Kmart vs Officeworks:Which is more popular?
In September 2026, Kmart had more branded searches than Officeworks among photo printing services in Australia. Kmart had about 49,500 branded searches, while Officeworks had 5,400. Kmart made up 37.9% of all photo printing service searches we track, and Officeworks accounted for 4.1%. When we asked ChatGPT and Google AI Overviews about photo printing services, Officeworks appeared in three of the four answers and Kmart in one. Kmart and Officeworks were each mentioned first in one of the two answers that named either.
Who do people search for more?
Kmart, about 9 searches for every 1 for Officeworks
Who does AI mention more?
Officeworks, mentioned in 3 of 4 answers, Kmart in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top photo printing services in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Officeworks was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Kmart was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Kmart and Officeworks were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Momento1st
- Officeworks1st
- Kmart3rd
Big W3rd
Snapfish5th- Photobook6th
Harvey Norman–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Officeworks3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Snapfish2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Momento2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Kmart1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Big W1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Photobook1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Harvey Norman0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about photo printing services
4 answers
Asked ChatGPT
“Where's the best place to print photos in Australia?”
Asked ChatGPT
“Which site makes the best photo books in Australia?”
Asked ChatGPT
“Where can I get photos printed the same day?”
Searched Google, AI Overview
“photo books”
Searched Google, AI Overview
“photo printing”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 27, 2026.
Is Kmart or Officeworks more popular in search?
This chart shows how often people search Google for Kmart and Officeworks by name. Each line represents a brand's share of searches for all seven photo printing services we track, month by month, from searches in Australia.
Share of searches by month for Kmart, Officeworks. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kmart | Snapfish | Big W | Momento | Harvey Norman | Officeworks | Photobook |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.4% | 48.3% | 7.9% | 4.3% | 5.3% | 3.5% | 4.3% |
| Nov 2025 | 20.5% | 55.8% | 9.2% | 2.7% | 5% | 2.7% | 4.1% |
| Dec 2025 | 34.9% | 42.8% | 8.6% | 1.7% | 5.7% | 3.1% | 3.1% |
| Jan 2026 | 29.2% | 43.7% | 8.7% | 3.9% | 4.8% | 3.9% | 5.8% |
| Feb 2026 | 32.7% | 40% | 8% | 4.4% | 5.3% | 4.4% | 5.3% |
| Mar 2026 | 36.3% | 36.3% | 8.9% | 4.8% | 4.8% | 3.9% | 4.8% |
| Apr 2026 | 33.3% | 40.7% | 8.1% | 5.4% | 4.4% | 3.6% | 4.4% |
| May 2026 | 37.2% | 37.2% | 7.4% | 5% | 5% | 4.1% | 4.1% |
| Jun 2026 | 36.5% | 36.5% | 7.3% | 6% | 4.9% | 4% | 4.9% |
| Jul 2026 | 32.9% | 40.2% | 6.6% | 8% | 4.4% | 3.6% | 4.4% |
| Aug 2026 | 33.8% | 41.3% | 8.3% | 5.5% | 3.7% | 3.7% | 3.7% |
| Sep 2026 | 37.9% | 37.9% | 7.6% | 5% | 4.1% | 4.1% | 3.4% |
Kmart sells other things too, so only its searches that name this product count here, like “kmart photo”.
How has the Kmart and Officeworks comparison changed over the last 12 months?
3 findings
- Kmart was ahead of Officeworks in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kmart’s share of searches among photo printing services in Australia moved from 26.4% to 37.9%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
- Across the 12 months ending September 2026, Officeworks’ share of searches among photo printing services in Australia moved from 3.5% to 4.1%, and its estimated monthly branded searches held steady at 5.4K.
How did search popularity change for Australia photo printing services in September 2026?
1 change
In September 2026, Kmart overtook Snapfish to become the leader among photo printing services in Australia, with 37.9% of the searches.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kmart’s and Officeworks’ 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.
Kmart
1 branded search term
- kmart photo
Officeworks
1 branded search term
- officeworks photo
Other head-to-heads among photo printing services
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