How popular isMitre 10?
In September 2026, people searched for Mitre 10 by name about 201,000 times in Australia, an 18.3% decrease from the previous year. These searches made up 4.7% of all Australia hardware store searches, placing Mitre 10 fourth out of five stores. When we asked both ChatGPT and Google AI Overviews about hardware stores, Mitre 10 appeared in three of the four answers and was the third most recommended of the five.
Mitre 10 is the fourth most searched of 5 competitors and the third most recommended in AI answers.
BunningsShare of searches 79.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
Sydney ToolsShare of searches 8.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
Total ToolsShare of searches 7.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
Mitre 10Share of searches 4.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
Home HardwareShare of searches 0.35%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
Follow Mitre 10 and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top hardware stores in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Mitre 10 was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Mitre 10 is the third most recommended of the five.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bunnings1st
- Total Tools2nd
- Mitre 103rd
- Sydney Tools4th
- Home Hardware5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bunnings3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sydney Tools3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Total Tools3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Mitre 103 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Home Hardware1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about hardware stores
4 answers
Asked ChatGPT
“Where should I buy tools and hardware in Australia?”
Asked ChatGPT
“What are the best hardware stores in Australia?”
Asked ChatGPT
“What's the best store in Australia for power tools?”
Searched Google, AI Overview
“hardware store near me”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“hardware store”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Which hardware stores compete with Mitre 10?
Share of searches by month for Bunnings, Sydney Tools, Total Tools, Mitre 10. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bunnings | Sydney Tools | Total Tools | Mitre 10 | Home Hardware |
|---|---|---|---|---|---|
| Oct 2025 | 80.4% | 7.2% | 7.2% | 4.8% | 0.29% |
| Nov 2025 | 81.2% | 7.3% | 7.3% | 4% | 0.24% |
| Dec 2025 | 81.5% | 7.3% | 6% | 4.9% | 0.29% |
| Jan 2026 | 80.4% | 7.2% | 7.2% | 4.8% | 0.29% |
| Feb 2026 | 79.2% | 8.7% | 7.1% | 4.7% | 0.29% |
| Mar 2026 | 79.2% | 8.7% | 7.1% | 4.7% | 0.29% |
| Apr 2026 | 79.1% | 8.7% | 7.1% | 4.7% | 0.35% |
| May 2026 | 76.5% | 10.3% | 8.4% | 4.6% | 0.28% |
| Jun 2026 | 74% | 12.1% | 9.9% | 3.6% | 0.27% |
| Jul 2026 | 79.8% | 8.8% | 7.2% | 3.9% | 0.29% |
| Aug 2026 | 76.4% | 10.3% | 8.4% | 4.6% | 0.34% |
| Sep 2026 | 79.1% | 8.7% | 7.1% | 4.7% | 0.35% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 79.1% | 3.4M | 0% | +2.7 points | |
| 2, held 2nd | 8.7% | 368K | -18.2% | -1.6 points | |
| 3, held 3rd | 7.1% | 301K | -18.2% | -1.3 points | |
| 4, held 4th | 4.7% | 201K | 0% | +0.2 points | |
| 5, held 5th | 0.35% | 14.8K | 0% | 0 points |
1.
Bunnings79.1%
Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +2.7 points.
8.7%
Held 2nd. 368K estimated branded searches, -18.2% vs prior month. Share -1.6 points.
7.1%
Held 3rd. 301K estimated branded searches, -18.2% vs prior month. Share -1.3 points.
4.
Mitre 104.7%
Held 4th. 201K estimated branded searches, 0% vs prior month. Share +0.2 points.
0.35%
Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Mitre 10 and its closest rivals
Every comparison with Mitre 10
4 comparisons
How has branded search demand for Mitre 10 changed in Australia over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Mitre 10 in Australia fell from 246K to 201K.
- Across the 12 months ending September 2026, Mitre 10’s share of searches among hardware stores in Australia peaked at 4.9% in December 2025 and was lowest at 3.6% in June 2026.
How did search popularity change for Australia hardware stores in September 2026?
4 changes
In September 2026, Bunnings gained share of searches among hardware stores in Australia, from 76.4% to 79.1%.
In September 2026, Sydney Tools lost share of searches among hardware stores in Australia, from 10.3% to 8.7%.
In September 2026, Total Tools lost share of searches among hardware stores in Australia, from 8.4% to 7.1%.
Mitre 10’s share of searches among hardware stores in Australia has gained ground for 3 months in a row, from 3.6% to 4.7% in September 2026.
How are Mitre 10’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Mitre 10’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- mitre 10
Do you work for Mitre 10? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Mitre 10 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.