Amazon surpassed Bol in terms of search volume in the Netherlands in December. The American e-commerce giant is also becoming increasingly visible in the search engine’s product carousels. Is Bol’s leadership position under threat?
Product carousels on a merry-go-round
Amazon’s years of investment in search engines are starting to pay off, according to an analysis by data platform Productrise. By tracking more than a million products in Dutch search results, the platform has noticed that Amazon has been appearing more frequently in organic shopping blocks since October 2025.
