DNA test kit brands:Which are most popular?
In September 2026, Ancestry was the most searched DNA test kit brand worldwide, accounting for 50% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, Ancestry and FamilyTreeDNA showed up in every answer. Ancestry was recommended most often, coming first in every response.
AncestryShare of searches 50%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
23andMeShare of searches 33.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
FamilyTreeDNAShare of searches 8.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
MyHeritageShare of searches 6.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
Living DNAShare of searches 1.1%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
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Top DNA test kit brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and one Google AI Overview, Ancestry and FamilyTreeDNA appeared every time. Ancestry was recommended most often, coming first in every answer. MyHeritage was second, and 23andMe was third. Nebula Genomics, which ranked sixth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Ancestry1st
- MyHeritage2nd
- 23andMe3rd
- FamilyTreeDNA4th
- Living DNA5th
Nebula Genomics–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ancestry4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- FamilyTreeDNA4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- 23andMe3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- MyHeritage3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Living DNA1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Nebula Genomics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about DNA test kit brands
4 answers
Asked ChatGPT
“Which DNA test kit should I buy?”
Asked ChatGPT
“What are the best DNA test kits?”
Asked ChatGPT
“What's the best DNA test for finding out my ancestry?”
Searched Google, AI Overview
“dna test”
Searched Google, AI Overview
“dna test kit”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 22, 2026.
Which DNA test kit brands do people search for most?
This chart shows how often people search Google for each DNA test kit brand by name. Each line represents a brand's share of searches for all six DNA test kit brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Ancestry, 23andMe, FamilyTreeDNA, MyHeritage. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ancestry | 23andMe | FamilyTreeDNA | MyHeritage | Living DNA | Nebula Genomics |
|---|---|---|---|---|---|---|
| Oct 2025 | 38.5% | 47.1% | 6.3% | 6.3% | 1% | 0.69% |
| Nov 2025 | 37.9% | 46.4% | 6.2% | 7.6% | 1% | 0.83% |
| Dec 2025 | 42.8% | 42.8% | 5.8% | 7% | 0.94% | 0.77% |
| Jan 2026 | 46.4% | 37.9% | 6.2% | 7.6% | 1% | 0.83% |
| Feb 2026 | 42.2% | 42.2% | 6.9% | 6.9% | 0.93% | 0.76% |
| Mar 2026 | 45.8% | 37.5% | 7.5% | 7.5% | 0.82% | 0.82% |
| Apr 2026 | 45.6% | 37.3% | 7.5% | 7.5% | 1% | 1% |
| May 2026 | 50.7% | 33.9% | 6.8% | 6.8% | 0.91% | 0.91% |
| Jun 2026 | 51.5% | 34.5% | 6.9% | 5.7% | 0.76% | 0.62% |
| Jul 2026 | 50.1% | 33.5% | 6.7% | 8.2% | 0.74% | 0.6% |
| Aug 2026 | 54.2% | 29.7% | 7.3% | 7.3% | 0.98% | 0.53% |
| Sep 2026 | 50% | 33.5% | 8.2% | 6.7% | 1.1% | 0.49% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50% | 450K | -18.2% | -4.2 points | |
| 2, held 2nd | 33.5% | 301K | 0% | +3.8 points | |
| 3, held 3rd | 8.2% | 74K | 0% | +0.9 points | |
| 4, held 4th | 6.7% | 60.5K | -18.2% | -0.6 points | |
| 5, held 5th | 1.1% | 9.9K | 0% | +0.1 points | |
| 6, held 6th | 0.49% | 4.4K | -18.5% | 0 points |
1.
Ancestry50%
Held 1st. 450K estimated branded searches, -18.2% vs prior month. Share -4.2 points.
2.
23andMe33.5%
Held 2nd. 301K estimated branded searches, 0% vs prior month. Share +3.8 points.
8.2%
Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +0.9 points.
6.7%
Held 4th. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
1.1%
Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.
0.49%
Held 6th. 4.4K estimated branded searches, -18.5% vs prior month. Share 0 points.
Which brand is most popular in search among DNA test kit brands worldwide?
6 brands
In September 2026, Ancestry was the most searched among DNA test kit brands worldwide, with an estimated 450K branded searches, 50% of all searches for the six we track. 23andMe is in 2nd place, 16.6 percentage points behind at 33.5%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Ancestry | 38.5% → 50% | 54.2%Aug 2026 | 37.9%Nov 2025 | 2nd → 1st |
| 23andMe | 47.1% → 33.5% | 47.1%Oct 2025 | 29.7%Aug 2026 | 1st → 2nd |
| FamilyTreeDNA | 6.3% → 8.2% | 8.2%Sep 2026 | 5.8%Dec 2025 | 3rd |
| MyHeritage | 6.3% → 6.7% | 8.2%Jul 2026 | 5.7%Jun 2026 | 4th |
| Living DNA | 1% → 1.1% | 1.1%Sep 2026 | 0.74%Jul 2026 | 5th |
| Nebula Genomics | 0.69% → 0.49% | 1%Apr 2026 | 0.49%Sep 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, Ancestry’s share of searches among DNA test kit brands worldwide increased from 38.5% to 50%.
- Across the 12 months ending September 2026, 23andMe’s share of searches among DNA test kit brands worldwide decreased from 47.1% to 33.5%.
- Across the 12 months ending September 2026, FamilyTreeDNA’s share of searches among DNA test kit brands worldwide increased from 6.3% to 8.2%.
- Across the 12 months ending September 2026, Ancestry’s share of searches among DNA test kit brands worldwide peaked at 54.2% in August 2026 and was lowest at 37.9% in November 2025.
- Across the 12 months ending September 2026, 23andMe’s share of searches among DNA test kit brands worldwide peaked at 47.1% in October 2025 and was lowest at 29.7% in August 2026.
- Across the 12 months ending September 2026, FamilyTreeDNA’s share of searches among DNA test kit brands worldwide peaked at 8.2% in September 2026 and was lowest at 5.8% in December 2025.
- Across the 12 months ending September 2026, MyHeritage’s share of searches among DNA test kit brands worldwide peaked at 8.2% in July 2026 and was lowest at 5.7% in June 2026.
- Across the 12 months ending September 2026, Ancestry rose from 2nd to 1st among DNA test kit brands worldwide.
- Across the 12 months ending September 2026, 23andMe fell from 1st to 2nd among DNA test kit brands worldwide.
- Across the 12 months ending September 2026, MyHeritage, Living DNA and Nebula Genomics held steady: their share of searches among DNA test kit brands worldwide each moved less than 0.5 percentage points.
How did search popularity change for DNA test kit brands worldwide in September 2026?
6 changes
In September 2026, 23andMe gained share of searches among DNA test kit brands worldwide, from 29.7% to 33.5%.
In September 2026, FamilyTreeDNA gained share of searches among DNA test kit brands worldwide, from 7.3% to 8.2%.
In September 2026, Ancestry lost share of searches among DNA test kit brands worldwide, from 54.2% to 50%.
In September 2026, MyHeritage lost share of searches among DNA test kit brands worldwide, from 7.3% to 6.7%.
Estimated monthly branded searches for Nebula Genomics worldwide fell 45.7% over 12 measured months, from 8.1K to 4.4K in September 2026.
Estimated monthly branded searches for Living DNA worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.
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