H&M Home vs IKEA:Which is more popular?
In September 2026, IKEA had more branded searches than H&M Home among cushion brands worldwide. IKEA had about 55.6 million branded searches, while H&M Home had 1.5 million. IKEA made up 86.9% of all cushion brand searches we track, and H&M Home accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about cushion brands, IKEA appeared in four of the five answers and H&M Home in none.
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Top cushion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. H&M Home did not appear in any of the five answers.
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.
IKEA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Pottery Barn2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
West Elm2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Muji1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Zara Home0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
H&M Home0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Society60 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Amara0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about cushion brands
5 answers
Asked ChatGPT
“Which cushion brand should I buy?”
Asked ChatGPT
“What are the best cushion brands?”
Asked ChatGPT
“What's the best cushion brand for living room seating?”
Searched Google, AI Overview
“decorative cushions”
- 1IKEA
- 1
Searched Google, AI Overview
“soft cushions”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is H&M Home or IKEA more popular in search?
This chart shows how often people search Google for H&M Home and IKEA by name. Each line represents a brand's share of searches for all eight cushion brands we track, month by month, from English-language searches worldwide.
Share of searches by month for IKEA, H&M Home. The figures are in the table below the chart.
View monthly share of searches table
| Month | IKEA | Zara Home | Pottery Barn | H&M Home | West Elm | Society6 | Muji | Amara |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 86.9% | 5.2% | 3.5% | 2.3% | 1.9% | 0.12% | 0.03% | <0.01% |
| Nov 2025 | 82.1% | 7.4% | 4.9% | 2.7% | 2.7% | 0.13% | 0.03% | <0.01% |
| Dec 2025 | 85.2% | 6.3% | 4.2% | 2.3% | 1.9% | 0.14% | 0.03% | <0.01% |
| Jan 2026 | 85.2% | 6.3% | 4.2% | 2.3% | 1.9% | 0.14% | 0.03% | <0.01% |
| Feb 2026 | 86.2% | 5.2% | 4.2% | 2.3% | 1.9% | 0.11% | 0.03% | <0.01% |
| Mar 2026 | 86.2% | 5.2% | 4.2% | 2.3% | 1.9% | 0.14% | 0.05% | <0.01% |
| Apr 2026 | 87% | 5.2% | 3.5% | 2.1% | 1.9% | 0.12% | 0.04% | <0.01% |
| May 2026 | 86.7% | 5.2% | 3.5% | 2.1% | 2.3% | 0.12% | 0.04% | <0.01% |
| Jun 2026 | 87.2% | 5.3% | 3.5% | 1.9% | 1.9% | 0.12% | 0.03% | <0.01% |
| Jul 2026 | 85.4% | 6.3% | 4.2% | 2.1% | 1.9% | 0.11% | 0.04% | <0.01% |
| Aug 2026 | 87% | 5.2% | 3.5% | 2.1% | 1.9% | 0.12% | 0.03% | <0.01% |
| Sep 2026 | 86.9% | 5.2% | 3.5% | 2.3% | 1.9% | 0.09% | 0.03% | <0.01% |
How has the H&M Home and IKEA comparison changed over the last 12 months?
3 findings
- IKEA was ahead of H&M Home in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, H&M Home’s share of searches among cushion brands worldwide held steady at 2.3%, and its estimated monthly branded searches held steady at 1.5M.
- Across the 12 months ending September 2026, IKEA’s share of searches among cushion brands worldwide held steady at 86.9%, and its estimated monthly branded searches held steady at 55.6M.
How did search popularity change for cushion brands worldwide in September 2026?
0 changes
Neither H&M Home nor IKEA moved beyond provider rounding among cushion brands in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using H&M Home’s and IKEA’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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