---
title: "Pens: Which brands are most popular in search?"
description: "Compare the pens people buy. Share of Search among Pilot, Lamy, Cross, uni-ball, Zebra and PARKER, the pens Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/pens"
publisher: "Brandwave"
---

# Pens: Which brands are most popular in search?

Compare the pens people buy. Share of Search among Pilot, Lamy, Cross, uni-ball, Zebra and PARKER, the pens Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Pens
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Pilot, 68.3%

## Which brand is most popular in search among pens worldwide?

- In August 2026, Pilot was the most searched among pens worldwide, with an estimated 270K branded searches and 68.3% estimated Share of Search within this set.
- Lamy is in 2nd place, 53 percentage points behind at 15.3% Share of Search.
- Across the 11 months ending August 2026, Pilot’s estimated Share of Search among pens worldwide increased from 65.8% to 68.3%.
- Across the 11 months ending August 2026, Cross’ estimated Share of Search among pens worldwide decreased from 14.8% to 12.5%.
- Across the 11 months ending August 2026, uni-ball’s estimated Share of Search among pens worldwide decreased from 4.4% to 3.7%.
- Across the 11 months ending August 2026, Pilot’s estimated Share of Search among pens worldwide peaked at 68.3% in July 2026 and was lowest at 59.5% in December 2025.
- Across the 11 months ending August 2026, Lamy’s estimated Share of Search among pens worldwide peaked at 16.4% in December 2025 and was lowest at 12.4% in April 2026.
- Across the 11 months ending August 2026, Cross’ estimated Share of Search among pens worldwide peaked at 20% in December 2025 and was lowest at 12.5% in August 2026.
- Across the 11 months ending August 2026, uni-ball’s estimated Share of Search among pens worldwide peaked at 5.4% in February 2026 and was lowest at 3.7% in August 2026.
- Across the 11 months ending August 2026, Lamy rose from 3rd to 2nd among pens worldwide.
- Across the 11 months ending August 2026, Cross fell from 2nd to 3rd among pens worldwide.
- Across the 11 months ending August 2026, Zebra and PARKER held steady: their estimated Share of Search among pens worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Pilot vs Lamy: compare search popularity](/demand/global-en/compare/lamy-vs-pilot-pens): 68.3% against 15.3% Share of Search.
- [Pilot vs Cross: compare search popularity](/demand/global-en/compare/cross-vs-pilot-pens): 68.3% against 12.5% Share of Search.
- [Pilot vs uni-ball: compare search popularity](/demand/global-en/compare/pilot-pens-vs-uni-ball): 68.3% against 3.7% Share of Search.
- [Lamy vs Cross: compare search popularity](/demand/global-en/compare/cross-vs-lamy): 15.3% against 12.5% Share of Search.
- [Lamy vs uni-ball: compare search popularity](/demand/global-en/compare/lamy-vs-uni-ball): 15.3% against 3.7% Share of Search.
- [Cross vs uni-ball: compare search popularity](/demand/global-en/compare/cross-vs-uni-ball): 12.5% against 3.7% Share of Search.

## How did search popularity change for pens worldwide in August 2026?

- uni-ball’s estimated Share of Search among pens worldwide has lost ground for 3 months in a row, from 4.5% to 3.7% in August 2026.
- Estimated monthly branded searches for Zebra worldwide rose 84.4% over 11 measured months, from 320 to 590 in August 2026.
- Estimated monthly branded searches for PARKER worldwide rose 23.5% over 11 measured months, from 170 to 210 in August 2026.
- Estimated monthly branded searches for Pilot worldwide rose 22.7% over 11 measured months, from 220K to 270K in August 2026.
- Estimated monthly branded searches for Lamy worldwide rose 22.2% over 11 measured months, from 49.5K to 60.5K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Pilot | 68.3% | 270K | 0.0% | Pilot |
| 2 | Lamy | 15.3% | 60.5K | 0.0% | Lamy |
| 3 | Cross | 12.5% | 49.5K | 0.0% | Cross |
| 4 | uni-ball | 3.7% | 14.8K | 0.0% | uni-ball |
| 5 | Zebra | 0.15% | 590 | +84.4% | Zebra |
| 6 | PARKER | 0.05% | 210 | +23.5% | PARKER |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Pilot | 220K | 65.8% | 1 |
| Oct 2025 | Cross | 49.5K | 14.8% | 2 |
| Oct 2025 | Lamy | 49.5K | 14.8% | 3 |
| Oct 2025 | uni-ball | 14.8K | 4.4% | 4 |
| Oct 2025 | Zebra | 320 | 0.1% | 5 |
| Oct 2025 | PARKER | 170 | 0.05% | 6 |
| Nov 2025 | Pilot | 220K | 63.7% | 1 |
| Nov 2025 | Cross | 60.5K | 17.5% | 2 |
| Nov 2025 | Lamy | 49.5K | 14.3% | 3 |
| Nov 2025 | uni-ball | 14.8K | 4.3% | 4 |
| Nov 2025 | Zebra | 320 | 0.09% | 5 |
| Nov 2025 | PARKER | 90 | 0.03% | 6 |
| Dec 2025 | Pilot | 220K | 59.5% | 1 |
| Dec 2025 | Cross | 74K | 20% | 2 |
| Dec 2025 | Lamy | 60.5K | 16.4% | 3 |
| Dec 2025 | uni-ball | 14.8K | 4% | 4 |
| Dec 2025 | Zebra | 320 | 0.09% | 5 |
| Dec 2025 | PARKER | 90 | 0.02% | 6 |
| Jan 2026 | Pilot | 220K | 65.8% | 1 |
| Jan 2026 | Cross | 49.5K | 14.8% | 2 |
| Jan 2026 | Lamy | 49.5K | 14.8% | 3 |
| Jan 2026 | uni-ball | 14.8K | 4.4% | 4 |
| Jan 2026 | Zebra | 390 | 0.12% | 5 |
| Jan 2026 | PARKER | 140 | 0.04% | 6 |
| Feb 2026 | Pilot | 220K | 65.2% | 1 |
| Feb 2026 | Cross | 49.5K | 14.7% | 2 |
| Feb 2026 | Lamy | 49.5K | 14.7% | 3 |
| Feb 2026 | uni-ball | 18.1K | 5.4% | 4 |
| Feb 2026 | Zebra | 320 | 0.09% | 5 |
| Feb 2026 | PARKER | 110 | 0.03% | 6 |
| Mar 2026 | Pilot | 220K | 65.1% | 1 |
| Mar 2026 | Cross | 49.5K | 14.7% | 2 |
| Mar 2026 | Lamy | 49.5K | 14.7% | 3 |
| Mar 2026 | uni-ball | 18.1K | 5.4% | 4 |
| Mar 2026 | PARKER | 320 | 0.09% | 5 |
| Mar 2026 | Zebra | 320 | 0.09% | 6 |
| Apr 2026 | Pilot | 220K | 67.6% | 1 |
| Apr 2026 | Cross | 49.5K | 15.2% | 2 |
| Apr 2026 | Lamy | 40.5K | 12.4% | 3 |
| Apr 2026 | uni-ball | 14.8K | 4.5% | 4 |
| Apr 2026 | PARKER | 260 | 0.08% | 5 |
| Apr 2026 | Zebra | 260 | 0.08% | 6 |
| May 2026 | Pilot | 220K | 67.6% | 1 |
| May 2026 | Cross | 49.5K | 15.2% | 2 |
| May 2026 | Lamy | 40.5K | 12.5% | 3 |
| May 2026 | uni-ball | 14.8K | 4.5% | 4 |
| May 2026 | Zebra | 320 | 0.1% | 5 |
| May 2026 | PARKER | 170 | 0.05% | 6 |
| Jun 2026 | Pilot | 220K | 68.2% | 1 |
| Jun 2026 | Cross | 49.5K | 15.3% | 2 |
| Jun 2026 | Lamy | 40.5K | 12.6% | 3 |
| Jun 2026 | uni-ball | 12.1K | 3.8% | 4 |
| Jun 2026 | Zebra | 260 | 0.08% | 5 |
| Jun 2026 | PARKER | 210 | 0.07% | 6 |
| Jul 2026 | Pilot | 270K | 68.3% | 1 |
| Jul 2026 | Lamy | 60.5K | 15.3% | 2 |
| Jul 2026 | Cross | 49.5K | 12.5% | 3 |
| Jul 2026 | uni-ball | 14.8K | 3.7% | 4 |
| Jul 2026 | Zebra | 320 | 0.08% | 5 |
| Jul 2026 | PARKER | 170 | 0.04% | 6 |
| Aug 2026 | Pilot | 270K | 68.3% | 1 |
| Aug 2026 | Lamy | 60.5K | 15.3% | 2 |
| Aug 2026 | Cross | 49.5K | 12.5% | 3 |
| Aug 2026 | uni-ball | 14.8K | 3.7% | 4 |
| Aug 2026 | Zebra | 590 | 0.15% | 5 |
| Aug 2026 | PARKER | 210 | 0.05% | 6 |
| Sep 2026 | Cross | — | — | — |
| Sep 2026 | Lamy | — | — | — |
| Sep 2026 | PARKER | — | — | — |
| Sep 2026 | Pilot | — | — | — |
| Sep 2026 | uni-ball | — | — | — |
| Sep 2026 | Zebra | — | — | — |

## What is being compared

- **Cross**: Measured on the search term “cross pens”.
- **Lamy**: Measured on the search term “lamy pen”.
- **PARKER**: Measured on the search term “parker landscape design”.
- **Pilot**: Measured on the search terms “pilot pen” and “pilot pens”, summed into one figure.
- **uni-ball**: Measured on the search term “uni ball”.
- **Zebra**: Measured on the search term “zebra highlighter”.

- [Cross](/demand/global-en/brands/cross)
- [Lamy](/demand/global-en/brands/lamy)
- [PARKER](/demand/global-en/brands/parker)
- [Pilot](/demand/global-en/brands/pilot-pens)
- [uni-ball](/demand/global-en/brands/uni-ball)
- [Zebra](/demand/global-en/brands/zebra)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among pens worldwide?

In August 2026, Pilot was the most searched among pens worldwide, with an estimated 270K branded searches and 68.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Pens: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/pens

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/pens. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.