Online marketplaces in Australia:Which are most popular?
In September 2026, Amazon was the most searched online marketplace in Australia, accounting for 57.2% of all searches among the five marketplaces we track. When we checked with ChatGPT and Google AI Overviews, Amazon showed up in every answer. Amazon was recommended most often, coming first in three out of five responses.
AmazonShare of searches 57.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
eBayShare of searches 21%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
TemuShare of searches 12.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
The IconicShare of searches 5.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Amazon appeared every time. Amazon was recommended most often, coming first in three out of five answers. eBay was second, and Temu, The Iconic and Kogan tied for third.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Amazon1st
- eBay2nd
- Temu3rd
- The Iconic3rd
- 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
Asked ChatGPT
“What's the best online shopping site in Australia?”
Asked ChatGPT
“Which online marketplace is cheapest in Australia?”
Asked ChatGPT
“Where should I shop online for the best deals in Australia?”
Searched Google, AI Overview
“online shopping australia”
Searched Google, AI Overview
“online marketplace”
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Which online marketplaces do people search for most?
This chart shows how often people search Google for each online marketplace by name. Each line represents a brand's share of searches for all five online marketplaces we track, month by month, from searches in Australia.
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
| Month | Amazon | eBay | Temu | The Iconic | Kogan |
|---|---|---|---|---|---|
| Oct 2025 | 52.3% | 23.5% | 14.3% | 6.4% | 3.5% |
| Nov 2025 | 52.6% | 23.5% | 11.7% | 7.9% | 4.3% |
| Dec 2025 | 57.7% | 21.2% | 10.6% | 5.8% | 4.7% |
| Jan 2026 | 52.9% | 23.8% | 14.5% | 5.3% | 3.6% |
| Feb 2026 | 52.9% | 23.7% | 14.5% | 5.3% | 3.5% |
| Mar 2026 | 52.9% | 23.8% | 14.5% | 5.3% | 3.6% |
| Apr 2026 | 54.6% | 24.6% | 12.3% | 5.5% | 3% |
| May 2026 | 52.9% | 23.8% | 14.5% | 5.3% | 3.6% |
| Jun 2026 | 56.8% | 20.9% | 12.8% | 5.7% | 3.8% |
| Jul 2026 | 61.7% | 18.5% | 11.3% | 5.1% | 3.4% |
| Aug 2026 | 61.7% | 18.5% | 11.3% | 5.1% | 3.4% |
| Sep 2026 | 57.2% | 21% | 12.9% | 5.8% | 3.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 57.2% | 3.7M | -18.3% | -4.5 points | |
| 2, held 2nd | 21% | 1.3M | 0% | +2.5 points | |
| 3, held 3rd | 12.9% | 823K | 0% | +1.5 points | |
| 4, held 4th | 5.8% | 368K | 0% | +0.7 points | |
| 5, held 5th | 3.1% | 201K | -18.3% | -0.2 points |
1.
Amazon57.2%
Held 1st. 3.7M estimated branded searches, -18.3% vs prior month. Share -4.5 points.
2.
eBay21%
Held 2nd. 1.3M estimated branded searches, 0% vs prior month. Share +2.5 points.
3.
Temu12.9%
Held 3rd. 823K estimated branded searches, 0% vs prior month. Share +1.5 points.
5.8%
Held 4th. 368K estimated branded searches, 0% vs prior month. Share +0.7 points.
5.
Kogan3.1%
Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -0.2 points.
Which brand is most popular in search among online marketplaces in Australia?
5 brands
In September 2026, Amazon was the most searched among online marketplaces in Australia, with an estimated 3.7M branded searches, 57.2% of all searches for the five we track. eBay is in 2nd place, 36.2 percentage points behind at 21%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Amazon | 52.3% → 57.2% | 61.7%Jul 2026 | 52.3%Oct 2025 | 1st |
| eBay | 23.5% → 21% | 24.6%Apr 2026 | 18.5%Jul 2026 | 2nd |
| Temu | 14.3% → 12.9% | 14.5%Feb 2026 | 10.6%Dec 2025 | 3rd |
| The Iconic | 6.4% → 5.8% | 7.9%Nov 2025 | 5.1%Jul 2026 | 4th |
| Kogan | 3.5% → 3.1% | 4.7%Dec 2025 | 3%Apr 2026 | 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, Amazon’s share of searches among online marketplaces in Australia increased from 52.3% to 57.2%.
- 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, Temu’s share of searches among online marketplaces in Australia decreased from 14.3% to 12.9%.
- Across the 12 months ending September 2026, The Iconic’s share of searches among online marketplaces in Australia decreased from 6.4% to 5.8%.
- Across the 12 months ending September 2026, Amazon’s share of searches among online marketplaces in Australia peaked at 61.7% in July 2026 and was lowest at 52.3% in October 2025.
- 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.
- Across the 12 months ending September 2026, Temu’s share of searches among online marketplaces in Australia peaked at 14.5% in February 2026 and was lowest at 10.6% in December 2025.
- Across the 12 months ending September 2026, The Iconic’s share of searches among online marketplaces in Australia peaked at 7.9% in November 2025 and was lowest at 5.1% in July 2026.
- Across the 12 months ending September 2026, Kogan’s share of searches among online marketplaces in Australia peaked at 4.7% in December 2025 and was lowest at 3% in April 2026.
- Across the 12 months ending September 2026, Kogan held steady: its share of searches among online marketplaces in Australia moved less than 0.5 percentage points.
How did search popularity change for Australia online marketplaces in September 2026?
5 changes
In September 2026, eBay gained share of searches among online marketplaces in Australia, from 18.5% to 21%.
In September 2026, Temu gained share of searches among online marketplaces in Australia, from 11.3% to 12.9%.
In September 2026, The Iconic gained share of searches among online marketplaces in Australia, from 5.1% to 5.8%.
In September 2026, Amazon lost share of searches among online marketplaces in Australia, from 61.7% to 57.2%.
Estimated monthly branded searches for Kogan in Australia fell 18.3% over 12 measured months, from 246K to 201K in September 2026.
Compare popularity between leading brands
- Amazon vs eBay: compare popularity
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- eBay vs The Iconic: compare popularity
- eBay vs Kogan: compare popularity
- Temu vs The Iconic: compare popularity
- Temu vs Kogan: compare popularity
- The Iconic vs Kogan: compare popularity
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