---
title: "Online marketplaces in Australia: Which are searched most?"
description: "Compare the online marketplaces people in Australia shop on. Share of Search among Amazon, eBay, Temu, The Iconic and Kogan, the online marketplaces Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-online-marketplaces"
publisher: "Brandwave"
---

# Online marketplaces in Australia: Which are searched most?

Compare the online marketplaces people in Australia shop on. Share of Search among Amazon, eBay, Temu, The Iconic and Kogan, the online marketplaces Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Online marketplaces
- **Market**: Australia
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Amazon, 57.2%

## Which brand is most popular in search among online marketplaces in Australia?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Amazon | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| eBay | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Temu | 3rd | 1 of 3 | 0 of 2 | 1 of 5 |
| The Iconic | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Kogan | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |

## Every AI answer about online marketplaces

- Asked ChatGPT "What's the best online shopping site in Australia?": 1. Amazon, 2. eBay, 3. Kogan, 4. The Iconic
- Asked ChatGPT "Which online marketplace is cheapest in Australia?": 1. Temu, 2. eBay, 3. Amazon
- Asked ChatGPT "Where should I shop online for the best deals in Australia?": 1. Amazon, 2. eBay, 3. Kogan, 4. The Iconic
- Searched Google, AI Overview "online shopping australia": 1. Amazon, 2. The Iconic
- Searched Google, AI Overview "online marketplace": 1. eBay, 2. Amazon

Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026.

## Compare search popularity between leading brands

- [Amazon vs eBay: compare search popularity](/demand/au/compare/amazon-vs-ebay): 57.2% against 21% Share of Search.
- [Amazon vs Temu: compare search popularity](/demand/au/compare/amazon-vs-temu): 57.2% against 12.9% Share of Search.
- [Amazon vs The Iconic: compare search popularity](/demand/au/compare/amazon-vs-the-iconic): 57.2% against 5.8% Share of Search.
- [Amazon vs Kogan: compare search popularity](/demand/au/compare/amazon-vs-kogan): 57.2% against 3.1% Share of Search.
- [eBay vs Temu: compare search popularity](/demand/au/compare/ebay-vs-temu): 21% against 12.9% Share of Search.
- [eBay vs The Iconic: compare search popularity](/demand/au/compare/ebay-vs-the-iconic): 21% against 5.8% Share of Search.
- [eBay vs Kogan: compare search popularity](/demand/au/compare/ebay-vs-kogan): 21% against 3.1% Share of Search.
- [Temu vs The Iconic: compare search popularity](/demand/au/compare/temu-vs-the-iconic): 12.9% against 5.8% Share of Search.
- [Temu vs Kogan: compare search popularity](/demand/au/compare/kogan-vs-temu): 12.9% against 3.1% Share of Search.
- [The Iconic vs Kogan: compare search popularity](/demand/au/compare/kogan-vs-the-iconic): 5.8% against 3.1% Share of Search.

## How did search popularity change for Australia online marketplaces in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Amazon | 57.2% | 3.7M | -18.3% | Amazon |
| 2 | eBay | 21% | 1.3M | 0.0% | eBay |
| 3 | Temu | 12.9% | 823K | 0.0% | Temu |
| 4 | The Iconic | 5.8% | 368K | 0.0% | The Iconic |
| 5 | Kogan | 3.1% | 201K | -18.3% | Kogan.com |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Amazon | 3.7M | 52.3% | 1 |
| Oct 2025 | eBay | 1.6M | 23.5% | 2 |
| Oct 2025 | Temu | 1M | 14.3% | 3 |
| Oct 2025 | The Iconic | 450K | 6.4% | 4 |
| Oct 2025 | Kogan | 246K | 3.5% | 5 |
| Nov 2025 | Amazon | 4.5M | 52.6% | 1 |
| Nov 2025 | eBay | 2M | 23.5% | 2 |
| Nov 2025 | Temu | 1M | 11.7% | 3 |
| Nov 2025 | The Iconic | 673K | 7.9% | 4 |
| Nov 2025 | Kogan | 368K | 4.3% | 5 |
| Dec 2025 | Amazon | 4.5M | 57.7% | 1 |
| Dec 2025 | eBay | 1.6M | 21.2% | 2 |
| Dec 2025 | Temu | 823K | 10.6% | 3 |
| Dec 2025 | The Iconic | 450K | 5.8% | 4 |
| Dec 2025 | Kogan | 368K | 4.7% | 5 |
| Jan 2026 | Amazon | 3.7M | 52.9% | 1 |
| Jan 2026 | eBay | 1.6M | 23.8% | 2 |
| Jan 2026 | Temu | 1M | 14.5% | 3 |
| Jan 2026 | The Iconic | 368K | 5.3% | 4 |
| Jan 2026 | Kogan | 246K | 3.6% | 5 |
| Feb 2026 | Amazon | 3M | 52.9% | 1 |
| Feb 2026 | eBay | 1.3M | 23.7% | 2 |
| Feb 2026 | Temu | 823K | 14.5% | 3 |
| Feb 2026 | The Iconic | 301K | 5.3% | 4 |
| Feb 2026 | Kogan | 201K | 3.5% | 5 |
| Mar 2026 | Amazon | 3.7M | 52.9% | 1 |
| Mar 2026 | eBay | 1.6M | 23.8% | 2 |
| Mar 2026 | Temu | 1M | 14.5% | 3 |
| Mar 2026 | The Iconic | 368K | 5.3% | 4 |
| Mar 2026 | Kogan | 246K | 3.6% | 5 |
| Apr 2026 | Amazon | 3.7M | 54.6% | 1 |
| Apr 2026 | eBay | 1.6M | 24.6% | 2 |
| Apr 2026 | Temu | 823K | 12.3% | 3 |
| Apr 2026 | The Iconic | 368K | 5.5% | 4 |
| Apr 2026 | Kogan | 201K | 3% | 5 |
| May 2026 | Amazon | 3.7M | 52.9% | 1 |
| May 2026 | eBay | 1.6M | 23.8% | 2 |
| May 2026 | Temu | 1M | 14.5% | 3 |
| May 2026 | The Iconic | 368K | 5.3% | 4 |
| May 2026 | Kogan | 246K | 3.6% | 5 |
| Jun 2026 | Amazon | 3.7M | 56.8% | 1 |
| Jun 2026 | eBay | 1.3M | 20.9% | 2 |
| Jun 2026 | Temu | 823K | 12.8% | 3 |
| Jun 2026 | The Iconic | 368K | 5.7% | 4 |
| Jun 2026 | Kogan | 246K | 3.8% | 5 |
| Jul 2026 | Amazon | 4.5M | 61.7% | 1 |
| Jul 2026 | eBay | 1.3M | 18.5% | 2 |
| Jul 2026 | Temu | 823K | 11.3% | 3 |
| Jul 2026 | The Iconic | 368K | 5.1% | 4 |
| Jul 2026 | Kogan | 246K | 3.4% | 5 |
| Aug 2026 | Amazon | 4.5M | 61.7% | 1 |
| Aug 2026 | eBay | 1.3M | 18.5% | 2 |
| Aug 2026 | Temu | 823K | 11.3% | 3 |
| Aug 2026 | The Iconic | 368K | 5.1% | 4 |
| Aug 2026 | Kogan | 246K | 3.4% | 5 |
| Sep 2026 | Amazon | 3.7M | 57.2% | 1 |
| Sep 2026 | eBay | 1.3M | 21% | 2 |
| Sep 2026 | Temu | 823K | 12.9% | 3 |
| Sep 2026 | The Iconic | 368K | 5.8% | 4 |
| Sep 2026 | Kogan | 201K | 3.1% | 5 |

## What is being compared

- **Amazon**: Measured on the search terms “amazon au” and “amazon australia”, summed into one figure.
- **eBay**: Measured on the search terms “ebay au” and “ebay australia”, summed into one figure.
- **Kogan**: Measured on the search term “kogan”.
- **Temu**: Measured on the search term “temu”.
- **The Iconic**: Measured on the search term “the iconic”.

- [Amazon](/demand/au/brands/amazon)
- [eBay](/demand/au/brands/ebay)
- [Kogan](/demand/au/brands/kogan)
- [Temu](/demand/au/brands/temu)
- [The Iconic](/demand/au/brands/the-iconic)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among online marketplaces in Australia?

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.

## Cite this page

Brandwave. "Online marketplaces in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-online-marketplaces

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-online-marketplaces. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.