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 7.1% of all global toolbox brand searches, placing Craftsman fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about toolbox brands, Craftsman appeared in four of the five answers and was the fourth most recommended of the nine.

Search and AI answers in September 2026

Craftsman is the fourth most searched of 9 competitors and the fourth most recommended in AI answers.

  1. MilwaukeeShare of searches 43.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MakitaShare of searches 23.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. DeWaltShare of searches 15.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. CraftsmanShare of searches 7.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. Snap-onShare of searches 7.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top toolbox 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 two of the three ChatGPT answers and in both Google AI Overviews. Craftsman is the fourth most recommended of the nine.

Most recommended by AI

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

  1. Milwaukee1st
  2. DeWalt2nd
  3. Husky3rd
  4. Craftsman4th
  5. U.S. General5th
  6. Snap-on6th
  7. ToughBuilt7th
  8. Makita–
  9. Stanley–

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
  • DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Husky5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Craftsman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • U.S. General3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snap-on2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ToughBuilt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makita0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stanley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about toolbox 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 toolbox brands compete with Craftsman?

Craftsman against toolbox brands worldwide, by month

Share of searches by month for Milwaukee, Makita, DeWalt, Craftsman, Snap-on. The figures are in the table below the chart.

View monthly share of searches table
MonthMilwaukeeMakitaDeWaltCraftsmanSnap-onToughBuiltStanleyU.S. GeneralHusky
Oct 202544.8%28.1%13.5%4.9%6%1.5%0.39%0.54%0.36%
Nov 202542.7%27.3%15.7%4.7%7%1.4%0.44%0.35%0.42%
Dec 202544.9%23.7%16.5%6%6%1.5%0.62%0.36%0.44%
Jan 202643.2%23.2%15.9%7.1%7.1%1.7%0.7%0.52%0.43%
Feb 202642.9%22.6%15.8%8.6%7.1%1.7%0.5%0.42%0.35%
Mar 202640.2%25.5%14.8%9.9%6.6%1.6%0.48%0.49%0.4%
Apr 202642.6%22.9%15.7%8.6%7%1.7%0.49%0.63%0.34%
May 202642.5%23.1%15.6%8.6%7%1.7%0.77%0.34%0.34%
Jun 202643.3%23.5%15.9%8.7%5.8%1.4%0.51%0.35%0.35%
Jul 202646.7%20.7%14%9.4%6.3%1.5%0.6%0.38%0.38%
Aug 202642.6%23.1%15.7%8.6%7%1.7%0.55%0.34%0.34%
Sep 202643.2%23.7%15.9%7.1%7.1%1.7%0.51%0.35%0.29%

  1. 1.Milwaukee

    43.2%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share +0.6 points.

  2. 2.Makita

    23.7%

    Held 2nd. 1M estimated branded searches, +1.1% vs prior month. Share +0.6 points.

  3. 3.DeWalt

    15.9%

    Held 3rd. 673K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Craftsman

    7.1%

    Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  5. 5.Snap-on

    7.1%

    Held 5th. 301K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.ToughBuilt

    1.7%

    Held 6th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Stanley

    0.51%

    Held 7th. 21.5K estimated branded searches, -8.5% vs prior month. Share 0 points.

  8. 8.U.S. General

    0.35%

    Moved from 9th to 8th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Husky

    0.29%

    Moved from 8th to 9th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 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?

4 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 toolbox brands worldwide increased from 4.9% to 7.1%.
  • Across the 12 months ending September 2026, Craftsman’s share of searches among toolbox brands worldwide peaked at 9.9% in March 2026 and was lowest at 4.7% in November 2025.
  • Across the 12 months ending September 2026, Craftsman rose from 5th to 4th among toolbox brands worldwide.

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

6 changes

  1. In September 2026, Milwaukee gained share of searches among toolbox brands worldwide, from 42.6% to 43.2%.

  2. In September 2026, Makita gained share of searches among toolbox brands worldwide, from 23.1% to 23.7%.

  3. In September 2026, Craftsman lost share of searches among toolbox brands worldwide, from 8.6% to 7.1%.

  4. Snap-on’s share of searches among toolbox brands worldwide has gained ground for 3 months in a row, from 5.8% to 7.1% in September 2026.

  5. In September 2026, U.S. General rose from 9th to 8th among toolbox brands worldwide.

  6. In September 2026, Husky fell from 8th to 9th among toolbox brands worldwide.

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%Shown above
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%Show ranking
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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