Brandwave

How popular isOura?

In September 2026, people searched for Oura by name about 135,000 times in Australia, a 123.1% increase from the previous year. These searches made up 22.2% of all Australia smartwatch and fitness tracker brand searches, placing Oura second out of ten brands. When we asked both ChatGPT and Google AI Overviews about smartwatch and fitness tracker brands, Oura did not appear in any of the answers.

Search and AI answers in September 2026

Oura is the second most searched of 10 competitors and not listed in any AI answer.

  1. Apple WatchShare of searches 40.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. OuraShare of searches 22.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. GarminShare of searches 14.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. FitbitShare of searches 10%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. Samsung Galaxy WatchShare of searches 6.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top smartwatch and fitness tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Oura did not appear in any of the five answers.

Most recommended by AI

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

  1. Garmin1st
  2. Apple Watch2nd
  3. Samsung Galaxy Watch3rd
  4. Fitbit4th
  5. Amazfit5th
  6. Oura–
  7. WHOOP–
  8. COROS–
  9. Huawei–
  10. Polar–

Mentioned by AI

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

  • Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple Watch4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Samsung Galaxy Watch3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fitbit2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazfit1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oura0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WHOOP0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • COROS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huawei0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Polar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about smartwatch and fitness tracker brands

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 26, 2026.

Which smartwatch and fitness tracker brands compete with Oura?

Oura against smartwatch and fitness tracker brands in Australia, by month

Share of searches by month for Apple Watch, Oura, Garmin, Fitbit, Samsung Galaxy Watch, WHOOP. The figures are in the table below the chart.

View monthly share of searches table
MonthApple WatchOuraGarminFitbitSamsung Galaxy WatchWHOOPAmazfitCOROSHuaweiPolar
Oct 202549.9%12.3%15%10%7.5%2.5%1.1%0.59%0.89%0.26%
Nov 202549.8%14.9%14.9%8.2%7.5%2.5%0.89%0.39%0.73%0.26%
Dec 202548.5%17.8%14.5%8%6.3%2.9%0.87%0.32%0.71%0.17%
Jan 202641.7%18.6%15.3%10.2%6.6%4.6%1.4%0.49%0.75%0.27%
Feb 202644.5%16.4%16.4%9%7.1%4%1.2%0.53%0.8%0.22%
Mar 202642.8%19.3%15.8%8.6%6.8%3.9%1.2%0.62%0.77%0.21%
Apr 202641.1%22.5%15.1%8.3%6.2%3.7%1.3%0.74%0.74%0.27%
May 202639%21.3%14.3%11.7%6.2%4.3%1.3%0.7%0.85%0.25%
Jun 202637.6%25.2%13.8%11.3%6%3.4%1.2%0.54%0.67%0.19%
Jul 202637.9%25.4%13.9%9.3%7.4%3.4%1.2%0.55%0.68%0.17%
Aug 202636.7%24.6%16.4%9%6.7%4%0.98%0.66%0.66%0.15%
Sep 202640.5%22.2%14.9%10%6.1%3.7%1.1%0.72%0.72%0.16%

  1. 1.Apple Watch

    40.5%

    Held 1st. 246K estimated branded searches, 0% vs prior month. Share +3.8 points.

  2. 2.Oura

    22.2%

    Held 2nd. 135K estimated branded searches, -18.2% vs prior month. Share -2.4 points.

  3. 3.Garmin

    14.9%

    Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.5 points.

  4. 4.Fitbit

    10%

    Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.Samsung Galaxy Watch

    6.1%

    Held 5th. 37K estimated branded searches, -18.1% vs prior month. Share -0.7 points.

  6. 6.WHOOP

    3.7%

    Held 6th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.4 points.

  7. 7.Amazfit

    1.1%

    Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.COROS

    0.72%

    Held 8th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Huawei

    0.72%

    Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Polar

    0.16%

    Held 10th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Oura and its closest rivals

Every comparison with Oura

12 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Oura in Australia rose from 60.5K to 135K.
  • Across the 12 months ending September 2026, Oura’s share of searches among smartwatch and fitness tracker brands in Australia increased from 12.3% to 22.2%.
  • Across the 12 months ending September 2026, Oura’s share of searches among smartwatch and fitness tracker brands in Australia peaked at 25.4% in July 2026 and was lowest at 12.3% in October 2025.
  • Across the 12 months ending September 2026, Oura rose from 3rd to 2nd among smartwatch and fitness tracker brands in Australia.

How did search popularity change for Australia smartwatch and fitness tracker brands in September 2026?

6 changes

  1. In September 2026, Apple Watch gained share of searches among smartwatch and fitness tracker brands in Australia, from 36.7% to 40.5%.

  2. In September 2026, Fitbit gained share of searches among smartwatch and fitness tracker brands in Australia, from 9% to 10%.

  3. In September 2026, Oura lost share of searches among smartwatch and fitness tracker brands in Australia, from 24.6% to 22.2%.

  4. In September 2026, Garmin lost share of searches among smartwatch and fitness tracker brands in Australia, from 16.4% to 14.9%.

  5. In September 2026, Samsung Galaxy Watch lost share of searches among smartwatch and fitness tracker brands in Australia, from 6.7% to 6.1%.

  6. Estimated monthly branded searches for WHOOP in Australia rose 83.5% over 12 measured months, from 12.1K to 22.2K in September 2026.

How are Oura’s branded searches counted?

1 search term

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

  • oura ring

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How the Brand Demand Index is measured

Where does Oura compete?

Oura 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
Smartwatch and fitness tracker brands2nd of 1022.2%Shown above
Smart ring brands1st of 485%Show ranking
Creator with pink hair and a pink jacket

Is Oura 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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