Brandwave

How popular isAjax in search?

In September 2026, there were an estimated 27.9K branded searches for Ajax worldwide which is up 24.4% over the last 12 months. Ajax holds 4.3% estimated Share of Search among household cleaning brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Dettol48%
  2. Harpic32.2%
  3. Domex14.4%
  4. Ajax4.3%
  5. White King0.86%
  6. Pine O Cleen0.17%
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Which household cleaning brands compete with Ajax?

Ajax against household cleaning brands worldwide, by month

Share of Search by month for Dettol, Harpic, Domex, Ajax. The figures are in the table below the chart.

View monthly share of search table
MonthDettolHarpicDomexAjaxWhite KingPine O Cleen
Oct 202548.4%32.5%14.6%3.6%0.87%0.12%
Nov 202551.5%28.2%15.5%3.8%0.92%0.1%
Dec 202550.1%27.5%18.4%3%0.9%0.12%
Jan 202651.4%28.2%15.5%3.8%0.92%0.15%
Feb 202646.4%31.2%17.1%4.2%1%0.14%
Mar 202648.4%32.5%14.6%3.6%0.87%0.14%
Apr 202648.4%32.5%14.6%3.6%0.87%0.14%
May 202648.4%32.5%14.6%3.6%0.87%0.17%
Jun 202647.5%31.9%14.3%5.2%0.85%0.19%
Jul 202648%32.2%14.4%4.3%0.86%0.17%
Aug 202647.5%31.9%14.3%5.2%0.85%0.17%
Sep 202648%32.2%14.4%4.3%0.86%0.17%

  1. 1.Dettol

    48%

    Held 1st. 246K estimated branded searches, 0% vs prior month. Share +0.5 points.

  2. 2.Harpic

    32.2%

    Held 2nd. 165K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Domex

    14.4%

    Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Ajax

    4.3%

    Held 4th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.9 points.

  5. 5.White King

    0.86%

    Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Pine O Cleen

    0.17%

    Held 6th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Ajax and its closest rivals

Every comparison with Ajax

How has branded search demand for Ajax changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Ajax worldwide rose from 22.4K to 27.9K.
  • Across the 12 months ending September 2026, Ajax’s estimated Share of Search among household cleaning brands worldwide increased from 3.6% to 4.3%.
  • Across the 12 months ending September 2026, Ajax’s estimated Share of Search among household cleaning brands worldwide peaked at 5.2% in August 2026 and was lowest at 3% in December 2025.

How did search popularity change for household cleaning brands worldwide in September 2026?

  1. In September 2026, Ajax lost estimated Share of Search among household cleaning brands worldwide, from 5.2% to 4.3%.

  2. Estimated monthly branded searches for Pine O Cleen worldwide rose 49.2% over 12 measured months, from 590 to 880 in September 2026.

Where does Ajax compete?

Ajax is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Surface cleaner brands5th of 53.6%Show ranking
Household cleaning brands4th of 64.3%Shown above
Dishwashing liquid brands5th of 50.6%Show ranking
Dish soap brands4th of 52.2%Show ranking
Glass cleaners3rd of 614.5%Show ranking
Dish powder brands5th of 5<0.01%Show ranking

How is Ajax measured?

Brandwave collects information about searches that people make online using Ajax’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

4 branded search terms

  • ajax cleaner
  • ajax dish powder
  • ajax dish soap
  • ajax dishwashing liquid

How the Brand Demand Index is measured

Who owns Ajax?

Ajax is owned by Colgate-Palmolive. Brandwave does not track any other brands owned by Colgate-Palmolive.

Do you work for Ajax? To request corrections or removal please contact us via our support page and we will be happy to assist.

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