Amazon Ads vs Microsoft Advertising:Which is more popular?
In September 2026, Amazon Ads had more branded searches than Microsoft Advertising among advertising platforms worldwide. Amazon Ads had about 92,100 branded searches, while Microsoft Advertising had 60,500. Amazon Ads made up 1.4% of all advertising platform searches we track, and Microsoft Advertising accounted for 0.95%. When we asked ChatGPT and Google AI Overviews about advertising platforms, Microsoft Advertising appeared in three of the five answers and Amazon Ads in two. Microsoft Advertising was mentioned before Amazon Ads in every answer that named either.
Who do people search for more?
Amazon Ads, about 52% more searches than Microsoft Advertising
Who does AI mention more?
Microsoft Advertising, mentioned in 3 of 5 answers, Amazon Ads in 2
Who does AI recommend more?
Microsoft Advertising, named ahead of Amazon Ads in 3 of 3 answers
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Top advertising platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Microsoft Advertising was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Amazon Ads was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Microsoft Advertising was listed before Amazon Ads in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Google Ads1st
Meta Ads2nd
LinkedIn Ads3rd
TikTok Ads4th- Microsoft Advertising5th
- Amazon Ads6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Google Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Meta Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- TikTok Ads4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- LinkedIn Ads4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Microsoft Advertising3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Amazon Ads2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about advertising platforms
5 answers
Asked ChatGPT
“Which advertising platform should I use?”
Asked ChatGPT
“What are the best advertising platforms?”
Asked ChatGPT
“What's the best advertising platform for a small marketing team?”
Searched Google, AI Overview
“advertising platforms”
Searched Google, AI Overview
“online advertising tools”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Amazon Ads or Microsoft Advertising more popular in search?
This chart shows how often people search Google for Amazon Ads and Microsoft Advertising by name. Each line represents a brand's share of searches for all six advertising platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Amazon Ads, Microsoft Advertising. The figures are in the table below the chart.
View monthly share of searches table
| Month | Google Ads | Meta Ads | TikTok Ads | Amazon Ads | Microsoft Advertising | LinkedIn Ads |
|---|---|---|---|---|---|---|
| Oct 2025 | 78.4% | 10.5% | 7% | 1.8% | 1.2% | 1.2% |
| Nov 2025 | 81.2% | 8.9% | 5.9% | 1.8% | 1.2% | 0.98% |
| Dec 2025 | 81.5% | 8.9% | 6% | 1.8% | 0.98% | 0.8% |
| Jan 2026 | 79.9% | 10.7% | 5.8% | 1.5% | 1.2% | 0.96% |
| Feb 2026 | 79.9% | 10.7% | 5.8% | 1.5% | 1.2% | 0.96% |
| Mar 2026 | 77.4% | 12.6% | 5.7% | 1.7% | 1.4% | 1.1% |
| Apr 2026 | 78% | 12.7% | 5.7% | 1.4% | 1.1% | 0.94% |
| May 2026 | 78.1% | 12.7% | 5.7% | 1.4% | 1.1% | 0.94% |
| Jun 2026 | 78% | 12.7% | 5.7% | 1.4% | 1.1% | 0.94% |
| Jul 2026 | 78.1% | 12.7% | 5.7% | 1.4% | 1.1% | 0.94% |
| Aug 2026 | 76% | 15.2% | 5.6% | 1.4% | 1.1% | 0.75% |
| Sep 2026 | 79.2% | 12.9% | 4.7% | 1.4% | 0.95% | 0.78% |
How has the Amazon Ads and Microsoft Advertising comparison changed over the last 12 months?
3 findings
- Amazon Ads was ahead of Microsoft Advertising in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Ads’ share of searches among advertising platforms worldwide moved from 1.8% to 1.4%, and its estimated monthly branded searches moved from 92.4K to 92.1K.
- Across the 12 months ending September 2026, Microsoft Advertising’s share of searches among advertising platforms worldwide moved from 1.2% to 0.95%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for advertising platforms worldwide in September 2026?
0 changes
Neither Amazon Ads nor Microsoft Advertising moved beyond provider rounding among advertising platforms in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Amazon Ads’ and Microsoft Advertising’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 Ads
2 branded search terms
- amazon ads
- amazonads
Microsoft Advertising
1 branded search term
- microsoft advertising
Other head-to-heads among advertising platforms
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