Brandwave

UGG vs UGG Express:Which is more popular?

In September 2026, UGG Express had more branded searches than UGG among sheepskin and ugg boot brands in Australia. UGG Express had about 9,900 branded searches, while UGG had 5,630. UGG Express made up 38% of all sheepskin and ugg boot brand searches we track, and UGG accounted for 21.6%. When we asked ChatGPT and Google AI Overviews about sheepskin and ugg boot brands, UGG appeared in all five answers and UGG Express in one. UGG was mentioned before UGG Express in every answer.

Among sheepskin and ugg boot brands in Australia in September 2026

Who do people search for more?

UGG Express, about 76% more searches than UGG

UGG Express 9.9K searchesUGG 5.6K searches

Who does AI mention more?

UGG, mentioned in every answer we collected

UGG in 5 of 5UGG Express in 1 of 5

Who does AI recommend more?

UGG, named ahead of UGG Express in every answer

UGG first in 3UGG Express never first

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Top sheepskin and ugg boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, UGG appeared in all five answers. UGG Express was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. UGG was listed before UGG Express in every answer.

Most recommended by AI

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

  1. UGG1st
  2. Ugg Australia Since 19742nd
  3. UGG Express3rd
  4. EMU Australia–
  5. Ozwear–
  6. Australia Luxe Collective–
  7. Jumbo Ugg–
  8. Mou–
  9. Bearpaw–
  10. Yellow Earth–

Mentioned by AI

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

  • UGG5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ugg Australia Since 19742 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • UGG Express1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • EMU Australia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ozwear0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Australia Luxe Collective0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jumbo Ugg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mou0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bearpaw0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yellow Earth0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sheepskin and ugg boot 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 UGG or UGG Express more popular in search?

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

UGG and UGG Express among sheepskin and ugg boot brands in Australia, by month

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

View monthly share of searches table
MonthUGG ExpressUGGUgg Australia Since 1974EMU AustraliaOzwearAustralia Luxe CollectiveJumbo UggMouBearpawYellow Earth
Oct 202539.5%24.9%14.3%9.7%7.8%0.55%1.9%0.46%0.46%0.29%
Nov 202534.6%31%18.9%6.9%5.5%0.4%1.7%0.33%0.33%0.27%
Dec 202542.2%29.4%15.4%5.7%4.6%0.49%1.4%0.4%0.27%0.27%
Jan 202641.3%25.5%18.4%6.9%4.5%1.1%1.3%0.39%0.39%0.25%
Feb 202642.8%22.5%19.1%8.8%3.5%0.92%1.1%0.5%0.39%0.32%
Mar 202636.5%24.4%19.9%11.4%4.8%0.79%0.97%0.33%0.42%0.42%
Apr 202635.9%21.5%19.6%9.7%10.7%0.63%0.95%0.34%0.28%0.42%
May 202640.2%19%18%10.8%9.8%0.39%0.88%0.31%0.16%0.47%
Jun 202637.6%18%20.5%10.2%11.2%0.36%1%0.29%0.19%0.66%
Jul 202636.7%21.3%20.1%9.9%8.9%0.97%0.97%0.34%0.22%0.53%
Aug 202642.5%22.6%15.5%9.2%6.8%1.4%0.92%0.4%0.26%0.4%
Sep 202638%21.6%16.9%11.5%7.3%2.3%1.2%0.54%0.35%0.35%

How has the UGG and UGG Express comparison changed over the last 12 months?

3 findings

How did search popularity change for Australia sheepskin and ugg boot brands in September 2026?

2 changes

  1. In September 2026, UGG Express lost share of searches among sheepskin and ugg boot brands in Australia, from 42.5% to 38%.

  2. In September 2026, UGG lost share of searches among sheepskin and ugg boot brands in Australia, from 22.6% to 21.6%.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using UGG’s and UGG Express’ 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.

UGG

5 branded search terms

  • ugg classic mini
  • ugg goldenstar
  • ugg lowmel
  • ugg tasman
  • ugg tazz

UGG Express

1 branded search term

  • ugg express

How the Brand Demand Index is measured

Other head-to-heads among sheepskin and ugg boot brands

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