Brandwave

How popular iseBay?

In September 2026, people searched for eBay by name about 1.3 million times in Australia, an 18.2% decrease from the previous year. These searches made up 21% of all Australia online marketplace searches, placing eBay second out of five marketplaces. When we asked both ChatGPT and Google AI Overviews about online marketplaces, eBay appeared in four of the five answers and was the second most recommended of the five.

Search and AI answers in September 2026

eBay is the second most searched of 5 competitors and the second most recommended in AI answers.

  1. AmazonShare of searches 57.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. eBayShare of searches 21%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. TemuShare of searches 12.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  4. The IconicShare of searches 5.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. KoganShare of searches 3.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top online marketplaces in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, eBay was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. eBay is the second most recommended of the five.

Most recommended by AI

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

  1. Amazon1st
  2. eBay2nd
  3. Temu3rd
  4. The Iconic3rd
  5. Kogan3rd

Mentioned by AI

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

  • Amazon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • eBay4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Iconic3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kogan2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Temu1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online marketplaces

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which online marketplaces compete with eBay?

eBay against online marketplaces in Australia, by month

Share of searches by month for Amazon, eBay, Temu, The Iconic, Kogan. The figures are in the table below the chart.

View monthly share of searches table
MonthAmazoneBayTemuThe IconicKogan
Oct 202552.3%23.5%14.3%6.4%3.5%
Nov 202552.6%23.5%11.7%7.9%4.3%
Dec 202557.7%21.2%10.6%5.8%4.7%
Jan 202652.9%23.8%14.5%5.3%3.6%
Feb 202652.9%23.7%14.5%5.3%3.5%
Mar 202652.9%23.8%14.5%5.3%3.6%
Apr 202654.6%24.6%12.3%5.5%3%
May 202652.9%23.8%14.5%5.3%3.6%
Jun 202656.8%20.9%12.8%5.7%3.8%
Jul 202661.7%18.5%11.3%5.1%3.4%
Aug 202661.7%18.5%11.3%5.1%3.4%
Sep 202657.2%21%12.9%5.8%3.1%

  1. 1.Amazon

    57.2%

    Held 1st. 3.7M estimated branded searches, -18.3% vs prior month. Share -4.5 points.

  2. 2.eBay

    21%

    Held 2nd. 1.3M estimated branded searches, 0% vs prior month. Share +2.5 points.

  3. 3.Temu

    12.9%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share +1.5 points.

  4. 4.The Iconic

    5.8%

    Held 4th. 368K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Kogan

    3.1%

    Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -0.2 points.

Compare popularity between eBay and its closest rivals

Every comparison with eBay

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for eBay in Australia fell from 1.6M to 1.3M.
  • Across the 12 months ending September 2026, eBay’s share of searches among online marketplaces in Australia decreased from 23.5% to 21%.
  • Across the 12 months ending September 2026, eBay’s share of searches among online marketplaces in Australia peaked at 24.6% in April 2026 and was lowest at 18.5% in July 2026.

How did search popularity change for Australia online marketplaces in September 2026?

5 changes

  1. In September 2026, eBay gained share of searches among online marketplaces in Australia, from 18.5% to 21%.

  2. In September 2026, Temu gained share of searches among online marketplaces in Australia, from 11.3% to 12.9%.

  3. In September 2026, The Iconic gained share of searches among online marketplaces in Australia, from 5.1% to 5.8%.

  4. In September 2026, Amazon lost share of searches among online marketplaces in Australia, from 61.7% to 57.2%.

  5. Estimated monthly branded searches for Kogan in Australia fell 18.3% over 12 measured months, from 246K to 201K in September 2026.

How are eBay’s branded searches counted?

2 search terms

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

  • ebay au
  • ebay australia

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How the Brand Demand Index is measured

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