AmazonBasics vs Thule:Which is more popular?
In September 2026, Thule had more branded searches than AmazonBasics among packing cube brands worldwide. Thule had about 2,900 branded searches, while AmazonBasics had 2,610. Thule made up 0.89% of all packing cube brand searches we track, and AmazonBasics accounted for 0.8%. When we asked ChatGPT and Google AI Overviews about packing cube brands, Thule appeared in three of the five answers and AmazonBasics in none.
Who do people search for more?
Thule, about 11% more searches than AmazonBasics
Who does AI mention more?
Thule, mentioned in 3 of 5 answers, AmazonBasics in 0
Who does AI recommend more?
Thule, the only one of the two named
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Top packing cube brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Thule was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. AmazonBasics did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Peak Design5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Eagle Creek5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Thule3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sea to Summit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Gonex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- TravelWise0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
AmazonBasics0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about packing cube brands
5 answers
Asked ChatGPT
“Which packing cube brand should I buy?”
Asked ChatGPT
“What are the best packing cube brands?”
Asked ChatGPT
“What's the best packing cube brand for travel packing?”
Searched Google, AI Overview
“best packing cubes”
Searched Google, AI Overview
“packing cubes for travel”
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 21, 2026.
Is AmazonBasics or Thule more popular in search?
This chart shows how often people search Google for AmazonBasics and Thule by name. Each line represents a brand's share of searches for all seven packing cube brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Thule, AmazonBasics. The figures are in the table below the chart.
View monthly share of searches table
| Month | Peak Design | Sea to Summit | Eagle Creek | Gonex | Thule | TravelWise | AmazonBasics |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 63.9% | 19.2% | 12.9% | 1.1% | 0.76% | 1.1% | 0.96% |
| Nov 2025 | 65.7% | 19.8% | 10.8% | 0.94% | 0.96% | 0.96% | 0.8% |
| Dec 2025 | 63.5% | 19.1% | 12.8% | 1.3% | 1.1% | 0.92% | 1.2% |
| Jan 2026 | 60.9% | 22.4% | 12.3% | 1.2% | 0.88% | 1.1% | 1.1% |
| Feb 2026 | 60.9% | 22.3% | 12.2% | 1.2% | 0.89% | 1.3% | 1.1% |
| Mar 2026 | 61.1% | 22.5% | 12.3% | 1.2% | 0.88% | 1.1% | 0.92% |
| Apr 2026 | 56.5% | 25.4% | 13.9% | 1.2% | 0.99% | 0.99% | 1.1% |
| May 2026 | 56.7% | 25.5% | 14% | 1.1% | 1% | 0.82% | 0.88% |
| Jun 2026 | 56.8% | 25.6% | 14% | 1.2% | 1% | 0.82% | 0.73% |
| Jul 2026 | 47.7% | 31.8% | 14.3% | 1% | 3.5% | 0.84% | 0.75% |
| Aug 2026 | 53.7% | 29.4% | 13.2% | 1% | 1.2% | 0.78% | 0.7% |
| Sep 2026 | 61.4% | 22.6% | 12.4% | 1% | 0.89% | 0.89% | 0.8% |
How has the AmazonBasics and Thule comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Thule took it in November 2025, AmazonBasics took it in December 2025, Thule took it in May 2026.
- Across the 12 months ending September 2026, AmazonBasics’ share of searches among packing cube brands worldwide moved from 0.96% to 0.8%, and its estimated monthly branded searches moved from 3K to 2.6K.
- Across the 12 months ending September 2026, Thule’s share of searches among packing cube brands worldwide moved from 0.76% to 0.89%, and its estimated monthly branded searches moved from 2.4K to 2.9K.
How did search popularity change for packing cube brands worldwide in September 2026?
2 changes
In September 2026, Thule fell from 4th to 5th among packing cube brands worldwide.
Estimated monthly branded searches for AmazonBasics worldwide fell 13.3% over 12 measured months, from 3K to 2.6K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using AmazonBasics’ and Thule’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.
AmazonBasics
2 branded search terms
- amazonbasics
- amazonbasics packing cube
Thule
1 branded search term
- thule packing cubes
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