How popular isZeiss?
In September 2026, people searched for Zeiss by name about 253,000 times worldwide, about the same as the previous year. These searches made up 55.2% of all global rifle scope brand searches, placing Zeiss first out of six brands. When we asked both ChatGPT and Google AI Overviews about rifle scope brands, Zeiss appeared in four of the five answers and was the third most recommended of the six.
Zeiss is the most searched of 6 competitors and the third most recommended in AI answers.
ZeissShare of searches 55.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
VortexShare of searches 19.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
SteinerShare of searches 16.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –- Swarovski OptikShare of searches 6.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
HawkeShare of searches 1.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top rifle scope brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Zeiss was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Zeiss is the third 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.
- Vortex5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Leupold5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Zeiss4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Swarovski Optik2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Steiner0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hawke0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about rifle scope brands
5 answers
Asked ChatGPT
“Which rifle scope brand should I buy?”
Asked ChatGPT
“What are the best rifle scope brands?”
Asked ChatGPT
“What's the best rifle scope brand for hunting?”
Searched Google, AI Overview
“rifle scope brands”
Searched Google, AI Overview
“best rifle scope”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which rifle scope brands compete with Zeiss?
Share of searches by month for Zeiss, Vortex, Steiner, Swarovski Optik. The figures are in the table below the chart.
View monthly share of searches table
| Month | Zeiss | Vortex | Steiner | Swarovski Optik | Hawke | Leupold |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.6% | 22.5% | 15.8% | 5.8% | 1.7% | 1.5% |
| Nov 2025 | 51.4% | 22.7% | 15.5% | 6.9% | 1.7% | 1.8% |
| Dec 2025 | 50.9% | 25.3% | 15.3% | 5.6% | 1.7% | 1.2% |
| Jan 2026 | 58.9% | 19% | 14.5% | 5.3% | 1.6% | 0.77% |
| Feb 2026 | 56.4% | 18.2% | 17% | 6.2% | 1.5% | 0.74% |
| Mar 2026 | 56.3% | 18.2% | 16.9% | 6.2% | 1.5% | 0.96% |
| Apr 2026 | 58% | 15.6% | 17.5% | 6.4% | 1.6% | 0.99% |
| May 2026 | 56.2% | 18.1% | 16.9% | 6.2% | 1.5% | 1% |
| Jun 2026 | 51.9% | 20.8% | 19.1% | 5.7% | 1.4% | 1.1% |
| Jul 2026 | 53.4% | 21.8% | 16.1% | 5.9% | 1.8% | 1.1% |
| Aug 2026 | 55.2% | 19.3% | 16.6% | 6.1% | 1.5% | 1.4% |
| Sep 2026 | 55.2% | 19.3% | 16.6% | 6.1% | 1.5% | 1.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 55.2% | 246K | 0% | 0 points | |
| 2, held 2nd | 19.3% | 86.1K | 0% | 0 points | |
| 3, held 3rd | 16.6% | 74K | 0% | 0 points | |
| 4, held 4th | 6.1% | 27.1K | 0% | 0 points | |
| 5, held 5th | 1.5% | 6.6K | 0% | 0 points | |
| 6, held 6th | 1.3% | 6K | -2.1% | 0 points |
1.
Zeiss55.2%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share 0 points.
2.
Vortex19.3%
Held 2nd. 86.1K estimated branded searches, 0% vs prior month. Share 0 points.
3.
Steiner16.6%
Held 3rd. 74K estimated branded searches, 0% vs prior month. Share 0 points.
6.1%
Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.
5.
Hawke1.5%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
6.
Leupold1.3%
Held 6th. 6K estimated branded searches, -2.1% vs prior month. Share 0 points.
Compare popularity between Zeiss and its closest rivals
Every comparison with Zeiss
24 comparisons
- Nikon vs Zeiss
- Olympus vs Zeiss
- Swarovski vs Zeiss
- Vortex vs Zeiss
- Bushnell vs Zeiss
- Canon vs Zeiss
- Mitutoyo vs Zeiss
- Steiner vs Zeiss
- Celestron vs Zeiss
- Renishaw vs Zeiss
- Swarovski Optik vs Zeiss
- Leica Geosystems vs Zeiss
- Hexagon vs Zeiss
- PolyWorks vs Zeiss
- AmScope vs Zeiss
- Leica Microsystems vs Zeiss
- Motic vs Zeiss
- Hawke vs Zeiss
- Evident vs Zeiss
- Leupold vs Zeiss
- PC-DMIS vs Zeiss
- Verisurf vs Zeiss
- SWIFT vs Zeiss
- Faro vs Zeiss
How has branded search demand for Zeiss changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Zeiss worldwide held steady at 253K.
- Across the 12 months ending September 2026, Zeiss’ share of searches among rifle scope brands worldwide increased from 52.6% to 55.2%.
- Across the 12 months ending September 2026, Zeiss’ share of searches among rifle scope brands worldwide peaked at 58.9% in January 2026 and was lowest at 50.9% in December 2025.
How did search popularity change for rifle scope brands worldwide in September 2026?
4 changes
Zeiss’ share of searches among rifle scope brands worldwide has gained ground for 3 months in a row, from 51.9% to 55.2% in September 2026.
Estimated monthly branded searches for Hawke worldwide fell 18.5% over 12 measured months, from 8.1K to 6.6K in September 2026.
Estimated monthly branded searches for Vortex worldwide fell 18.2% over 12 measured months, from 105K to 86.1K in September 2026.
Estimated monthly branded searches for Leupold worldwide fell 14.3% over 12 measured months, from 7K to 6K in September 2026.
How are Zeiss’ branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Zeiss’ 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.
- zeiss
- zeiss microscope
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Where does Zeiss compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Binocular brands | 3rd of 7 | 4.6% | Show ranking |
| Microscope brands | 3rd of 8 | 16.5% | Show ranking |
| Fluorescence microscope brands | 3rd of 6 | 16.6% | Show ranking |
| Confocal microscope brands | 3rd of 5 | 16.7% | Show ranking |
| Inverted microscope brands | 5th of 5 | 0.53% | Show ranking |
| Rifle scope brands | 1st of 6 | 55.2% | Shown above |
| Metrology software | 1st of 8 | 64.8% | Show ranking |
Is Zeiss 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.