How popular isAmazon in search?

In August 2026, there were an estimated 414M branded searches for Amazon worldwide which held steady over the last 11 months. Amazon holds 49.5% estimated Share of Search among streaming device brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Follow Amazon and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Where does Amazon compete?

Amazon is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Streaming device brands	1st of 5	49.5%	Shown below
Smart speaker brands	1st of 5	49.9%	Show ranking
Tablet brands	1st of 5	97.2%	Show ranking
Kids tablets	1st of 6	99.8%	Show ranking

Which streaming device brands compete with Amazon?

Amazon against streaming device brands worldwide, by month

Month	Amazon	Google	Xiaomi	Roku	Apple TV 4K
Oct 2025	49.4%	49.4%	0.89%	0.22%	0.05%
Nov 2025	54.4%	44.5%	0.8%	0.2%	0.06%
Dec 2025	54.4%	44.5%	0.8%	0.2%	0.05%
Jan 2026	49.4%	49.4%	0.89%	0.22%	0.04%
Feb 2026	49.4%	49.4%	0.89%	0.22%	0.04%
Mar 2026	49.4%	49.4%	0.89%	0.22%	0.05%
Apr 2026	44.5%	54.5%	0.81%	0.2%	0.04%
May 2026	49.5%	49.5%	0.73%	0.18%	0.07%
Jun 2026	49.5%	49.5%	0.73%	0.22%	0.15%
Jul 2026	49.5%	49.5%	0.73%	0.22%	0.15%
Aug 2026	49.5%	49.5%	0.73%	0.22%	0.08%
Sep 2026	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Amazon	49.5%	414M	0%	0 points
2, held 2nd	Google	49.5%	414M	0%	0 points
3, held 3rd	Xiaomi	0.73%	6.1M	0%	0 points
4, held 4th	Roku	0.22%	1.8M	0%	0 points
5, held 5th	Apple TV 4K Apple	0.08%	673K	-44.8%	-0.1 points

1.Amazon
49.5%
Held 1st. 414M estimated branded searches, 0% vs prior month. Share 0 points.
2.Google
49.5%
Held 2nd. 414M estimated branded searches, 0% vs prior month. Share 0 points.
3.Xiaomi
0.73%
Held 3rd. 6.1M estimated branded searches, 0% vs prior month. Share 0 points.
4.Roku
0.22%
Held 4th. 1.8M estimated branded searches, 0% vs prior month. Share 0 points.
5.Apple TV 4K
0.08%
Held 5th. 673K estimated branded searches, -44.8% vs prior month. Share -0.1 points.

Compare search popularity between Amazon and its closest rivals

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

2 findings

Across the 11 months ending August 2026, estimated monthly branded searches for Amazon worldwide held steady at 414M.
Across the 11 months ending August 2026, Amazon’s estimated Share of Search among streaming device brands worldwide peaked at 54.4% in December 2025 and was lowest at 44.5% in April 2026.

How did search popularity change for streaming device brands worldwide in August 2026?

2 changes

Estimated monthly branded searches for Apple TV 4K worldwide rose 49.6% over 11 measured months, from 450K to 673K in August 2026.
Estimated monthly branded searches for Xiaomi worldwide fell 18.2% over 11 measured months, from 7.5M to 6.1M in August 2026.

How is Amazon measured?

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

1 branded search term