IKEA vs Zara Home:Which is more popular?
In September 2026, IKEA had more branded searches than Zara Home among cushion brands worldwide. IKEA had about 55.6 million branded searches, while Zara Home had 3.4 million. IKEA made up 86.9% of all cushion brand searches we track, and Zara Home accounted for 5.2%. When we asked ChatGPT and Google AI Overviews about cushion brands, IKEA appeared in four of the five answers and Zara 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. Zara 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 IKEA or Zara Home more popular in search?
This chart shows how often people search Google for IKEA 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 IKEA, Zara 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 IKEA and Zara Home comparison changed over the last 12 months?
3 findings
- IKEA was ahead of Zara Home in every measured month of the 12 months ending September 2026.
- 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.
- 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 IKEA nor Zara Home moved beyond provider rounding among cushion brands in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using IKEA’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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