You can find millions of books through a Froogle search
By Michael Stillman
There is a way to have your listings picked up by the world's most popular and powerful search engine, and shown on one of the most heavily trafficked websites in existence. They estimate that "millions" of people go there everyday. They will even pick up listings from your own website if you wish. So what does this site charge for providing this incredible level of visibility? 8%? 15%? 20%? Guess again. The answer is nothing. Zero percent. No percentage points, no listing fees, no cost-per-click. Nothing at all.
Welcome to Froogle, the shopping search service put out by the world's most popular search engine, Google. If all of this sounds too good to be true, it isn't. Google is an odd duck. They seem to be almost entirely focused on creating better products, not on making money from them. That may sound like a formula for disaster, but in Google's case, it has worked. They have made their primary product, their search engine, better than any of their competitors', thereby generating a huge audience. While other search engines focused on ways to sell listings, or at least advertisements that looked suspiciously like listings, Google focused on providing better search results. As a result, Google became far and away the most popular search engine. When they finally did decide to draw advertising revenue from their searches, they placed the ads to the side where viewers could clearly tell they were ads, not search results. It didn’t matter. Google's reach had become so great that advertisers rushed to buy this space because Google had by far the largest audience.
On December 11, 2002, Google launched its shopping site. In Google's typical, understated style, there was no great fanfare. While there must be thousands of shopping sites out there, most claiming to be the greatest place ever to buy whatever they are selling, Google made no outrageous claims. Promotion was minimal. They called their shopping site "Froogle", a clever play on the name "Google" and "frugal", and clearly labeled it as a "beta" site. "Beta" is simply tech talk for "still under development". To this day, Froogle is still labeled a "beta" site. Nevertheless, millions of books can be found through this site. Not as many books as can be found on Abebooks, not as many as on Alibris or Amazon, and naturally not as many as the meta book searches like AddAll can find, but Froogle is a force everyone in the book business needs to watch.
You might think this race is over. With the power of Google behind it, and the unbeatable pricing offered, it's just a matter of time before Froogle will dominate online book sales. Not so fast. In time, Google became far and away the most popular search engine. However, Google accomplished this by offering a clearly superior product. That cannot be said about Froogle, at least not yet. I would bet that most of you who are reading this article regularly use Google when you want to find information on the internet. I would also bet that few of you use Froogle when you want to find a book for sale on the internet. There is a reason. To understand why Froogle has not yet become the Google of internet shopping, you need to look at what Froogle is and isn't, what it does well and what it doesn't.
Dominic Winter, Jan. 28: Lot 72. Edwards (George). A Natural History of Uncommon Birds… [and] Gleanings of Natural History, 7 volumes, 1st edition, 1743-64. £7,000-10,000
Dominic Winter, Jan. 28: Lot 87. Walcott (Charles D. et al.). Geologic Atlas of the United States, 227-volume set, U.S. Geological Survey, 1894-1945. £500-800
Dominic Winter, Jan. 28: Lot 236. A New Dictionary of the Terms Ancient and Modern of the Canting Crew…, By B. E. Gent., 1st edition, [1699]. £3,000-4,000
Dominic Winter, Jan. 28: Lot 245. Frost Fair Broadside. Upon the Frost in the Year 1739-40, Printed on the Ice upon the Thames at Queen-Hithe, 1739/40. £1,500-2,000
Dominic Winter, Jan. 28: Lot 270. Micheli (Antonino di). La Nuova Chitarra di Regole…, 1st edition, Palermo, 1680. £10,000-15,000
Dominic Winter, Jan. 28: Lot 280. Elgar (Edward). Concerto for Violin and Orchestra, [1910], signed presentation copy. £500-800
Dominic Winter, Jan. 28: Lot 286 - Walton (William, 1902-1983). Autograph manuscript full score for Belshazzar’s Feast, [1930-31]. £20,000-30,000
Dominic Winter, Jan. 28: Lot 304. Churchill (Winston). A terracotta maquette of Churchill by Oscar Nemon, c. 1955. £1,500-2,000
Dominic Winter, Jan. 28: Lot 364 - Russian Imperial Archaeological Commission. Mecheti Samarkanda..., Fascicule I Gour-Emir, St. Petersburg, 1905. £2,000-3,000
Sotheby’s Fine Manuscript and Printed Americana 27 January 2026
Sotheby’s, Jan. 27: An extraordinary pair of books from George Washington’s field library, marking the conjunction of Robert Rogers, George Washington, and Henry Knox. $1,200,000 to $1,800,000.
Sotheby’s, Jan. 27: An extraordinary letter marking the conjunction of George Washington, the Marquis de Lafayette, and Benjamin Franklin. $1,000,000 to $1,500,000.
Sotheby’s, Jan. 27: Virginia House of Delegates. The genesis of the Declaration of Independence and the Bill of Rights. $350,000 to $500,000.
Sotheby’s Fine Manuscript and Printed Americana 27 January 2026
Sotheby’s, Jan. 27: (Gettysburg). “Genl. Doubleday has taken charge of the battle”: Autograph witness to the first day of the Battle of Gettysburg, illustrated by fourteen maps and plans. $200,000 to $300,000.
Sotheby’s, Jan. 27: President Lincoln thanks a schoolboy on behalf of "all the children of the nation for his efforts to ensure "that this war shall be successful, and the Union be maintained and perpetuated." $200,000 to $300,000.
Sotheby’s, Jan. 27: [World War II]. An archive of maps and files documenting the allied campaign in Europe, from the early stages of planning for D-Day and Operation Overlord, to Germany’s surrender. $200,000 to $300,000.
Forum Auctions Fine Books, Manuscripts and Works on Paper 29th January 2026
Forum, Jan. 29: Plato. [Apanta ta tou Platonos. Omnia Platonis opera], 2 parts in 2 vol., editio princeps of Plato's works in the original Greek, Venice, House of Aldus, 1513. £8,000-12,000
Forum, Jan. 29: Book of Hours, Use of Rome, In Latin, illuminated manuscript on vellum, [Southern Netherlands (probably Bruges), c.1460]. £6,000-8,000
Forum, Jan. 29: Correspondence and documents by or addressed to the first four Viscounts Molesworth and members of their families, letters and manuscripts, 1690-1783. £10,000-15,000
Forum Auctions Fine Books, Manuscripts and Works on Paper 29th January 2026
Forum, Jan. 29: Shakespeare (William). The Dramatic Works, 9 vol., John and Josiah Boydell, 1802. £5,000-7,000
Forum, Jan. 29: Joyce (James). Ulysses, first edition, one of 750 copies on handmade paper, Paris, Shakespeare and Company, 1922 £8,000-12,000
Forum, Jan. 29: Powell (Anthony). [A Dance to the Music of Time], 12 vol., first editions, each with a signed presentation inscription from the author to Osbert Lancaster, 1951-75. £6,000-8,000
Forum Auctions Fine Books, Manuscripts and Works on Paper 29th January 2026
Forum, Jan. 29: Chaucer (Geoffrey). Troilus and Criseyde, one of 225 copies on handmade paper, wood-engravings by Eric Gill, Waltham St.Lawrence, 1927. £3,000-4,000
Forum, Jan. 29: Borges (Jorge Luis). Luna de Enfrente, first edition, one of 300 copies, presentation copy signed by the author to Leopoldo Marechal, Buenos Aires, Editorial Proa, 1925. £3,000-4,000
Forum, Jan. 29: Nolli (Giovanni Battista). Nuova Pianta di Roma, Rome, 1748. £6,000-8,000
Forum Auctions Fine Books, Manuscripts and Works on Paper 29th January 2026
Forum, Jan. 29: Roberts (David). The Holy Land, Syria, Idumea, Arabia, Egypt, & Nubia, 3 vol., first edition, 1842-49. £15,000-20,000
Forum, Jan. 29: Blacker (William). Catechism of Fly Making, Angling and Dyeing, Published by the author, 1843. £3,000-4,000
Forum, Jan. 29: Herschel (Sir John F. W.) Collection of 69 offprints, extracts and separate publications by Herschel, bound for his son, William James Herschel, 3 vol., [1813-50]. £15,000-20,000
![<b>Dominic Winter, Jan. 28:</b> Lot 72. Edwards (George). <i>A Natural History of Uncommon Birds…</i> [and] <i>Gleanings of Natural History,</i> 7 volumes, 1st edition, 1743-64. £7,000-10,000](https://ae-files.s3.amazonaws.com/AdvertisementPhotos/7f9e9df2-b83a-40aa-a1b7-a535a02705d5.jpg "<b>Dominic Winter, Jan. 28:</b> Lot 72. Edwards (George). <i>A Natural History of Uncommon Birds…</i> [and] <i>Gleanings of Natural History,</i> 7 volumes, 1st edition, 1743-64. £7,000-10,000")
![<b>Dominic Winter, Jan. 28:</b> Lot 236. <i>A New Dictionary of the Terms Ancient and Modern of the Canting Crew…,</i> By B. E. Gent., 1st edition, [1699]. £3,000-4,000](https://ae-files.s3.amazonaws.com/AdvertisementPhotos/1832c377-f148-4e66-ba22-33bef01d81a7.jpg "<b>Dominic Winter, Jan. 28:</b> Lot 236. <i>A New Dictionary of the Terms Ancient and Modern of the Canting Crew…,</i> By B. E. Gent., 1st edition, [1699]. £3,000-4,000")
![<b>Dominic Winter, Jan. 28:</b> Lot 280. Elgar (Edward). <i>Concerto for Violin and Orchestra,</i> [1910], signed presentation copy. £500-800](https://ae-files.s3.amazonaws.com/AdvertisementPhotos/df958814-0689-4876-8b73-cfe5c0c6ad24.jpg "<b>Dominic Winter, Jan. 28:</b> Lot 280. Elgar (Edward). <i>Concerto for Violin and Orchestra,</i> [1910], signed presentation copy. £500-800")
![<b>Dominic Winter, Jan. 28:</b> Lot 286 - Walton (William, 1902-1983). Autograph manuscript full score for <i>Belshazzar’s Feast,</i> [1930-31]. £20,000-30,000](https://ae-files.s3.amazonaws.com/AdvertisementPhotos/5ac2876b-2794-47d3-9df7-c4a002016bd6.jpg "<b>Dominic Winter, Jan. 28:</b> Lot 286 - Walton (William, 1902-1983). Autograph manuscript full score for <i>Belshazzar’s Feast,</i> [1930-31]. £20,000-30,000")
![<b>Sotheby’s, Jan. 27:</b> [World War II]. An archive of maps and files documenting the allied campaign in Europe, from the early stages of planning for D-Day and Operation Overlord, to Germany’s surrender. $200,000 to $300,000.](https://ae-files.s3.amazonaws.com/AdvertisementPhotos/9d2762bc-9f26-47ef-96de-1c28070e19f6.png "<b>Sotheby’s, Jan. 27:</b> [World War II]. An archive of maps and files documenting the allied campaign in Europe, from the early stages of planning for D-Day and Operation Overlord, to Germany’s surrender. $200,000 to $300,000.")
![<b>Forum, Jan. 29:</b> Plato. [<i>Apanta ta tou Platonos. Omnia Platonis opera</i>], 2 parts in 2 vol., editio princeps of Plato's works in the original Greek, Venice, House of Aldus, 1513. £8,000-12,000](https://ae-files.s3.amazonaws.com/AdvertisementPhotos/df7dd9ac-f0d0-4cb3-a44d-2731758530e4.png "<b>Forum, Jan. 29:</b> Plato. [<i>Apanta ta tou Platonos. Omnia Platonis opera</i>], 2 parts in 2 vol., editio princeps of Plato's works in the original Greek, Venice, House of Aldus, 1513. £8,000-12,000")
![<b>Forum, Jan. 29:</b> Book of Hours, Use of Rome, In Latin, illuminated manuscript on vellum, [Southern Netherlands (probably Bruges), c.1460]. £6,000-8,000](https://ae-files.s3.amazonaws.com/AdvertisementPhotos/c40bad29-8cb5-4347-a0fd-5361d39e84a5.png "<b>Forum, Jan. 29:</b> Book of Hours, Use of Rome, In Latin, illuminated manuscript on vellum, [Southern Netherlands (probably Bruges), c.1460]. £6,000-8,000")
![<b>Forum, Jan. 29:</b> Powell (Anthony). [<i>A Dance to the Music of Time</i>], 12 vol., first editions, each with a signed presentation inscription from the author to Osbert Lancaster, 1951-75. £6,000-8,000](https://ae-files.s3.amazonaws.com/AdvertisementPhotos/b7fdee12-4803-4d32-9330-a5729091cb92.png "<b>Forum, Jan. 29:</b> Powell (Anthony). [<i>A Dance to the Music of Time</i>], 12 vol., first editions, each with a signed presentation inscription from the author to Osbert Lancaster, 1951-75. £6,000-8,000")
![<b>Forum, Jan. 29:</b> Herschel (Sir John F. W.) Collection of 69 offprints, extracts and separate publications by Herschel, bound for his son, William James Herschel, 3 vol., [1813-50]. £15,000-20,000](https://ae-files.s3.amazonaws.com/AdvertisementPhotos/a06cc0dd-7619-45e9-b155-5ad75ed7b2e5.png "<b>Forum, Jan. 29:</b> Herschel (Sir John F. W.) Collection of 69 offprints, extracts and separate publications by Herschel, bound for his son, William James Herschel, 3 vol., [1813-50]. £15,000-20,000")