Brandwave

Sydney Tools vs Trade Tools:Which is more popular?

In September 2026, Sydney Tools had more branded searches than Trade Tools among tool retailers in Australia. Sydney Tools had about 368,000 branded searches, while Trade Tools had 60,500. Sydney Tools made up 49% of all tool retailer searches we track, and Trade Tools accounted for 8.1%. When we asked ChatGPT and Google AI Overviews about tool retailers, Sydney Tools appeared in all four answers and Trade Tools in three. Sydney Tools was mentioned before Trade Tools in every answer.

Among tool retailers in Australia in September 2026

Who do people search for more?

Sydney Tools, about 6 searches for every 1 for Trade Tools

Sydney Tools 368K searchesTrade Tools 60.5K searches

Who does AI mention more?

Sydney Tools, mentioned in every answer we collected

Sydney Tools in 4 of 4Trade Tools in 3 of 4

Who does AI recommend more?

Sydney Tools, named ahead of Trade Tools in every answer

Sydney Tools first in 4Trade Tools never first

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Top tool retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Sydney Tools appeared in all four answers. Trade Tools was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Sydney Tools was listed before Trade Tools in every answer.

Most recommended by AI

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

  1. Bunnings1st
  2. Total Tools2nd
  3. Sydney Tools3rd
  4. Toolkit Depot4th
  5. Trade Tools5th
  6. Toolmart–
  7. Tools Warehouse–

Mentioned by AI

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

  • Sydney Tools4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Total Tools4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bunnings4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Trade Tools3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Toolkit Depot3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Toolmart0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tools Warehouse0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about tool retailers

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 28, 2026.

Is Sydney Tools or Trade Tools more popular in search?

This chart shows how often people search Google for Sydney Tools and Trade Tools by name. Each line represents a brand's share of searches for all seven tool retailers we track, month by month, from searches in Australia.

Sydney Tools and Trade Tools among tool retailers in Australia, by month

Share of searches by month for Sydney Tools, Trade Tools. The figures are in the table below the chart.

View monthly share of searches table
MonthSydney ToolsTotal ToolsTrade ToolsToolkit DepotToolmartTools WarehouseBunnings
Oct 202544.9%44.9%7.4%1.5%0.66%0.35%0.23%
Nov 202544.9%44.9%7.4%1.5%0.66%0.44%0.24%
Dec 202549.2%40.2%8.1%1.3%0.48%0.32%0.32%
Jan 202645.1%45.1%7.4%1.2%0.54%0.36%0.23%
Feb 202648.8%39.9%8%1.6%0.88%0.48%0.32%
Mar 202649%40.1%8.1%1.6%0.59%0.39%0.21%
Apr 202649%40.1%8.1%1.6%0.72%0.32%0.21%
May 202649.8%40.7%6.7%1.6%0.73%0.27%0.18%
Jun 202650%40.9%6.7%1.3%0.6%0.26%0.17%
Jul 202649%40.1%8.1%1.6%0.72%0.25%0.21%
Aug 202650%40.9%6.7%1.3%0.6%0.27%0.21%
Sep 202649%40.1%8.1%1.3%0.88%0.32%0.25%

How has the Sydney Tools and Trade Tools comparison changed over the last 12 months?

3 findings
  • Sydney Tools was ahead of Trade Tools in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Sydney Tools’ share of searches among tool retailers in Australia moved from 44.9% to 49%, and its estimated monthly branded searches held steady at 368K.
  • Across the 12 months ending September 2026, Trade Tools’ share of searches among tool retailers in Australia moved from 7.4% to 8.1%, and its estimated monthly branded searches held steady at 60.5K.

How did search popularity change for Australia tool retailers in September 2026?

2 changes

  1. In September 2026, Trade Tools gained share of searches among tool retailers in Australia, from 6.7% to 8.1%.

  2. In September 2026, Sydney Tools lost share of searches among tool retailers in Australia, from 50% to 49%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Sydney Tools’ and Trade Tools’ 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.

Sydney Tools

1 branded search term

  • sydney tools

Trade Tools

1 branded search term

  • trade tools

How the Brand Demand Index is measured

Other head-to-heads among tool retailers

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