Brandwave

Kmart vs Piyama:Which is more popular?

In September 2026, Piyama had more branded searches than Kmart among sleepwear brands in Australia. Piyama had about 6,600 branded searches, while Kmart had 4,400. Piyama made up 1.4% of all sleepwear brand searches we track, and Kmart accounted for 0.91%. When we asked ChatGPT and Google AI Overviews about sleepwear brands, Piyama appeared in four of the five answers and Kmart in three. Kmart and Piyama were each mentioned first in two of the four answers that named either.

Among sleepwear brands in Australia in September 2026

Who do people search for more?

Piyama, about 50% more searches than Kmart

Piyama 6.6K searchesKmart 4.4K searches

Who does AI mention more?

Piyama, mentioned in 4 of 5 answers, Kmart in 3

Piyama in 4 of 5Kmart in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Kmart first in 2Piyama first in 2

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Top sleepwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Piyama was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Kmart was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Kmart and Piyama were each listed first in two of the four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Peter Alexander1st
  2. Papinelle2nd
  3. Sussan3rd
  4. Kmart4th
  5. Piyama5th
  6. Boody6th
  7. Gingerlilly7th
  8. Bonds8th
  9. Homebodii–
  10. Sant and Abel–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Peter Alexander5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Papinelle4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Piyama4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sussan4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kmart3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bonds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gingerlilly2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boody2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Homebodii0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sant and Abel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sleepwear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Is Kmart or Piyama more popular in search?

This chart shows how often people search Google for Kmart and Piyama by name. Each line represents a brand's share of searches for all ten sleepwear brands we track, month by month, from searches in Australia.

Kmart and Piyama among sleepwear brands in Australia, by month

Share of searches by month for Piyama, Kmart. The figures are in the table below the chart.

View monthly share of searches table
MonthPeter AlexanderPapinellePiyamaHomebodiiKmartSussanBondsGingerlillyBoodySant and Abel
Oct 202593.2%1.4%1.7%1.1%1.1%0.75%0.5%0.15%0.1%0.04%
Nov 202594.6%1.4%1.4%0.76%0.62%0.62%0.41%0.1%0.07%0.07%
Dec 202595.7%1.2%0.95%0.52%0.52%0.63%0.28%0.08%0.06%0.07%
Jan 202694.5%1.7%1.1%0.93%0.62%0.62%0.27%0.1%0.07%0.04%
Feb 202691.7%2.5%1.6%1.3%1.1%0.88%0.58%0.15%0.1%0.05%
Mar 202694.3%1.4%0.93%0.75%1.1%0.62%0.62%0.12%0.08%0.05%
Apr 202692.6%2%1.1%0.91%1.4%1.1%0.6%0.15%0.12%0.04%
May 202693.3%2.1%0.92%0.75%1.1%1.1%0.49%0.12%0.1%0.04%
Jun 202695.5%1.4%0.62%0.51%0.77%0.62%0.41%0.08%0.07%0.05%
Jul 202692.7%2%1.1%0.91%1.4%1.1%0.48%0.12%0.12%0.07%
Aug 202692.3%2%1.4%1.1%1.4%1.1%0.48%0.1%0.1%0.1%
Sep 202693.1%2%1.4%0.91%0.91%0.91%0.5%0.1%0.08%0.05%

Kmart sells other things too, so only its searches that name this product count here, like “kmart pyjamas”.

How has the Kmart and Piyama comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Kmart took it in March 2026, Piyama took it in September 2026.
  • Across the 12 months ending September 2026, Kmart’s share of searches among sleepwear brands in Australia moved from 1.1% to 0.91%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
  • Across the 12 months ending September 2026, Piyama’s share of searches among sleepwear brands in Australia moved from 1.7% to 1.4%, and its estimated monthly branded searches moved from 8.1K to 6.6K.

How did search popularity change for Australia sleepwear brands in September 2026?

2 changes

  1. Piyama’s share of searches among sleepwear brands in Australia has gained ground for 3 months in a row, from 0.62% to 1.4% in September 2026.

  2. In September 2026, Kmart fell from 3rd to 5th among sleepwear brands in Australia.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kmart’s and Piyama’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.

Kmart

1 branded search term

  • kmart pyjamas

Piyama

1 branded search term

  • piyama

How the Brand Demand Index is measured

Other head-to-heads among sleepwear brands

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