Proto vs Stanley:Which is more popular?
In September 2026, Stanley had more branded searches than Proto among toolbox brands worldwide. Stanley had about 12,100 branded searches, while Proto had 260. Stanley made up 16.5% of all toolbox brand searches we track, and Proto accounted for 0.35%. When we asked ChatGPT and Google AI Overviews about toolbox brands, neither Proto nor Stanley appeared in any of the five answers.
Who do people search for more?
Stanley, about 47 searches for every 1 for Proto
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top toolbox brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Proto nor Stanley showed up in any of the five answers.
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.
- Husky5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Craftsman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
U.S. General3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Snap-on2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
ToughBuilt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Kobalt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Proto0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toolbox brands
5 answers
Asked ChatGPT
“Which toolbox brand should I buy?”
Asked ChatGPT
“What are the best toolbox brands?”
Asked ChatGPT
“What's the best toolbox brand for tool storage?”
Searched Google, AI Overview
“best toolbox”
Searched Google, AI Overview
“tool box for tools”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Proto or Stanley more popular in search?
This chart shows how often people search Google for Proto and Stanley by name. Each line represents a brand's share of searches for all 12 toolbox brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Stanley, Proto. The figures are in the table below the chart.
View monthly share of searches table
| Month | U.S. General | Stanley | Kennedy | Husky | Snap-on | Craftsman | Milwaukee | ToughBuilt | DeWalt | Kobalt | Makita | Proto |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.1% | 13.4% | 11% | 9% | 11% | 6% | 6% | 4.5% | 3.2% | 4% | 1.4% | 0.36% |
| Nov 2025 | 20.2% | 16.5% | 11% | 11% | 11% | 9% | 7.3% | 5.4% | 4% | 2.7% | 1.4% | 0.36% |
| Dec 2025 | 19.7% | 16.1% | 8.8% | 10.7% | 8.8% | 8.8% | 7.2% | 4.3% | 8.8% | 4.8% | 1.7% | 0.35% |
| Jan 2026 | 25.8% | 14.1% | 11.5% | 9.4% | 9.4% | 7.7% | 6.3% | 4.7% | 6.3% | 3.4% | 1.2% | 0.37% |
| Feb 2026 | 20.3% | 13.5% | 9.1% | 9.1% | 9.1% | 4.9% | 6% | 4.5% | 20.3% | 1.8% | 1.1% | 0.36% |
| Mar 2026 | 27.5% | 15% | 12.3% | 10% | 10% | 6.7% | 6.7% | 5% | 3.6% | 1.6% | 1.2% | 0.4% |
| Apr 2026 | 33.5% | 15% | 12.2% | 8.2% | 8.2% | 6.7% | 5.4% | 4.1% | 3.6% | 1.6% | 1.2% | 0.4% |
| May 2026 | 20.3% | 16.6% | 13.6% | 11.1% | 11.1% | 7.4% | 7.4% | 4.5% | 4% | 2.2% | 1.4% | 0.44% |
| Jun 2026 | 20.7% | 17% | 11.4% | 11.4% | 11.4% | 7.6% | 7.6% | 4.6% | 4.1% | 2.7% | 1.4% | 0.36% |
| Jul 2026 | 22.3% | 18.2% | 12.2% | 9.9% | 9.9% | 8.1% | 6.6% | 4.2% | 3.6% | 2.9% | 1.5% | 0.39% |
| Aug 2026 | 20.2% | 16.5% | 13.5% | 11.1% | 11.1% | 7.4% | 7.4% | 4.6% | 4% | 2.6% | 1.4% | 0.44% |
| Sep 2026 | 20.2% | 16.5% | 13.5% | 11.1% | 11.1% | 7.4% | 7.4% | 4.6% | 4% | 2.6% | 1.4% | 0.35% |
How has the Proto and Stanley comparison changed over the last 12 months?
3 findings
- Stanley was ahead of Proto in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Proto’s share of searches among toolbox brands worldwide moved from 0.36% to 0.35%, and its estimated monthly branded searches moved from 320 to 260.
- Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands worldwide moved from 13.4% to 16.5%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for toolbox brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Proto worldwide fell 18.8% over 12 measured months, from 320 to 260 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Proto’s and Stanley’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.
Other head-to-heads among toolbox brands
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