Abstract. This paper discusses how intermediaries, such as a search engine and an online marketplace, may a¤ect consumer search. We propose an analytical framework that encompasses several models of search for di¤erentiated products, with a high-quality …rm being more likely to o¤er a product that meets each consumer's need. An intermediary improves consumer search e¢ ciency by providing a search platform on which positions are sold to high-quality …rms through competitive bidding. While the intermediary may admit too many or too few …rms to its platform, compared to what would maximize consumer surplus or total welfare, its presence can nevertheless bene…t consumers and improve welfare. However, the intermediary may reduce search e¢ ciency when …rms are di¤erentiated only horizontally, when they sell experience or credence goods, or when the intermediary is biased (possibly due to vertical integration).Keywords: consumer search, intermediary, search engine, search platform, online marketplace, vertical di¤erentiation JEL Classi…cation Number: D8, L1