--- title: "Dune London vs Frye: Which is searched more?" description: "Is Dune London or Frye more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Ankle boots 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/dune-london-vs-frye" publisher: "Brandwave" --- # Dune London vs Frye: Which is searched more? Is Dune London or Frye more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Ankle boots 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**: Dune London and Frye - **Competitive set**: Ankle boots brands - **Market**: Global - **Month measured**: Sep 2026 - **Dune London Share of Search**: 1.6% - **Frye Share of Search**: 6% ## Is Dune London or Frye more popular in search? - In September 2026, Frye had more branded searches than Dune London among ankle boots brands worldwide. Frye had about 320,000 branded searches, while Dune London had 86,100. Frye made up 6% of all ankle boots brand searches we track, and Dune London accounted for 1.6%. - Frye was ahead of Dune London in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Dune London’s share of searches among ankle boots brands worldwide moved from 1.7% to 1.6%, and its estimated monthly branded searches moved from 101K to 86.1K. - Across the 12 months ending September 2026, Frye’s share of searches among ankle boots brands worldwide moved from 7.2% to 6%, and its estimated monthly branded searches moved from 442K to 320K. ## Top ankle boots brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Frye was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dune London 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 | | --- | --- | --- | --- | --- | | Blundstone | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Clarks | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Sam Edelman | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Frye | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Naturalizer | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Ariat | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Dr. Martens | 7th | 2 of 3 | 1 of 2 | 3 of 5 | | Dune London | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hunter | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about ankle boots brands - Asked ChatGPT "Which ankle boots brand should I buy?": 1. Clarks, 2. Blundstone, 3. Sam Edelman, 4. Frye, 5. Naturalizer - Asked ChatGPT "What are the best ankle boots brands?": 1. Blundstone, 2. Frye, 3. Sam Edelman, 4. Clarks, 5. Naturalizer, 6. Dr. Martens - Asked ChatGPT "What's the best ankle boots brand for everyday wear?": 1. Clarks, 2. Blundstone, 3. Naturalizer, 4. Dr. Martens - Searched Google, AI Overview "women's ankle boots": 1. Blundstone - Searched Google, AI Overview "mens ankle boots": 1. Ariat, 2. Dr. Martens Not named in any answer: Dune London and Hunter. 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 ankle boots brands worldwide in September 2026? - In September 2026, Frye overtook Sam Edelman to rank 5th among ankle boots brands worldwide, with 6% of the searches. - Estimated monthly branded searches for Dune London worldwide fell 14.8% over 12 measured months, from 101K to 86.1K in September 2026. ## Month by month | Month | Dune London estimated searches | Dune London Share of Search | Dune London rank | Frye estimated searches | Frye Share of Search | Frye rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 101K | 1.7% | 8 | 442K | 7.2% | 5 | | Nov 2025 | 124K | 1.6% | 7 | 459K | 6% | 5 | | Dec 2025 | 118K | 1.7% | 7 | 337K | 4.9% | 5 | | Jan 2026 | 105K | 1.9% | 7 | 226K | 4% | 5 | | Feb 2026 | 68.6K | 1.6% | 8 | 160K | 3.8% | 6 | | Mar 2026 | 79.4K | 1.7% | 8 | 185K | 3.9% | 6 | | Apr 2026 | 77.6K | 1.8% | 8 | 160K | 3.7% | 6 | | May 2026 | 76.4K | 1.8% | 8 | 160K | 3.7% | 6 | | Jun 2026 | 75.9K | 1.9% | 7 | 151K | 3.8% | 6 | | Jul 2026 | 76.4K | 1.9% | 7 | 185K | 4.5% | 6 | | Aug 2026 | 79.4K | 1.6% | 8 | 262K | 5.1% | 6 | | Sep 2026 | 86.1K | 1.6% | 8 | 320K | 6% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Dune London’s and Frye’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. - **Dune London**: Measured on the search terms “dune boots” and “dune london”, summed into one figure. - **Frye**: Measured on the search terms “frye” and “frye boots”, summed into one figure. - [Dune London profile](/demand/global-en/brands/dune-london) - [Frye profile](/demand/global-en/brands/frye) - [All ankle boots brands worldwide](/demand/global-en/categories/ankle-boots-brands): The set both shares are measured inside, 9 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 Dune London or Frye more popular in search? In September 2026, Frye had more branded searches than Dune London among ankle boots brands worldwide. Frye had about 320,000 branded searches, while Dune London had 86,100. Frye made up 6% of all ankle boots brand searches we track, and Dune London accounted for 1.6%. ## Cite this page Brandwave. "Dune London vs Frye: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/dune-london-vs-frye This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/dune-london-vs-frye. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.