Huxbaby vs Jamie Kay:Which is more popular?
In September 2026, Jamie Kay had more branded searches than Huxbaby among kids fashion brands in Australia. Jamie Kay had about 12,100 branded searches, while Huxbaby had 6,600. Jamie Kay made up 6.4% of all kids fashion brand searches we track, and Huxbaby accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about kids fashion brands, Jamie Kay appeared in two of the five answers and Huxbaby in one. Jamie Kay was mentioned before Huxbaby in every answer that named either.
Who do people search for more?
Jamie Kay, about 83% more searches than Huxbaby
Who does AI mention more?
Jamie Kay, mentioned in 2 of 5 answers, Huxbaby in 1
Who does AI recommend more?
Jamie Kay, named ahead of Huxbaby in 2 of 2 answers
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Top kids fashion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Jamie Kay was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Huxbaby was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Jamie Kay was listed before Huxbaby in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Purebaby1st
Cotton On Kids2nd
Wilson & Frenchy3rd- Jamie Kay4th
Goldie + Ace5th
Huxbaby6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Purebaby4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Cotton On Kids2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Jamie Kay2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Goldie + Ace2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Wilson & Frenchy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Huxbaby1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kids fashion brands
5 answers
Asked ChatGPT
“Which kids clothing brand should I buy in Australia?”
Asked ChatGPT
“What are the best baby clothing brands in Australia?”
Asked ChatGPT
“What's the best organic baby clothing brand?”
Searched Google, AI Overview
“baby clothes”
Searched Google, AI Overview
“kids clothes”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Huxbaby or Jamie Kay more popular in search?
This chart shows how often people search Google for Huxbaby and Jamie Kay by name. Each line represents a brand's share of searches for all six kids fashion brands we track, month by month, from searches in Australia.
Share of searches by month for Jamie Kay, Huxbaby. The figures are in the table below the chart.
View monthly share of searches table
| Month | Cotton On Kids | Purebaby | Jamie Kay | Goldie + Ace | Huxbaby | Wilson & Frenchy |
|---|---|---|---|---|---|---|
| Oct 2025 | 70.7% | 9.5% | 7.7% | 3.5% | 5.2% | 3.5% |
| Nov 2025 | 70.5% | 11.6% | 6.4% | 2.3% | 6.4% | 2.8% |
| Dec 2025 | 71.3% | 11.7% | 6.4% | 2.9% | 4.3% | 3.5% |
| Jan 2026 | 64.3% | 12.9% | 10.5% | 3.8% | 3.8% | 4.7% |
| Feb 2026 | 64.8% | 13% | 10.6% | 3.9% | 3.9% | 3.9% |
| Mar 2026 | 65.1% | 13.1% | 10.7% | 3.2% | 4.8% | 3.2% |
| Apr 2026 | 69.2% | 11.4% | 9.3% | 3.4% | 3.4% | 3.4% |
| May 2026 | 61.3% | 15.1% | 12.4% | 3% | 4.5% | 3.7% |
| Jun 2026 | 60.9% | 15% | 8.2% | 3.7% | 6.7% | 5.5% |
| Jul 2026 | 63.4% | 15.6% | 8.5% | 4.7% | 4.7% | 3.1% |
| Aug 2026 | 70.3% | 11.6% | 7.7% | 3.4% | 4.2% | 2.8% |
| Sep 2026 | 71.8% | 11.8% | 6.4% | 3.5% | 3.5% | 2.9% |
How has the Huxbaby and Jamie Kay comparison changed over the last 12 months?
3 findings
- Jamie Kay was ahead of Huxbaby in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Huxbaby’s share of searches among kids fashion brands in Australia moved from 5.2% to 3.5%, and its estimated monthly branded searches moved from 9.9K to 6.6K.
- Across the 12 months ending September 2026, Jamie Kay’s share of searches among kids fashion brands in Australia moved from 7.7% to 6.4%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for Australia kids fashion brands in September 2026?
2 changes
In September 2026, Jamie Kay lost share of searches among kids fashion brands in Australia, from 7.7% to 6.4%.
In September 2026, Huxbaby lost share of searches among kids fashion brands in Australia, from 4.2% to 3.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Huxbaby’s and Jamie Kay’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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