Brandwave

Aje vs Cotton On:Which is more popular?

In September 2026, Cotton On had more branded searches than Aje among online fashion retailers in Australia. Cotton On had about 823,000 branded searches, while Aje had 135,000. Cotton On made up 24% of all online fashion retailer searches we track, and Aje accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, Aje and Cotton On each appeared in two of the four answers. Cotton On was mentioned before Aje in every answer that named either.

Among online fashion retailers in Australia in September 2026

Who do people search for more?

Cotton On, about 6 searches for every 1 for Aje

Cotton On 823K searchesAje 135K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

Aje in 2 of 4Cotton On in 2 of 4

Who does AI recommend more?

Cotton On, named ahead of Aje in 2 of 2 answers

Cotton On first in 2Aje never first

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Top online fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Aje and Cotton On were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Cotton On was listed before Aje in every answer that named either.

Most recommended by AI

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

  1. The Iconic1st
  2. Cotton On2nd
  3. ASOS3rd
  4. Country Road4th
  5. Uniqlo5th
  6. Dissh6th
  7. Aje7th
  8. White Fox Boutique8th
  9. Princess Polly9th
  10. Beginning Boutique10th
  11. +3 more

Mentioned by AI

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

  • The Iconic4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Uniqlo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Country Road3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ASOS3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Cotton On2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dissh2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Aje2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Showpo2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Princess Polly1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Meshki1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+3 more

See every answer about online fashion 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 22, 2026.

Is Aje or Cotton On more popular in search?

This chart shows how often people search Google for Aje and Cotton On by name. Each line represents a brand's share of searches for all 13 online fashion retailers we track, month by month, from searches in Australia.

Aje and Cotton On among online fashion retailers in Australia, by month

Share of searches by month for Cotton On, Aje. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnUniqloCountry RoadPrincess PollyThe IconicDisshAjeASOSMeshkiShowpoBeginning BoutiqueHello MollyWhite Fox Boutique
Oct 202526.5%14.5%11.9%9.7%11.9%4.4%3.6%4.4%3.6%4.4%2.4%2%0.88%
Nov 202525.1%13.8%13.8%9.2%13.8%5.1%4.1%3.4%3.4%3.4%2.8%1.2%0.83%
Dec 202529.6%16.3%16.3%7.3%10.9%4.9%3.3%3.3%2.2%2.2%2.2%0.98%0.66%
Jan 202626.3%17.6%11.7%7.9%11.7%5.3%3.5%4.3%3.5%2.9%2.9%1.6%0.87%
Feb 202622.9%18.7%12.5%10.2%10.2%4.6%3.7%4.6%3.7%3.7%2.5%1.7%0.92%
Mar 202627.4%18.5%12.3%8.3%10.1%4.5%3.7%3.7%3.7%3%2.5%1.4%0.91%
Apr 202623.5%19.2%15.7%8.6%10.5%4.7%3.8%3.8%3.1%3.1%1.7%1.4%0.77%
May 202622.2%22.2%14.9%8.1%9.9%4.5%3.6%3.6%3.6%3%2%1.3%0.89%
Jun 202624.2%19.8%13.3%8.9%10.8%4%4%4%3.2%3.2%2.2%1.2%1.2%
Jul 202621.2%21.2%11.6%9.5%11.6%4.3%3.5%5.2%3.5%3.5%2.3%1.6%1%
Aug 202622.8%18.7%12.5%10.2%10.2%4.6%3.7%4.6%3.7%3.7%2.5%1.7%1.1%
Sep 202624%16%13.1%10.7%10.7%4.8%3.9%3.9%3.9%3.2%2.6%2.2%0.79%

How has the Aje and Cotton On comparison changed over the last 12 months?

3 findings
  • Cotton On was ahead of Aje in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Aje’s share of searches among online fashion retailers in Australia moved from 3.6% to 3.9%, and its estimated monthly branded searches held steady at 135K.
  • Across the 12 months ending September 2026, Cotton On’s share of searches among online fashion retailers in Australia moved from 26.5% to 24%, and its estimated monthly branded searches moved from 1M to 823K.

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

2 changes

  1. In September 2026, Cotton On gained share of searches among online fashion retailers in Australia, from 22.8% to 24%.

  2. In September 2026, Aje rose from 8th to 7th among online fashion retailers in Australia.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Aje’s and Cotton On’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.

Aje

1 branded search term

  • aje

Cotton On

1 branded search term

  • cotton on

How the Brand Demand Index is measured

Other head-to-heads among online fashion retailers

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