--- title: "Bellroy vs Thule: Which is searched more?" description: "Is Bellroy or Thule more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Laptop backpack 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/bellroy-vs-thule" publisher: "Brandwave" --- # Bellroy vs Thule: Which is searched more? Is Bellroy or Thule more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Laptop backpack 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**: Bellroy and Thule - **Competitive set**: Laptop backpack brands - **Market**: Global - **Month measured**: Sep 2026 - **Bellroy Share of Search**: 9.8% - **Thule Share of Search**: 14.6% ## Is Bellroy or Thule more popular in search? - In September 2026, Thule had more branded searches than Bellroy among laptop backpack brands worldwide. Thule had about 301,000 branded searches, while Bellroy had 201,000. Thule made up 14.6% of all laptop backpack brand searches we track, and Bellroy accounted for 9.8%. - Thule was ahead of Bellroy in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Bellroy’s share of searches among laptop backpack brands worldwide moved from 10.8% to 9.8%, and its estimated monthly branded searches held steady at 201K. - Across the 12 months ending September 2026, Thule’s share of searches among laptop backpack brands worldwide moved from 16.2% to 14.6%, and its estimated monthly branded searches held steady at 301K. ## Top laptop backpack 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. Bellroy was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Thule was listed before Bellroy in every answer. 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 | | --- | --- | --- | --- | --- | | Thule | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Timbuk2 | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Aer | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Osprey | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Samsonite | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Bellroy | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | JanSport | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Ogio | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about laptop backpack brands - Asked ChatGPT "Which laptop backpack brand should I buy?": 1. Timbuk2, 2. Thule, 3. Samsonite, 4. Osprey, 5. Aer - Asked ChatGPT "What are the best laptop backpack brands?": 1. Aer, 2. Osprey, 3. Thule, 4. Bellroy, 5. Samsonite, 6. JanSport - Asked ChatGPT "What's the best laptop backpack brand for everyday commuting?": 1. Timbuk2, 2. Thule, 3. Aer, 4. Bellroy - Searched Google, AI Overview "best laptop backpack": 1. Timbuk2 - Searched Google, AI Overview "light laptop backpack": 1. Osprey Not named in any answer: Ogio. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for laptop backpack brands worldwide in September 2026? - In September 2026, Thule gained share of searches among laptop backpack brands worldwide, from 10.2% to 14.6%. - In September 2026, Bellroy gained share of searches among laptop backpack brands worldwide, from 6.8% to 9.8%. ## Month by month | Month | Bellroy estimated searches | Bellroy Share of Search | Bellroy rank | Thule estimated searches | Thule Share of Search | Thule rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 201K | 10.8% | 4 | 301K | 16.2% | 2 | | Nov 2025 | 246K | 10% | 4 | 368K | 14.9% | 2 | | Dec 2025 | 246K | 11.1% | 4 | 368K | 16.6% | 2 | | Jan 2026 | 201K | 8.7% | 4 | 450K | 19.4% | 2 | | Feb 2026 | 165K | 8.6% | 4 | 301K | 15.7% | 3 | | Mar 2026 | 201K | 9.9% | 4 | 368K | 18.2% | 2 | | Apr 2026 | 201K | 10.2% | 4 | 368K | 18.7% | 2 | | May 2026 | 201K | 9.3% | 4 | 450K | 20.7% | 2 | | Jun 2026 | 201K | 8.8% | 4 | 368K | 16.1% | 3 | | Jul 2026 | 201K | 5.8% | 4 | 450K | 12.9% | 3 | | Aug 2026 | 246K | 6.8% | 4 | 368K | 10.2% | 3 | | Sep 2026 | 201K | 9.8% | 4 | 301K | 14.6% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Bellroy’s 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. - **Bellroy**: Measured on the search term “bellroy”. - **Thule**: Measured on the search term “thule”. - [Bellroy profile](/demand/global-en/brands/bellroy) - [Thule profile](/demand/global-en/brands/thule) - [All laptop backpack brands worldwide](/demand/global-en/categories/laptop-backpack-brands): The set both shares are measured inside, 8 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 Bellroy or Thule more popular in search? In September 2026, Thule had more branded searches than Bellroy among laptop backpack brands worldwide. Thule had about 301,000 branded searches, while Bellroy had 201,000. Thule made up 14.6% of all laptop backpack brand searches we track, and Bellroy accounted for 9.8%. ## Cite this page Brandwave. "Bellroy vs Thule: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/bellroy-vs-thule This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/bellroy-vs-thule. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.