How popular isBrother in search?
In August 2026, there were an estimated 220K branded searches for Brother worldwide which is up 15.8% over the last 11 months. Brother holds 11.5% estimated Share of Search among craft cutting machine brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Cricut43.3%
Silhouette43.3%
Brother11.5%
Siser1.2%
Sizzix0.78%
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Which craft cutting machine brands compete with Brother?
Share of Search by month for Cricut, Silhouette, Brother. The figures are in the table below the chart.
View monthly share of search table
| Month | Cricut | Silhouette | Brother | Siser | Sizzix |
|---|---|---|---|---|---|
| Oct 2025 | 40% | 48.6% | 9.2% | 1.3% | 0.88% |
| Nov 2025 | 44.8% | 44.8% | 8.4% | 0.99% | 0.99% |
| Dec 2025 | 48.8% | 40.1% | 9.1% | 1.1% | 0.88% |
| Jan 2026 | 39.4% | 47.8% | 10.9% | 1.1% | 0.87% |
| Feb 2026 | 39.2% | 47.9% | 10.7% | 1.3% | 0.86% |
| Mar 2026 | 35.6% | 52.9% | 9.6% | 1.2% | 0.78% |
| Apr 2026 | 39.2% | 47.9% | 10.7% | 1.3% | 0.86% |
| May 2026 | 40.3% | 49% | 9% | 1.1% | 0.59% |
| Jun 2026 | 39.3% | 48% | 10.7% | 1.3% | 0.71% |
| Jul 2026 | 38.5% | 47.1% | 12.6% | 1% | 0.85% |
| Aug 2026 | 43.3% | 43.3% | 11.5% | 1.2% | 0.78% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 43.3% | 823K | +22.3% | +4.8 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 43.3% | 823K | 0% | -3.8 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 11.5% | 220K | 0% | -1 points | |
| 4, held 4th | 1.2% | 22.2K | +22.7% | +0.1 points | |
| 5, held 5th | 0.78% | 14.8K | 0% | -0.1 points |
1.
Cricut43.3%
Moved from 2nd to 1st. 823K estimated branded searches, +22.3% vs prior month. Share +4.8 points.
43.3%
Moved from 1st to 2nd. 823K estimated branded searches, 0% vs prior month. Share -3.8 points.
3.
Brother11.5%
Held 3rd. 220K estimated branded searches, 0% vs prior month. Share -1 points.
4.
Siser1.2%
Held 4th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.1 points.
5.
Sizzix0.78%
Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.
Compare search popularity between Brother and its closest rivals
Every comparison with Brother
24 comparisons
- Brother vs Canon
- Brother vs Casio
- Brother vs Cricut
- Brother vs Epson
- Brother vs HP
- Brother vs Husqvarna
- Brother vs Silhouette
- Brother vs Xerox
- Avery Dennison vs Brother
- Brother vs DYMO
- Brother vs Janome
- Brother vs Lexmark
- Bernina vs Brother
- Brother vs Pfaff
- Brother vs Spellbinders
- Brother vs Elna
- Brother vs Siser
- Brother vs Singer
- Brother vs Sizzix
- Brother vs Melco
- Brady vs Brother
- Brother vs NIIMBOT
- American Crafts vs Brother
- Brother vs Zebra
How has branded search demand for Brother changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Brother worldwide rose from 190K to 220K.
- Across the 11 months ending August 2026, Brother’s estimated Share of Search among craft cutting machine brands worldwide increased from 9.2% to 11.5%.
- Across the 11 months ending August 2026, Brother’s estimated Share of Search among craft cutting machine brands worldwide peaked at 12.6% in July 2026 and was lowest at 8.4% in November 2025.
How did search popularity change for craft cutting machine brands worldwide in August 2026?
5 changes
In August 2026, Cricut overtook Silhouette to take the highest estimated Share of Search among craft cutting machine brands worldwide, at 43.3%.
In August 2026, Silhouette lost estimated Share of Search among craft cutting machine brands worldwide, from 47.1% to 43.3%.
In August 2026, Brother lost estimated Share of Search among craft cutting machine brands worldwide, from 12.6% to 11.5%.
Estimated monthly branded searches for Sizzix worldwide fell 18.2% over 11 measured months, from 18.1K to 14.8K in August 2026.
Estimated monthly branded searches for Siser worldwide fell 18.1% over 11 measured months, from 27.1K to 22.2K in August 2026.
Where does Brother compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Label makers | 3rd of 6 | 5.3% | Show ranking |
| Printer ink brands | 5th of 6 | 8.4% | Show ranking |
| Home printer brands | 4th of 5 | 10.6% | Show ranking |
| Craft supplies | 3rd of 6 | 11.4% | Show ranking |
| Craft cutting machine brands | 3rd of 5 | 11.5% | Shown above |
| Embroidery machine brands | 2nd of 5 | 14.8% | Show ranking |
| Sewing machine brands | 1st of 5 | 53.9% | Show ranking |
| Label printing | 1st of 6 | 56% | Show ranking |
| Overlocker brands | 1st of 5 | 57.1% | Show ranking |
How is Brother measured?
Brandwave collects information about searches that people make online using Brother’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.
3 branded search terms
- brother com
- brother printer
- printer brother
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Is Brother your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.