Bernina vs Brother:Which is more popular?
In September 2026, Bernina had more branded searches than Brother among embroidery machine brands worldwide. Bernina had about 91,600 branded searches, while Brother had 40,500. Bernina made up 31.9% of all embroidery machine brand searches we track, and Brother accounted for 14.1%. When we asked ChatGPT and Google AI Overviews about embroidery machine brands, Brother appeared in all five answers and Bernina in three. Brother was mentioned before Bernina in every answer.
Who do people search for more?
Bernina, about 2 searches for every 1 for Brother
Who does AI mention more?
Brother, mentioned in every answer we collected
Who does AI recommend more?
Brother, named ahead of Bernina in every answer
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Top embroidery machine brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Brother appeared in all five answers. Bernina was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Brother was listed before Bernina in every answer.
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.
Janome5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Brother5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bernina3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tajima3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Melco1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about embroidery machine brands
5 answers
Asked ChatGPT
“Which embroidery machine brand should I buy?”
Asked ChatGPT
“What are the best embroidery machine brands?”
Asked ChatGPT
“What's the best embroidery machine brand for home sewing projects?”
Searched Google, AI Overview
“best embroidery machine”
Searched Google, AI Overview
“computerised embroidery machine”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Bernina or Brother more popular in search?
This chart shows how often people search Google for Bernina and Brother by name. Each line represents a brand's share of searches for all five embroidery machine brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Bernina, Brother. The figures are in the table below the chart.
View monthly share of searches table
| Month | Janome | Bernina | Brother | Tajima | Melco |
|---|---|---|---|---|---|
| Oct 2025 | 33% | 31.3% | 18.6% | 12.5% | 4.6% |
| Nov 2025 | 39.2% | 30.9% | 15.1% | 10.1% | 4.8% |
| Dec 2025 | 31.1% | 23.8% | 31.9% | 9.6% | 3.7% |
| Jan 2026 | 34.1% | 27.7% | 23.4% | 10.5% | 4.3% |
| Feb 2026 | 36.6% | 28.9% | 20.7% | 9.3% | 4.4% |
| Mar 2026 | 33.4% | 23.6% | 28% | 10.3% | 4.7% |
| Apr 2026 | 33.6% | 24.5% | 25.9% | 11.6% | 4.3% |
| May 2026 | 37.9% | 24.5% | 21.5% | 11.7% | 4.4% |
| Jun 2026 | 36.8% | 24.8% | 23.4% | 10.5% | 4.6% |
| Jul 2026 | 34.8% | 30.2% | 19.9% | 10.9% | 4.2% |
| Aug 2026 | 36.2% | 28.1% | 18.6% | 12.4% | 4.6% |
| Sep 2026 | 37% | 31.9% | 14.1% | 11.5% | 5.5% |
How has the Bernina and Brother comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Brother took it in December 2025, Bernina took it in January 2026, Brother took it in March 2026, Bernina took it in May 2026.
- Across the 12 months ending September 2026, Bernina’s share of searches among embroidery machine brands worldwide moved from 31.3% to 31.9%, and its estimated monthly branded searches moved from 102K to 91.6K.
- Across the 12 months ending September 2026, Brother’s share of searches among embroidery machine brands worldwide moved from 18.6% to 14.1%, and its estimated monthly branded searches moved from 60.5K to 40.5K.
How did search popularity change for embroidery machine brands worldwide in September 2026?
2 changes
In September 2026, Bernina gained share of searches among embroidery machine brands worldwide, from 28.1% to 31.9%.
In September 2026, Brother lost share of searches among embroidery machine brands worldwide, from 18.6% to 14.1%.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Bernina’s and Brother’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.
Other head-to-heads among embroidery machine brands
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