Brandwave

Amazon SageMaker vs Azure Machine Learning:Which is more popular?

In September 2026, Amazon SageMaker had more branded searches than Azure Machine Learning among AutoML platforms worldwide. Amazon SageMaker had about 42,400 branded searches, while Azure Machine Learning had 6,600. Amazon SageMaker made up 1.3% of all AutoML platform searches we track, and Azure Machine Learning accounted for 0.2%. When we asked ChatGPT and Google AI Overviews about AutoML platforms, Amazon SageMaker and Azure Machine Learning each appeared in four of the five answers. Azure Machine Learning was mentioned before Amazon SageMaker in three out of four answers.

Among AutoML platforms worldwide in September 2026

Who do people search for more?

Amazon SageMaker, about 6 searches for every 1 for Azure Machine Learning

Amazon SageMaker 42.4K searchesAzure Machine Learning 6.6K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

Amazon SageMaker in 4 of 5Azure Machine Learning in 4 of 5

Who does AI recommend more?

Azure Machine Learning, named ahead of Amazon SageMaker in 3 of 4 answers

Azure Machine Learning first in 3Amazon SageMaker first in 1

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Top AutoML platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Amazon SageMaker and Azure Machine Learning were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Azure Machine Learning was listed before Amazon SageMaker in three out of four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. H2O.ai1st
  2. Azure Machine Learning2nd
  3. Amazon SageMaker3rd
  4. DataRobot4th
  5. Google Cloud5th
  6. AutoGluon6th
  7. PyCaret–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Google Cloud5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • H2O.ai4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amazon SageMaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DataRobot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Azure Machine Learning4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AutoGluon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PyCaret0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about AutoML platforms

5 answers

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 20, 2026.

Is Amazon SageMaker or Azure Machine Learning more popular in search?

This chart shows how often people search Google for Amazon SageMaker and Azure Machine Learning by name. Each line represents a brand's share of searches for all seven AutoML platforms we track, month by month, from English-language searches worldwide.

Amazon SageMaker and Azure Machine Learning among AutoML platforms worldwide, by month

Share of searches by month for Amazon SageMaker, Azure Machine Learning. The figures are in the table below the chart.

View monthly share of searches table
MonthGoogle CloudH2O.aiAmazon SageMakerDataRobotAzure Machine LearningAutoGluonPyCaret
Oct 202570.6%25.8%2.1%0.69%0.46%0.25%0.17%
Nov 202574.4%22.2%1.9%0.59%0.4%0.27%0.22%
Dec 202574.9%22.3%1.5%0.49%0.33%0.22%0.15%
Jan 202674.7%22.3%1.7%0.49%0.4%0.22%0.14%
Feb 202676.3%21.1%1.5%0.46%0.38%0.21%0.14%
Mar 202679.3%18.2%1.4%0.4%0.33%0.18%0.12%
Apr 202678.3%19.4%1.3%0.42%0.28%0.15%0.1%
May 202677%20.7%1.3%0.45%0.3%0.17%0.11%
Jun 202678%19.9%1.2%0.36%0.24%0.13%0.09%
Jul 202676.6%21.5%1.1%0.39%0.21%0.14%0.08%
Aug 202678.3%20%1%0.29%0.16%0.13%0.07%
Sep 202678.1%20%1.3%0.29%0.2%0.13%0.07%

How has the Amazon SageMaker and Azure Machine Learning comparison changed over the last 12 months?

3 findings

How did search popularity change for AutoML platforms worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Azure Machine Learning worldwide fell 55.4% over 12 measured months, from 14.8K to 6.6K in September 2026.

  2. Estimated monthly branded searches for Amazon SageMaker worldwide fell 35.8% over 12 measured months, from 66K to 42.4K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Amazon SageMaker’s and Azure Machine Learning’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 SageMaker

3 branded search terms

  • amazon sagemaker
  • aws sagemaker
  • sagemaker

Azure Machine Learning

1 branded search term

  • azure machine learning

How the Brand Demand Index is measured

Other head-to-heads among AutoML platforms

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