--- title: "Burton vs Smartwool: Which is searched more?" description: "Is Burton or Smartwool more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Base layer 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/burton-vs-smartwool" publisher: "Brandwave" --- # Burton vs Smartwool: Which is searched more? Is Burton or Smartwool more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Base layer 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**: Burton and Smartwool - **Competitive set**: Base layer brands - **Market**: Global - **Month measured**: Sep 2026 - **Burton Share of Search**: 0.31% - **Smartwool Share of Search**: 2.3% ## Is Burton or Smartwool more popular in search? - In September 2026, Smartwool had more branded searches than Burton among base layer brands worldwide. Smartwool had about 90,500 branded searches, while Burton had 12,100. Smartwool made up 2.3% of all base layer brand searches we track, and Burton accounted for 0.31%. - Smartwool was ahead of Burton in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Burton’s share of searches among base layer brands worldwide moved from 0.4% to 0.31%, and its estimated monthly branded searches moved from 22.2K to 12.1K. - Across the 12 months ending September 2026, Smartwool’s share of searches among base layer brands worldwide moved from 2.4% to 2.3%, and its estimated monthly branded searches moved from 135K to 90.5K. ## Top base layer brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Smartwool appeared in all five answers. Burton did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | Smartwool | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Patagonia | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Carhartt | 3rd | 0 of 3 | 1 of 2 | 1 of 5 | | Columbia | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Ariat | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Castelli | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | First Lite | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Burton | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about base layer brands - Asked ChatGPT "Which base layer brand should I buy?": 1. Smartwool, 2. Patagonia - Asked ChatGPT "What are the best base layer brands?": 1. Smartwool, 2. Patagonia - Asked ChatGPT "What's the best base layer brand for cold weather layering?": 1. Smartwool, 2. Patagonia - Searched Google, AI Overview "best base layers": 1. Smartwool, 2. Patagonia - Searched Google, AI Overview "thermal base layer": 1. Carhartt, 2. Columbia, 3. Smartwool Not named in any answer: Ariat, Castelli, First Lite and Burton. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for base layer brands worldwide in September 2026? - Estimated monthly branded searches for Burton worldwide fell 45.5% over 12 measured months, from 22.2K to 12.1K in September 2026. - Estimated monthly branded searches for Smartwool worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026. ## Month by month | Month | Burton estimated searches | Burton Share of Search | Burton rank | Smartwool estimated searches | Smartwool Share of Search | Smartwool rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 22.2K | 0.4% | 7 | 135K | 2.4% | 6 | | Nov 2025 | 40.5K | 0.55% | 7 | 246K | 3.3% | 4 | | Dec 2025 | 60.5K | 0.95% | 7 | 301K | 4.7% | 4 | | Jan 2026 | 60.5K | 1.1% | 6 | 201K | 3.5% | 4 | | Feb 2026 | 33.1K | 0.73% | 7 | 135K | 3% | 5 | | Mar 2026 | 12.1K | 0.27% | 7 | 90.5K | 2% | 5 | | Apr 2026 | 5.4K | 0.14% | 7 | 74K | 1.9% | 5 | | May 2026 | 4.4K | 0.11% | 7 | 74K | 1.9% | 5 | | Jun 2026 | 4.4K | 0.11% | 7 | 74K | 1.9% | 5 | | Jul 2026 | 5.4K | 0.14% | 7 | 74K | 2% | 5 | | Aug 2026 | 8.1K | 0.2% | 7 | 90.5K | 2.3% | 6 | | Sep 2026 | 12.1K | 0.31% | 7 | 90.5K | 2.3% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Burton’s and Smartwool’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. - **Burton**: Measured on the search term “burton jacket”. - **Smartwool**: Measured on the search term “smartwool”. - [Burton profile](/demand/global-en/brands/burton) - [Smartwool profile](/demand/global-en/brands/smartwool) - [All base layer brands worldwide](/demand/global-en/categories/base-layer-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 Burton or Smartwool more popular in search? In September 2026, Smartwool had more branded searches than Burton among base layer brands worldwide. Smartwool had about 90,500 branded searches, while Burton had 12,100. Smartwool made up 2.3% of all base layer brand searches we track, and Burton accounted for 0.31%. ## Cite this page Brandwave. "Burton vs Smartwool: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/burton-vs-smartwool This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/burton-vs-smartwool. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.