--- title: "Fellow vs OXO: Which is searched more?" description: "Is Fellow or OXO more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Electric kettle 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/fellow-products-vs-oxo" publisher: "Brandwave" --- # Fellow vs OXO: Which is searched more? Is Fellow or OXO more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Electric kettle 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**: Fellow and OXO - **Competitive set**: Electric kettle brands - **Market**: Global - **Month measured**: Sep 2026 - **Fellow Share of Search**: 0.79% - **OXO Share of Search**: 3.6% ## Is Fellow or OXO more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Cuisinart | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Fellow | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | OXO | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Breville | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | KitchenAid | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Smeg | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Philips | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Russell Hobbs | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about electric kettle brands - Asked ChatGPT "Which electric kettle brand should I buy?": 1. OXO, 2. Cuisinart, 3. Fellow - Asked ChatGPT "What are the best electric kettle brands?": 1. Fellow, 2. Breville, 3. Cuisinart, 4. OXO - Asked ChatGPT "What's the best electric kettle brand for everyday tea?": 1. Cuisinart, 2. Breville, 3. Fellow - Searched Google, AI Overview "best electric kettle": 1. Fellow, 2. Cuisinart, 3. OXO - Searched Google, AI Overview "electric kettle for tea": 1. Fellow Not named in any answer: KitchenAid, Smeg, Philips and Russell Hobbs. 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 electric kettle brands worldwide in September 2026? - 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. ## Month by month | Month | Fellow estimated searches | Fellow Share of Search | Fellow rank | OXO estimated searches | OXO Share of Search | OXO rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 26.2K | 0.7% | 8 | 137K | 3.7% | 5 | | Nov 2025 | 45.2K | 0.82% | 8 | 167K | 3% | 6 | | Dec 2025 | 43K | 0.78% | 8 | 138K | 2.5% | 6 | | Jan 2026 | 37K | 0.9% | 8 | 137K | 3.3% | 6 | | Feb 2026 | 26.2K | 0.82% | 8 | 112K | 3.5% | 6 | | Mar 2026 | 30.3K | 0.91% | 8 | 112K | 3.3% | 6 | | Apr 2026 | 26.2K | 0.86% | 8 | 112K | 3.7% | 6 | | May 2026 | 28.8K | 0.99% | 8 | 112K | 3.8% | 6 | | Jun 2026 | 24.7K | 0.95% | 8 | 112K | 4.3% | 6 | | Jul 2026 | 24.7K | 0.87% | 8 | 112K | 3.9% | 6 | | Aug 2026 | 30.3K | 1% | 8 | 112K | 3.8% | 7 | | Sep 2026 | 24.7K | 0.79% | 8 | 112K | 3.6% | 7 | ## How each brand is measured 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. - **Fellow**: Measured on the search terms “fellow kettle” and “fellow ode”, summed into one figure. - **OXO**: Measured on the search terms “oxo” and “oxo kettle”, summed into one figure. - [Fellow profile](/demand/global-en/brands/fellow-products) - [OXO profile](/demand/global-en/brands/oxo) - [All electric kettle brands worldwide](/demand/global-en/categories/electric-kettle-brands): The set both shares are measured inside, 8 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 Fellow or OXO more popular in search? 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%. ## Cite this page Brandwave. "Fellow vs OXO: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/fellow-products-vs-oxo This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/fellow-products-vs-oxo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.