How popular isFrye?
In September 2026, people searched for Frye by name about 320,000 times worldwide, a 27.6% decrease from the previous year. These searches made up 6% of all global ankle boots brand searches, placing Frye fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about ankle boots brands, Frye appeared in two of the five answers and was the fourth most recommended of the nine.
Frye is the fifth most searched of 9 competitors and the fourth most recommended in AI answers.
Dr. MartensShare of searches 34.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
ClarksShare of searches 28.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
AriatShare of searches 12.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
BlundstoneShare of searches 8.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
FryeShare of searches 6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top ankle boots brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Frye was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Frye 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.
- Blundstone1st
- Clarks2nd
Sam Edelman3rd- Frye4th
Naturalizer5th- Ariat6th
- Dr. Martens7th
Dune London–
Hunter–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Blundstone4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dr. Martens3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Clarks3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Naturalizer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Frye2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sam Edelman2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ariat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dune London0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hunter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about ankle boots brands
5 answers
Asked ChatGPT
“Which ankle boots brand should I buy?”
Asked ChatGPT
“What are the best ankle boots brands?”
Asked ChatGPT
“What's the best ankle boots brand for everyday wear?”
Searched Google, AI Overview
“women's ankle boots”
Searched Google, AI Overview
“mens ankle boots”
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 20, 2026.
Which ankle boots brands compete with Frye?
Share of searches by month for Dr. Martens, Clarks, Ariat, Blundstone, Frye, Sam Edelman. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dr. Martens | Clarks | Ariat | Blundstone | Frye | Sam Edelman | Naturalizer | Dune London | Hunter |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.7% | 24.6% | 11% | 11% | 7.2% | 4.9% | 1.8% | 1.7% | 0.99% |
| Nov 2025 | 36% | 24% | 13.1% | 13.1% | 6% | 4% | 1.4% | 1.6% | 0.65% |
| Dec 2025 | 39.7% | 21.7% | 14.5% | 11.9% | 4.9% | 3.6% | 1.3% | 1.7% | 0.72% |
| Jan 2026 | 39.8% | 26.6% | 12% | 9.8% | 4% | 3.6% | 1.3% | 1.9% | 1.1% |
| Feb 2026 | 35.7% | 29% | 13.1% | 8.8% | 3.8% | 4.8% | 1.8% | 1.6% | 1.4% |
| Mar 2026 | 31.9% | 31.9% | 14.3% | 6.4% | 3.9% | 6.4% | 1.9% | 1.7% | 1.6% |
| Apr 2026 | 28.1% | 34.5% | 15.5% | 5.7% | 3.7% | 6.9% | 2.1% | 1.8% | 1.7% |
| May 2026 | 28.2% | 34.7% | 15.6% | 5.7% | 3.7% | 7% | 2.1% | 1.8% | 1.4% |
| Jun 2026 | 25.1% | 37.7% | 16.9% | 5% | 3.8% | 6.2% | 1.9% | 1.9% | 1.5% |
| Jul 2026 | 29.7% | 36.5% | 13.4% | 4.9% | 4.5% | 6% | 1.8% | 1.9% | 1.5% |
| Aug 2026 | 29.4% | 35.9% | 13.2% | 5.9% | 5.1% | 5.9% | 1.8% | 1.6% | 1.2% |
| Sep 2026 | 34.5% | 28.2% | 12.7% | 8.5% | 6% | 5.7% | 1.7% | 1.6% | 1.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 34.5% | 1.8M | +22% | +5 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 28.2% | 1.5M | -18% | -7.7 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 12.7% | 673K | 0% | -0.5 points | |
| 4, held 4th | 8.5% | 450K | +49.5% | +2.6 points | |
| 5, moved from 6th to 5th | 6% | 320K | +22.4% | +0.9 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 5.7% | 301K | 0% | -0.2 pointsmoved from 5th to 6th | |
| 7, held 7th | 1.7% | 90.5K | 0% | -0.1 points | |
| 8, held 8th | 1.6% | 86.1K | +8.4% | +0.1 points | |
| 9, held 9th | 1.1% | 60.5K | 0% | 0 points |
34.5%
Moved from 2nd to 1st. 1.8M estimated branded searches, +22% vs prior month. Share +5 points.
2.
Clarks28.2%
Moved from 1st to 2nd. 1.5M estimated branded searches, -18% vs prior month. Share -7.7 points.
3.
Ariat12.7%
Held 3rd. 673K estimated branded searches, 0% vs prior month. Share -0.5 points.
8.5%
Held 4th. 450K estimated branded searches, +49.5% vs prior month. Share +2.6 points.
5.
Frye6%
Moved from 6th to 5th. 320K estimated branded searches, +22.4% vs prior month. Share +0.9 points.
5.7%
Moved from 5th to 6th. 301K estimated branded searches, 0% vs prior month. Share -0.2 points.
1.7%
Held 7th. 90.5K estimated branded searches, 0% vs prior month. Share -0.1 points.
1.6%
Held 8th. 86.1K estimated branded searches, +8.4% vs prior month. Share +0.1 points.
9.
Hunter1.1%
Held 9th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Frye and its closest rivals
Every comparison with Frye
11 comparisons
How has branded search demand for Frye changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Frye worldwide fell from 442K to 320K.
- Across the 12 months ending September 2026, Frye’s share of searches among ankle boots brands worldwide decreased from 7.2% to 6%.
- Across the 12 months ending September 2026, Frye’s share of searches among ankle boots brands worldwide peaked at 7.2% in October 2025 and was lowest at 3.7% in April 2026.
How did search popularity change for ankle boots brands worldwide in September 2026?
6 changes
In September 2026, Dr. Martens overtook Clarks to become the leader among ankle boots brands worldwide, with 34.5% of the searches.
In September 2026, Frye overtook Sam Edelman to rank 5th among ankle boots brands worldwide, with 6% of the searches.
In September 2026, Blundstone gained share of searches among ankle boots brands worldwide, from 5.9% to 8.5%.
In September 2026, Clarks lost share of searches among ankle boots brands worldwide, from 35.9% to 28.2%.
In September 2026, Ariat lost share of searches among ankle boots brands worldwide, from 13.2% to 12.7%.
Sam Edelman’s share of searches among ankle boots brands worldwide has lost ground for 3 months in a row, from 6.2% to 5.7% in September 2026.
How are Frye’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Frye’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.
- frye
- frye boots
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Where does Frye compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Ankle boots brands | 5th of 9 | 6% | Shown above |
| Women's boot brands | 4th of 10 | 8.7% | Show ranking |
Is Frye 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.