How popular isCross?
In September 2026, people searched for Cross by name about 49,500 times worldwide, about the same as the previous year. These searches made up 3.2% of all global pen brand searches, placing Cross fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about pen brands, Cross appeared in two of the five answers and was the eighth most recommended of the nine.
Cross is the fifth most searched of 9 competitors and the eighth most recommended in AI answers.
BICShare of searches 32.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
Faber-CastellShare of searches 24%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ParkerShare of searches 19.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
PilotShare of searches 11.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
CrossShare of searches 3.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
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Top pen brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Cross was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Cross is the eighth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Pilot5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
uni-ball5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Pentel4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Zebra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lamy3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers- BIC2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Parker2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Cross2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Faber-Castell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pen brands
5 answers
Asked ChatGPT
“Which pen brand should I buy?”
Asked ChatGPT
“What are the best pen brands?”
Asked ChatGPT
“What's the best pen brand for everyday writing?”
Searched Google, AI Overview
“pen brands”
Searched Google, AI Overview
“best pen”
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 pen brands compete with Cross?
Share of searches by month for BIC, Faber-Castell, Parker, Pilot, Cross, Lamy, Pentel. The figures are in the table below the chart.
View monthly share of searches table
| Month | BIC | Faber-Castell | Parker | Pilot | Cross | Lamy | Pentel | Zebra | uni-ball |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.7% | 26.7% | 14.6% | 10.3% | 3.6% | 3.6% | 3.6% | 2% | 1.1% |
| Nov 2025 | 34.4% | 26.4% | 14.4% | 10.3% | 4.3% | 3.6% | 3.6% | 1.9% | 1.1% |
| Dec 2025 | 32.5% | 24.8% | 16.6% | 10.9% | 5% | 4.1% | 3.3% | 1.8% | 1% |
| Jan 2026 | 32.9% | 30.2% | 13.5% | 9.9% | 3.3% | 3.3% | 4.1% | 1.8% | 0.99% |
| Feb 2026 | 31.2% | 27.9% | 15.3% | 11.2% | 3.8% | 3.8% | 3.8% | 1.7% | 1.4% |
| Mar 2026 | 36% | 22.7% | 15.2% | 10.7% | 3.7% | 3.7% | 4.6% | 2% | 1.4% |
| Apr 2026 | 37.6% | 23.7% | 13% | 12% | 3.9% | 3.2% | 3.9% | 1.7% | 1.2% |
| May 2026 | 34.1% | 25% | 13.7% | 12.6% | 4.1% | 3.4% | 4.1% | 1.8% | 1.2% |
| Jun 2026 | 34.8% | 21.3% | 17.4% | 11.9% | 4.3% | 3.5% | 4.3% | 1.6% | 1% |
| Jul 2026 | 30.6% | 22.9% | 18.7% | 12.8% | 3.8% | 4.6% | 3.8% | 1.7% | 1.1% |
| Aug 2026 | 31.8% | 28.5% | 15.6% | 11.5% | 3.1% | 3.8% | 3.1% | 1.7% | 0.94% |
| Sep 2026 | 32.7% | 24% | 19.6% | 11.3% | 3.2% | 3.2% | 3.2% | 1.8% | 0.96% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 32.7% | 503K | 0% | +1 points | |
| 2, held 2nd | 24% | 368K | -18.2% | -4.5 points | |
| 3, held 3rd | 19.6% | 301K | +22.4% | +4.1 points | |
| 4, held 4th | 11.3% | 173K | -4.5% | -0.2 points | |
| 5, moved from 6th to 5th | 3.2% | 49.5K | 0% | +0.1 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 3.2% | 49.5K | -18.2% | -0.6 pointsmoved from 5th to 6th | |
| 7, held 7th | 3.2% | 49.5K | 0% | +0.1 points | |
| 8, held 8th | 1.8% | 27.1K | 0% | +0.1 points | |
| 9, held 9th | 0.96% | 14.8K | 0% | 0 points |
1.
BIC32.7%
Held 1st. 503K estimated branded searches, 0% vs prior month. Share +1 points.
24%
Held 2nd. 368K estimated branded searches, -18.2% vs prior month. Share -4.5 points.
3.
Parker19.6%
Held 3rd. 301K estimated branded searches, +22.4% vs prior month. Share +4.1 points.
4.
Pilot11.3%
Held 4th. 173K estimated branded searches, -4.5% vs prior month. Share -0.2 points.
5.
Cross3.2%
Moved from 6th to 5th. 49.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
Lamy3.2%
Moved from 5th to 6th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
7.
Pentel3.2%
Held 7th. 49.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
8.
Zebra1.8%
Held 8th. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.
uni-ball0.96%
Held 9th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Cross and its closest rivals
Every comparison with Cross
10 comparisons
How has branded search demand for Cross changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Cross worldwide held steady at 49.5K.
- Across the 12 months ending September 2026, Cross’ share of searches among pen brands worldwide peaked at 5% in December 2025 and was lowest at 3.1% in August 2026.
How did search popularity change for pen brands worldwide in September 2026?
6 changes
In September 2026, Parker gained share of searches among pen brands worldwide, from 15.6% to 19.6%.
In September 2026, BIC gained share of searches among pen brands worldwide, from 31.8% to 32.7%.
In September 2026, Faber-Castell lost share of searches among pen brands worldwide, from 28.5% to 24%.
In September 2026, Lamy lost share of searches among pen brands worldwide, from 3.8% to 3.2%.
In September 2026, Cross rose from 6th to 5th among pen brands worldwide.
Estimated monthly branded searches for Pilot worldwide rose 22.2% over 12 measured months, from 142K to 173K in September 2026.
How are Cross’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Cross’ 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.
- cross pens
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Where does Cross compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Pen brands | 5th of 9 | 3.2% | Shown above |
| Ballpoint pen brands | 5th of 10 | 3.4% | Show ranking |
Is Cross 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.