Brandwave

How popular isAmazon Echo?

In September 2026, people searched for Amazon Echo by name about 1,880 times in New Zealand, an 18.3% decrease from the previous year. These searches made up 9.8% of all New Zealand smart speaker brand searches, placing Amazon Echo fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about smart speaker brands, Amazon Echo appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

Amazon Echo is the fourth most searched of 5 competitors and the second most recommended in AI answers.

  1. BoseShare of searches 39.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. SonosShare of searches 29.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Google NestShare of searches 11.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. Amazon EchoShare of searches 9.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. Apple HomePodShare of searches 8.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
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Top smart speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Amazon Echo appeared in all five answers. Amazon Echo is the second most recommended of the five.

Most recommended by AI

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

  1. Sonos1st
  2. Amazon Echo2nd
  3. Apple HomePod3rd
  4. Google Nest4th
  5. Bose–

Mentioned by AI

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

  • Amazon Echo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple HomePod5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sonos4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Google Nest3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bose0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about smart speaker brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which smart speaker brands compete with Amazon Echo?

Amazon Echo against smart speaker brands in New Zealand, by month

Share of searches by month for Bose, Sonos, Google Nest, Amazon Echo, Apple HomePod. The figures are in the table below the chart.

View monthly share of searches table
MonthBoseSonosGoogle NestAmazon EchoApple HomePod
Oct 202541%23.8%16.5%11.4%7.3%
Nov 202541.1%27.4%14.2%11.3%6.1%
Dec 202539.4%25.2%14.4%14.6%6.4%
Jan 202637.6%25.4%17.8%11.7%7.5%
Feb 202637.1%25%18.3%12%7.7%
Mar 202636.5%29.2%16.1%10%8.2%
Apr 202637.1%28.8%16.6%10.3%7.2%
May 202638.7%25.6%18.8%9.2%7.8%
Jun 202639.8%24.1%19.5%8.4%8.2%
Jul 202640.9%26.4%14.1%9.7%8.9%
Aug 202640.8%27.9%14.7%8.7%7.9%
Sep 202639.7%29.9%11.7%9.8%8.9%

  1. 1.Bose

    39.7%

    Held 1st. 7.6K estimated branded searches, -7.6% vs prior month. Share -1.2 points.

  2. 2.Sonos

    29.9%

    Held 2nd. 5.8K estimated branded searches, +1.9% vs prior month. Share +2 points.

  3. 3.Google Nest

    11.7%

    Held 3rd. 2.3K estimated branded searches, -23.9% vs prior month. Share -2.9 points.

  4. 4.Amazon Echo

    9.8%

    Held 4th. 1.9K estimated branded searches, +6.8% vs prior month. Share +1.1 points.

  5. 5.Apple HomePod

    8.9%

    Held 5th. 1.7K estimated branded searches, +7.5% vs prior month. Share +1 points.

Compare popularity between Amazon Echo and its closest rivals

Every comparison with Amazon Echo

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Amazon Echo in New Zealand fell from 2.3K to 1.9K.
  • Across the 12 months ending September 2026, Amazon Echo’s share of searches among smart speaker brands in New Zealand decreased from 11.4% to 9.8%.
  • Across the 12 months ending September 2026, Amazon Echo’s share of searches among smart speaker brands in New Zealand peaked at 14.6% in December 2025 and was lowest at 8.4% in June 2026.

How did search popularity change for New Zealand smart speaker brands in September 2026?

5 changes

  1. In September 2026, Sonos gained share of searches among smart speaker brands in New Zealand, from 27.9% to 29.9%.

  2. In September 2026, Amazon Echo gained share of searches among smart speaker brands in New Zealand, from 8.7% to 9.8%.

  3. In September 2026, Apple HomePod gained share of searches among smart speaker brands in New Zealand, from 7.9% to 8.9%.

  4. In September 2026, Google Nest lost share of searches among smart speaker brands in New Zealand, from 14.7% to 11.7%.

  5. In September 2026, Bose lost share of searches among smart speaker brands in New Zealand, from 40.8% to 39.7%.

How are Amazon Echo’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Amazon Echo’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.

  • amazon echo
  • echo dot

Do you work for Amazon Echo? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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