Brandwave

Amazon SageMaker vs Google Cloud Vertex AI:Which is more popular?

In September 2026, Google Cloud Vertex AI had more branded searches than Amazon SageMaker among model fine tuning platforms worldwide. Google Cloud Vertex AI had about 90,500 branded searches, while Amazon SageMaker had 42,400. Google Cloud Vertex AI made up 15.6% 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, Amazon SageMaker and Google Cloud Vertex AI each appeared in two of the five answers. Amazon SageMaker was mentioned before Google Cloud Vertex AI in two out of three answers that named either.

Among model fine tuning platforms worldwide in September 2026

Who do people search for more?

Google Cloud Vertex AI, about 2 searches for every 1 for Amazon SageMaker

Google Cloud Vertex AI 90.5K searchesAmazon SageMaker 42.4K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Amazon SageMaker in 2 of 5Google Cloud Vertex AI in 2 of 5

Who does AI recommend more?

Amazon SageMaker, named ahead of Google Cloud Vertex AI in 2 of 3 answers

Amazon SageMaker first in 2Google Cloud Vertex AI first in 1

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Top model fine tuning platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, 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. Google Cloud Vertex AI was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Amazon SageMaker was listed before Google Cloud Vertex AI in two out of three answers that named either.

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 Google Cloud Vertex AI more popular in search?

This chart shows how often people search Google for Amazon SageMaker and Google Cloud Vertex AI 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 Google Cloud Vertex AI among model fine tuning platforms worldwide, by month

Share of searches by month for Google Cloud Vertex AI, 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 Google Cloud Vertex AI 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, Google Cloud Vertex AI overtook Unsloth to rank 2nd among model fine tuning platforms worldwide, with 15.6% of the searches.

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

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Amazon SageMaker’s and Google Cloud Vertex AI’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

Google Cloud Vertex AI

1 branded search term

  • vertex ai

How the Brand Demand Index is measured

Other head-to-heads among model fine tuning platforms

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