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 97.2% estimated Share of Search among tablet brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which tablet brands compete with Amazon?

Amazon against tablet brands worldwide, by month

Month	Amazon	Apple iPad	Lenovo	Samsung	Microsoft Surface
Oct 2025	97.2%	1.9%	0.64%	0.11%	0.09%
Nov 2025	96.8%	2.4%	0.64%	0.08%	0.07%
Dec 2025	97%	2.3%	0.53%	0.08%	0.06%
Jan 2026	96.9%	2.3%	0.64%	0.09%	0.07%
Feb 2026	96.8%	2.3%	0.64%	0.11%	0.09%
Mar 2026	97.3%	1.9%	0.64%	0.09%	0.09%
Apr 2026	97.2%	1.9%	0.64%	0.1%	0.09%
May 2026	97.7%	1.6%	0.53%	0.08%	0.06%
Jun 2026	97.6%	1.6%	0.65%	0.08%	0.09%
Jul 2026	97.2%	2%	0.64%	0.09%	0.07%
Aug 2026	97.2%	2%	0.64%	0.1%	0.07%
Sep 2026	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month
1, held 1st	Amazon	97.2%	414M	0%
2, held 2nd	Apple iPad	2%	8.3M	0%
3, held 3rd	Lenovo	0.64%	2.7M	0%
4, held 4th	Samsung	0.1%	422K	+12%
5, held 5th	Microsoft Surface Microsoft	0.07%	301K	0%

1.Amazon
97.2%
Held 1st. 414M estimated branded searches, 0% vs prior month. Share 0 points.
2.Apple iPad
2%
Held 2nd. 8.3M estimated branded searches, 0% vs prior month. Share 0 points.
3.Lenovo
0.64%
Held 3rd. 2.7M estimated branded searches, 0% vs prior month. Share 0 points.
4.Samsung
0.1%
Held 4th. 422K estimated branded searches, +12% vs prior month. Share 0 points.
5.Microsoft Surface
0.07%
Held 5th. 301K estimated branded searches, 0% vs prior month. Share 0 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 tablet brands worldwide held steady at 97.2%.

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

1 change

Estimated monthly branded searches for Microsoft Surface worldwide fell 18.2% over 11 measured months, from 368K to 301K 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 set	Rank	Share of Search	Ranking
Streaming device brands	1st of 5	49.5%	Show ranking
Smart speaker brands	1st of 5	49.9%	Show ranking
Tablet brands	1st of 5	97.2%	Shown above
Kids tablets	1st of 6	99.8%	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