How popular isAmazon in search?

In August 2026, there were an estimated 257K branded searches for Amazon in New Zealand which is down 10.6% over the last 11 months. Amazon holds 7.4% estimated Share of Search among New Zealand online retailers and marketplaces and is ranked 5th of 8 competitors for search popularity.

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Which online retailers and marketplaces compete with Amazon?

Amazon against online retailers and marketplaces in New Zealand, by month

Month	Trade Me	Temu	AliExpress	Shein	Amazon	Mighty Ape	eBay	Kogan
Oct 2025	53.6%	13.5%	8%	8.8%	7.7%	4.6%	3.4%	0.36%
Nov 2025	52.3%	13.3%	8%	7.5%	8.2%	7%	2.9%	0.78%
Dec 2025	51.6%	11.2%	7.7%	6.9%	8.7%	9.7%	3.5%	0.63%
Jan 2026	56.3%	11.7%	8.6%	6.2%	8.4%	4.8%	3.6%	0.4%
Feb 2026	54.8%	13.2%	8.3%	7%	8.1%	4.7%	3.5%	0.39%
Mar 2026	57.2%	11.5%	8.7%	7.4%	7.1%	4.1%	3.6%	0.41%
Apr 2026	52.7%	12.7%	9.6%	8.2%	7.8%	4.5%	4.1%	0.38%
May 2026	57.3%	11.5%	8.7%	7.5%	7.1%	4.1%	3.6%	0.33%
Jun 2026	51.7%	12.2%	9.5%	9.6%	8.1%	4.5%	3.9%	0.39%
Jul 2026	53.3%	10.7%	9.9%	8.5%	8.5%	4.6%	4.1%	0.42%
Aug 2026	56.7%	10.9%	8.6%	8.4%	7.4%	4%	3.6%	0.42%
Sep 2026	—	—	—	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Trade Me Trade Me Limited	56.7%	2M	+22.6%	+3.4 points
2, held 2nd	Temu	10.9%	381K	+17.4%	+0.2 points
3, held 3rd	AliExpress	8.6%	298K	+0.02%	-1.3 points
4, held 4th	Shein	8.4%	292K	+13.7%	-0.1 points
5, held 5th	Amazon	7.4%	257K	+0.32%	-1.1 points
6, held 6th	Mighty Ape Kogan.com	4%	140K	+0.09%	-0.6 points
7, held 7th	eBay	3.6%	125K	+1.8%	-0.5 points
8, held 8th	Kogan Kogan.com	0.42%	14.6K	+14.1%	0 points

1.Trade Me
56.7%
held 1st · 2M estimated branded searches · +22.6% vs prior month · +3.4 points
2.Temu
10.9%
held 2nd · 381K estimated branded searches · +17.4% vs prior month · +0.2 points
3.AliExpress
8.6%
held 3rd · 298K estimated branded searches · +0.02% vs prior month · -1.3 points
4.Shein
8.4%
held 4th · 292K estimated branded searches · +13.7% vs prior month · -0.1 points
5.Amazon
7.4%
held 5th · 257K estimated branded searches · +0.32% vs prior month · -1.1 points
6.Mighty Ape
4%
held 6th · 140K estimated branded searches · +0.09% vs prior month · -0.6 points
7.eBay
3.6%
held 7th · 125K estimated branded searches · +1.8% vs prior month · -0.5 points
8.Kogan
0.42%
held 8th · 14.6K estimated branded searches · +14.1% vs prior month · 0 points

Compare search popularity between Amazon and its closest rivals

How has branded search demand for Amazon changed in New Zealand over the last 12 months?

2 findings

Across the 11 months ending August 2026, estimated monthly branded searches for Amazon in New Zealand fell from 287K to 257K.
Across the 11 months ending August 2026, Amazon’s estimated Share of Search among online retailers and marketplaces in New Zealand peaked at 8.7% in December 2025 and was lowest at 7.1% in March 2026.

How did search popularity change for New Zealand online retailers and marketplaces in August 2026?

6 changes

In August 2026, Trade Me gained estimated Share of Search among online retailers and marketplaces in New Zealand, from 53.3% to 56.7%.
In August 2026, AliExpress lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 9.9% to 8.6%.
In August 2026, Amazon lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 8.5% to 7.4%.
In August 2026, Mighty Ape lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 4.6% to 4%.
Estimated monthly branded searches for Temu in New Zealand fell 24.5% over 11 measured months, from 505K to 381K in August 2026.
Estimated monthly branded searches for Shein in New Zealand fell 11.4% over 11 measured months, from 329K to 292K in August 2026.

How is Amazon measured?

Brandwave collects information about searches that people make online using Amazon’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

18 branded search terms