How popular isThe Chess Store?
In September 2026, people searched for The Chess Store by name about 1,000 times worldwide, about the same as the previous year. These searches made up 7.7% of all global chess set searches, placing The Chess Store fourth out of six sets. When we asked both ChatGPT and Google AI Overviews about chess sets, The Chess Store appeared in one of the five answers and was the joint fourth most recommended of the six.
The Chess Store is the fourth most searched of 6 competitors and the joint fourth most recommended in AI answers.
House of StauntonShare of searches 50.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
ChessbazaarShare of searches 14.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
DGTShare of searches 14.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
The Chess StoreShare of searches 7.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
Regency ChessShare of searches 6.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 2nd
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Top chess sets in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The Chess Store was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. The Chess Store is the joint fourth most recommended of the six.
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.
- House of Staunton3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- DGT1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The Chess Store1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Regency Chess1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wholesale Chess1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Chessbazaar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about chess sets
5 answers
Asked ChatGPT
“Which chess set should I buy?”
Asked ChatGPT
“What are the best chess set brands?”
Asked ChatGPT
“What's the best chess set for a home game?”
Searched Google, AI Overview
“chess sets”
Searched Google, AI Overview
“wooden chess set”
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 19, 2026.
Which chess sets compete with The Chess Store?
Share of searches by month for House of Staunton, Chessbazaar, DGT, The Chess Store, Regency Chess, Wholesale Chess. The figures are in the table below the chart.
View monthly share of searches table
| Month | House of Staunton | Chessbazaar | DGT | The Chess Store | Regency Chess | Wholesale Chess |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.5% | 12.3% | 15.6% | 6.5% | 8.4% | 4.7% |
| Nov 2025 | 56.3% | 11.2% | 13.5% | 6.1% | 8.8% | 4.1% |
| Dec 2025 | 59.7% | 9.7% | 11.7% | 7.7% | 7.7% | 3.6% |
| Jan 2026 | 64.7% | 8.3% | 10.5% | 5.7% | 7% | 3.8% |
| Feb 2026 | 59.2% | 11.4% | 11.4% | 6% | 7.8% | 4.3% |
| Mar 2026 | 63.4% | 10% | 10% | 5.2% | 6.8% | 4.6% |
| Apr 2026 | 69.4% | 9.2% | 9.2% | 3.4% | 5% | 3.8% |
| May 2026 | 63.7% | 10% | 12.6% | 4.6% | 5.3% | 3.8% |
| Jun 2026 | 65% | 10.2% | 10.2% | 5.4% | 5.4% | 3.9% |
| Jul 2026 | 62.4% | 12% | 10.1% | 6.3% | 5.5% | 3.7% |
| Aug 2026 | 55.4% | 13% | 13% | 6.8% | 6.8% | 4.9% |
| Sep 2026 | 50.8% | 14.6% | 14.6% | 7.7% | 6.8% | 5.5% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50.8% | 6.6K | -18.5% | -4.6 points | |
| 2, held 2nd | 14.6% | 1.9K | 0% | +1.6 points | |
| 3, held 3rd | 14.6% | 1.9K | 0% | +1.6 points | |
| 4, moved from 5th to 4th | 7.7% | 1K | 0% | +0.9 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 6.8% | 880 | -12% | -0.1 pointsmoved from 4th to 5th | |
| 6, held 6th | 5.5% | 720 | 0% | +0.6 points |
50.8%
Held 1st. 6.6K estimated branded searches, -18.5% vs prior month. Share -4.6 points.
14.6%
Held 2nd. 1.9K estimated branded searches, 0% vs prior month. Share +1.6 points.
3.
DGT14.6%
Held 3rd. 1.9K estimated branded searches, 0% vs prior month. Share +1.6 points.
7.7%
Moved from 5th to 4th. 1K estimated branded searches, 0% vs prior month. Share +0.9 points.
6.8%
Moved from 4th to 5th. 880 estimated branded searches, -12% vs prior month. Share -0.1 points.
5.5%
Held 6th. 720 estimated branded searches, 0% vs prior month. Share +0.6 points.
Compare popularity between The Chess Store and its closest rivals
Every comparison with The Chess Store
5 comparisons
How has branded search demand for The Chess Store changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for The Chess Store worldwide held steady at 1K.
- Across the 12 months ending September 2026, The Chess Store’s share of searches among chess sets worldwide increased from 6.5% to 7.7%.
- Across the 12 months ending September 2026, The Chess Store’s share of searches among chess sets worldwide peaked at 7.7% in September 2026 and was lowest at 3.4% in April 2026.
- Across the 12 months ending September 2026, The Chess Store rose from 5th to 4th among chess sets worldwide.
How did search popularity change for chess sets worldwide in September 2026?
6 changes
In September 2026, The Chess Store overtook Regency Chess to rank 4th among chess sets worldwide, with 7.7% of the searches.
In September 2026, Chessbazaar gained share of searches among chess sets worldwide, from 13% to 14.6%.
In September 2026, DGT gained share of searches among chess sets worldwide, from 13% to 14.6%.
In September 2026, Wholesale Chess gained share of searches among chess sets worldwide, from 4.9% to 5.5%.
In September 2026, House of Staunton lost share of searches among chess sets worldwide, from 55.4% to 50.8%.
Estimated monthly branded searches for Regency Chess worldwide fell 32.3% over 12 measured months, from 1.3K to 880 in September 2026.
How are The Chess Store’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using The Chess Store’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.
- the chess store
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