Brandwave

How popular isAWS Secrets Manager?

In September 2026, people searched for AWS Secrets Manager by name about 14,800 times worldwide, an 18.2% decrease from the previous year. These searches made up 1.2% of all global secrets management platform searches, placing AWS Secrets Manager fifth out of seven platforms. When we asked both ChatGPT and Google AI Overviews about secrets management platforms, AWS Secrets Manager appeared in all answers and was the third most recommended of the seven.

Search and AI answers in September 2026

AWS Secrets Manager is the fifth most searched of 7 competitors and the third most recommended in AI answers.

  1. 1PasswordShare of searches 64.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  2. DopplerShare of searches 28.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  3. VaultShare of searches 3.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. InfisicalShare of searches 2.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. AWS Secrets ManagerShare of searches 1.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd

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Top secrets management platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, AWS Secrets Manager appeared in all five answers. AWS Secrets Manager is the third most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Vault1st
  2. Infisical2nd
  3. AWS Secrets Manager3rd
  4. 1Password4th
  5. Akeyless5th
  6. Doppler6th
  7. Google Cloud Secret Manager7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • 1Password5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Vault5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AWS Secrets Manager5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Infisical4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Doppler3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Akeyless3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Google Cloud Secret Manager2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about secrets management platforms

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which secrets management platforms compete with AWS Secrets Manager?

AWS Secrets Manager against secrets management platforms worldwide, by month

Share of searches by month for 1Password, Doppler, Vault, Infisical, AWS Secrets Manager. The figures are in the table below the chart.

View monthly share of searches table
Month1PasswordDopplerVaultInfisicalAWS Secrets ManagerAkeylessGoogle Cloud Secret Manager
Oct 202555.3%36.8%4.2%1.2%1.8%0.29%0.44%
Nov 202559.7%32.5%3.7%1.3%2%0.31%0.47%
Dec 202560%32.8%3.7%1.3%1.6%0.26%0.39%
Jan 202664.4%28.7%3.3%1.4%1.7%0.28%0.23%
Feb 202659.5%32.4%3.7%1.9%1.9%0.31%0.26%
Mar 202659.4%32.4%3.7%1.9%1.9%0.32%0.25%
Apr 202659.4%32.4%3.7%2.4%1.6%0.32%0.21%
May 202659.9%32.7%3%2.4%1.6%0.32%0.17%
Jun 202663.5%28.3%3.5%2.5%1.7%0.34%0.18%
Jul 202634.2%61.5%1.7%1.4%0.91%0.18%0.1%
Aug 202659.9%32.7%3%2.4%1.6%0.26%0.21%
Sep 202664.4%28.7%3.2%2.1%1.2%0.23%0.15%

  1. 1.1Password

    64.4%

    Held 1st. 827K estimated branded searches, +22.1% vs prior month. Share +4.5 points.

  2. 2.Doppler

    28.7%

    Held 2nd. 369K estimated branded searches, -0.08% vs prior month. Share -3.9 points.

  3. 3.Vault

    3.2%

    Held 3rd. 41.6K estimated branded searches, +22.1% vs prior month. Share +0.2 points.

  4. 4.Infisical

    2.1%

    Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.AWS Secrets Manager

    1.2%

    Held 5th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  6. 6.Akeyless

    0.23%

    Held 6th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Google Cloud Secret Manager

    0.15%

    Held 7th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.1 points.

Compare popularity between AWS Secrets Manager and its closest rivals

Every comparison with AWS Secrets Manager

6 comparisons

How has branded search demand for AWS Secrets Manager changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for AWS Secrets Manager worldwide fell from 18.1K to 14.8K.
  • Across the 12 months ending September 2026, AWS Secrets Manager’s share of searches among secrets management platforms worldwide decreased from 1.8% to 1.2%.
  • Across the 12 months ending September 2026, AWS Secrets Manager’s share of searches among secrets management platforms worldwide peaked at 2% in November 2025 and was lowest at 0.91% in July 2026.
  • Across the 12 months ending September 2026, AWS Secrets Manager fell from 4th to 5th among secrets management platforms worldwide.

How did search popularity change for secrets management platforms worldwide in September 2026?

5 changes

  1. In September 2026, 1Password gained share of searches among secrets management platforms worldwide, from 59.9% to 64.4%.

  2. In September 2026, Doppler lost share of searches among secrets management platforms worldwide, from 32.7% to 28.7%.

  3. Estimated monthly branded searches for Infisical worldwide rose 124% over 12 measured months, from 12.1K to 27.1K in September 2026.

  4. Estimated monthly branded searches for Google Cloud Secret Manager worldwide fell 56.8% over 12 measured months, from 4.4K to 1.9K in September 2026.

  5. Estimated monthly branded searches for AWS Secrets Manager worldwide fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.

How are AWS Secrets Manager’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using AWS Secrets Manager’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.

  • aws secrets manager

How the Brand Demand Index is measured

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