Frye vs Naturalizer:Which is more popular?
In September 2026, Frye had more branded searches than Naturalizer among women's boot brands worldwide. Frye had about 320,000 branded searches, while Naturalizer had 90,500. Frye made up 8.7% of all women's boot brand searches we track, and Naturalizer accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about women's boot brands, Frye and Naturalizer each appeared in four of the five answers. Frye was mentioned before Naturalizer in three out of five answers.
Who do people search for more?
Frye, about 4 searches for every 1 for Naturalizer
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Frye, named ahead of Naturalizer in 3 of 5 answers
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Top women's boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Frye was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Naturalizer was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Frye was listed before Naturalizer in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Thursday Boot Company1st
Blundstone2nd
Naturalizer3rd- Frye4th
Sam Edelman5th
Clarks6th
Sorel7th
Ariat8th
Hunter–
Merrell–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Frye4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sam Edelman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Naturalizer4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Thursday Boot Company4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Clarks3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Blundstone3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sorel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ariat1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hunter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Merrell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about women's boot brands
5 answers
Asked ChatGPT
“Which women's boot brand should I buy?”
Asked ChatGPT
“What are the best women's boot brands?”
Asked ChatGPT
“What's the best women's boot brand for everyday wear?”
Searched Google, AI Overview
“boots for women”
Searched Google, AI Overview
“leather boots for women”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Frye or Naturalizer more popular in search?
This chart shows how often people search Google for Frye and Naturalizer by name. Each line represents a brand's share of searches for all ten women's boot brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Frye, Naturalizer. The figures are in the table below the chart.
View monthly share of searches table
| Month | Clarks | Ariat | Blundstone | Frye | Sam Edelman | Sorel | Naturalizer | Thursday Boot Company | Hunter | Merrell |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.4% | 16.3% | 16.3% | 10.7% | 7.3% | 6% | 2.7% | 2.2% | 1.5% | 0.66% |
| Nov 2025 | 34.3% | 18.8% | 18.8% | 8.6% | 5.6% | 8.4% | 2.1% | 2.1% | 0.93% | 0.42% |
| Dec 2025 | 32.8% | 21.9% | 18% | 7.4% | 5.4% | 8.1% | 2% | 3% | 1.1% | 0.49% |
| Jan 2026 | 40.2% | 18.1% | 14.8% | 6% | 5.4% | 8.1% | 2% | 3% | 1.6% | 0.89% |
| Feb 2026 | 42% | 18.9% | 12.7% | 5.5% | 6.9% | 5.7% | 2.5% | 2.5% | 2.1% | 1.1% |
| Mar 2026 | 44.7% | 20.1% | 9% | 5.5% | 9% | 4% | 2.7% | 1.8% | 2.2% | 0.99% |
| Apr 2026 | 46.1% | 20.7% | 7.6% | 4.9% | 9.2% | 3.4% | 2.8% | 1.9% | 2.3% | 1.2% |
| May 2026 | 46.1% | 20.7% | 7.6% | 4.9% | 9.3% | 3.4% | 2.8% | 1.9% | 1.9% | 1.5% |
| Jun 2026 | 49% | 22% | 6.6% | 4.9% | 8% | 2.4% | 2.4% | 1.3% | 2% | 1.3% |
| Jul 2026 | 50.1% | 18.4% | 6.7% | 6.2% | 8.2% | 3% | 2.5% | 1.4% | 2% | 1.7% |
| Aug 2026 | 49% | 18% | 8.1% | 7% | 8.1% | 2.9% | 2.4% | 1.6% | 1.6% | 1.3% |
| Sep 2026 | 40.6% | 18.2% | 12.2% | 8.7% | 8.2% | 4.5% | 2.5% | 2.5% | 1.6% | 1.1% |
How has the Frye and Naturalizer comparison changed over the last 12 months?
3 findings
- Frye was ahead of Naturalizer in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Frye’s share of searches among women's boot brands worldwide moved from 10.7% to 8.7%, and its estimated monthly branded searches moved from 442K to 320K.
- Across the 12 months ending September 2026, Naturalizer’s share of searches among women's boot brands worldwide moved from 2.7% to 2.5%, and its estimated monthly branded searches moved from 110K to 90.5K.
How did search popularity change for women's boot brands worldwide in September 2026?
2 changes
In September 2026, Frye overtook Sam Edelman to rank 4th among women's boot brands worldwide, with 8.7% of the searches.
Estimated monthly branded searches for Naturalizer worldwide fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Frye’s and Naturalizer’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.
Frye
2 branded search terms
- frye
- frye boots
Naturalizer
1 branded search term
- naturalizer
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