Brandwave

How popular isZebra?

In September 2026, people searched for Zebra by name about 18,000 times worldwide, a 19% decrease from the previous year. These searches made up 3% of all global label machine brand searches, placing Zebra third out of four brands. When we asked both ChatGPT and Google AI Overviews about label machine brands, Zebra appeared in three of the five answers and was the second most recommended of the four.

Search and AI answers in September 2026

Zebra is the third most searched of 4 competitors and the second most recommended in AI answers.

  1. BrotherShare of searches 49.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. DYMOShare of searches 45.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. ZebraShare of searches 3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. BradyShare of searches 1.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Zebra website (opens in a new tab)

Follow Zebra and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top label machine brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Brother1st
  2. Zebra2nd
  3. DYMO3rd
  4. Brady4th

Mentioned by AI

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

  • Brother5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DYMO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zebra3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brady2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about label machine brands

5 answers

  • Asked ChatGPT

    “Which label machine brand should I buy?”

    1. 1Brother
    2. 2Zebra
    3. 3DYMO

  • Asked ChatGPT

    “What are the best label machine brands?”

    1. 1Brother
    2. 2DYMO
    3. 3Zebra
    4. 4Brady

  • Asked ChatGPT

    “What's the best label machine brand for home organisation?”

    1. 1Brother
    2. 2DYMO

  • Searched Google, AI Overview

    “label maker for office”

    1. 1Brother

  • Searched Google, AI Overview

    “portable label printer”

    1. 1Zebra
    2. 2Brother
    3. 3Brady

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which label machine brands compete with Zebra?

Zebra against label machine brands worldwide, by month

Share of searches by month for Brother, DYMO, Zebra. The figures are in the table below the chart.

View monthly share of searches table
MonthBrotherDYMOZebraBrady
Oct 202544.2%49.6%4%2.2%
Nov 202545.6%49.2%3.3%1.8%
Dec 202546.4%48.6%3.4%1.5%
Jan 202648.6%46.2%3.6%1.6%
Feb 202647.6%46.6%3.5%2.3%
Mar 202647.6%46.6%3.5%2.3%
Apr 202649.2%45.2%3.6%2%
May 202649.2%45.2%3.6%2%
Jun 202651.3%42.9%3.8%2.1%
Jul 202654.1%40.8%3.3%1.8%
Aug 202651.6%43.6%3.1%1.7%
Sep 202649.5%45.9%3%1.6%

  1. 1.Brother

    49.5%

    Held 1st. 201K estimated branded searches, 0% vs prior month. Share -2.1 points.

  2. 2.DYMO

    45.9%

    Held 2nd. 186K estimated branded searches, +9.7% vs prior month. Share +2.3 points.

  3. 3.Zebra

    3%

    Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Brady

    1.6%

    Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between Zebra and its closest rivals

Every comparison with Zebra

11 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Zebra worldwide fell from 22.3K to 18K.
  • Across the 12 months ending September 2026, Zebra’s share of searches among label machine brands worldwide decreased from 4% to 3%.

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

4 changes

  1. In September 2026, DYMO gained share of searches among label machine brands worldwide, from 43.6% to 45.9%.

  2. In September 2026, Brother lost share of searches among label machine brands worldwide, from 51.6% to 49.5%.

  3. Zebra’s share of searches among label machine brands worldwide has lost ground for 3 months in a row, from 3.8% to 3% in September 2026.

  4. Estimated monthly branded searches for Brady worldwide fell 18.5% over 12 measured months, from 8.1K to 6.6K in September 2026.

How are Zebra’s branded searches counted?

5 search terms

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

  • zebra barcode labels
  • zebra barcode printer
  • zebra label
  • zebra label printer
  • zebra label printing

Do you work for Zebra? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Zebra compete?

Zebra is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Label printer brands5th of 61%Show ranking
Barcode printer brands5th of 50.34%Show ranking
Label maker brands7th of 70.49%Show ranking
Label printing4th of 62.4%Show ranking
Label machine brands3rd of 43%Shown above
Barcode labels brands4th of 40.04%Show ranking
Creator with pink hair and a pink jacket

Is Zebra 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.

Start free