Amazon vs Kogan:Which is more popular?
In September 2026, Amazon had more branded searches than Kogan among online marketplaces in Australia. Amazon had about 3.7 million branded searches, while Kogan had 201,000. Amazon made up 57.2% of all online marketplace searches we track, and Kogan accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about online marketplaces, Amazon appeared in all five answers and Kogan in two. Amazon was mentioned before Kogan in every answer.
Who do people search for more?
Amazon, about 18 searches for every 1 for Kogan
Who does AI mention more?
Amazon, mentioned in every answer we collected
Who does AI recommend more?
Amazon, named ahead of Kogan 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. Kogan was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Amazon was listed before Kogan 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 Kogan more popular in search?
This chart shows how often people search Google for Amazon and Kogan 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, Kogan. 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 Kogan comparison changed over the last 12 months?
3 findings
- Amazon was ahead of Kogan 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, Kogan’s share of searches among online marketplaces in Australia moved from 3.5% to 3.1%, and its estimated monthly branded searches moved from 246K to 201K.
How did search popularity change for Australia online marketplaces in September 2026?
2 changes
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.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Amazon’s and Kogan’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.
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