Brandwave

Johnny’s Selected Seeds vs Thompson & Morgan:Which is more popular?

In September 2026, Johnny’s Selected Seeds had more branded searches than Thompson & Morgan among seeds brands worldwide. Johnny’s Selected Seeds had about 74,000 branded searches, while Thompson & Morgan had 54,900. Johnny’s Selected Seeds made up 26.2% of all seeds brand searches we track, and Thompson & Morgan accounted for 19.4%. When we asked ChatGPT and Google AI Overviews about seeds brands, Johnny’s Selected Seeds appeared in four of the five answers and Thompson & Morgan in none.

Among seeds brands worldwide in September 2026

Who do people search for more?

Johnny’s Selected Seeds, about 35% more searches than Thompson & Morgan

Johnny’s Selected Seeds 74K searchesThompson & Morgan 54.9K searches

Who does AI mention more?

Johnny’s Selected Seeds, mentioned in 4 of 5 answers, Thompson & Morgan in 0

Johnny’s Selected Seeds in 4 of 5Thompson & Morgan in 0 of 5

Who does AI recommend more?

Johnny’s Selected Seeds, the only one of the two named

Johnny’s Selected Seeds first in 4Thompson & Morgan never named

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Top seeds brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Johnny’s Selected Seeds was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Thompson & Morgan 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.

  1. Johnny’s Selected Seeds1st
  2. Botanical Interests2nd
  3. Baker Creek Heirloom Seeds3rd
  4. Burpee4th
  5. High Mowing Organic Seeds5th
  6. Seed Savers Exchange6th
  7. Thompson & Morgan–
  8. Yates–
  9. Kings Seeds–
  10. Suttons–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Johnny’s Selected Seeds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Botanical Interests4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Baker Creek Heirloom Seeds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Burpee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • High Mowing Organic Seeds3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Seed Savers Exchange2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thompson & Morgan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yates0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kings Seeds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Suttons0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about seeds brands

5 answers

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 Johnny’s Selected Seeds or Thompson & Morgan more popular in search?

This chart shows how often people search Google for Johnny’s Selected Seeds and Thompson & Morgan by name. Each line represents a brand's share of searches for all 12 seeds brands we track, month by month, from English-language searches worldwide.

Johnny’s Selected Seeds and Thompson & Morgan among seeds brands worldwide, by month

Share of searches by month for Johnny’s Selected Seeds, Thompson & Morgan. The figures are in the table below the chart.

View monthly share of searches table
MonthJohnny’s Selected SeedsThompson & MorganYatesBurpeeBotanical InterestsKings SeedsSeed Savers ExchangeSuttonsBaker Creek Heirloom SeedsHigh Mowing Organic SeedsMr Fothergill'sJohnsons
Oct 202523.2%17.2%18.9%10.4%4.6%5.7%4.6%3.1%6.9%2.5%2.5%0.34%
Nov 202526.3%16.3%17.6%9.7%5.3%5.3%5.3%2.9%5.3%3.5%2.3%0.26%
Dec 202528.5%11.8%12.7%15.6%5.7%3.8%5.7%3.1%7%3.8%2.1%0.28%
Jan 202631.9%10.6%7.8%17.5%6.4%3.5%5.2%5.2%6.4%3.5%1.6%0.25%
Feb 202626.7%14.4%6.5%21.7%5.4%2.9%5.4%5.4%6.5%3.6%1.3%0.26%
Mar 202627%20%5.4%18%4.4%2.4%3.6%5.4%8.1%3.6%1.6%0.26%
Apr 202621.2%27.9%7.8%17.4%4.3%2.3%3.5%5.2%6.4%2.3%1.6%0.25%
May 202621.8%28.5%9.8%14.6%4.4%2%3.6%4.4%6.5%2.4%2%0.31%
Jun 202625.6%22.8%11.5%14%6.3%2.8%3.4%2.8%6.3%2.3%1.9%0.3%
Jul 202629.5%17.6%16.2%10.8%5.9%3.2%3.2%2.2%7.2%2.2%1.8%0.23%
Aug 202627.4%16.3%12.3%12.3%6.7%5.5%6.7%3%5.5%2.5%1.6%0.27%
Sep 202626.2%19.4%14.3%11.7%6.4%5.2%4.3%4.3%3.5%2.3%1.9%0.31%

How has the Johnny’s Selected Seeds and Thompson & Morgan comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Thompson & Morgan gained share of searches among seeds brands worldwide, from 16.3% to 19.4%.

  2. In September 2026, Johnny’s Selected Seeds lost share of searches among seeds brands worldwide, from 27.4% to 26.2%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Johnny’s Selected Seeds’ and Thompson & Morgan’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.

Johnny’s Selected Seeds

1 branded search term

  • johnnys selected seeds

Thompson & Morgan

2 branded search terms

  • thompson and morgan
  • thompson morgan

How the Brand Demand Index is measured

Other head-to-heads among seeds brands

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