Fellow vs OXO:Which is more popular?
In September 2026, OXO had more branded searches than Fellow among electric kettle brands worldwide. OXO had about 112,000 branded searches, while Fellow had 24,700. OXO made up 3.6% of all electric kettle brand searches we track, and Fellow accounted for 0.79%. When we asked ChatGPT and Google AI Overviews about electric kettle brands, Fellow appeared in all five answers and OXO in three. Fellow was mentioned before OXO in three out of four answers.
Who do people search for more?
OXO, about 5 searches for every 1 for Fellow
Who does AI mention more?
Fellow, mentioned in every answer we collected
Who does AI recommend more?
Fellow, named ahead of OXO in 3 of 4 answers
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Top electric kettle brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fellow appeared in all five answers. OXO was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Fellow was listed before OXO in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Cuisinart1st- Fellow2nd
- OXO3rd
Breville4th
KitchenAid–
Smeg–
Philips–
Russell Hobbs–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Fellow5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Cuisinart4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- OXO3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Breville2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Smeg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Philips0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Russell Hobbs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about electric kettle brands
5 answers
Asked ChatGPT
“Which electric kettle brand should I buy?”
Asked ChatGPT
“What are the best electric kettle brands?”
Asked ChatGPT
“What's the best electric kettle brand for everyday tea?”
Searched Google, AI Overview
“best electric kettle”
Searched Google, AI Overview
“electric kettle for tea”
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 Fellow or OXO more popular in search?
This chart shows how often people search Google for Fellow and OXO by name. Each line represents a brand's share of searches for all eight electric kettle brands we track, month by month, from English-language searches worldwide.
Share of searches by month for OXO, Fellow. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Smeg | Cuisinart | Breville | Philips | Russell Hobbs | OXO | Fellow |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 48.9% | 28.1% | 6.9% | 3.6% | 3% | 5.2% | 3.7% | 0.7% |
| Nov 2025 | 53.9% | 23.2% | 7.9% | 4.5% | 2.3% | 4.4% | 3% | 0.82% |
| Dec 2025 | 54.8% | 22.9% | 8.2% | 4.5% | 2% | 4.3% | 2.5% | 0.78% |
| Jan 2026 | 44.2% | 30.6% | 9.4% | 4% | 2.6% | 4.9% | 3.3% | 0.9% |
| Feb 2026 | 45.3% | 31.3% | 7.2% | 4.2% | 2.8% | 4.9% | 3.5% | 0.82% |
| Mar 2026 | 45.2% | 30.2% | 8.7% | 4% | 2.7% | 5% | 3.3% | 0.91% |
| Apr 2026 | 48.4% | 28.2% | 7% | 4.4% | 2.9% | 4.6% | 3.7% | 0.86% |
| May 2026 | 44.6% | 29.5% | 8.5% | 4.7% | 3.1% | 4.8% | 3.8% | 0.99% |
| Jun 2026 | 44.7% | 28.2% | 8.1% | 5.2% | 3.3% | 5.3% | 4.3% | 0.95% |
| Jul 2026 | 43.2% | 30.1% | 8.7% | 4.7% | 3.7% | 4.8% | 3.9% | 0.87% |
| Aug 2026 | 41.9% | 30.9% | 8.7% | 4.6% | 4.3% | 4.8% | 3.8% | 1% |
| Sep 2026 | 40.8% | 33.5% | 6.8% | 5.3% | 4.8% | 4.4% | 3.6% | 0.79% |
How has the Fellow and OXO comparison changed over the last 12 months?
3 findings
- OXO was ahead of Fellow in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fellow’s share of searches among electric kettle brands worldwide moved from 0.7% to 0.79%, and its estimated monthly branded searches moved from 26.2K to 24.7K.
- Across the 12 months ending September 2026, OXO’s share of searches among electric kettle brands worldwide moved from 3.7% to 3.6%, and its estimated monthly branded searches moved from 137K to 112K.
How did search popularity change for electric kettle brands worldwide in September 2026?
1 change
OXO’s share of searches among electric kettle brands worldwide has lost ground for 3 months in a row, from 4.3% to 3.6% in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Fellow’s and OXO’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 electric kettle brands
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