H&M Home vs Zara Home:Which is more popular?
In September 2026, Zara Home had more branded searches than H&M Home among cushion brands worldwide. Zara Home had about 3.4 million branded searches, while H&M Home had 1.5 million. Zara Home made up 5.2% 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, neither H&M Home nor Zara Home appeared in any of the five answers.
Who do people search for more?
Zara Home, about 2 searches for every 1 for H&M Home
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top cushion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither H&M Home nor Zara Home showed up 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 Zara Home more popular in search?
This chart shows how often people search Google for H&M Home and Zara Home 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 Zara Home, 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 Zara Home comparison changed over the last 12 months?
3 findings
- Zara Home 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, Zara Home’s share of searches among cushion brands worldwide held steady at 5.2%, and its estimated monthly branded searches held steady at 3.4M.
How did search popularity change for cushion brands worldwide in September 2026?
0 changes
Neither H&M Home nor Zara Home 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 Zara Home’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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