Brandwave

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 49.9% estimated Share of Search among smart speaker brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Amazon49.9%
  2. Google49.9%
  3. Bose0.13%
  4. Sonos0.11%
  5. Apple HomePod0.04%
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Which smart speaker brands compete with Amazon?

Amazon against smart speaker brands worldwide, by month

Share of Search by month for Amazon, Google. The figures are in the table below the chart.

View monthly share of search table
MonthAmazonGoogleBoseSonosApple HomePod
Oct 202549.9%49.9%0.13%0.11%0.04%
Nov 202554.8%44.8%0.19%0.14%0.04%
Dec 202554.8%44.8%0.18%0.12%0.05%
Jan 202649.9%49.9%0.12%0.11%0.04%
Feb 202649.9%49.9%0.12%0.11%0.04%
Mar 202649.9%49.9%0.11%0.11%0.04%
Apr 202644.8%54.9%0.12%0.1%0.03%
May 202649.9%49.9%0.11%0.11%0.03%
Jun 202649.9%49.9%0.11%0.09%0.04%
Jul 202649.9%49.9%0.11%0.09%0.03%
Aug 202649.9%49.9%0.13%0.11%0.04%
Sep 2026—————

  1. 1.Amazon

    49.9%

    Held 1st. 414M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Google

    49.9%

    Held 2nd. 414M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Bose

    0.13%

    Held 3rd. 1.1M estimated branded searches, +13.2% vs prior month. Share 0 points.

  4. 4.Sonos

    0.11%

    Held 4th. 877K estimated branded searches, +16.3% vs prior month. Share 0 points.

  5. 5.Apple HomePod

    0.04%

    Held 5th. 300K estimated branded searches, +11.1% vs prior month. Share 0 points.

Compare search popularity between Amazon and its closest rivals

Every comparison with Amazon

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 smart speaker brands worldwide peaked at 54.8% in December 2025 and was lowest at 44.8% in April 2026.

How did search popularity change for smart speaker brands worldwide in August 2026?

  1. Estimated monthly branded searches for Apple HomePod worldwide fell 10.7% over 11 measured months, from 336K to 300K in August 2026.

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 setRankShare of SearchRanking
Streaming device brands1st of 549.5%Show ranking
Smart speaker brands1st of 549.9%Shown above
Tablet brands1st of 597.2%Show ranking
Kids tablets1st of 699.8%Show ranking

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

  • amazon

How the Brand Demand Index is measured

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.

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

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