Brandwave

How popular isBellroy?

In September 2026, people searched for Bellroy by name about 226,000 times worldwide, about the same as the previous year. These searches made up 9.8% of all global laptop backpack brand searches, placing Bellroy fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about laptop backpack brands, Bellroy appeared in two of the five answers and was the sixth most recommended of the eight.

Search and AI answers in September 2026

Bellroy is the fourth most searched of 8 competitors and the sixth most recommended in AI answers.

  1. SamsoniteShare of searches 39.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. JanSportShare of searches 21.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  3. ThuleShare of searches 14.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. BellroyShare of searches 9.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. OspreyShare of searches 8.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top laptop backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bellroy was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bellroy is the sixth most recommended of the eight.

Most recommended by AI

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

  1. Thule1st
  2. Timbuk22nd
  3. Aer3rd
  4. Osprey4th
  5. Samsonite5th
  6. Bellroy6th
  7. JanSport7th
  8. Ogio–

Mentioned by AI

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

  • Thule3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Osprey3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Timbuk23 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsonite2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bellroy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JanSport1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ogio0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laptop backpack 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 laptop backpack brands compete with Bellroy?

Bellroy against laptop backpack brands worldwide, by month

Share of searches by month for Samsonite, JanSport, Thule, Bellroy, Osprey, Timbuk2. The figures are in the table below the chart.

View monthly share of searches table
MonthSamsoniteJanSportThuleBellroyOspreyTimbuk2AerOgio
Oct 202544.3%16.1%16.2%10.8%6%3.3%1.5%1.8%
Nov 202549.5%13.4%14.9%10%5.6%3.7%1.6%1.3%
Dec 202545.1%14.9%16.6%11.1%6.2%3.3%1.2%1.5%
Jan 202643.1%17.7%19.4%8.7%5.9%2.6%1.2%1.4%
Feb 202642.9%19.9%15.7%8.6%7.2%2.6%1.4%1.7%
Mar 202640.7%18.1%18.2%9.9%6.8%3%1.6%1.6%
Apr 202641.8%16.8%18.7%10.2%7%2.5%1.4%1.7%
May 202637.9%18.5%20.7%9.3%7.7%2.8%1.5%1.5%
Jun 202636%26.8%16.1%8.8%7.3%2.2%1.4%1.4%
Jul 202628.6%44.3%12.9%5.8%4.8%1.7%0.95%0.95%
Aug 202627.6%46.2%10.2%6.8%5.6%1.7%1.1%0.91%
Sep 202639.9%21.7%14.6%9.8%8.1%2.9%1.6%1.3%

  1. 1.Samsonite

    39.9%

    Moved from 2nd to 1st. 823K estimated branded searches, -17.7% vs prior month. Share +12.4 points.

  2. 2.JanSport

    21.7%

    Moved from 1st to 2nd. 447K estimated branded searches, -73.3% vs prior month. Share -24.5 points.

  3. 3.Thule

    14.6%

    Held 3rd. 301K estimated branded searches, -18.2% vs prior month. Share +4.5 points.

  4. 4.Bellroy

    9.8%

    Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share +3 points.

  5. 5.Osprey

    8.1%

    Held 5th. 167K estimated branded searches, -17.9% vs prior month. Share +2.5 points.

  6. 6.Timbuk2

    2.9%

    Held 6th. 60.5K estimated branded searches, 0% vs prior month. Share +1.3 points.

  7. 7.Aer

    1.6%

    Held 7th. 33.1K estimated branded searches, -18.3% vs prior month. Share +0.5 points.

  8. 8.Ogio

    1.3%

    Held 8th. 27.1K estimated branded searches, -18.1% vs prior month. Share +0.4 points.

Compare popularity between Bellroy and its closest rivals

Every comparison with Bellroy

37 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bellroy worldwide held steady, from 221K to 226K.
  • Across the 12 months ending September 2026, Bellroy’s share of searches among laptop backpack brands worldwide decreased from 10.8% to 9.8%.
  • Across the 12 months ending September 2026, Bellroy’s share of searches among laptop backpack brands worldwide peaked at 11.1% in December 2025 and was lowest at 5.8% in July 2026.

How did search popularity change for laptop backpack brands worldwide in September 2026?

6 changes

  1. In September 2026, Samsonite overtook JanSport to become the leader among laptop backpack brands worldwide, with 39.9% of the searches.

  2. In September 2026, Thule gained share of searches among laptop backpack brands worldwide, from 10.2% to 14.6%.

  3. In September 2026, Bellroy gained share of searches among laptop backpack brands worldwide, from 6.8% to 9.8%.

  4. In September 2026, Osprey gained share of searches among laptop backpack brands worldwide, from 5.6% to 8.1%.

  5. In September 2026, Timbuk2 gained share of searches among laptop backpack brands worldwide, from 1.7% to 2.9%.

  6. In September 2026, JanSport lost share of searches among laptop backpack brands worldwide, from 46.2% to 21.7%.

How are Bellroy’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Bellroy’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • bellroy
  • bellroy backpack
  • bellroy key cover
  • bellroy travel backpack
  • travel backpack bellroy

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

How the Brand Demand Index is measured

Where does Bellroy compete?

Bellroy is ranked in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Backpack brands5th of 113.3%Show ranking
Travel backpack brands4th of 95.8%Show ranking
Wallet brands4th of 79.3%Show ranking
Laptop backpack brands4th of 89.8%Shown above
Laptop case brands3rd of 713.4%Show ranking
Travel wallet brands3rd of 617.4%Show ranking
Laptop sleeve brands2nd of 922.2%Show ranking
Key organizer brands4th of 41.9%Show ranking
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