Amazon Fire Tablet vs Microsoft Surface:Which is more popular?
In September 2026, Microsoft Surface had more branded searches than Amazon Fire Tablet among tablet brands worldwide. Microsoft Surface had about 368,000 branded searches, while Amazon Fire Tablet had 101,000. Microsoft Surface made up 2.3% of all tablet brand searches we track, and Amazon Fire Tablet accounted for 0.63%. When we asked ChatGPT and Google AI Overviews about tablet brands, Amazon Fire Tablet appeared in three of the five answers and Microsoft Surface in one. Amazon Fire Tablet was mentioned before Microsoft Surface in every answer that named either.
Who do people search for more?
Microsoft Surface, about 4 searches for every 1 for Amazon Fire Tablet
Who does AI mention more?
Amazon Fire Tablet, mentioned in 3 of 5 answers, Microsoft Surface in 1
Who does AI recommend more?
Amazon Fire Tablet, named ahead of Microsoft Surface in 3 of 3 answers
Follow Amazon Fire Tablet vs Microsoft Surface and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top tablet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Amazon Fire Tablet was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Microsoft Surface was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Amazon Fire Tablet was listed before Microsoft Surface in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Samsung1st
Lenovo2nd- Amazon Fire Tablet3rd
Apple iPad4th- Microsoft Surface5th
TCL–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Lenovo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Samsung5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Apple iPad4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Amazon Fire Tablet3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Microsoft Surface1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- TCL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tablet brands
5 answers
Asked ChatGPT
“Which tablet brand should I buy?”
Asked ChatGPT
“What are the best tablet brands?”
Asked ChatGPT
“What's the best tablet brand for streaming and browsing?”
Searched Google, AI Overview
“cheap tablets”
Searched Google, AI Overview
“tablet brands”
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 19, 2026.
Is Amazon Fire Tablet or Microsoft Surface more popular in search?
This chart shows how often people search Google for Amazon Fire Tablet and Microsoft Surface by name. Each line represents a brand's share of searches for all six tablet brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Microsoft Surface, Amazon Fire Tablet. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPad | Lenovo | TCL | Microsoft Surface | Samsung | Amazon Fire Tablet |
|---|---|---|---|---|---|---|
| Oct 2025 | 57.8% | 27.4% | 8.5% | 2.6% | 2.9% | 0.86% |
| Nov 2025 | 64.6% | 24.3% | 6.4% | 1.9% | 2% | 0.79% |
| Dec 2025 | 68.1% | 21.7% | 5.6% | 1.7% | 2% | 0.85% |
| Jan 2026 | 62.4% | 25.1% | 7.6% | 1.9% | 2.2% | 0.67% |
| Feb 2026 | 62% | 24.9% | 7.6% | 2.3% | 2.6% | 0.67% |
| Mar 2026 | 57.5% | 28.3% | 8.6% | 2.6% | 2.4% | 0.71% |
| Apr 2026 | 57.3% | 28.2% | 8.6% | 2.6% | 2.7% | 0.75% |
| May 2026 | 58% | 28% | 8.5% | 2.1% | 2.7% | 0.71% |
| Jun 2026 | 54% | 30.1% | 9.7% | 2.9% | 2.5% | 0.8% |
| Jul 2026 | 59.1% | 28.6% | 7.1% | 2.1% | 2.4% | 0.62% |
| Aug 2026 | 58.2% | 29.3% | 7% | 2.1% | 2.7% | 0.71% |
| Sep 2026 | 62.4% | 25.1% | 7.6% | 2.3% | 1.9% | 0.63% |
How has the Amazon Fire Tablet and Microsoft Surface comparison changed over the last 12 months?
3 findings
- Microsoft Surface was ahead of Amazon Fire Tablet in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Fire Tablet’s share of searches among tablet brands worldwide moved from 0.86% to 0.63%, and its estimated monthly branded searches moved from 124K to 101K.
- Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands worldwide moved from 2.6% to 2.3%, and its estimated monthly branded searches held steady at 368K.
How did search popularity change for tablet brands worldwide in September 2026?
2 changes
In September 2026, Microsoft Surface rose from 5th to 4th among tablet brands worldwide.
Estimated monthly branded searches for Amazon Fire Tablet worldwide fell 18.2% over 12 measured months, from 124K to 101K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Amazon Fire Tablet’s and Microsoft Surface’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 Fire Tablet
2 branded search terms
- amazon fire tablet
- fire tablet
Microsoft Surface
1 branded search term
- microsoftsurface
Other head-to-heads among tablet brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.