Amazon vs The Iconic:Which is more popular?
In September 2026, Amazon had more branded searches than The Iconic among online marketplaces in Australia. Amazon had about 3.7 million branded searches, while The Iconic had 368,000. Amazon made up 57.2% of all online marketplace searches we track, and The Iconic accounted for 5.8%. When we asked ChatGPT and Google AI Overviews about online marketplaces, Amazon appeared in all five answers and The Iconic in three. Amazon was mentioned before The Iconic in every answer.
Who do people search for more?
Amazon, about 10 searches for every 1 for The Iconic
Who does AI mention more?
Amazon, mentioned in every answer we collected
Who does AI recommend more?
Amazon, named ahead of The Iconic in every answer
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Top online marketplaces in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Amazon appeared in all five answers. The Iconic was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Amazon was listed before The Iconic in every answer.
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.
Is Amazon or The Iconic more popular in search?
This chart shows how often people search Google for Amazon and The Iconic 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, The Iconic. 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% |
How has the Amazon and The Iconic comparison changed over the last 12 months?
3 findings
- Amazon was ahead of The Iconic in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon’s share of searches among online marketplaces in Australia moved from 52.3% to 57.2%, and its estimated monthly branded searches held steady at 3.7M.
- Across the 12 months ending September 2026, The Iconic’s share of searches among online marketplaces in Australia moved from 6.4% to 5.8%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for Australia online marketplaces in September 2026?
2 changes
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%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Amazon’s and The Iconic’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Amazon
2 branded search terms
- amazon au
- amazon australia
The Iconic
1 branded search term
- the iconic
Other head-to-heads among online marketplaces
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