Craftsman vs ToughBuilt:Which is more popular?
In September 2026, Craftsman had more branded searches than ToughBuilt among toolbox brands worldwide. Craftsman had about 301,000 branded searches, while ToughBuilt had 74,000. Craftsman made up 7.1% of all toolbox brand searches we track, and ToughBuilt accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about toolbox brands, Craftsman appeared in four of the five answers and ToughBuilt in one. Craftsman was mentioned before ToughBuilt in three out of four answers that named either.
Who do people search for more?
Craftsman, about 4 searches for every 1 for ToughBuilt
Who does AI mention more?
Craftsman, mentioned in 4 of 5 answers, ToughBuilt in 1
Who does AI recommend more?
Craftsman, named ahead of ToughBuilt in 3 of 4 answers
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Top toolbox brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Craftsman was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. ToughBuilt was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Craftsman was listed before ToughBuilt in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Milwaukee1st
DeWalt2nd- Husky3rd
- Craftsman4th
- U.S. General5th
Snap-on6th
ToughBuilt7th
Makita–
Stanley–
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
- DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Husky5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Craftsman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- U.S. General3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Snap-on2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- ToughBuilt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Makita0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toolbox brands
5 answers
Asked ChatGPT
“Which toolbox brand should I buy?”
Asked ChatGPT
“What are the best toolbox brands?”
Asked ChatGPT
“What's the best toolbox brand for tool storage?”
Searched Google, AI Overview
“best toolbox”
Searched Google, AI Overview
“tool box for tools”
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 ToughBuilt more popular in search?
This chart shows how often people search Google for Craftsman and ToughBuilt by name. Each line represents a brand's share of searches for all nine toolbox brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Craftsman, ToughBuilt. The figures are in the table below the chart.
View monthly share of searches table
| Month | Milwaukee | Makita | DeWalt | Craftsman | Snap-on | ToughBuilt | Stanley | U.S. General | Husky |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.8% | 28.1% | 13.5% | 4.9% | 6% | 1.5% | 0.39% | 0.54% | 0.36% |
| Nov 2025 | 42.7% | 27.3% | 15.7% | 4.7% | 7% | 1.4% | 0.44% | 0.35% | 0.42% |
| Dec 2025 | 44.9% | 23.7% | 16.5% | 6% | 6% | 1.5% | 0.62% | 0.36% | 0.44% |
| Jan 2026 | 43.2% | 23.2% | 15.9% | 7.1% | 7.1% | 1.7% | 0.7% | 0.52% | 0.43% |
| Feb 2026 | 42.9% | 22.6% | 15.8% | 8.6% | 7.1% | 1.7% | 0.5% | 0.42% | 0.35% |
| Mar 2026 | 40.2% | 25.5% | 14.8% | 9.9% | 6.6% | 1.6% | 0.48% | 0.49% | 0.4% |
| Apr 2026 | 42.6% | 22.9% | 15.7% | 8.6% | 7% | 1.7% | 0.49% | 0.63% | 0.34% |
| May 2026 | 42.5% | 23.1% | 15.6% | 8.6% | 7% | 1.7% | 0.77% | 0.34% | 0.34% |
| Jun 2026 | 43.3% | 23.5% | 15.9% | 8.7% | 5.8% | 1.4% | 0.51% | 0.35% | 0.35% |
| Jul 2026 | 46.7% | 20.7% | 14% | 9.4% | 6.3% | 1.5% | 0.6% | 0.38% | 0.38% |
| Aug 2026 | 42.6% | 23.1% | 15.7% | 8.6% | 7% | 1.7% | 0.55% | 0.34% | 0.34% |
| Sep 2026 | 43.2% | 23.7% | 15.9% | 7.1% | 7.1% | 1.7% | 0.51% | 0.35% | 0.29% |
How has the Craftsman and ToughBuilt comparison changed over the last 12 months?
3 findings
- Craftsman was ahead of ToughBuilt in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Craftsman’s share of searches among toolbox brands worldwide moved from 4.9% to 7.1%, and its estimated monthly branded searches moved from 246K to 301K.
- Across the 12 months ending September 2026, ToughBuilt’s share of searches among toolbox brands worldwide moved from 1.5% to 1.7%, and its estimated monthly branded searches held steady at 74K.
How did search popularity change for toolbox brands worldwide in September 2026?
1 change
In September 2026, Craftsman lost share of searches among toolbox brands worldwide, from 8.6% to 7.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Craftsman’s and ToughBuilt’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
ToughBuilt
1 branded search term
- toughbuilt
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