Brandwave

The Chess Store vs Wholesale Chess:Which is more popular?

In September 2026, The Chess Store had more branded searches than Wholesale Chess among chess sets worldwide. The Chess Store had about 1,000 branded searches, while Wholesale Chess had 720. The Chess Store made up 7.7% of all chess set searches we track, and Wholesale Chess accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about chess sets, The Chess Store and Wholesale Chess each appeared in one of the five answers.

Among chess sets worldwide in September 2026

Who do people search for more?

The Chess Store, about 39% more searches than Wholesale Chess

The Chess Store 1K searchesWholesale Chess 720 searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

The Chess Store in 1 of 5Wholesale Chess in 1 of 5

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Top chess sets in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Chess Store and Wholesale Chess were each mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. House of Staunton1st
  2. Regency Chess2nd
  3. Wholesale Chess2nd
  4. DGT4th
  5. The Chess Store4th
  6. Chessbazaar–

Mentioned by AI

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

  • House of Staunton3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DGT1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Chess Store1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Regency Chess1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wholesale Chess1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chessbazaar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about chess sets

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 19, 2026.

Is The Chess Store or Wholesale Chess more popular in search?

This chart shows how often people search Google for The Chess Store and Wholesale Chess by name. Each line represents a brand's share of searches for all six chess sets we track, month by month, from English-language searches worldwide.

The Chess Store and Wholesale Chess among chess sets worldwide, by month

Share of searches by month for The Chess Store, Wholesale Chess. The figures are in the table below the chart.

View monthly share of searches table
MonthHouse of StauntonChessbazaarDGTThe Chess StoreRegency ChessWholesale Chess
Oct 202552.5%12.3%15.6%6.5%8.4%4.7%
Nov 202556.3%11.2%13.5%6.1%8.8%4.1%
Dec 202559.7%9.7%11.7%7.7%7.7%3.6%
Jan 202664.7%8.3%10.5%5.7%7%3.8%
Feb 202659.2%11.4%11.4%6%7.8%4.3%
Mar 202663.4%10%10%5.2%6.8%4.6%
Apr 202669.4%9.2%9.2%3.4%5%3.8%
May 202663.7%10%12.6%4.6%5.3%3.8%
Jun 202665%10.2%10.2%5.4%5.4%3.9%
Jul 202662.4%12%10.1%6.3%5.5%3.7%
Aug 202655.4%13%13%6.8%6.8%4.9%
Sep 202650.8%14.6%14.6%7.7%6.8%5.5%

How has the The Chess Store and Wholesale Chess comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Wholesale Chess took it in April 2026, The Chess Store took it in May 2026.
  • Across the 12 months ending September 2026, The Chess Store’s share of searches among chess sets worldwide moved from 6.5% to 7.7%, and its estimated monthly branded searches held steady at 1K.
  • Across the 12 months ending September 2026, Wholesale Chess’ share of searches among chess sets worldwide moved from 4.7% to 5.5%, and its estimated monthly branded searches held steady at 720.

How did search popularity change for chess sets worldwide in September 2026?

2 changes

  1. In September 2026, The Chess Store overtook Regency Chess to rank 4th among chess sets worldwide, with 7.7% of the searches.

  2. In September 2026, Wholesale Chess gained share of searches among chess sets worldwide, from 4.9% to 5.5%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using The Chess Store’s and Wholesale Chess’ 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.

The Chess Store

1 branded search term

  • the chess store

Wholesale Chess

1 branded search term

  • wholesale chess

How the Brand Demand Index is measured

Other head-to-heads among chess sets

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