House of Staunton vs The Chess Store:Which is more popular?
In September 2026, House of Staunton had more branded searches than The Chess Store among chess sets worldwide. House of Staunton had about 6,600 branded searches, while The Chess Store had 1,000. House of Staunton made up 50.8% of all chess set searches we track, and The Chess Store accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about chess sets, House of Staunton appeared in three of the five answers and The Chess Store in one. House of Staunton was mentioned before The Chess Store in every answer.
Who do people search for more?
House of Staunton, about 7 searches for every 1 for The Chess Store
Who does AI mention more?
House of Staunton, mentioned in 3 of 5 answers, The Chess Store in 1
Who does AI recommend more?
House of Staunton, named ahead of The Chess Store in every answer
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Top chess sets in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, House of Staunton was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. The Chess Store was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. House of Staunton was listed before The Chess Store 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.
- House of Staunton3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
DGT1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Chess Store1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Regency Chess1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wholesale Chess1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Chessbazaar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about chess sets
5 answers
Asked ChatGPT
“Which chess set should I buy?”
Asked ChatGPT
“What are the best chess set brands?”
Asked ChatGPT
“What's the best chess set for a home game?”
Searched Google, AI Overview
“chess sets”
Searched Google, AI Overview
“wooden chess set”
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 19, 2026.
Is House of Staunton or The Chess Store more popular in search?
This chart shows how often people search Google for House of Staunton and The Chess Store by name. Each line represents a brand's share of searches for all six chess sets we track, month by month, from English-language searches worldwide.
Share of searches by month for House of Staunton, The Chess Store. The figures are in the table below the chart.
View monthly share of searches table
| Month | House of Staunton | Chessbazaar | DGT | The Chess Store | Regency Chess | Wholesale Chess |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.5% | 12.3% | 15.6% | 6.5% | 8.4% | 4.7% |
| Nov 2025 | 56.3% | 11.2% | 13.5% | 6.1% | 8.8% | 4.1% |
| Dec 2025 | 59.7% | 9.7% | 11.7% | 7.7% | 7.7% | 3.6% |
| Jan 2026 | 64.7% | 8.3% | 10.5% | 5.7% | 7% | 3.8% |
| Feb 2026 | 59.2% | 11.4% | 11.4% | 6% | 7.8% | 4.3% |
| Mar 2026 | 63.4% | 10% | 10% | 5.2% | 6.8% | 4.6% |
| Apr 2026 | 69.4% | 9.2% | 9.2% | 3.4% | 5% | 3.8% |
| May 2026 | 63.7% | 10% | 12.6% | 4.6% | 5.3% | 3.8% |
| Jun 2026 | 65% | 10.2% | 10.2% | 5.4% | 5.4% | 3.9% |
| Jul 2026 | 62.4% | 12% | 10.1% | 6.3% | 5.5% | 3.7% |
| Aug 2026 | 55.4% | 13% | 13% | 6.8% | 6.8% | 4.9% |
| Sep 2026 | 50.8% | 14.6% | 14.6% | 7.7% | 6.8% | 5.5% |
How has the House of Staunton and The Chess Store comparison changed over the last 12 months?
3 findings
- House of Staunton was ahead of The Chess Store in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, House of Staunton’s share of searches among chess sets worldwide moved from 52.5% to 50.8%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending September 2026, The Chess Store’s share of searches among chess sets worldwide moved from 6.5% to 7.7%, and its estimated monthly branded searches held steady at 1K.
How did search popularity change for chess sets worldwide in September 2026?
2 changes
In September 2026, The Chess Store overtook Regency Chess to rank 4th among chess sets worldwide, with 7.7% of the searches.
In September 2026, House of Staunton lost share of searches among chess sets worldwide, from 55.4% to 50.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using House of Staunton’s and The Chess Store’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.
House of Staunton
1 branded search term
- house of staunton
The Chess Store
1 branded search term
- the chess store
Other head-to-heads among chess sets
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