Brandwave

Craftsman vs Milwaukee:Which is more popular?

In September 2026, Milwaukee had more branded searches than Craftsman among hand tool brands worldwide. Milwaukee had about 1.8 million branded searches, while Craftsman had 301,000. Milwaukee made up 65.6% of all hand tool brand searches we track, and Craftsman accounted for 10.8%. When we asked ChatGPT and Google AI Overviews about hand tool brands, Milwaukee appeared in all five answers and Craftsman in four. Craftsman was mentioned before Milwaukee in three out of five answers.

Among hand tool brands worldwide in September 2026

Who do people search for more?

Milwaukee, about 6 searches for every 1 for Craftsman

Milwaukee 1.8M searchesCraftsman 301K searches

Who does AI mention more?

Milwaukee, mentioned in every answer we collected

Milwaukee in 5 of 5Craftsman in 4 of 5

Who does AI recommend more?

Craftsman, named ahead of Milwaukee in 3 of 5 answers

Craftsman first in 3Milwaukee first in 2

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Top hand tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Milwaukee appeared in all five answers. Craftsman was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Craftsman was listed before Milwaukee in three out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Knipex1st
  2. Craftsman2nd
  3. GearWrench3rd
  4. Milwaukee4th
  5. Channellock5th
  6. Klein Tools6th
  7. Tekton7th
  8. Stanley8th
  9. Crescent–
  10. Bahco–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Craftsman4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Knipex4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GearWrench4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Klein Tools3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tekton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Channellock3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stanley3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crescent0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bahco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about hand tool brands

5 answers

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 21, 2026.

Is Craftsman or Milwaukee more popular in search?

This chart shows how often people search Google for Craftsman and Milwaukee by name. Each line represents a brand's share of searches for all 13 hand tool brands we track, month by month, from English-language searches worldwide.

Craftsman and Milwaukee among hand tool brands worldwide, by month

Share of searches by month for Milwaukee, Craftsman. The figures are in the table below the chart.

View monthly share of searches table
MonthMilwaukeeCraftsmanKnipexKlein ToolsCrescentTektonGearWrenchBahcoKincromeChannellockIrwinSidchromeStanley
Oct 202572.1%7.9%6.5%4.3%2.9%1.9%1.6%1.6%0.48%0.32%0.21%0.12%0.02%
Nov 202572.1%7.9%6.5%4.3%2.4%1.9%1.9%1.6%0.58%0.32%0.17%0.12%0.02%
Dec 202569.9%9.4%6.3%5.1%2.9%1.9%1.9%1.5%0.46%0.38%0.17%0.11%0.02%
Jan 202666.4%10.9%7.3%4.9%3.3%2.2%2.2%1.5%0.54%0.36%0.2%0.13%0.03%
Feb 202665.1%13.1%7.1%4.8%3.3%2.2%1.8%1.4%0.53%0.43%0.19%0.13%0.02%
Mar 202662.8%15.4%6.9%4.6%3.1%2.1%1.7%2.1%0.51%0.42%0.19%0.12%0.03%
Apr 202665.1%13.1%7.2%4.8%3.3%2.2%1.8%1.4%0.53%0.35%0.19%0.13%0.03%
May 202665.4%13.2%5.9%4.8%4%2.2%1.8%1.4%0.53%0.43%0.19%0.16%0.02%
Jun 202666.2%13.3%6%4.9%3.3%2.2%1.8%1.2%0.54%0.36%0.16%0.13%0.02%
Jul 202664.6%13%5.8%4.8%3.2%4.8%1.4%1.2%0.52%0.35%0.16%0.13%0.02%
Aug 202663.9%12.8%7%5.8%3.2%3.2%1.7%1.2%0.63%0.35%0.15%0.13%0.03%
Sep 202665.6%10.8%7.2%5.9%3.3%2.7%1.8%1.5%0.65%0.36%0.16%0.1%0.03%

How has the Craftsman and Milwaukee comparison changed over the last 12 months?

3 findings
  • Milwaukee was ahead of Craftsman in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Craftsman’s share of searches among hand tool brands worldwide moved from 7.9% to 10.8%, and its estimated monthly branded searches moved from 246K to 301K.
  • Across the 12 months ending September 2026, Milwaukee’s share of searches among hand tool brands worldwide moved from 72.1% to 65.6%, and its estimated monthly branded searches moved from 2.2M to 1.8M.

How did search popularity change for hand tool brands worldwide in September 2026?

2 changes

  1. In September 2026, Milwaukee gained share of searches among hand tool brands worldwide, from 63.9% to 65.6%.

  2. In September 2026, Craftsman lost share of searches among hand tool brands worldwide, from 12.8% to 10.8%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Craftsman’s and Milwaukee’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.

Craftsman

1 branded search term

  • craftsman

Milwaukee

1 branded search term

  • milwaukee

How the Brand Demand Index is measured

Other head-to-heads among hand tool brands

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