Feather vs Wilkinson Sword:Which is more popular?

Name: Feather vs Wilkinson Sword: Which is searched more?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Wilkinson Sword had more branded searches than Feather among razor blade brands worldwide. Wilkinson Sword had about 22,200 branded searches, while Feather had 16,500. Wilkinson Sword made up 1.6% of all razor blade brand searches we track, and Feather accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about razor blade brands, Feather appeared in all five answers and Wilkinson Sword in one. Feather was mentioned before Wilkinson Sword in every answer.

Among razor blade brands worldwide in September 2026

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Top razor blade brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Feather appeared in all five answers. Wilkinson Sword was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Feather was listed before Wilkinson Sword in every answer.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Gillette	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Feather	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Schick	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
BIC	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Personna	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Dollar Shave Club	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Wilkinson Sword	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5

Gillette5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Feather5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Schick4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
BIC2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Personna2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dollar Shave Club1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Wilkinson Sword1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about razor blade brands

5 answers

Asked ChatGPT
“Which razor blade brand should I buy?”
1. 1Gillette
2. 2Schick
3. 3Personna
4. 4Feather
Asked ChatGPT
“What are the best razor blade brands?”
1. 1Gillette
2. 2Schick
3. 3Feather
4. 4Personna
5. 5BIC
Asked ChatGPT
“What's the best razor blade brand for a close shave?”
1. 1Gillette
2. 2Feather
3. 3Schick
Searched Google, AI Overview
“razor blade brands”
1. 1Feather
2. 2Wilkinson Sword
3. 3Gillette
4. 4Schick
5. 5BIC
6. 6Dollar Shave Club
Searched Google, AI Overview
“best razor blades”
1. 1Feather
2. 2Gillette

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Feather or Wilkinson Sword more popular in search?

This chart shows how often people search Google for Feather and Wilkinson Sword by name. Each line represents a brand's share of searches for all seven razor blade brands we track, month by month, from English-language searches worldwide.

Feather and Wilkinson Sword among razor blade brands worldwide, by month

Month	Gillette	BIC	Dollar Shave Club	Schick	Wilkinson Sword	Feather	Personna
Oct 2025	54.8%	29.9%	6.3%	6.2%	1.5%	0.94%	0.38%
Nov 2025	54.9%	28.9%	7.4%	5.9%	1.5%	1%	0.36%
Dec 2025	55.8%	29.5%	6%	5.4%	1.5%	1.5%	0.29%
Jan 2026	52.1%	30.5%	7.6%	6.4%	1.5%	1.5%	0.37%
Feb 2026	51.4%	28.7%	8.7%	7%	1.8%	2%	0.43%
Mar 2026	53.4%	29.9%	6.3%	6.5%	1.5%	2%	0.38%
Apr 2026	54.4%	29.9%	6.3%	5.8%	1.6%	1.7%	0.31%
May 2026	56.2%	26.5%	6.6%	6.9%	2%	1.4%	0.32%
Jun 2026	54.3%	25.6%	6.4%	10.2%	1.9%	1.2%	0.31%
Jul 2026	57.8%	26.1%	6.5%	6.2%	2%	1.1%	0.32%
Aug 2026	54.4%	29.3%	7.3%	5.8%	1.8%	1.2%	0.29%
Sep 2026	53.7%	31%	6.3%	5.8%	1.6%	1.2%	0.38%

How has the Feather and Wilkinson Sword comparison changed over the last 12 months?

3 findings

The lead changed hands 2 times in the 12 months ending September 2026: Feather took it in February 2026, Wilkinson Sword took it in May 2026.
Across the 12 months ending September 2026, Feather’s share of searches among razor blade brands worldwide moved from 0.94% to 1.2%, and its estimated monthly branded searches moved from 13.5K to 16.5K.
Across the 12 months ending September 2026, Wilkinson Sword’s share of searches among razor blade brands worldwide moved from 1.5% to 1.6%, and its estimated monthly branded searches held steady at 22.2K.

How did search popularity change for razor blade brands worldwide in September 2026?

1 change

Estimated monthly branded searches for Feather worldwide rose 22.2% over 12 measured months, from 13.5K to 16.5K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Feather’s and Wilkinson Sword’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.