American Express vs Coles:Which is more popular?
In September 2026, Coles had more branded searches than American Express among credit cards in Australia. Coles had about 18,100 branded searches, while American Express had 4,400. Coles made up 2.4% of all credit card searches we track, and American Express accounted for 0.59%. When we asked ChatGPT and Google AI Overviews about credit cards, American Express appeared in four of the five answers and Coles in two. American Express was mentioned before Coles in two out of three answers.
Who do people search for more?
Coles, about 4 searches for every 1 for American Express
Who does AI mention more?
American Express, mentioned in 4 of 5 answers, Coles in 2
Who does AI recommend more?
American Express, named ahead of Coles in 2 of 3 answers
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Top credit cards in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, American Express was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Coles was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. American Express was listed before Coles in two out of three answers.
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.
- American Express4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Coles2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
CommBank1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
ANZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Latitude1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
NAB1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Westpac1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
St.George0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bankwest0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about credit cards
5 answers
Asked ChatGPT
“What's the best credit card in Australia?”
Asked ChatGPT
“Which credit card should I get with no annual fee?”
Asked ChatGPT
“What's the best rewards credit card in Australia?”
Searched Google, AI Overview
“credit card”
Searched Google, AI Overview
“credit cards australia”
Brands are shown in the order each answer named them. The survey took place in Australia on October 27, 2026.
Is American Express or Coles more popular in search?
This chart shows how often people search Google for American Express and Coles by name. Each line represents a brand's share of searches for all nine credit card brands we track, month by month, from searches in Australia.
Share of searches by month for Coles, American Express. The figures are in the table below the chart.
View monthly share of searches table
| Month | St.George | Bankwest | CommBank | ANZ | Latitude | NAB | Westpac | Coles | American Express |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.4% | 30.1% | 2.7% | 2.7% | 2.2% | 2.2% | 1.8% | 3.2% | 0.79% |
| Nov 2025 | 55.1% | 30.5% | 2.7% | 2.7% | 2.2% | 2.2% | 1.8% | 2.2% | 0.65% |
| Dec 2025 | 59.2% | 26.8% | 2.4% | 2.4% | 2.4% | 1.9% | 1.9% | 2.4% | 0.7% |
| Jan 2026 | 56.6% | 25.8% | 3.4% | 3.4% | 2.8% | 2.8% | 2.3% | 2.3% | 0.82% |
| Feb 2026 | 58% | 26.3% | 2.8% | 2.8% | 2.3% | 2.8% | 2.3% | 1.9% | 0.69% |
| Mar 2026 | 54% | 29.9% | 2.6% | 2.6% | 3.2% | 2.6% | 2.2% | 2.2% | 0.64% |
| Apr 2026 | 58.6% | 26.5% | 2.3% | 2.3% | 3.5% | 2.3% | 1.9% | 1.9% | 0.57% |
| May 2026 | 58.4% | 26.5% | 2.3% | 2.9% | 2.9% | 2.3% | 1.9% | 2.3% | 0.57% |
| Jun 2026 | 58.6% | 26.5% | 2.3% | 2.3% | 3.5% | 2.3% | 1.9% | 1.9% | 0.57% |
| Jul 2026 | 53.5% | 29.5% | 2.6% | 2.6% | 3.9% | 2.6% | 2.1% | 2.6% | 0.63% |
| Aug 2026 | 49.5% | 27.9% | 5.3% | 3.6% | 3.6% | 3.6% | 2.9% | 2.9% | 0.71% |
| Sep 2026 | 50.5% | 28.1% | 4.4% | 3.6% | 3.6% | 3.6% | 3% | 2.4% | 0.59% |
Coles sells other things too, so only its searches that name this product count here, like “coles credit card”.
How has the American Express and Coles comparison changed over the last 12 months?
3 findings
- Coles was ahead of American Express in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, American Express’ share of searches among credit cards in Australia moved from 0.79% to 0.59%, and its estimated monthly branded searches moved from 6.6K to 4.4K.
- Across the 12 months ending September 2026, Coles’ share of searches among credit cards in Australia moved from 3.2% to 2.4%, and its estimated monthly branded searches moved from 27.1K to 18.1K.
How did search popularity change for Australia credit cards in September 2026?
2 changes
In September 2026, Coles lost share of searches among credit cards in Australia, from 2.9% to 2.4%.
Estimated monthly branded searches for American Express in Australia fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using American Express’ and Coles’ 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.
American Express
1 branded search term
- american express australia
Coles
1 branded search term
- coles credit card
Other head-to-heads among credit cards
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