Brandwave

How popular isAzazie?

In September 2026, people searched for Azazie by name about 1 million times worldwide, an 81.8% increase from the previous year. These searches made up 60.2% of all global wedding dress brand searches, placing Azazie first out of seven brands. When we asked both ChatGPT and Google AI Overviews about wedding dress brands, Azazie appeared in three of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Azazie is the most searched of 7 competitors and the fifth most recommended in AI answers.

  1. AzazieShare of searches 60.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. David's BridalShare of searches 27.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. PronoviasShare of searches 6.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. Grace Loves LaceShare of searches 2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Made With LoveShare of searches 1.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top wedding dress brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Azazie was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Azazie is the fifth most recommended of the seven.

Most recommended by AI

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

  1. Pronovias1st
  2. Maggie Sottero2nd
  3. Watters3rd
  4. David's Bridal4th
  5. Azazie5th
  6. Grace Loves Lace–
  7. Made With Love–

Mentioned by AI

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

  • Azazie3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • David's Bridal3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pronovias3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Maggie Sottero3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Watters2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Grace Loves Lace0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Made With Love0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about wedding dress brands

5 answers

Not named in any answer:

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

Which wedding dress brands compete with Azazie?

Azazie against wedding dress brands worldwide, by month

Share of searches by month for Azazie, David's Bridal, Pronovias. The figures are in the table below the chart.

View monthly share of searches table
MonthAzazieDavid's BridalPronoviasGrace Loves LaceMade With LoveMaggie SotteroWatters
Oct 202555.8%20.4%13.7%3.4%2.7%1.8%2.3%
Nov 202557.4%21%11.5%3.5%2.8%1.9%1.9%
Dec 202561.4%18.4%10.1%3%3%2%2%
Jan 202668.5%16.9%7.6%2.8%1.5%1.5%1.2%
Feb 202665%24%5.9%1.8%1.4%0.96%0.96%
Mar 202661.5%27.7%5.5%1.7%1.4%1.1%1.1%
Apr 202660.6%27.3%5.5%1.6%3%0.9%1.1%
May 202667.5%20.3%6.1%1.8%1.8%1.2%1.2%
Jun 202667.8%20.5%6.1%1.8%1.5%1.2%1%
Jul 202664.1%23.6%5.8%2.1%1.7%1.4%1.2%
Aug 202668.4%20.6%5.1%1.9%1.5%1.2%1.2%
Sep 202660.2%27.1%6.6%2%1.6%1.3%1.1%

  1. 1.Azazie

    60.2%

    Held 1st. 1M estimated branded searches, -18% vs prior month. Share -8.2 points.

  2. 2.David's Bridal

    27.1%

    Held 2nd. 450K estimated branded searches, +22.3% vs prior month. Share +6.5 points.

  3. 3.Pronovias

    6.6%

    Held 3rd. 110K estimated branded searches, +21.5% vs prior month. Share +1.5 points.

  4. 4.Grace Loves Lace

    2%

    Held 4th. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Made With Love

    1.6%

    Held 5th. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Maggie Sottero

    1.3%

    Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Watters

    1.1%

    Held 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

Compare popularity between Azazie and its closest rivals

Every comparison with Azazie

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Azazie worldwide rose from 550K to 1M.
  • Across the 12 months ending September 2026, Azazie’s share of searches among wedding dress brands worldwide increased from 55.8% to 60.2%.
  • Across the 12 months ending September 2026, Azazie’s share of searches among wedding dress brands worldwide peaked at 68.5% in January 2026 and was lowest at 55.8% in October 2025.

How did search popularity change for wedding dress brands worldwide in September 2026?

5 changes

  1. In September 2026, David's Bridal gained share of searches among wedding dress brands worldwide, from 20.6% to 27.1%.

  2. In September 2026, Pronovias gained share of searches among wedding dress brands worldwide, from 5.1% to 6.6%.

  3. In September 2026, Azazie lost share of searches among wedding dress brands worldwide, from 68.4% to 60.2%.

  4. Estimated monthly branded searches for Maggie Sottero worldwide rose 22.7% over 12 measured months, from 18.1K to 22.2K in September 2026.

  5. Estimated monthly branded searches for Watters worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

How are Azazie’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Azazie’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.

  • azazie

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How the Brand Demand Index is measured

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