American Crafts vs Brother:Which is more popular by branded search?
In August 2026, Brother had more branded searches than American Crafts among craft supplies worldwide. Brother was estimated to have 220K branded searches compared to American Crafts’ 4.4K, and held an 11.4% Share of Search versus American Crafts’ 0.23%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, American Crafts or Brother?
Compare the craft supplies people buy. 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.
Share of Search by month for Brother, American Crafts. The figures are in the table below the chart.
View monthly share of search table
| Month | Cricut | Silhouette | Brother | Spellbinders | Sizzix | American Crafts |
|---|---|---|---|---|---|---|
| Oct 2025 | 39.6% | 48.2% | 9.1% | 2% | 0.87% | 0.21% |
| Nov 2025 | 44.4% | 44.4% | 8.3% | 1.8% | 0.98% | 0.2% |
| Dec 2025 | 48.4% | 39.8% | 9.1% | 1.6% | 0.88% | 0.21% |
| Jan 2026 | 38.9% | 47.2% | 10.8% | 1.9% | 0.85% | 0.38% |
| Feb 2026 | 38.7% | 47.3% | 10.6% | 1.9% | 0.85% | 0.7% |
| Mar 2026 | 35.1% | 52.1% | 9.5% | 2.1% | 0.77% | 0.42% |
| Apr 2026 | 38.6% | 47.3% | 10.5% | 2.3% | 0.85% | 0.38% |
| May 2026 | 39.7% | 48.3% | 8.9% | 2% | 0.58% | 0.58% |
| Jun 2026 | 38.6% | 47.2% | 10.5% | 2.3% | 0.69% | 0.57% |
| Jul 2026 | 37.9% | 46.3% | 12.4% | 2.3% | 0.83% | 0.37% |
| Aug 2026 | 42.7% | 42.7% | 11.4% | 2.1% | 0.77% | 0.23% |
| Sep 2026 | — | — | — | — | — | — |
How has the American Crafts and Brother comparison changed over the last 12 months?
3 findings
- Brother was ahead of American Crafts in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, American Crafts’ estimated Share of Search among craft supplies worldwide moved from 0.21% to 0.23%, and its estimated monthly branded searches held steady at 4.4K.
- Across the 11 months ending August 2026, Brother’s estimated Share of Search among craft supplies worldwide moved from 9.1% to 11.4%, and its estimated monthly branded searches moved from 190K to 220K.
How did search popularity change for craft supplies worldwide in August 2026?
1 change
In August 2026, Brother lost estimated Share of Search among craft supplies worldwide, from 12.4% to 11.4%.
How each brand is measured
Brandwave collects information about searches that people make online using American Crafts’ and Brother’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.
American Crafts
1 branded search term
- american crafts
Brother
3 branded search terms
- brother com
- brother printer
- printer brother
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.