Brandwave

Amazon SageMaker vs Hugging Face:Which is more popular?

In September 2026, Hugging Face had more branded searches than Amazon SageMaker among model fine tuning platforms worldwide. Hugging Face had about 301,000 branded searches, while Amazon SageMaker had 42,400. Hugging Face made up 51.9% of all model fine tuning platform searches we track, and Amazon SageMaker accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about model fine tuning platforms, Hugging Face appeared in all five answers and Amazon SageMaker in two. Hugging Face was mentioned before Amazon SageMaker in every answer.

Among model fine tuning platforms worldwide in September 2026

Who do people search for more?

Hugging Face, about 7 searches for every 1 for Amazon SageMaker

Hugging Face 301K searchesAmazon SageMaker 42.4K searches

Who does AI mention more?

Hugging Face, mentioned in every answer we collected

Hugging Face in 5 of 5Amazon SageMaker in 2 of 5

Who does AI recommend more?

Hugging Face, named ahead of Amazon SageMaker in every answer

Hugging Face first in 5Amazon SageMaker never first

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Top model fine tuning platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hugging Face appeared in all five answers. Amazon SageMaker was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hugging Face was listed before Amazon SageMaker in every answer.

Most recommended by AI

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

  1. Together AI1st
  2. Hugging Face2nd
  3. Amazon SageMaker3rd
  4. Unsloth4th
  5. Google Cloud Vertex AI5th
  6. Anyscale–
  7. Lamini–
  8. Predibase–

Mentioned by AI

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

  • Hugging Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Together AI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Unsloth3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Google Cloud Vertex AI2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amazon SageMaker2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Anyscale0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lamini0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Predibase0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about model fine tuning platforms

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 Amazon SageMaker or Hugging Face more popular in search?

This chart shows how often people search Google for Amazon SageMaker and Hugging Face by name. Each line represents a brand's share of searches for all nine model fine tuning platforms we track, month by month, from English-language searches worldwide.

Amazon SageMaker and Hugging Face among model fine tuning platforms worldwide, by month

Share of searches by month for Hugging Face, Amazon SageMaker. The figures are in the table below the chart.

View monthly share of searches table
MonthHugging FaceGoogle Cloud Vertex AIUnslothTogether AIAmazon SageMakerAnyscaleLaminiPredibase
Oct 202545.6%25%6.8%6.7%12.2%1.8%1.5%0.3%
Nov 202544.7%30%5.5%6.5%10.4%1.5%1.2%0.24%
Dec 202545.2%30.3%6.7%6.5%8.6%1.2%1.2%0.18%
Jan 202649.4%27.1%5%7.1%8.5%1.3%1.3%0.16%
Feb 202644.9%30.1%5.6%7.9%8.6%1.5%1.2%0.16%
Mar 202643.3%28.9%8.1%9.2%7.5%1.2%1.7%0.14%
Apr 202647.3%25.8%10.6%8.2%6%0.85%1%0.13%
May 202647.7%26.1%8.5%8.4%6.7%1%1.3%0.14%
Jun 202649%22%8.9%10.3%6.9%1.3%1.3%0.16%
Jul 202651.5%18.8%9.2%11%5.9%1.7%1.7%0.17%
Aug 202654.6%13.4%14.6%9.5%5.1%1.5%1.2%0.11%
Sep 202651.9%15.6%13.7%9%7.3%1.1%1.1%0.12%

How has the Amazon SageMaker and Hugging Face comparison changed over the last 12 months?

3 findings

How did search popularity change for model fine tuning platforms worldwide in September 2026?

2 changes

  1. In September 2026, Amazon SageMaker gained share of searches among model fine tuning platforms worldwide, from 5.1% to 7.3%.

  2. In September 2026, Hugging Face lost share of searches among model fine tuning platforms worldwide, from 54.6% to 51.9%.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Amazon SageMaker’s and Hugging Face’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 SageMaker

3 branded search terms

  • amazon sagemaker
  • aws sagemaker
  • sagemaker

Hugging Face

2 branded search terms

  • hugging face
  • huggingface

How the Brand Demand Index is measured

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