Amazon Fire Tablet vs Microsoft Surface:Which is more popular?
In September 2026, Microsoft Surface had more branded searches than Amazon Fire Tablet among tablet brands in Australia. Microsoft Surface had about 24,200 branded searches, while Amazon Fire Tablet had 880. Microsoft Surface made up 8.1% of all tablet brand searches we track, and Amazon Fire Tablet accounted for 0.29%. When we asked ChatGPT and Google AI Overviews about tablet brands, Amazon Fire Tablet and Microsoft Surface each appeared in one of the five answers. Amazon Fire Tablet and Microsoft Surface were each mentioned first in one of the two answers that named either.
Who do people search for more?
Microsoft Surface, about 28 searches for every 1 for Amazon Fire Tablet
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top tablet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Amazon Fire Tablet was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Microsoft Surface was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Amazon Fire Tablet and Microsoft Surface were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Apple iPad5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Samsung Galaxy Tab4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lenovo Tab2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Microsoft Surface1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Amazon Fire Tablet1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Xiaomi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
TCL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tablet brands
5 answers
Asked ChatGPT
“What's the best tablet to buy in Australia?”
Asked ChatGPT
“Which tablet is best for study?”
Asked ChatGPT
“What's the best cheap tablet for kids?”
Searched Google, AI Overview
“tablet”
Searched Google, AI Overview
“best tablet”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Amazon Fire Tablet or Microsoft Surface more popular in search?
This chart shows how often people search Google for Amazon Fire Tablet and Microsoft Surface by name. Each line represents a brand's share of searches for all seven tablet brands we track, month by month, from searches in Australia.
Share of searches by month for Microsoft Surface, Amazon Fire Tablet. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPad | Samsung Galaxy Tab | Microsoft Surface | Lenovo Tab | Xiaomi | TCL | Amazon Fire Tablet |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 70.9% | 14% | 8.7% | 5.2% | 0.46% | 0.46% | 0.31% |
| Nov 2025 | 71.7% | 14.2% | 7.8% | 5.3% | 0.31% | 0.38% | 0.31% |
| Dec 2025 | 71.8% | 14.2% | 6.4% | 6.5% | 0.29% | 0.47% | 0.29% |
| Jan 2026 | 70.2% | 13.9% | 8.6% | 6.3% | 0.35% | 0.35% | 0.31% |
| Feb 2026 | 69.7% | 13.7% | 10.4% | 5.1% | 0.37% | 0.25% | 0.37% |
| Mar 2026 | 72.4% | 11.7% | 9.7% | 5.3% | 0.36% | 0.26% | 0.32% |
| Apr 2026 | 70.9% | 14% | 8.7% | 5.2% | 0.43% | 0.38% | 0.38% |
| May 2026 | 67.1% | 15.7% | 10.1% | 6% | 0.41% | 0.36% | 0.36% |
| Jun 2026 | 69.7% | 13.8% | 10.3% | 5.1% | 0.35% | 0.45% | 0.35% |
| Jul 2026 | 70.8% | 14% | 7.8% | 6.4% | 0.35% | 0.35% | 0.35% |
| Aug 2026 | 67.4% | 15.8% | 8.3% | 7.4% | 0.44% | 0.3% | 0.3% |
| Sep 2026 | 67.2% | 16.2% | 8.1% | 7.4% | 0.43% | 0.33% | 0.29% |
How has the Amazon Fire Tablet and Microsoft Surface comparison changed over the last 12 months?
3 findings
- Microsoft Surface was ahead of Amazon Fire Tablet in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Fire Tablet’s share of searches among tablet brands in Australia moved from 0.31% to 0.29%, and its estimated monthly branded searches held steady at 880.
- Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in Australia moved from 8.7% to 8.1%, and its estimated monthly branded searches moved from 24.7K to 24.2K.
How did search popularity change for Australia tablet brands in September 2026?
1 change
In September 2026, Amazon Fire Tablet fell from 6th to 7th among tablet brands in Australia.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Amazon Fire Tablet’s and Microsoft Surface’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 Fire Tablet
1 branded search term
- amazon fire tablet
Microsoft Surface
2 branded search terms
- microsoft surface
- surface pro
Other head-to-heads among tablet brands
- Apple iPad vs Samsung Galaxy Tab: compare popularity
- Apple iPad vs Microsoft Surface: compare popularity
- Apple iPad vs Lenovo Tab: compare popularity
- Samsung Galaxy Tab vs Microsoft Surface: compare popularity
- Samsung Galaxy Tab vs Lenovo Tab: compare popularity
- Microsoft Surface vs Lenovo Tab: compare popularity
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