Brandwave

How popular isIKEA?

In September 2026, people searched for IKEA by name about 1.3 million times in Australia, an 18.4% decrease from the previous year. These searches made up 35.1% of all Australia rug retailer searches, placing IKEA first out of seven retailers. When we asked both ChatGPT and Google AI Overviews about rug retailers, IKEA appeared in three of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

IKEA is the most searched of 7 competitors and the fourth most recommended in AI answers.

  1. IKEAShare of searches 35.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. RuggableShare of searches 19.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. Miss AmaraShare of searches 15.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. SpotlightShare of searches 15.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. Temple & WebsterShare of searches 10.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top rug retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. IKEA is the fourth most recommended of the seven.

Most recommended by AI

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

  1. Miss Amara1st
  2. Ruggable2nd
  3. Temple & Webster3rd
  4. IKEA4th
  5. Spotlight5th
  6. Rug Culture6th
  7. Rugs a Million–

Mentioned by AI

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

  • Miss Amara5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Temple & Webster4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • IKEA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ruggable3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Spotlight3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rug Culture1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rugs a Million0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rug retailers

5 answers

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 rug retailers compete with IKEA?

IKEA against rug retailers in Australia, by month

Share of searches by month for IKEA, Ruggable, Miss Amara, Spotlight, Temple & Webster, Rug Culture. The figures are in the table below the chart.

View monthly share of searches table
MonthIKEARuggableMiss AmaraSpotlightTemple & WebsterRug CultureRugs a Million
Oct 202532.2%17.6%21.5%14.4%9.6%1.9%2.9%
Nov 202526.4%21.6%26.4%11.8%9.6%1.9%2.3%
Dec 202529.9%24.4%16.3%16.3%8.9%1.7%2.6%
Jan 202631.4%20.9%17.1%17.1%9.4%1.9%2.2%
Feb 202633.5%22.3%14.9%14.9%10%2%2.4%
Mar 202635.7%19.5%15.9%15.9%8.7%2.1%2.1%
Apr 202632.5%21.7%14.5%17.7%9.7%1.9%1.9%
May 202635.2%23.6%12.9%15.7%8.6%2%2%
Jun 202633.6%22.5%15%15%10%1.9%1.9%
Jul 202634.5%18.9%15.4%18.9%8.4%2%2%
Aug 202635.7%19.5%16%16%8.7%2%2%
Sep 202635.1%19.2%15.7%15.7%10.5%2.1%1.7%

  1. 1.IKEA

    35.1%

    Held 1st. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.6 points.

  2. 2.Ruggable

    19.2%

    Held 2nd. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  3. 3.Miss Amara

    15.7%

    Held 3rd. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  4. 4.Spotlight

    15.7%

    Held 4th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  5. 5.Temple & Webster

    10.5%

    Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share +1.8 points.

  6. 6.Rug Culture

    2.1%

    Held 6th. 1.6K estimated branded searches, -15.8% vs prior month. Share 0 points.

  7. 7.Rugs a Million

    1.7%

    Held 7th. 1.3K estimated branded searches, -31.6% vs prior month. Share -0.4 points.

IKEA and Temple & Webster sell other things too, so only their searches that name this product count here, like “ikea rugs”.

Compare popularity between IKEA and its closest rivals

Every comparison with IKEA

40 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for IKEA in Australia fell from 1.6M to 1.3M.
  • Across the 12 months ending September 2026, IKEA’s share of searches among rug retailers in Australia increased from 32.2% to 35.1%.
  • Across the 12 months ending September 2026, IKEA’s share of searches among rug retailers in Australia peaked at 35.7% in August 2026 and was lowest at 26.4% in November 2025.

How did search popularity change for Australia rug retailers in September 2026?

4 changes

  1. In September 2026, Temple & Webster gained share of searches among rug retailers in Australia, from 8.7% to 10.5%.

  2. In September 2026, IKEA lost share of searches among rug retailers in Australia, from 35.7% to 35.1%.

  3. Estimated monthly branded searches for Rugs a Million in Australia fell 45.8% over 12 measured months, from 2.4K to 1.3K in September 2026.

  4. Estimated monthly branded searches for Miss Amara in Australia fell 33.1% over 12 measured months, from 18.1K to 12.1K in September 2026.

How are IKEA’s branded searches counted?

5 search terms

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

  • ikea
  • ikea blinds
  • ikea kitchen
  • ikea mattress
  • ikea rugs

Do you work for IKEA? 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 IKEA compete?

IKEA is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Furniture retailers1st of 1046.6%Show ranking
Homewares retailers1st of 957.8%Show ranking
Mattress brands4th of 98%Show ranking
Rug retailers1st of 735.1%Shown above
Blinds retailers5th of 86.8%Show ranking
Kitchen retailers1st of 736.7%Show ranking
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Is IKEA 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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