Five Star vs Oxford:Which is more popular?
In September 2026, Five Star had more branded searches than Oxford among notebook brands worldwide. Five Star had about 14,800 branded searches, while Oxford had 5,400. Five Star made up 1.6% of all notebook brand searches we track, and Oxford accounted for 0.59%. When we asked ChatGPT and Google AI Overviews about notebook brands, Five Star appeared in three of the five answers and Oxford in none.
Who do people search for more?
Five Star, about 3 searches for every 1 for Oxford
Who does AI mention more?
Five Star, mentioned in 3 of 5 answers, Oxford in 0
Who does AI recommend more?
Five Star, the only one of the two named
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Top notebook brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Five Star was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Oxford did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Leuchtturm19171st
Midori2nd
Rhodia3rd- Five Star4th
Hobonichi5th
Kokuyo6th
Moleskine7th
Clairefontaine8th
Field Notes9th- Oxford–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Leuchtturm19175 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Midori4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Rhodia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Hobonichi3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Kokuyo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Five Star3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Moleskine2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Field Notes1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Clairefontaine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Oxford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about notebook brands
5 answers
Asked ChatGPT
“Which notebook brand should I buy?”
Asked ChatGPT
“What are the best notebook brands?”
Asked ChatGPT
“What's the best notebook brand for journaling?”
Searched Google, AI Overview
“notebook brands”
Searched Google, AI Overview
“bullet journal notebook”
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 Five Star or Oxford more popular in search?
This chart shows how often people search Google for Five Star and Oxford by name. Each line represents a brand's share of searches for all ten notebook brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Five Star, Oxford. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hobonichi | Moleskine | Field Notes | Leuchtturm1917 | Kokuyo | Midori | Rhodia | Five Star | Clairefontaine | Oxford |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.9% | 31.5% | 11.8% | 14.2% | 7.2% | 3.5% | 3.5% | 1.3% | 0.56% | 0.69% |
| Nov 2025 | 27.1% | 33.2% | 10.2% | 14.8% | 6.1% | 3.6% | 3% | 0.89% | 0.59% | 0.49% |
| Dec 2025 | 31.3% | 31.3% | 8.2% | 17.2% | 4.8% | 3.5% | 2.3% | 0.69% | 0.46% | 0.3% |
| Jan 2026 | 28.3% | 28.3% | 8.7% | 19% | 5.4% | 4.6% | 2.6% | 2.1% | 0.62% | 0.51% |
| Feb 2026 | 17.6% | 32.1% | 14.1% | 17.6% | 7.5% | 4.6% | 3.5% | 1.6% | 0.7% | 0.7% |
| Mar 2026 | 14.9% | 33.3% | 15.2% | 14.9% | 9.5% | 5% | 4.5% | 1.1% | 0.89% | 0.73% |
| Apr 2026 | 13% | 35.4% | 13.8% | 15.9% | 10.1% | 5.3% | 3.9% | 1.2% | 0.94% | 0.62% |
| May 2026 | 13% | 35.4% | 14.5% | 15.9% | 10.1% | 4.6% | 3.9% | 1.2% | 0.94% | 0.62% |
| Jun 2026 | 12.8% | 34.9% | 13.6% | 15.6% | 11.9% | 4.3% | 3.8% | 1.7% | 0.76% | 0.61% |
| Jul 2026 | 16.7% | 30.5% | 11.9% | 16.7% | 11% | 4.6% | 3.3% | 3.3% | 0.81% | 1.2% |
| Aug 2026 | 39% | 21.3% | 8.3% | 11.6% | 8% | 3.7% | 2.4% | 4.3% | 0.57% | 0.86% |
| Sep 2026 | 40.2% | 22% | 12.3% | 9.9% | 6.5% | 3.9% | 2.4% | 1.6% | 0.59% | 0.59% |
How has the Five Star and Oxford comparison changed over the last 12 months?
3 findings
- Five Star was ahead of Oxford in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Five Star’s share of searches among notebook brands worldwide moved from 1.3% to 1.6%, and its estimated monthly branded searches moved from 8.1K to 14.8K.
- Across the 12 months ending September 2026, Oxford’s share of searches among notebook brands worldwide moved from 0.69% to 0.59%, and its estimated monthly branded searches moved from 4.4K to 5.4K.
How did search popularity change for notebook brands worldwide in September 2026?
2 changes
In September 2026, Five Star lost share of searches among notebook brands worldwide, from 4.3% to 1.6%.
In September 2026, Oxford fell from 9th to 10th among notebook brands worldwide.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Five Star’s and Oxford’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.
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