Brandwave

How popular isTotal Tools?

In September 2026, people searched for Total Tools by name about 301,000 times in Australia, an 18.2% decrease from the previous year. These searches made up 40.1% of all Australia tool retailer searches, placing Total Tools second out of seven retailers. When we asked both ChatGPT and Google AI Overviews about tool retailers, Total Tools appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Total Tools is the second most searched of 7 competitors and the second most recommended in AI answers.

  1. Sydney ToolsShare of searches 49%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  2. Total ToolsShare of searches 40.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. Trade ToolsShare of searches 8.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  4. Toolkit DepotShare of searches 1.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  5. ToolmartShare of searches 0.88%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+2 more

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Top tool retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Total Tools appeared in all four answers. Total Tools is the second most recommended of the seven.

Most recommended by AI

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

  1. Bunnings1st
  2. Total Tools2nd
  3. Sydney Tools3rd
  4. Toolkit Depot4th
  5. Trade Tools5th
  6. Toolmart–
  7. Tools Warehouse–

Mentioned by AI

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

  • Sydney Tools4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Total Tools4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bunnings4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Trade Tools3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Toolkit Depot3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Toolmart0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tools Warehouse0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about tool retailers

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 28, 2026.

Which tool retailers compete with Total Tools?

Total Tools against tool retailers in Australia, by month

Share of searches by month for Sydney Tools, Total Tools, Trade Tools. The figures are in the table below the chart.

View monthly share of searches table
MonthSydney ToolsTotal ToolsTrade ToolsToolkit DepotToolmartTools WarehouseBunnings
Oct 202544.9%44.9%7.4%1.5%0.66%0.35%0.23%
Nov 202544.9%44.9%7.4%1.5%0.66%0.44%0.24%
Dec 202549.2%40.2%8.1%1.3%0.48%0.32%0.32%
Jan 202645.1%45.1%7.4%1.2%0.54%0.36%0.23%
Feb 202648.8%39.9%8%1.6%0.88%0.48%0.32%
Mar 202649%40.1%8.1%1.6%0.59%0.39%0.21%
Apr 202649%40.1%8.1%1.6%0.72%0.32%0.21%
May 202649.8%40.7%6.7%1.6%0.73%0.27%0.18%
Jun 202650%40.9%6.7%1.3%0.6%0.26%0.17%
Jul 202649%40.1%8.1%1.6%0.72%0.25%0.21%
Aug 202650%40.9%6.7%1.3%0.6%0.27%0.21%
Sep 202649%40.1%8.1%1.3%0.88%0.32%0.25%

  1. 1.Sydney Tools

    49%

    Held 1st. 368K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  2. 2.Total Tools

    40.1%

    Held 2nd. 301K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  3. 3.Trade Tools

    8.1%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +1.3 points.

  4. 4.Toolkit Depot

    1.3%

    Held 4th. 9.9K estimated branded searches, -18.2% vs prior month. Share 0 points.

  5. 5.Toolmart

    0.88%

    Held 5th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.3 points.

  6. 6.Tools Warehouse

    0.32%

    Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Bunnings

    0.25%

    Held 7th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

Bunnings sells other things too, so only its searches that name this product count here, like “bunnings tools”.

Compare popularity between Total Tools and its closest rivals

Every comparison with Total Tools

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Total Tools in Australia fell from 368K to 301K.
  • Across the 12 months ending September 2026, Total Tools’ share of searches among tool retailers in Australia decreased from 44.9% to 40.1%.
  • Across the 12 months ending September 2026, Total Tools’ share of searches among tool retailers in Australia peaked at 45.1% in January 2026 and was lowest at 39.9% in February 2026.

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

6 changes

  1. In September 2026, Trade Tools gained share of searches among tool retailers in Australia, from 6.7% to 8.1%.

  2. In September 2026, Sydney Tools lost share of searches among tool retailers in Australia, from 50% to 49%.

  3. In September 2026, Total Tools lost share of searches among tool retailers in Australia, from 40.9% to 40.1%.

  4. Estimated monthly branded searches for Toolmart in Australia rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.

  5. Estimated monthly branded searches for Toolkit Depot in Australia fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

  6. Estimated monthly branded searches for Tools Warehouse in Australia fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026.

How are Total Tools’ branded searches counted?

1 search term

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

  • total tools

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How the Brand Demand Index is measured

Where does Total Tools compete?

Total Tools 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
Hardware stores3rd of 57.1%Show ranking
Tool retailers2nd of 740.1%Shown above
Creator with pink hair and a pink jacket

Is Total Tools 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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