Brandwave

How popular isCraftsman?

In September 2026, people searched for Craftsman by name about 301,000 times worldwide, a 22.4% increase from the previous year. These searches made up 10.8% of all global hand tool brand searches, placing Craftsman second out of 13 brands. When we asked both ChatGPT and Google AI Overviews about hand tool brands, Craftsman appeared in four of the five answers and was the second most recommended of the 13.

Search and AI answers in September 2026

Craftsman is the second most searched of 13 competitors and the second most recommended in AI answers.

  1. MilwaukeeShare of searches 65.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  2. CraftsmanShare of searches 10.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. KnipexShare of searches 7.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Klein ToolsShare of searches 5.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  5. CrescentShare of searches 3.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+8 more

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Top hand tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Craftsman was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Craftsman is the second most recommended of the 13.

Most recommended by AI

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

  1. Knipex1st
  2. Craftsman2nd
  3. GearWrench3rd
  4. Milwaukee4th
  5. Channellock5th
  6. Klein Tools6th
  7. Tekton7th
  8. Stanley8th
  9. Crescent–
  10. Bahco–
  11. +3 more

Mentioned by AI

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

  • Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Craftsman4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Knipex4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GearWrench4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Klein Tools3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tekton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Channellock3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stanley3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crescent0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bahco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about hand tool 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 hand tool brands compete with Craftsman?

Craftsman against hand tool brands worldwide, by month

Share of searches by month for Milwaukee, Craftsman, Knipex, Klein Tools, Crescent, Tekton. The figures are in the table below the chart.

View monthly share of searches table
MonthMilwaukeeCraftsmanKnipexKlein ToolsCrescentTektonGearWrenchBahcoKincromeChannellockIrwinSidchromeStanley
Oct 202572.1%7.9%6.5%4.3%2.9%1.9%1.6%1.6%0.48%0.32%0.21%0.12%0.02%
Nov 202572.1%7.9%6.5%4.3%2.4%1.9%1.9%1.6%0.58%0.32%0.17%0.12%0.02%
Dec 202569.9%9.4%6.3%5.1%2.9%1.9%1.9%1.5%0.46%0.38%0.17%0.11%0.02%
Jan 202666.4%10.9%7.3%4.9%3.3%2.2%2.2%1.5%0.54%0.36%0.2%0.13%0.03%
Feb 202665.1%13.1%7.1%4.8%3.3%2.2%1.8%1.4%0.53%0.43%0.19%0.13%0.02%
Mar 202662.8%15.4%6.9%4.6%3.1%2.1%1.7%2.1%0.51%0.42%0.19%0.12%0.03%
Apr 202665.1%13.1%7.2%4.8%3.3%2.2%1.8%1.4%0.53%0.35%0.19%0.13%0.03%
May 202665.4%13.2%5.9%4.8%4%2.2%1.8%1.4%0.53%0.43%0.19%0.16%0.02%
Jun 202666.2%13.3%6%4.9%3.3%2.2%1.8%1.2%0.54%0.36%0.16%0.13%0.02%
Jul 202664.6%13%5.8%4.8%3.2%4.8%1.4%1.2%0.52%0.35%0.16%0.13%0.02%
Aug 202663.9%12.8%7%5.8%3.2%3.2%1.7%1.2%0.63%0.35%0.15%0.13%0.03%
Sep 202665.6%10.8%7.2%5.9%3.3%2.7%1.8%1.5%0.65%0.36%0.16%0.1%0.03%

  1. 1.Milwaukee

    65.6%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share +1.8 points.

  2. 2.Craftsman

    10.8%

    Held 2nd. 301K estimated branded searches, -18.2% vs prior month. Share -2 points.

  3. 3.Knipex

    7.2%

    Held 3rd. 201K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Klein Tools

    5.9%

    Held 4th. 165K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Crescent

    3.3%

    Held 5th. 91.6K estimated branded searches, -0.14% vs prior month. Share +0.1 points.

  6. 6.Tekton

    2.7%

    Held 6th. 74K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  7. 7.GearWrench

    1.8%

    Held 7th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Bahco

    1.5%

    Held 8th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.3 points.

  9. 9.Kincrome

    0.65%

    Held 9th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Channellock

    0.36%

    Held 10th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Irwin

    0.16%

    Held 11th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Sidchrome

    0.1%

    Held 12th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

  13. 13.Stanley

    0.03%

    Held 13th. 720 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Craftsman and its closest rivals

Every comparison with Craftsman

118 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Craftsman worldwide rose from 246K to 301K.
  • Across the 12 months ending September 2026, Craftsman’s share of searches among hand tool brands worldwide increased from 7.9% to 10.8%.
  • Across the 12 months ending September 2026, Craftsman’s share of searches among hand tool brands worldwide peaked at 15.4% in March 2026 and was lowest at 7.9% in October 2025.

How did search popularity change for hand tool brands worldwide in September 2026?

6 changes

  1. In September 2026, Milwaukee gained share of searches among hand tool brands worldwide, from 63.9% to 65.6%.

  2. In September 2026, Craftsman lost share of searches among hand tool brands worldwide, from 12.8% to 10.8%.

  3. In September 2026, Tekton lost share of searches among hand tool brands worldwide, from 3.2% to 2.7%.

  4. Estimated monthly branded searches for Kincrome worldwide rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.

  5. Estimated monthly branded searches for Klein Tools worldwide rose 22.2% over 12 measured months, from 135K to 165K in September 2026.

  6. Estimated monthly branded searches for Irwin worldwide fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.

How are Craftsman’s branded searches counted?

1 search term

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

  • craftsman

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How the Brand Demand Index is measured

Where does Craftsman compete?

Craftsman is ranked in 47 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Reciprocating saw brands5th of 96.2%Show ranking
Impact wrench brands5th of 86.5%Show ranking
Power washer brands5th of 96.5%Show ranking
LED work light brands5th of 66.9%Show ranking
Power screwdriver brands5th of 76.9%Show ranking
Tool bag brands4th of 117.1%Show ranking
Toolbox brands4th of 97.1%Show ranking
Cordless screwdriver brands4th of 77.5%Show ranking
Air nailer brands4th of 117.7%Show ranking
Laser level brands4th of 87.7%Show ranking
Lawn edger brands5th of 108%Show ranking
Brush cutter brands5th of 88.1%Show ranking
Impact driver brands4th of 68.2%Show ranking
Aviation snips brands3rd of 119%Show ranking
Backpack sprayer brands4th of 119.1%Show ranking
Tool chest brands3rd of 99.6%Show ranking
Belt sander brands4th of 810.2%Show ranking
Rubber mallet brands3rd of 610.2%Show ranking
Rolling tool box brands3rd of 710.3%Show ranking
Hand tool brands2nd of 1310.8%Shown above
Wire cutters brands2nd of 811.4%Show ranking
Dead blow hammer brands2nd of 611.7%Show ranking
Lawn tractor brands3rd of 512.4%Show ranking
Hand sander brands3rd of 712.5%Show ranking
Reel mower brands3rd of 712.6%Show ranking
Hand planer brands3rd of 1013.8%Show ranking
Router table brands3rd of 1018%Show ranking
Wood chipper brands2nd of 720.1%Show ranking
Torque wrench brands2nd of 821.2%Show ranking
Tin snips brands2nd of 921.4%Show ranking
Bolt cutters brands2nd of 721.7%Show ranking
Rear tine tiller brands2nd of 622.4%Show ranking
Pry bar brands2nd of 626.7%Show ranking
Workbench light brands2nd of 726.8%Show ranking
Oscillating sander brands2nd of 728.2%Show ranking
Grinder stand brands2nd of 729.1%Show ranking
Pancake compressor brands2nd of 329.7%Show ranking
Socket set brands1st of 640.3%Show ranking
Gear puller brands1st of 644.6%Show ranking
Magnetic socket rail brands1st of 860.4%Show ranking
Garage door opener brands1st of 761.8%Show ranking
Jack stands brands1st of 566.5%Show ranking
Metal lathe brands1st of 771.9%Show ranking
Tap wrench brands1st of 678.7%Show ranking
Jack plane brands1st of 680.6%Show ranking
Bench vise brands1st of 782.8%Show ranking
Jointer planer brands1st of 488.1%Show ranking
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