--- title: "Amazon: search popularity in Australia" description: "Amazon is an online marketplace. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/amazon" publisher: "Brandwave" --- # Amazon: search popularity in Australia Amazon is an online marketplace. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Amazon - **Owned by**: Amazon - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among online marketplaces**: 57.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Online marketplaces | 1 | 57.2% | 3.7M | - [Online marketplaces](/demand/au/categories/au-online-marketplaces) ## Top online marketplaces in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Amazon appeared in all five answers. Amazon is the most recommended of the five. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Amazon | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | eBay | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Temu | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | The Iconic | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Kogan | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | ## Every AI answer about online marketplaces - Asked ChatGPT "What's the best online shopping site in Australia?": 1. Amazon, 2. eBay, 3. Kogan, 4. The Iconic - Asked ChatGPT "Which online marketplace is cheapest in Australia?": 1. Temu, 2. eBay, 3. Amazon - Asked ChatGPT "Where should I shop online for the best deals in Australia?": 1. Amazon, 2. eBay, 3. Kogan, 4. The Iconic - Searched Google, AI Overview "online shopping australia": 1. Amazon, 2. The Iconic - Searched Google, AI Overview "online marketplace": 1. eBay, 2. Amazon Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026. ## How has branded search demand for Amazon changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Amazon in Australia held steady at 3.7M. - Across the 12 months ending September 2026, Amazon’s share of searches among online marketplaces in Australia increased from 52.3% to 57.2%. - Across the 12 months ending September 2026, Amazon’s share of searches among online marketplaces in Australia peaked at 61.7% in July 2026 and was lowest at 52.3% in October 2025. ## How did search popularity change for Australia online marketplaces in September 2026? - In September 2026, eBay gained share of searches among online marketplaces in Australia, from 18.5% to 21%. - In September 2026, Temu gained share of searches among online marketplaces in Australia, from 11.3% to 12.9%. - In September 2026, The Iconic gained share of searches among online marketplaces in Australia, from 5.1% to 5.8%. - In September 2026, Amazon lost share of searches among online marketplaces in Australia, from 61.7% to 57.2%. - Estimated monthly branded searches for Kogan in Australia fell 18.3% over 12 measured months, from 246K to 201K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Online marketplaces | 3.7M | 52.3% | 1 | | Nov 2025 | Online marketplaces | 4.5M | 52.6% | 1 | | Dec 2025 | Online marketplaces | 4.5M | 57.7% | 1 | | Jan 2026 | Online marketplaces | 3.7M | 52.9% | 1 | | Feb 2026 | Online marketplaces | 3M | 52.9% | 1 | | Mar 2026 | Online marketplaces | 3.7M | 52.9% | 1 | | Apr 2026 | Online marketplaces | 3.7M | 54.6% | 1 | | May 2026 | Online marketplaces | 3.7M | 52.9% | 1 | | Jun 2026 | Online marketplaces | 3.7M | 56.8% | 1 | | Jul 2026 | Online marketplaces | 4.5M | 61.7% | 1 | | Aug 2026 | Online marketplaces | 4.5M | 61.7% | 1 | | Sep 2026 | Online marketplaces | 3.7M | 57.2% | 1 | ## How are Amazon’s branded searches counted? Brandwave collects information about searches that people make online using Amazon’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “amazon au” - “amazon australia” ## Which online marketplaces compete with Amazon? - [eBay](/demand/au/brands/ebay): Head-to-head: /demand/au/compare/amazon-vs-ebay - [Temu](/demand/au/brands/temu): Head-to-head: /demand/au/compare/amazon-vs-temu - [The Iconic](/demand/au/brands/the-iconic): Head-to-head: /demand/au/compare/amazon-vs-the-iconic - [Kogan](/demand/au/brands/kogan): Head-to-head: /demand/au/compare/amazon-vs-kogan ## Who owns Amazon? Amazon is owned by Amazon. Brandwave also tracks Prime Video, owned by the same company, in Australia. - [Amazon](/demand/au/companies/amazon): Owns 29 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Amazon? Amazon is owned by Amazon. Brandwave also tracks Prime Video, owned by the same company, in Australia. ## Cite this page Brandwave. "Amazon: search popularity in Australia". https://gobrandwave.com/demand/au/brands/amazon This page is also available as HTML at https://gobrandwave.com/demand/au/brands/amazon. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.