Merrell vs Naturalizer:Which is more popular?
In September 2026, Naturalizer had more branded searches than Merrell among women's boot brands worldwide. Naturalizer had about 90,500 branded searches, while Merrell had 40,500. Naturalizer made up 2.5% of all women's boot brand searches we track, and Merrell accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about women's boot brands, Naturalizer appeared in four of the five answers and Merrell in none.
Who do people search for more?
Naturalizer, about 2 searches for every 1 for Merrell
Who does AI mention more?
Naturalizer, mentioned in 4 of 5 answers, Merrell in 0
Who does AI recommend more?
Naturalizer, the only one of the two named
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Top women's boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Naturalizer was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Merrell 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.
Thursday Boot Company1st
Blundstone2nd- Naturalizer3rd
Frye4th
Sam Edelman5th
Clarks6th
Sorel7th
Ariat8th
Hunter–
Merrell–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Frye4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sam Edelman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Naturalizer4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Thursday Boot Company4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Clarks3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Blundstone3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sorel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ariat1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hunter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Merrell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about women's boot brands
5 answers
Asked ChatGPT
“Which women's boot brand should I buy?”
Asked ChatGPT
“What are the best women's boot brands?”
Asked ChatGPT
“What's the best women's boot brand for everyday wear?”
Searched Google, AI Overview
“boots for women”
Searched Google, AI Overview
“leather boots for women”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Merrell or Naturalizer more popular in search?
This chart shows how often people search Google for Merrell and Naturalizer by name. Each line represents a brand's share of searches for all ten women's boot brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Naturalizer, Merrell. The figures are in the table below the chart.
View monthly share of searches table
| Month | Clarks | Ariat | Blundstone | Frye | Sam Edelman | Sorel | Naturalizer | Thursday Boot Company | Hunter | Merrell |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.4% | 16.3% | 16.3% | 10.7% | 7.3% | 6% | 2.7% | 2.2% | 1.5% | 0.66% |
| Nov 2025 | 34.3% | 18.8% | 18.8% | 8.6% | 5.6% | 8.4% | 2.1% | 2.1% | 0.93% | 0.42% |
| Dec 2025 | 32.8% | 21.9% | 18% | 7.4% | 5.4% | 8.1% | 2% | 3% | 1.1% | 0.49% |
| Jan 2026 | 40.2% | 18.1% | 14.8% | 6% | 5.4% | 8.1% | 2% | 3% | 1.6% | 0.89% |
| Feb 2026 | 42% | 18.9% | 12.7% | 5.5% | 6.9% | 5.7% | 2.5% | 2.5% | 2.1% | 1.1% |
| Mar 2026 | 44.7% | 20.1% | 9% | 5.5% | 9% | 4% | 2.7% | 1.8% | 2.2% | 0.99% |
| Apr 2026 | 46.1% | 20.7% | 7.6% | 4.9% | 9.2% | 3.4% | 2.8% | 1.9% | 2.3% | 1.2% |
| May 2026 | 46.1% | 20.7% | 7.6% | 4.9% | 9.3% | 3.4% | 2.8% | 1.9% | 1.9% | 1.5% |
| Jun 2026 | 49% | 22% | 6.6% | 4.9% | 8% | 2.4% | 2.4% | 1.3% | 2% | 1.3% |
| Jul 2026 | 50.1% | 18.4% | 6.7% | 6.2% | 8.2% | 3% | 2.5% | 1.4% | 2% | 1.7% |
| Aug 2026 | 49% | 18% | 8.1% | 7% | 8.1% | 2.9% | 2.4% | 1.6% | 1.6% | 1.3% |
| Sep 2026 | 40.6% | 18.2% | 12.2% | 8.7% | 8.2% | 4.5% | 2.5% | 2.5% | 1.6% | 1.1% |
How has the Merrell and Naturalizer comparison changed over the last 12 months?
3 findings
- Naturalizer was ahead of Merrell in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Merrell’s share of searches among women's boot brands worldwide moved from 0.66% to 1.1%, and its estimated monthly branded searches moved from 27.1K to 40.5K.
- Across the 12 months ending September 2026, Naturalizer’s share of searches among women's boot brands worldwide moved from 2.7% to 2.5%, and its estimated monthly branded searches moved from 110K to 90.5K.
How did search popularity change for women's boot brands worldwide in September 2026?
2 changes
Estimated monthly branded searches for Merrell worldwide rose 49.4% over 12 measured months, from 27.1K to 40.5K in September 2026.
Estimated monthly branded searches for Naturalizer worldwide fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Merrell’s and Naturalizer’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.
Merrell
1 branded search term
- hiking boots merrell
Naturalizer
1 branded search term
- naturalizer
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