Amazon Fresh vs Instacart:Which is more popular by branded search?
In August 2026, Instacart had more branded searches than Amazon Fresh among grocery delivery services worldwide. Instacart was estimated to have 2.2M branded searches compared to Amazon Fresh’s 301K, and held an 88.2% Share of Search versus Amazon Fresh’s 11.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Amazon Fresh or Instacart?
Compare the services that deliver groceries to your door. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Instacart, Amazon Fresh. The figures are in the table below the chart.
View monthly share of search table
| Month | Instacart | Amazon Fresh |
|---|---|---|
| Oct 2025 | 69.1% | 30.9% |
| Nov 2025 | 64.7% | 35.3% |
| Dec 2025 | 69.1% | 30.9% |
| Jan 2026 | 64.6% | 35.4% |
| Feb 2026 | 73.3% | 26.7% |
| Mar 2026 | 76.9% | 23.1% |
| Apr 2026 | 85.9% | 14.1% |
| May 2026 | 88.2% | 11.8% |
| Jun 2026 | 88.2% | 11.8% |
| Jul 2026 | 88.2% | 11.8% |
| Aug 2026 | 88.2% | 11.8% |
| Sep 2026 | — | — |
How has the Amazon Fresh and Instacart comparison changed over the last 12 months?
3 findings
- Instacart was ahead of Amazon Fresh in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Amazon Fresh’s estimated Share of Search among grocery delivery services worldwide moved from 30.9% to 11.8%, and its estimated monthly branded searches moved from 1M to 301K.
- Across the 11 months ending August 2026, Instacart’s estimated Share of Search among grocery delivery services worldwide moved from 69.1% to 88.2%, and its estimated monthly branded searches held steady at 2.2M.
How did search popularity change for grocery delivery services worldwide in August 2026?
1 change
Estimated monthly branded searches for Amazon Fresh worldwide fell 69.9% over 11 measured months, from 1M to 301K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Amazon Fresh’s and Instacart’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.
Amazon Fresh
1 branded search term
- amazon fresh
Instacart
1 branded search term
- instacart
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.