Fastest way to determine if record exists

As the title suggests... I'm trying to figure out the fastest way with the least overhead to determine if a record exists in a table or not.

Sample query:

SELECT COUNT(*) FROM products WHERE products.id = ?;

    vs

SELECT COUNT(products.id) FROM products WHERE products.id = ?;

    vs

SELECT products.id FROM products WHERE products.id = ?;

Say the ? is swapped with 'TB100'... both the first and second queries will return the exact same result (say... 1 for this conversation). The last query will return 'TB100' as expected, or nothing if the id is not present in the table.

The purpose is to figure out if the id is in the table or not. If not, the program will next insert the record, if it is, the program will skip it or perform an UPDATE query based on other program logic outside the scope of this question.

Which is faster and has less overhead? (This will be repeated tens of thousands of times per program run, and will be run many times a day).

(Running this query against M$ SQL Server from Java via the M$ provided JDBC driver)

EXISTS (or NOT EXISTS) is specially designed for checking if something exists and therefore should be (and is) the best option. It will halt on the first row that matches so it does not require a TOP clause and it does not actually select any data so there is no overhead in size of columns. You can safely use SELECT * here - no different than SELECT 1, SELECT NULL or SELECT AnyColumn... (you can even use an invalid expression like SELECT 1/0 and it will not break).

IF EXISTS (SELECT * FROM Products WHERE id = ?)
BEGIN
--do what you need if exists
END
ELSE
BEGIN
--do what needs to be done if not
END

SELECT TOP 1 products.id FROM products WHERE products.id = ?; will outperform all of your suggestions as it will terminate execution after it finds the first record.

Nothing can beat -

SELECT TOP 1 1 FROM products WHERE id = 'some value';

You don't need to count to know if there is a data in table. And don't use alias when not necessary.