slip a place to 3rd while Appliances Direct jump into 2nd from 3rd.
Boots & Amazon both move into the top 5 with Amazon moving up to 5th from 24th at the start of November.
Argos are a big winner, zooming into 8th position from 100th position earlier in the month.
Despite sitting in 10th place since the end of October, FootAsylum drop to 25th
TechRadar jump to 10th from 26th - improving their count of #1 rankings considerably from 7 to 21
Reddit still over-indexes on Top 10 visibility
'The heart of the internet' is how Reddit describes itself, and towards the start of November it was at the heart of the Black Friday data too - sitting in 5th place in the UK. However, they've dropped right back to 92nd, still overindexing on top 10 rankings (11th overall) vs #1 rankings (213th overall). They've lost 25 #1 rankings and 94 top 5 rankings in less than a month.
The fingerprint of a publisher
Across the total 2k+ domains, certain themes or 'fingerprints' appear. Most clearly we see that when publishers show in the data they over-index on Top 10 rankings, and under-index on #1 rankings. So we see this for Tech Radar, What HiFi, Which?, Independent & The Sun.
The 2025 UK Black Friday Visibility Index
ID
Domain
Total Top 10
Total Top 5
Total #1
Top 10 Index
Top 5 Index
#1 Index
Weighted Index
1
johnlewis.com
1279
980
349
1
1
1
1.0
2
appliancesdirect.co.uk
359
310
144
5
3
2
2.8
3
currys.co.uk
731
460
67
2
2
6
4.0
4
boots.com
294
280
110
9
4
3
4.3
5
amazon.co.uk
274
166
81
10
8
4
6.3
6
adidas.co.uk
214
180
69
15
6
5
6.9
7
backmarket.co.uk
245
151
35
13
9
8
9.1
8
argos.co.uk
168
118
29
18
11
12
12.6
9
laptopsdirect.co.uk
175
94
35
16
18
8
12.7
10
techradar.com
338
177
21
6
7
24
15.4
11
debenhams.com
478
240
19
3
5
27
15.7
12
shop.tefal.co.uk
122
88
35
29
21
8
15.7
13
ao.com
161
93
28
19
19
13
16.0
14
buyagift.co.uk
100
76
40
37
25
7
17.8
15
theguardian.com
124
101
25
28
16
18
18.8
16
t3.com
128
79
26
25
24
16
20.2
17
nike.com
125
89
23
27
20
20
21.1
18
whathifi.com
133
109
19
24
14
27
22.0
19
tescomobile.com
66
63
26
66
27
16
27.4
20
hoover-home.com
111
60
16
32
29
36
33.0
21
xbox.com
53
47
31
81
44
11
33.1
22
majestic.co.uk
69
45
24
62
48
19
35.6
23
uk.russellhobbs.com
64
53
19
69
36
27
36.5
24
apple.com
71
62
16
59
28
36
36.7
25
footasylum.com
113
82
14
31
23
51
38.2
26
newlook.com
51
36
28
82
62
13
40.5
27
underarmour.co.uk
70
46
18
61
47
31
41.1
28
smythstoys.com
67
48
16
64
40
36
41.6
29
game.co.uk
66
43
16
66
50
36
45.4
30
evanscycles.com
49
37
20
89
58
26
46.7
31
therange.co.uk
43
36
21
100
62
24
48.7
32
independent.co.uk
394
103
7
4
15
93
52.4
33
superdrug.com
145
88
8
22
21
85
53.2
34
dunelm.com
74
34
15
52
69
46
55.0
35
beaverbrooks.co.uk
37
37
17
125
58
35
56.6
36
easyjet.com
73
57
10
55
33
74
56.8
37
halfords.com
75
48
10
51
40
74
58.7
38
bouxavenue.com
35
29
23
143
78
20
58.8
39
adnams.co.uk
36
29
22
133
78
23
58.8
40
pricerunner.com
255
145
5
12
10
108
59.3
41
kitchenknives.co.uk
34
28
28
147
89
13
59.7
42
fiorelli.com
36
30
19
133
75
27
59.7
43
dusk.com
46
36
14
95
62
51
61.5
44
ghdhair.com
36
30
16
133
75
36
64.2
45
tui.co.uk
34
29
18
147
78
31
64.9
46
empireonline.com
117
48
7
30
40
93
65.0
47
theperfumeshop.com
50
47
10
85
44
74
65.2
48
asos.com
88
51
7
42
39
93
66.5
49
ee.co.uk
128
75
5
25
26
108
66.9
50
markselectrical.co.uk
156
116
4
20
12
123
68.7
51
londontheatredirect.com
32
25
23
157
102
20
69.3
52
houseofmalt.co.uk
42
25
16
106
102
36
69.6
53
bbcgoodfood.com
73
54
6
55
34
99
69.7
54
diy.com
173
99
4
17
17
123
70.0
55
runnersworld.com
41
29
13
109
78
57
72.2
56
sephora.co.uk
63
52
6
72
37
99
73.3
57
direct.playstation.com
38
36
11
122
62
67
73.5
58
playstation.com
29
28
18
182
89
31
74.0
59
redletterdays.co.uk
72
52
5
57
37
108
75.5
60
beautybay.com
56
42
6
76
51
99
78.8
61
richersounds.com
54
26
11
78
96
67
78.8
62
flannels.com
51
28
10
82
89
74
80.5
63
mamasandpapas.com
32
25
15
157
102
46
82.3
64
lego.com
36
18
18
133
137
31
83.4
65
beautyworksonline.com
37
23
14
125
112
51
83.5
66
prodirectsport.com
40
26
11
115
96
67
84.4
67
notonthehighstreet.com
31
29
11
168
78
67
86.0
68
idealo.co.uk
301
110
2
7
13
169
90.1
69
boohoo.com
81
36
4
46
62
123
90.1
70
prestige.co.uk
27
26
12
193
96
59
92.1
71
uk.pcmag.com
101
44
3
36
49
144
94.6
72
matalan.co.uk
42
29
5
106
78
108
97.2
73
mattressnextday.co.uk
27
18
15
193
137
46
99.9
74
its.co.uk
26
18
15
200
137
46
101.0
75
blackfridaydeals.co.uk
110
48
2
33
40
169
103.5
76
dyson.co.uk
65
27
4
68
93
123
104.3
77
schuh.co.uk
54
34
3
78
69
144
107.9
78
thesun.co.uk
146
37
2
21
58
169
108.0
79
cadburygiftsdirect.co.uk
42
24
5
106
109
108
108.1
80
dreams.co.uk
36
29
4
133
78
123
108.8
81
britishairways.com
28
23
8
187
112
85
109.8
82
rapidscooter.co.uk
19
19
14
274
132
51
112.8
83
blacks.co.uk
50
42
2
85
51
169
115.1
84
samsung.com
103
33
2
35
73
169
115.3
85
clinique.co.uk
41
29
3
109
78
144
115.7
86
anker.com
18
18
14
284
137
51
116.1
87
board-game.co.uk
21
20
11
252
128
67
116.1
88
canon.co.uk
34
20
6
147
128
99
116.4
89
lookfantastic.com
95
15
9
39
201
81
116.7
90
uk.jbl.com
44
42
2
98
51
169
117.1
91
dronesdirect.co.uk
18
17
16
284
163
36
117.7
92
reddit.com
260
60
1
11
29
213
118.3
93
gq-magazine.co.uk
93
22
3
40
116
144
118.6
94
appliancecity.co.uk
77
29
2
49
78
169
119.2
95
braunshop.co.uk
18
18
12
284
137
59
120.1
96
abbottlyon.com
18
18
12
284
137
59
120.1
97
americangolf.co.uk
18
18
12
284
137
59
120.1
98
aeg.co.uk
26
18
7
200
137
93
124.5
99
christy.co.uk
20
18
10
265
137
74
124.7
100
furniturevillage.co.uk
43
24
3
100
109
144
125.2
US Top 100 Black Friday Visibility Winners 2025 (Updated 25th November)
In 2024, Walmart and Best Buy fought hard for the top spot in US Black Friday search results but this year, there’s a new winner.
Despite BlackFriday.com dominating every tracking period from October through to mid-November, taking #1 across the most Top 10, Top 5 and #1 rankings in the US, they've been overtaken at the post by Best Buy. With the most #1 and Top 5 rankings, and 2nd most Top 10 rankings (behind Reddit.com) - Best Buy have moved up from 2nd just in time to capture those eyeballs & clicks.
Best Buy and Macy’s follow closely behind, maintaining consistent visibility across product categories, from TVs to tablets and toys. Amazon, surprisingly, sits further down the table, edged out by publishers and affiliates who’ve carved out early-season dominance.
Target drops out of the top 10 moving from 9th to 11th
Walmart zooms up the list to rank 4th from 19th earlier in November - fixing their lack of #1 rankings (moving from 46th best to 6th best!)
Macy's fall again, from 4th to 8th overall
Xbox.com drops from 18th to 22nd overall, but sits ahead of arch-rival Playstation (who fall harder, from 21st to 38th)
Reddit (still) over-indexes on Top 10 visibility
Just like in the UK, Reddit plays a unique role in the Black Friday landscape. Despite dropping from 3rd place overall to 6th this week, that visibility is still driven by sheer coverage across Top 10 rankings second only to Best Buy for breadth of visibility.
However, Reddit’s performance is heavily weighted toward discussion and comparison searches — fewer #1 rankings, but remarkable reach. It’s the go-to platform for user recommendations, product debates, and deal sharing, reflecting how modern consumers now “search” socially.
The fingerprint of a publisher
Across the 2,000+ domains analysed, publishers continue to leave a distinct digital fingerprint.
Sites like TechRadar, Tom’s Guide, and The Verge massively over-index on Top 10 visibility, but underperform on #1 positions — mirroring UK patterns seen with Which? and TechRadar.
Their strength lies in discovery shaping demand before consumers convert elsewhere. As AI and LLMs take over early-stage “best of” queries, publishers are fighting harder than ever to stay visible across high-intent commercial terms.
The 2025 US Black Friday Visibility Index
ID
Domain
Total Top 10
Total Top 5
Total #1
Top 10 Index
Top 5 Index
#1 Index
Weighted Index
1
bestbuy.com
751
623
177
2
1
1
1.2
2
blackfriday.com
741
512
66
3
3
5
4.0
3
amazon.com
397
237
98
5
5
4
4.5
4
walmart.com
536
317
50
4
4
6
5.0
5
homedepot.com
218
166
116
9
7
3
5.3
6
reddit.com
1086
621
25
1
2
9
5.4
7
adidas.com
170
161
131
14
8
2
5.9
8
macys.com
250
123
29
7
9
7
7.7
9
techradar.com
297
198
17
6
6
16
11.0
10
jcpenney.com
191
89
21
11
12
12
11.9
11
target.com
191
101
19
11
11
13
12.0
12
nordstrom.com
103
68
23
25
17
10
14.7
13
cnn.com
150
104
15
17
10
19
15.6
14
pcmag.com
167
79
16
15
15
18
16.5
15
businessinsider.com
136
82
14
18
13
21
17.8
16
tomsguide.com
159
50
14
16
19
21
19.6
17
ulta.com
84
53
11
30
18
29
25.3
18
foodandwine.com
85
47
12
29
22
27
25.6
19
architecturaldigest.com
68
34
18
36
38
14
25.7
20
charlottetilbury.com
43
38
18
55
32
14
26.5
21
backmarket.com
96
43
12
27
26
27
26.7
22
xbox.com
36
33
26
69
39
8
28.0
23
ashleyfurniture.com
50
44
11
45
25
29
30.0
24
allure.com
48
29
14
48
44
21
33.1
25
apple.com
40
36
13
61
34
25
33.6
26
ign.com
92
49
8
28
20
49
35.7
27
cutleryandmore.com
25
25
22
98
52
11
38.4
28
hp.com
49
40
8
47
29
49
41.7
29
nymag.com
83
49
7
31
20
62
42.7
30
thestreet.com
45
28
9
52
47
40
44.3
31
mattressfirm.com
24
20
14
103
63
21
48.0
32
9to5toys.com
33
16
15
78
80
19
49.2
33
msg.com
24
17
17
103
75
16
49.7
34
levi.com
23
21
11
115
61
29
53.1
35
mashable.com
110
42
5
22
28
81
53.6
36
crateandbarrel.com
28
22
9
90
59
40
54.2
37
macrumors.com
44
28
7
54
47
62
55.6
38
playstation.com
24
20
9
103
63
40
57.5
39
millesima-usa.com
24
16
10
103
80
32
59.5
40
yahoo.com
52
23
6
42
56
69
60.4
41
bonappetit.com
51
22
6
44
59
69
61.8
42
vacuumwars.com
17
17
13
160
75
25
62.8
43
fragranceoutlet.com
35
24
6
72
53
69
63.9
44
runnersworld.com
17
16
10
160
80
32
68.0
45
engadget.com
104
45
3
24
24
118
71.0
46
lego.com
20
13
10
134
100
32
71.1
47
autonomous.ai
33
23
5
78
56
81
71.8
48
tomshardware.com
43
24
4
55
53
94
73.8
49
audio46.com
26
20
5
94
63
81
76.7
50
pcgamer.com
26
19
5
94
68
81
78.4
51
elle.com
60
29
3
40
44
118
80.4
52
altswim.com
24
24
4
103
53
94
81.0
53
wine.com
18
18
6
149
70
69
81.4
54
goodmorningamerica.com
46
28
3
51
47
118
83.1
55
mybobs.com
20
18
5
134
70
81
85.1
56
theinkeylist.com
14
14
8
193
91
49
85.3
57
hellosubscription.com
22
16
5
119
80
81
86.4
58
alen.com
12
12
10
220
112
32
88.2
59
budget.com
12
12
10
220
112
32
88.2
60
shoecarnival.com
37
23
3
67
56
118
88.7
61
expedia.com
29
15
4
85
87
94
90.2
62
direct.playstation.com
18
16
5
149
80
81
90.9
63
finishline.com
41
35
2
60
36
139
91.1
64
catfootwear.com
12
12
9
220
112
40
92.2
65
us.speedo.com
14
12
8
193
112
49
92.7
66
marieclaire.com
29
11
6
85
139
69
95.9
67
phonearena.com
29
18
3
85
70
118
96.3
68
samsung.com
36
12
4
69
112
94
96.6
69
thekitchn.com
12
12
8
220
112
49
96.7
70
craftshack.com
12
12
8
220
112
49
96.7
71
gshock.casio.com
12
12
8
220
112
49
96.7
72
fossil.com
28
15
3
90
87
118
103.0
73
nerdwallet.com
23
12
4
115
112
94
103.5
74
pcworld.com
35
11
4
72
139
94
106.5
75
barnesandnoble.com
12
12
6
220
112
69
106.7
76
cheapoair.com
24
20
2
103
63
139
107.0
77
toofaced.com
18
17
3
149
75
118
107.6
78
zdnet.com
110
29
1
22
44
179
108.2
79
cosmopolitan.com
22
14
3
119
91
118
108.7
80
goodhousekeeping.com
80
31
1
33
41
179
108.8
81
aribikes.com
11
11
10
295
139
32
108.9
82
travelandleisure.com
24
13
3
103
100
118
109.5
83
whirlpool.com
52
30
1
42
43
179
110.9
84
ghdhair.com
19
10
6
144
158
69
111.4
85
flashforge.com
18
14
3
149
91
118
113.2
86
gamestop.com
26
10
4
94
158
94
116.4
87
retrospec.com
15
10
6
182
158
69
117.1
88
all-clad.com
12
12
4
220
112
94
119.2
89
childrensplace.com
12
12
4
220
112
94
119.2
90
katespade.com
17
11
4
160
139
94
119.7
91
facebook.com
248
82
0
8
13
231
121.3
92
today.com
21
10
4
128
158
94
121.5
93
rugsusa.com
10
10
10
337
158
32
121.9
94
dronedj.com
10
10
10
337
158
32
121.9
95
philips-hue.com
12
9
9
220
197
40
122.0
96
hydroflask.com
12
9
9
220
197
40
122.0
97
flexispot.com
12
11
5
220
139
81
122.2
98
consumerreports.org
195
78
0
10
16
231
122.6
99
uppababy.com
11
11
7
295
139
62
123.9
100
lindtusa.com
11
10
8
295
158
49
124.1
This data was gather over the 22nd to 24th November in the UK & US, a mix of desktop & mobile rankings for a range of the most generic product & category Black Friday search terms.
Written By
Carrie Rose
Founder
Thu 06 Nov
SEO
CEO & Founder of Rise at Seven, and my job is to be out in the market and see which way the wind is blowing in the next 1, 2, 5 or 10 years time and bring that home to my team and clients. I lead the vision of the agency across the UK & US.
