Samsonite vs Thule:Which is more popular?
In September 2026, Samsonite had more branded searches than Thule among laptop backpack brands worldwide. Samsonite had about 823,000 branded searches, while Thule had 301,000. Samsonite made up 39.9% of all laptop backpack brand searches we track, and Thule accounted for 14.6%. When we asked ChatGPT and Google AI Overviews about laptop backpack brands, Thule appeared in three of the five answers and Samsonite in two. Thule was mentioned before Samsonite in every answer.
Who do people search for more?
Samsonite, about 3 searches for every 1 for Thule
Who does AI mention more?
Thule, mentioned in 3 of 5 answers, Samsonite in 2
Who does AI recommend more?
Thule, named ahead of Samsonite in every answer
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Top laptop backpack brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Thule was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Samsonite was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Thule was listed before Samsonite 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.
- Thule3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Osprey3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Timbuk23 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Aer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Samsonite2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bellroy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
JanSport1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ogio0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about laptop backpack brands
5 answers
Asked ChatGPT
“Which laptop backpack brand should I buy?”
Asked ChatGPT
“What are the best laptop backpack brands?”
Asked ChatGPT
“What's the best laptop backpack brand for everyday commuting?”
Searched Google, AI Overview
“best laptop backpack”
Searched Google, AI Overview
“light laptop backpack”
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 Samsonite or Thule more popular in search?
This chart shows how often people search Google for Samsonite and Thule by name. Each line represents a brand's share of searches for all eight laptop backpack brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Samsonite, Thule. The figures are in the table below the chart.
View monthly share of searches table
| Month | Samsonite | JanSport | Thule | Bellroy | Osprey | Timbuk2 | Aer | Ogio |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.3% | 16.1% | 16.2% | 10.8% | 6% | 3.3% | 1.5% | 1.8% |
| Nov 2025 | 49.5% | 13.4% | 14.9% | 10% | 5.6% | 3.7% | 1.6% | 1.3% |
| Dec 2025 | 45.1% | 14.9% | 16.6% | 11.1% | 6.2% | 3.3% | 1.2% | 1.5% |
| Jan 2026 | 43.1% | 17.7% | 19.4% | 8.7% | 5.9% | 2.6% | 1.2% | 1.4% |
| Feb 2026 | 42.9% | 19.9% | 15.7% | 8.6% | 7.2% | 2.6% | 1.4% | 1.7% |
| Mar 2026 | 40.7% | 18.1% | 18.2% | 9.9% | 6.8% | 3% | 1.6% | 1.6% |
| Apr 2026 | 41.8% | 16.8% | 18.7% | 10.2% | 7% | 2.5% | 1.4% | 1.7% |
| May 2026 | 37.9% | 18.5% | 20.7% | 9.3% | 7.7% | 2.8% | 1.5% | 1.5% |
| Jun 2026 | 36% | 26.8% | 16.1% | 8.8% | 7.3% | 2.2% | 1.4% | 1.4% |
| Jul 2026 | 28.6% | 44.3% | 12.9% | 5.8% | 4.8% | 1.7% | 0.95% | 0.95% |
| Aug 2026 | 27.6% | 46.2% | 10.2% | 6.8% | 5.6% | 1.7% | 1.1% | 0.91% |
| Sep 2026 | 39.9% | 21.7% | 14.6% | 9.8% | 8.1% | 2.9% | 1.6% | 1.3% |
How has the Samsonite and Thule comparison changed over the last 12 months?
3 findings
- Samsonite was ahead of Thule in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Samsonite’s share of searches among laptop backpack brands worldwide moved from 44.3% to 39.9%, and its estimated monthly branded searches held steady at 823K.
- Across the 12 months ending September 2026, Thule’s share of searches among laptop backpack brands worldwide moved from 16.2% to 14.6%, and its estimated monthly branded searches held steady at 301K.
How did search popularity change for laptop backpack brands worldwide in September 2026?
2 changes
In September 2026, Samsonite overtook JanSport to become the leader among laptop backpack brands worldwide, with 39.9% of the searches.
In September 2026, Thule gained share of searches among laptop backpack brands worldwide, from 10.2% to 14.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Samsonite’s and Thule’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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