Cross vs Zebra:Which is more popular?
In September 2026, Cross had more branded searches than Zebra among pen brands worldwide. Cross had about 49,500 branded searches, while Zebra had 27,100. Cross made up 3.2% of all pen brand searches we track, and Zebra accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about pen brands, Zebra appeared in four of the five answers and Cross in two. Zebra was mentioned before Cross in every answer that named either.
Who do people search for more?
Cross, about 83% more searches than Zebra
Who does AI mention more?
Zebra, mentioned in 4 of 5 answers, Cross in 2
Who does AI recommend more?
Zebra, named ahead of Cross in 4 of 4 answers
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Top pen brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Zebra was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Cross was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Zebra was listed before Cross 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.
Pilot5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
uni-ball5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Pentel4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Zebra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lamy3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
BIC2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Parker2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Cross2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Faber-Castell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pen brands
5 answers
Asked ChatGPT
“Which pen brand should I buy?”
Asked ChatGPT
“What are the best pen brands?”
Asked ChatGPT
“What's the best pen brand for everyday writing?”
Searched Google, AI Overview
“pen brands”
Searched Google, AI Overview
“best pen”
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 Cross or Zebra more popular in search?
This chart shows how often people search Google for Cross and Zebra by name. Each line represents a brand's share of searches for all nine pen brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Cross, Zebra. The figures are in the table below the chart.
View monthly share of searches table
| Month | BIC | Faber-Castell | Parker | Pilot | Cross | Lamy | Pentel | Zebra | uni-ball |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.7% | 26.7% | 14.6% | 10.3% | 3.6% | 3.6% | 3.6% | 2% | 1.1% |
| Nov 2025 | 34.4% | 26.4% | 14.4% | 10.3% | 4.3% | 3.6% | 3.6% | 1.9% | 1.1% |
| Dec 2025 | 32.5% | 24.8% | 16.6% | 10.9% | 5% | 4.1% | 3.3% | 1.8% | 1% |
| Jan 2026 | 32.9% | 30.2% | 13.5% | 9.9% | 3.3% | 3.3% | 4.1% | 1.8% | 0.99% |
| Feb 2026 | 31.2% | 27.9% | 15.3% | 11.2% | 3.8% | 3.8% | 3.8% | 1.7% | 1.4% |
| Mar 2026 | 36% | 22.7% | 15.2% | 10.7% | 3.7% | 3.7% | 4.6% | 2% | 1.4% |
| Apr 2026 | 37.6% | 23.7% | 13% | 12% | 3.9% | 3.2% | 3.9% | 1.7% | 1.2% |
| May 2026 | 34.1% | 25% | 13.7% | 12.6% | 4.1% | 3.4% | 4.1% | 1.8% | 1.2% |
| Jun 2026 | 34.8% | 21.3% | 17.4% | 11.9% | 4.3% | 3.5% | 4.3% | 1.6% | 1% |
| Jul 2026 | 30.6% | 22.9% | 18.7% | 12.8% | 3.8% | 4.6% | 3.8% | 1.7% | 1.1% |
| Aug 2026 | 31.8% | 28.5% | 15.6% | 11.5% | 3.1% | 3.8% | 3.1% | 1.7% | 0.94% |
| Sep 2026 | 32.7% | 24% | 19.6% | 11.3% | 3.2% | 3.2% | 3.2% | 1.8% | 0.96% |
How has the Cross and Zebra comparison changed over the last 12 months?
3 findings
- Cross was ahead of Zebra in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cross’ share of searches among pen brands worldwide moved from 3.6% to 3.2%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 12 months ending September 2026, Zebra’s share of searches among pen brands worldwide moved from 2% to 1.8%, and its estimated monthly branded searches held steady at 27.1K.
How did search popularity change for pen brands worldwide in September 2026?
1 change
In September 2026, Cross rose from 6th to 5th among pen brands worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cross’ and Zebra’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.
Other head-to-heads among pen brands
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