Amazon vs eBay:Which is searched more in Australia?
In September 2026, Amazon had more branded searches than eBay among online marketplaces in Australia. Amazon had about 3.7 million branded searches, while eBay had 1.3 million. Amazon made up 60.7% of all online marketplace searches we track, and eBay accounted for 22.3%.
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Is Amazon or eBay more popular in search?
Compare the online marketplaces people in Australia shop on. 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.
Share of searches by month for Amazon, eBay. The figures are in the table below the chart.
View monthly share of searches table
| Month | Amazon | eBay | Temu | Kogan |
|---|---|---|---|---|
| Oct 2025 | 55.9% | 25.1% | 15.3% | 3.8% |
| Nov 2025 | 57.1% | 25.5% | 12.7% | 4.7% |
| Dec 2025 | 61.2% | 22.5% | 11.2% | 5% |
| Jan 2026 | 55.9% | 25.1% | 15.3% | 3.8% |
| Feb 2026 | 55.9% | 25.1% | 15.3% | 3.7% |
| Mar 2026 | 55.9% | 25.1% | 15.3% | 3.8% |
| Apr 2026 | 57.8% | 26% | 13% | 3.2% |
| May 2026 | 55.9% | 25.1% | 15.3% | 3.8% |
| Jun 2026 | 60.2% | 22.2% | 13.5% | 4% |
| Jul 2026 | 65% | 19.5% | 11.9% | 3.6% |
| Aug 2026 | 65% | 19.5% | 11.9% | 3.6% |
| Sep 2026 | 60.7% | 22.3% | 13.6% | 3.3% |
How has the Amazon and eBay comparison changed over the last 12 months?
3 findings
- Amazon was ahead of eBay 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 55.9% to 60.7%, and its estimated monthly branded searches held steady at 3.7M.
- Across the 12 months ending September 2026, eBay’s share of searches among online marketplaces in Australia moved from 25.1% to 22.3%, and its estimated monthly branded searches moved from 1.6M to 1.3M.
How did search popularity change for Australia online marketplaces in September 2026?
2 changes
In September 2026, eBay gained share of searches among online marketplaces in Australia, from 19.5% to 22.3%.
In September 2026, Amazon lost share of searches among online marketplaces in Australia, from 65% to 60.7%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Amazon’s and eBay’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.
Other head-to-heads among online marketplaces
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