--- title: "Amazon: search popularity and Share of Search worldwide" description: "An online marketplace; New Zealand shoppers mainly buy through Amazon Australia and Amazon US. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/amazon" publisher: "Brandwave" --- # Amazon: search popularity and Share of Search worldwide An online marketplace; New Zealand shoppers mainly buy through Amazon Australia and Amazon US. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Amazon - **Owned by**: Amazon - **Market**: Global - **Measured month**: Aug 2026 - **Share of Search among streaming device brands**: 49.5% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Streaming device brands | 1 | 49.5% | 414M | | Smart speaker brands | 1 | 49.9% | 414M | | Tablet brands | 1 | 97.2% | 414M | | Kids tablets | 1 | 99.8% | 414M | - [Streaming device brands](/demand/global-en/categories/streaming-device-brands) - [Smart speaker brands](/demand/global-en/categories/smart-speaker-brands) - [Tablet brands](/demand/global-en/categories/tablet-brands) - [Kids tablets](/demand/global-en/categories/kids-tablets) ## How has branded search demand for Amazon changed worldwide over the last 12 months? - 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. - Across the 11 months ending August 2026, Amazon’s estimated Share of Search among smart speaker brands worldwide peaked at 54.8% in December 2025 and was lowest at 44.8% in April 2026. - Across the 11 months ending August 2026, Amazon’s estimated Share of Search among tablet brands worldwide held steady at 97.2%. - Across the 11 months ending August 2026, Amazon’s estimated Share of Search among kids tablets worldwide held steady, from 99.7% to 99.8%. ## How did search popularity change for streaming device brands worldwide in August 2026? - 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 did search popularity change for smart speaker brands worldwide in August 2026? - Estimated monthly branded searches for Apple HomePod worldwide fell 17.9% over 11 measured months, from 201K to 165K in August 2026. ## How did search popularity change for tablet brands worldwide in August 2026? - Estimated monthly branded searches for Microsoft Surface worldwide fell 18.2% over 11 measured months, from 368K to 301K in August 2026. ## How did search popularity change for kids tablets worldwide in August 2026? - Estimated monthly branded searches for Contixo worldwide rose 18.8% over 11 measured months, from 1.6K to 1.9K in August 2026. - Estimated monthly branded searches for Kurio worldwide fell 55.1% over 11 measured months, from 301K to 135K in August 2026. - Estimated monthly branded searches for VTech worldwide fell 32.9% over 11 measured months, from 246K to 165K in August 2026. - Estimated monthly branded searches for LeapFrog worldwide fell 18.3% over 11 measured months, from 246K to 201K in August 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Streaming device brands | 414M | 49.4% | 1 | | Nov 2025 | Streaming device brands | 506M | 54.4% | 1 | | Dec 2025 | Streaming device brands | 506M | 54.4% | 1 | | Jan 2026 | Streaming device brands | 414M | 49.4% | 1 | | Feb 2026 | Streaming device brands | 338M | 49.4% | 1 | | Mar 2026 | Streaming device brands | 414M | 49.4% | 1 | | Apr 2026 | Streaming device brands | 338M | 44.5% | 2 | | May 2026 | Streaming device brands | 414M | 49.5% | 1 | | Jun 2026 | Streaming device brands | 414M | 49.5% | 1 | | Jul 2026 | Streaming device brands | 414M | 49.5% | 1 | | Aug 2026 | Streaming device brands | 414M | 49.5% | 1 | | Sep 2026 | Streaming device brands | — | — | — | | Oct 2025 | Smart speaker brands | 414M | 49.9% | 1 | | Nov 2025 | Smart speaker brands | 506M | 54.8% | 1 | | Dec 2025 | Smart speaker brands | 506M | 54.8% | 1 | | Jan 2026 | Smart speaker brands | 414M | 49.9% | 1 | | Feb 2026 | Smart speaker brands | 338M | 49.9% | 1 | | Mar 2026 | Smart speaker brands | 414M | 49.9% | 1 | | Apr 2026 | Smart speaker brands | 338M | 44.8% | 2 | | May 2026 | Smart speaker brands | 414M | 49.9% | 1 | | Jun 2026 | Smart speaker brands | 414M | 49.9% | 1 | | Jul 2026 | Smart speaker brands | 414M | 49.9% | 1 | | Aug 2026 | Smart speaker brands | 414M | 49.9% | 1 | | Sep 2026 | Smart speaker brands | — | — | — | | Oct 2025 | Tablet brands | 414M | 97.2% | 1 | | Nov 2025 | Tablet brands | 506M | 96.8% | 1 | | Dec 2025 | Tablet brands | 506M | 97% | 1 | | Jan 2026 | Tablet brands | 414M | 96.9% | 1 | | Feb 2026 | Tablet brands | 338M | 96.8% | 1 | | Mar 2026 | Tablet brands | 414M | 97.3% | 1 | | Apr 2026 | Tablet brands | 338M | 97.2% | 1 | | May 2026 | Tablet brands | 414M | 97.7% | 1 | | Jun 2026 | Tablet brands | 414M | 97.6% | 1 | | Jul 2026 | Tablet brands | 414M | 97.2% | 1 | | Aug 2026 | Tablet brands | 414M | 97.2% | 1 | | Sep 2026 | Tablet brands | — | — | — | | Oct 2025 | Kids tablets | 414M | 99.7% | 1 | | Nov 2025 | Kids tablets | 506M | 99.7% | 1 | | Dec 2025 | Kids tablets | 506M | 99.8% | 1 | | Jan 2026 | Kids tablets | 414M | 99.8% | 1 | | Feb 2026 | Kids tablets | 338M | 99.7% | 1 | | Mar 2026 | Kids tablets | 414M | 99.8% | 1 | | Apr 2026 | Kids tablets | 338M | 99.7% | 1 | | May 2026 | Kids tablets | 414M | 99.8% | 1 | | Jun 2026 | Kids tablets | 414M | 99.8% | 1 | | Jul 2026 | Kids tablets | 414M | 99.8% | 1 | | Aug 2026 | Kids tablets | 414M | 99.8% | 1 | | Sep 2026 | Kids tablets | — | — | — | ## 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. - “amazon” ## Which streaming device brands compete with Amazon? - [Google](/demand/global-en/brands/google): Head-to-head: /demand/global-en/compare/amazon-vs-google - [Xiaomi](/demand/global-en/brands/xiaomi): Head-to-head: /demand/global-en/compare/amazon-vs-xiaomi - [Roku](/demand/global-en/brands/roku): Head-to-head: /demand/global-en/compare/amazon-vs-roku - [Apple TV 4K](/demand/global-en/brands/apple-tv-4k): Head-to-head: /demand/global-en/compare/amazon-vs-apple-tv-4k ## Who owns Amazon? Amazon is owned by Amazon. Brandwave also tracks Amazon Connect, Amazon DSP, Amazon Music, Amazon SES, Amazon Web Services, Audible, eero, Kindle and Ring, owned by the same company, worldwide. - [Amazon](/demand/global-en/companies/amazon): Owns 14 tracked brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Amazon? Amazon is owned by Amazon. Brandwave also tracks Amazon Connect, Amazon DSP, Amazon Music, Amazon SES, Amazon Web Services, Audible, eero, Kindle and Ring, owned by the same company, worldwide. ## Cite this page Brandwave. "Amazon: search popularity and Share of Search worldwide". https://gobrandwave.com/demand/global-en/brands/amazon This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/amazon. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.