Brandwave

How popular isBig W?

In September 2026, people searched for Big W by name about 2.7 million times in Australia, a 33% decrease from the previous year. These searches made up 7.6% of all Australia photo printing service searches, placing Big W third out of seven services. When we asked both ChatGPT and Google AI Overviews about photo printing services, Big W appeared in one of the four answers and was the joint third most recommended of the seven.

Search and AI answers in September 2026

Big W is the third most searched of 7 competitors and the joint third most recommended in AI answers.

  1. KmartShare of searches 37.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  2. SnapfishShare of searches 37.9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  3. Big WShare of searches 7.6%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  4. MomentoShare of searches 5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
  5. Harvey NormanShare of searches 4.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top photo printing services in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Big W was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Big W is the joint third most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Momento1st
  2. Officeworks1st
  3. Kmart3rd
  4. Big W3rd
  5. Snapfish5th
  6. Photobook6th
  7. Harvey Norman–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Officeworks3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Snapfish2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Momento2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kmart1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Big W1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Photobook1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Harvey Norman0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about photo printing services

4 answers

  • Asked ChatGPT

    “Where's the best place to print photos in Australia?”

    1. 1Big W
    2. 2Officeworks

  • Asked ChatGPT

    “Which site makes the best photo books in Australia?”

    1. 1Momento
    2. 2Photobook
    3. 3Snapfish

  • Asked ChatGPT

    “Where can I get photos printed the same day?”

    1. 1Officeworks

  • Searched Google, AI Overview

    “photo books”

    1. 1Kmart
    2. 2Officeworks
    3. 3Snapfish
    4. 4Momento

  • Searched Google, AI Overview

    “photo printing”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 27, 2026.

Which photo printing services compete with Big W?

Big W against photo printing services in Australia, by month

Share of searches by month for Kmart, Snapfish, Big W, Momento, Harvey Norman, Officeworks, Photobook. The figures are in the table below the chart.

View monthly share of searches table
MonthKmartSnapfishBig WMomentoHarvey NormanOfficeworksPhotobook
Oct 202526.4%48.3%7.9%4.3%5.3%3.5%4.3%
Nov 202520.5%55.8%9.2%2.7%5%2.7%4.1%
Dec 202534.9%42.8%8.6%1.7%5.7%3.1%3.1%
Jan 202629.2%43.7%8.7%3.9%4.8%3.9%5.8%
Feb 202632.7%40%8%4.4%5.3%4.4%5.3%
Mar 202636.3%36.3%8.9%4.8%4.8%3.9%4.8%
Apr 202633.3%40.7%8.1%5.4%4.4%3.6%4.4%
May 202637.2%37.2%7.4%5%5%4.1%4.1%
Jun 202636.5%36.5%7.3%6%4.9%4%4.9%
Jul 202632.9%40.2%6.6%8%4.4%3.6%4.4%
Aug 202633.8%41.3%8.3%5.5%3.7%3.7%3.7%
Sep 202637.9%37.9%7.6%5%4.1%4.1%3.4%

  1. 1.Kmart

    37.9%

    Moved from 2nd to 1st. 49.5K estimated branded searches, 0% vs prior month. Share +4.1 points.

  2. 2.Snapfish

    37.9%

    Moved from 1st to 2nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -3.5 points.

  3. 3.Big W

    7.6%

    Held 3rd. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.7 points.

  4. 4.Momento

    5%

    Held 4th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.5 points.

  5. 5.Harvey Norman

    4.1%

    Held 5th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Officeworks

    4.1%

    Held 6th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.Photobook

    3.4%

    Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

Big W, Kmart and Harvey Norman sell other things too, so only their searches that name this product count here, like “big w photos”.

Compare popularity between Big W and its closest rivals

Every comparison with Big W

10 comparisons

How has branded search demand for Big W changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Big W in Australia fell from 4.1M to 2.7M.
  • Across the 12 months ending September 2026, Big W’s share of searches among photo printing services in Australia peaked at 9.2% in November 2025 and was lowest at 6.6% in July 2026.

How did search popularity change for Australia photo printing services in September 2026?

5 changes

  1. In September 2026, Kmart overtook Snapfish to become the leader among photo printing services in Australia, with 37.9% of the searches.

  2. In September 2026, Snapfish lost share of searches among photo printing services in Australia, from 41.3% to 37.9%.

  3. In September 2026, Big W lost share of searches among photo printing services in Australia, from 8.3% to 7.6%.

  4. Photobook’s share of searches among photo printing services in Australia has lost ground for 3 months in a row, from 4.9% to 3.4% in September 2026.

  5. Estimated monthly branded searches for Harvey Norman in Australia fell 33.3% over 12 measured months, from 8.1K to 5.4K in September 2026.

How are Big W’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Big W’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.

  • big w
  • big w photos

Do you work for Big W? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Big W compete?

Big W is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Department stores2nd of 626.5%Show ranking
Photo printing services3rd of 77.6%Shown above
Creator with pink hair and a pink jacket

Is Big W your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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