Kogan vs The Iconic:Which is more popular?
In September 2026, The Iconic had more branded searches than Kogan among online marketplaces in Australia. The Iconic had about 368,000 branded searches, while Kogan had 201,000. The Iconic made up 5.8% of all online marketplace searches we track, and Kogan accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about online marketplaces, The Iconic appeared in three of the five answers and Kogan in two. Kogan was mentioned before The Iconic in two out of three answers that named either.
Who do people search for more?
The Iconic, about 83% more searches than Kogan
Who does AI mention more?
The Iconic, mentioned in 3 of 5 answers, Kogan in 2
Who does AI recommend more?
Kogan, named ahead of The Iconic in 2 of 3 answers
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Top online marketplaces in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The Iconic was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Kogan was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Kogan was listed before The Iconic in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Amazon1st
eBay2nd
Temu3rd- The Iconic3rd
- Kogan3rd
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Amazon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- eBay4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The Iconic3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kogan2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Temu1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about online marketplaces
5 answers
Asked ChatGPT
“What's the best online shopping site in Australia?”
Asked ChatGPT
“Which online marketplace is cheapest in Australia?”
Asked ChatGPT
“Where should I shop online for the best deals in Australia?”
Searched Google, AI Overview
“online shopping australia”
Searched Google, AI Overview
“online marketplace”
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Kogan or The Iconic more popular in search?
This chart shows how often people search Google for Kogan and The Iconic by name. Each line represents a brand's share of searches for all five online marketplaces we track, month by month, from searches in Australia.
Share of searches by month for The Iconic, Kogan. The figures are in the table below the chart.
View monthly share of searches table
| Month | Amazon | eBay | Temu | The Iconic | Kogan |
|---|---|---|---|---|---|
| Oct 2025 | 52.3% | 23.5% | 14.3% | 6.4% | 3.5% |
| Nov 2025 | 52.6% | 23.5% | 11.7% | 7.9% | 4.3% |
| Dec 2025 | 57.7% | 21.2% | 10.6% | 5.8% | 4.7% |
| Jan 2026 | 52.9% | 23.8% | 14.5% | 5.3% | 3.6% |
| Feb 2026 | 52.9% | 23.7% | 14.5% | 5.3% | 3.5% |
| Mar 2026 | 52.9% | 23.8% | 14.5% | 5.3% | 3.6% |
| Apr 2026 | 54.6% | 24.6% | 12.3% | 5.5% | 3% |
| May 2026 | 52.9% | 23.8% | 14.5% | 5.3% | 3.6% |
| Jun 2026 | 56.8% | 20.9% | 12.8% | 5.7% | 3.8% |
| Jul 2026 | 61.7% | 18.5% | 11.3% | 5.1% | 3.4% |
| Aug 2026 | 61.7% | 18.5% | 11.3% | 5.1% | 3.4% |
| Sep 2026 | 57.2% | 21% | 12.9% | 5.8% | 3.1% |
How has the Kogan and The Iconic comparison changed over the last 12 months?
3 findings
- The Iconic was ahead of Kogan in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kogan’s share of searches among online marketplaces in Australia moved from 3.5% to 3.1%, and its estimated monthly branded searches moved from 246K to 201K.
- Across the 12 months ending September 2026, The Iconic’s share of searches among online marketplaces in Australia moved from 6.4% to 5.8%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for Australia online marketplaces in September 2026?
2 changes
In September 2026, The Iconic gained share of searches among online marketplaces in Australia, from 5.1% to 5.8%.
Estimated monthly branded searches for Kogan in Australia fell 18.3% over 12 measured months, from 246K to 201K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kogan’s and The Iconic’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.
Kogan
1 branded search term
- kogan
The Iconic
1 branded search term
- the iconic
Other head-to-heads among online marketplaces
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