Azazie vs Watters:Which is more popular?
In September 2026, Azazie had more branded searches than Watters among wedding dress brands worldwide. Azazie had about 1 million branded searches, while Watters had 18,100. Azazie made up 60.2% of all wedding dress brand searches we track, and Watters accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about wedding dress brands, Azazie appeared in three of the five answers and Watters in two. Watters was mentioned before Azazie in every answer that named either.
Who do people search for more?
Azazie, about 55 searches for every 1 for Watters
Who does AI mention more?
Azazie, mentioned in 3 of 5 answers, Watters in 2
Who does AI recommend more?
Watters, named ahead of Azazie in 2 of 2 answers
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Top wedding dress brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Azazie was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Watters was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Watters was listed before Azazie in every answer that named either.
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.
- Azazie3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
David's Bridal3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pronovias3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Maggie Sottero3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Watters2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Grace Loves Lace0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Made With Love0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about wedding dress brands
5 answers
Asked ChatGPT
“Which wedding dress brand should I buy?”
Asked ChatGPT
“What are the best wedding dress brands?”
Asked ChatGPT
“What's the best wedding dress brand for a wedding?”
Searched Google, AI Overview
“wedding dresses”
Searched Google, AI Overview
“affordable wedding dress”
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 Azazie or Watters more popular in search?
This chart shows how often people search Google for Azazie and Watters by name. Each line represents a brand's share of searches for all seven wedding dress brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Azazie, Watters. The figures are in the table below the chart.
View monthly share of searches table
| Month | Azazie | David's Bridal | Pronovias | Grace Loves Lace | Made With Love | Maggie Sottero | Watters |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 55.8% | 20.4% | 13.7% | 3.4% | 2.7% | 1.8% | 2.3% |
| Nov 2025 | 57.4% | 21% | 11.5% | 3.5% | 2.8% | 1.9% | 1.9% |
| Dec 2025 | 61.4% | 18.4% | 10.1% | 3% | 3% | 2% | 2% |
| Jan 2026 | 68.5% | 16.9% | 7.6% | 2.8% | 1.5% | 1.5% | 1.2% |
| Feb 2026 | 65% | 24% | 5.9% | 1.8% | 1.4% | 0.96% | 0.96% |
| Mar 2026 | 61.5% | 27.7% | 5.5% | 1.7% | 1.4% | 1.1% | 1.1% |
| Apr 2026 | 60.6% | 27.3% | 5.5% | 1.6% | 3% | 0.9% | 1.1% |
| May 2026 | 67.5% | 20.3% | 6.1% | 1.8% | 1.8% | 1.2% | 1.2% |
| Jun 2026 | 67.8% | 20.5% | 6.1% | 1.8% | 1.5% | 1.2% | 1% |
| Jul 2026 | 64.1% | 23.6% | 5.8% | 2.1% | 1.7% | 1.4% | 1.2% |
| Aug 2026 | 68.4% | 20.6% | 5.1% | 1.9% | 1.5% | 1.2% | 1.2% |
| Sep 2026 | 60.2% | 27.1% | 6.6% | 2% | 1.6% | 1.3% | 1.1% |
How has the Azazie and Watters comparison changed over the last 12 months?
3 findings
- Azazie was ahead of Watters in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Azazie’s share of searches among wedding dress brands worldwide moved from 55.8% to 60.2%, and its estimated monthly branded searches moved from 550K to 1M.
- Across the 12 months ending September 2026, Watters’ share of searches among wedding dress brands worldwide moved from 2.3% to 1.1%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for wedding dress brands worldwide in September 2026?
2 changes
In September 2026, Azazie lost share of searches among wedding dress brands worldwide, from 68.4% to 60.2%.
Estimated monthly branded searches for Watters worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Azazie’s and Watters’ 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.
Other head-to-heads among wedding dress brands
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