Brandwave

Carter's vs Seed Heritage:Which is more popular?

In September 2026, Seed Heritage had more branded searches than Carter's among baby clothing brands worldwide. Seed Heritage had about 177,000 branded searches, while Carter's had 8,200. Seed Heritage made up 5.3% of all baby clothing brand searches we track, and Carter's accounted for 0.25%. When we asked ChatGPT and Google AI Overviews about baby clothing brands, Carter's appeared in all five answers and Seed Heritage in none.

Among baby clothing brands worldwide in September 2026

Who do people search for more?

Seed Heritage, about 22 searches for every 1 for Carter's

Seed Heritage 177K searchesCarter's 8.2K searches

Who does AI mention more?

Carter's, mentioned in every answer we collected

Carter's in 5 of 5Seed Heritage in 0 of 5

Who does AI recommend more?

Carter's, the only one of the two named

Carter's first in 5Seed Heritage never named

Follow Carter's vs Seed Heritage and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top baby clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carter's appeared in all five answers. Seed Heritage 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.

  1. Carter's1st
  2. Hanna Andersson2nd
  3. Primary3rd
  4. L'ovedbaby4th
  5. Cotton On–
  6. Country Road–
  7. Seed Heritage–
  8. Bonds–
  9. Nature Baby–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Carter's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hanna Andersson4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Primary3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L'ovedbaby2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cotton On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Country Road0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Seed Heritage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bonds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nature Baby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby clothing brands

5 answers

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 20, 2026.

Is Carter's or Seed Heritage more popular in search?

This chart shows how often people search Google for Carter's and Seed Heritage by name. Each line represents a brand's share of searches for all ten baby clothing brands we track, month by month, from English-language searches worldwide.

Carter's and Seed Heritage among baby clothing brands worldwide, by month

Share of searches by month for Seed Heritage, Carter's. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnCountry RoadHanna AnderssonSeed HeritageBondsPrimaryCarter'sNature BabyL'ovedbaby
Oct 202559%21.7%11.9%5.9%0.72%0.45%0.3%0.06%0.02%
Nov 202566%19.7%8.9%4.3%0.44%0.28%0.32%0.05%0.02%
Dec 202563.3%23.1%7%5%0.51%0.8%0.31%0.04%0.02%
Jan 202663.3%23.3%7%5.1%0.63%0.39%0.24%0.08%0.02%
Feb 202664.3%23.6%5.8%5.1%0.52%0.39%0.2%0.08%0.02%
Mar 202664.4%23.7%5.8%5.1%0.43%0.39%0.19%0.07%0.02%
Apr 202665.1%23.9%4.8%5.1%0.43%0.32%0.16%0.07%0.02%
May 202664.5%23.7%5.8%5.1%0.43%0.31%0.16%0.07%0.02%
Jun 202660.4%27.2%5.4%5.8%0.49%0.43%0.18%0.08%0.02%
Jul 202661%27.5%5.5%4.8%0.49%0.36%0.19%0.1%0.02%
Aug 202667.3%20.2%6%5.3%0.54%0.34%0.17%0.06%0.02%
Sep 202667.2%20.2%6%5.3%0.54%0.4%0.25%0.07%0.02%

How has the Carter's and Seed Heritage comparison changed over the last 12 months?

3 findings
  • Seed Heritage was ahead of Carter's in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Carter's’ share of searches among baby clothing brands worldwide moved from 0.3% to 0.25%, and its estimated monthly branded searches moved from 9.4K to 8.2K.
  • Across the 12 months ending September 2026, Seed Heritage’s share of searches among baby clothing brands worldwide moved from 5.9% to 5.3%, and its estimated monthly branded searches moved from 183K to 177K.

How did search popularity change for baby clothing brands worldwide in September 2026?

1 change

  1. Estimated monthly branded searches for Carter's worldwide fell 12.8% over 12 measured months, from 9.4K to 8.2K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Carter's’ and Seed Heritage’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.

Carter's

2 branded search terms

  • carters pajamas
  • carters sleepers

Seed Heritage

2 branded search terms

  • seed clothing
  • seed heritage

How the Brand Demand Index is measured

Other head-to-heads among baby clothing brands

Creator with pink hair and a pink jacket

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.

Start free