Brandwave

Seed Savers Exchange vs Thompson & Morgan:Which is more popular?

In September 2026, Thompson & Morgan had more branded searches than Seed Savers Exchange among seeds brands worldwide. Thompson & Morgan had about 54,900 branded searches, while Seed Savers Exchange had 12,100. Thompson & Morgan made up 19.4% of all seeds brand searches we track, and Seed Savers Exchange accounted for 4.3%. When we asked ChatGPT and Google AI Overviews about seeds brands, Seed Savers Exchange appeared in two of the five answers and Thompson & Morgan in none.

Among seeds brands worldwide in September 2026

Who do people search for more?

Thompson & Morgan, about 5 searches for every 1 for Seed Savers Exchange

Thompson & Morgan 54.9K searchesSeed Savers Exchange 12.1K searches

Who does AI mention more?

Seed Savers Exchange, mentioned in 2 of 5 answers, Thompson & Morgan in 0

Seed Savers Exchange in 2 of 5Thompson & Morgan in 0 of 5

Who does AI recommend more?

Seed Savers Exchange, the only one of the two named

Seed Savers Exchange first in 2Thompson & 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, Seed Savers Exchange was mentioned in two out of five: in one of the 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 Seed Savers Exchange or Thompson & Morgan more popular in search?

This chart shows how often people search Google for Seed Savers Exchange 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.

Seed Savers Exchange and Thompson & Morgan among seeds brands worldwide, by month

Share of searches by month for Thompson & Morgan, Seed Savers Exchange. 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 Seed Savers Exchange 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, Seed Savers Exchange lost share of searches among seeds brands worldwide, from 6.7% to 4.3%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Seed Savers Exchange’s 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.

Seed Savers Exchange

2 branded search terms

  • seed savers
  • seed savers exchange

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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