--- title: "Amazon Fire Tablet vs Microsoft Surface: Which is searched more?" description: "Is Amazon Fire Tablet or Microsoft Surface more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tablet brands set worldwide. 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/compare/amazon-fire-tablet-vs-microsoft-surface" publisher: "Brandwave" --- # Amazon Fire Tablet vs Microsoft Surface: Which is searched more? Is Amazon Fire Tablet or Microsoft Surface more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tablet brands set worldwide. 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 - **Compared**: Amazon Fire Tablet and Microsoft Surface - **Competitive set**: Tablet brands - **Market**: Global - **Month measured**: Sep 2026 - **Amazon Fire Tablet Share of Search**: 0.63% - **Microsoft Surface Share of Search**: 2.3% ## Is Amazon Fire Tablet or Microsoft Surface more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Samsung | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Lenovo | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Amazon Fire Tablet | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Apple iPad | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Microsoft Surface | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | TCL | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about tablet brands - Asked ChatGPT "Which tablet brand should I buy?": 1. Samsung, 2. Lenovo, 3. Apple iPad - Asked ChatGPT "What are the best tablet brands?": 1. Samsung, 2. Lenovo, 3. Amazon Fire Tablet, 4. Apple iPad, 5. Microsoft Surface - Asked ChatGPT "What's the best tablet brand for streaming and browsing?": 1. Samsung, 2. Amazon Fire Tablet, 3. Lenovo, 4. Apple iPad - Searched Google, AI Overview "cheap tablets": 1. Lenovo, 2. Samsung - Searched Google, AI Overview "tablet brands": 1. Samsung, 2. Lenovo, 3. Amazon Fire Tablet, 4. Apple iPad Not named in any answer: TCL. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for tablet brands worldwide in September 2026? - 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. ## Month by month | Month | Amazon Fire Tablet estimated searches | Amazon Fire Tablet Share of Search | Amazon Fire Tablet rank | Microsoft Surface estimated searches | Microsoft Surface Share of Search | Microsoft Surface rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 124K | 0.86% | 6 | 368K | 2.6% | 5 | | Nov 2025 | 151K | 0.79% | 6 | 368K | 1.9% | 5 | | Dec 2025 | 151K | 0.85% | 6 | 301K | 1.7% | 5 | | Jan 2026 | 107K | 0.67% | 6 | 301K | 1.9% | 5 | | Feb 2026 | 87.6K | 0.67% | 6 | 301K | 2.3% | 5 | | Mar 2026 | 101K | 0.71% | 6 | 368K | 2.6% | 4 | | Apr 2026 | 87.6K | 0.75% | 6 | 301K | 2.6% | 5 | | May 2026 | 82.7K | 0.71% | 6 | 246K | 2.1% | 5 | | Jun 2026 | 101K | 0.8% | 6 | 368K | 2.9% | 4 | | Jul 2026 | 87.6K | 0.62% | 6 | 301K | 2.1% | 5 | | Aug 2026 | 101K | 0.71% | 6 | 301K | 2.1% | 5 | | Sep 2026 | 101K | 0.63% | 6 | 368K | 2.3% | 4 | ## How each brand is measured 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**: Measured on the search terms “amazon fire tablet” and “fire tablet”, summed into one figure. - **Microsoft Surface**: Measured on the search term “microsoftsurface”. - [Amazon Fire Tablet profile](/demand/global-en/brands/amazon-fire-tablet) - [Microsoft Surface profile](/demand/global-en/brands/microsoft-surface) - [All tablet brands worldwide](/demand/global-en/categories/tablet-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Amazon Fire Tablet or Microsoft Surface more popular in search? 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%. ## Cite this page Brandwave. "Amazon Fire Tablet vs Microsoft Surface: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/amazon-fire-tablet-vs-microsoft-surface This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/amazon-fire-tablet-vs-microsoft-surface. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.