Brandwave

Amazon, Temu and eBay:Which are most popular?

In September 2026, Amazon drew 55% of estimated branded searches across these three brands in Australia, ahead of Temu at 24.7%. When we checked with ChatGPT and Google AI Overviews, Amazon showed up in every answer. Of all five brands we track in online marketplaces, Amazon was the most recommended, eBay was second and Temu was third.

All three are online marketplaces in Australia. See all online marketplaces

Brands in this comparisonAny 10 or fewer published brands in Australia
  • Amazon
  • Temu
  • eBay

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Amazon, Temu and eBay in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Amazon appeared every time. Of all five brands we track in online marketplaces, Amazon was the most recommended, eBay was second and Temu was third.

Most recommended by AI

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

  1. Amazon1st
  2. eBay2nd
  3. Kogan3rd
  4. Temu3rd
  5. The Iconic3rd

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

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

How these brands compare month by month

Share of Search here is each brand's branded searches divided by the total for the brands in this comparison. Add or remove a brand and every share is worked out again.

  • Amazon
  • Temu
  • eBay
Amazon, Temu and eBay in Australia, by month

Share of searches by month for Amazon, Temu, eBay. The figures are in the table below the chart.

View monthly share of searches table
MonthAmazonTemueBay
Oct 202550.1%27.4%22.5%
Nov 202552.8%23.6%23.6%
Dec 202557.6%21.2%21.2%
Jan 202650.1%27.4%22.5%
Feb 202650.1%27.5%22.5%
Mar 202650.1%27.4%22.5%
Apr 202652.6%23.7%23.7%
May 202650.1%27.4%22.5%
Jun 202655%24.7%20.2%
Jul 202660%22%18%
Aug 202660%22%18%
Sep 202655%24.7%20.2%

  1. 1.Amazon

    55%

    Held 1st. 1.8M estimated branded searches, -18.3% vs prior month. Share -4.9 points.

  2. 2.Temu

    24.7%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share +2.7 points.

  3. 3.eBay

    20.2%

    Held 3rd. 673K estimated branded searches, 0% vs prior month. Share +2.2 points.

How the Brand Demand Index is measured