--- title: "EMU Australia vs UGG Express: Which is searched more in Australia?" description: "Is EMU Australia or UGG Express more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sheepskin and ugg boot brands 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/emu-australia-vs-ugg-express" publisher: "Brandwave" --- # EMU Australia vs UGG Express: Which is searched more in Australia? Is EMU Australia or UGG Express more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sheepskin and ugg boot brands 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**: EMU Australia and UGG Express - **Competitive set**: Sheepskin and ugg boot brands - **Market**: Australia - **Month measured**: Sep 2026 - **EMU Australia Share of Search**: 11.5% - **UGG Express Share of Search**: 38% ## Is EMU Australia or UGG Express more popular in search? - In September 2026, UGG Express had more branded searches than EMU Australia among sheepskin and ugg boot brands in Australia. UGG Express had about 9,900 branded searches, while EMU Australia had 2,990. UGG Express made up 38% of all sheepskin and ugg boot brand searches we track, and EMU Australia accounted for 11.5%. - UGG Express was ahead of EMU Australia in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, EMU Australia’s share of searches among sheepskin and ugg boot brands in Australia moved from 9.7% to 11.5%, and its estimated monthly branded searches held steady at 3K. - Across the 12 months ending September 2026, UGG Express’ share of searches among sheepskin and ugg boot brands in Australia moved from 39.5% to 38%, and its estimated monthly branded searches moved from 12.1K to 9.9K. ## Top sheepskin and ugg boot brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, UGG Express was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. EMU Australia did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | UGG | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Ugg Australia Since 1974 | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | UGG Express | 3rd | 0 of 3 | 1 of 2 | 1 of 5 | | EMU Australia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ozwear | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Australia Luxe Collective | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Jumbo Ugg | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mou | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Bearpaw | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Yellow Earth | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about sheepskin and ugg boot brands - Asked ChatGPT "Which ugg boots should I buy in Australia?": 1. UGG, 2. Ugg Australia Since 1974 - Asked ChatGPT "What are the best Australian made ugg boot brands?": 1. UGG, 2. Ugg Australia Since 1974 - Asked ChatGPT "What are the best ugg slippers?": 1. UGG - Searched Google, AI Overview "ugg boots": 1. UGG, 2. UGG Express - Searched Google, AI Overview "ugg slippers": 1. UGG Not named in any answer: EMU Australia, Ozwear, Australia Luxe Collective, Jumbo Ugg, Mou, Bearpaw and Yellow Earth. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia sheepskin and ugg boot brands in September 2026? - In September 2026, EMU Australia gained share of searches among sheepskin and ugg boot brands in Australia, from 9.2% to 11.5%. - In September 2026, UGG Express lost share of searches among sheepskin and ugg boot brands in Australia, from 42.5% to 38%. ## Month by month | Month | EMU Australia estimated searches | EMU Australia Share of Search | EMU Australia rank | UGG Express estimated searches | UGG Express Share of Search | UGG Express rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3K | 9.7% | 4 | 12.1K | 39.5% | 1 | | Nov 2025 | 3.6K | 6.9% | 4 | 18.1K | 34.6% | 1 | | Dec 2025 | 3K | 5.7% | 4 | 22.2K | 42.2% | 1 | | Jan 2026 | 2.5K | 6.9% | 4 | 14.8K | 41.3% | 1 | | Feb 2026 | 2.5K | 8.8% | 4 | 12.1K | 42.8% | 1 | | Mar 2026 | 3.8K | 11.4% | 4 | 12.1K | 36.5% | 1 | | Apr 2026 | 4.9K | 9.7% | 5 | 18.1K | 35.9% | 1 | | May 2026 | 7.3K | 10.8% | 4 | 27.1K | 40.2% | 1 | | Jun 2026 | 6K | 10.2% | 5 | 22.2K | 37.6% | 1 | | Jul 2026 | 4.9K | 9.9% | 4 | 18.1K | 36.7% | 1 | | Aug 2026 | 3.9K | 9.2% | 4 | 18.1K | 42.5% | 1 | | Sep 2026 | 3K | 11.5% | 4 | 9.9K | 38% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using EMU Australia’s and UGG Express’ 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. - **EMU Australia**: Measured on the search terms “emu australia” and “emu boots”, summed into one figure. - **UGG Express**: Measured on the search term “ugg express”. - [EMU Australia profile](/demand/au/brands/emu-australia) - [UGG Express profile](/demand/au/brands/ugg-express) - [All sheepskin and ugg boot brands in Australia](/demand/au/categories/au-sheepskin-boot-brands): The set both shares are measured inside, 10 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 EMU Australia or UGG Express more popular in search? In September 2026, UGG Express had more branded searches than EMU Australia among sheepskin and ugg boot brands in Australia. UGG Express had about 9,900 branded searches, while EMU Australia had 2,990. UGG Express made up 38% of all sheepskin and ugg boot brand searches we track, and EMU Australia accounted for 11.5%. ## Cite this page Brandwave. "EMU Australia vs UGG Express: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/emu-australia-vs-ugg-express This page is also available as HTML at https://gobrandwave.com/demand/au/compare/emu-australia-vs-ugg-express. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.