--- title: "Amazon vs Kogan: Which is searched more in Australia?" description: "Is Amazon or Kogan more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online marketplaces set in Australia. 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." canonical: "https://gobrandwave.com/demand/au/compare/amazon-vs-kogan" publisher: "Brandwave" --- # Amazon vs Kogan: Which is searched more in Australia? Is Amazon or Kogan more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online marketplaces set in Australia. 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. ## Key facts - **Compared**: Amazon and Kogan - **Competitive set**: Online marketplaces - **Market**: Australia - **Month measured**: Sep 2026 - **Amazon Share of Search**: 57.2% - **Kogan Share of Search**: 3.1% ## Is Amazon or Kogan more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Amazon | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | eBay | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Temu | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | The Iconic | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Kogan | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | ## Every AI answer about online marketplaces - Asked ChatGPT "What's the best online shopping site in Australia?": 1. Amazon, 2. eBay, 3. Kogan, 4. The Iconic - Asked ChatGPT "Which online marketplace is cheapest in Australia?": 1. Temu, 2. eBay, 3. Amazon - Asked ChatGPT "Where should I shop online for the best deals in Australia?": 1. Amazon, 2. eBay, 3. Kogan, 4. The Iconic - Searched Google, AI Overview "online shopping australia": 1. Amazon, 2. The Iconic - Searched Google, AI Overview "online marketplace": 1. eBay, 2. Amazon Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026. ## How did search popularity change for Australia online marketplaces in September 2026? - 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. ## Month by month | Month | Amazon estimated searches | Amazon Share of Search | Amazon rank | Kogan estimated searches | Kogan Share of Search | Kogan rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3.7M | 52.3% | 1 | 246K | 3.5% | 5 | | Nov 2025 | 4.5M | 52.6% | 1 | 368K | 4.3% | 5 | | Dec 2025 | 4.5M | 57.7% | 1 | 368K | 4.7% | 5 | | Jan 2026 | 3.7M | 52.9% | 1 | 246K | 3.6% | 5 | | Feb 2026 | 3M | 52.9% | 1 | 201K | 3.5% | 5 | | Mar 2026 | 3.7M | 52.9% | 1 | 246K | 3.6% | 5 | | Apr 2026 | 3.7M | 54.6% | 1 | 201K | 3% | 5 | | May 2026 | 3.7M | 52.9% | 1 | 246K | 3.6% | 5 | | Jun 2026 | 3.7M | 56.8% | 1 | 246K | 3.8% | 5 | | Jul 2026 | 4.5M | 61.7% | 1 | 246K | 3.4% | 5 | | Aug 2026 | 4.5M | 61.7% | 1 | 246K | 3.4% | 5 | | Sep 2026 | 3.7M | 57.2% | 1 | 201K | 3.1% | 5 | ## How each brand is measured 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. - **Amazon**: Measured on the search terms “amazon au” and “amazon australia”, summed into one figure. - **Kogan**: Measured on the search term “kogan”. - [Amazon profile](/demand/au/brands/amazon) - [Kogan profile](/demand/au/brands/kogan) - [All online marketplaces in Australia](/demand/au/categories/au-online-marketplaces): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Amazon or Kogan more popular in search? 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%. ## Cite this page Brandwave. "Amazon vs Kogan: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/amazon-vs-kogan This page is also available as HTML at https://gobrandwave.com/demand/au/compare/amazon-vs-kogan. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.