How popular isAmazon?
In September 2026, people searched for Amazon by name about 136,000 times in New Zealand, an 18.2% decrease from the previous year. These searches made up 3.1% of all New Zealand online retailers and marketplace searches, placing Amazon seventh out of 14 marketplaces. When we asked both ChatGPT and Google AI Overviews about online retailers and marketplaces, Amazon appeared in two of the five answers and was the ninth most recommended of the 14.
Amazon is the seventh most searched of 14 competitors and the ninth most recommended in AI answers.
Trade MeShare of searches 34.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Kmart NZShare of searches 25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
The WarehouseShare of searches 7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
TemuShare of searches 6.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
AmazonShare of searches 3.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
Follow Amazon and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top online retailers and marketplaces in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Amazon was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Amazon is the ninth most recommended of the 14.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- The Warehouse1st
- Trade Me2nd
- Kmart NZ3rd
Noel Leeming4th
Mighty Ape4th
Onceit6th
The Iconic7th
Postie8th- Amazon9th
- Temu–
- +4 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Trade Me4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kmart NZ4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The Warehouse4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The Iconic4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Noel Leeming3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Amazon2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Mighty Ape2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Postie2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Onceit2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Temu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about online retailers and marketplaces
5 answers
Asked ChatGPT
“Which online shopping site should I shop at in New Zealand?”
Asked ChatGPT
“What are the best online shopping sites in New Zealand?”
Asked ChatGPT
“What's the best online shopping site in New Zealand for affordable everyday shopping?”
Searched Google, AI Overview
“online shopping sites nz”
Searched Google, AI Overview
“cheap clothes online nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which online retailers and marketplaces compete with Amazon?
Share of searches by month for Trade Me, Kmart NZ, The Warehouse, Temu, Noel Leeming, Shein, Amazon, AliExpress, Mighty Ape, eBay, Postie. The figures are in the table below the chart.
View monthly share of searches table
| Month | Trade Me | Kmart NZ | The Warehouse | Temu | Noel Leeming | Shein | Amazon | AliExpress | Mighty Ape | eBay | Postie | Onceit | The Iconic | Kogan |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.3% | 23.8% | 7.4% | 7.4% | 6.5% | 4.9% | 3.3% | 2.7% | 2.7% | 1.8% | 1.8% | 0.8% | 0.45% | 0.21% |
| Nov 2025 | 32.8% | 25.6% | 8.2% | 6.6% | 8.7% | 3.7% | 3% | 2.4% | 3.7% | 1.3% | 2% | 1.1% | 0.61% | 0.41% |
| Dec 2025 | 28.7% | 28.8% | 10.7% | 4.8% | 9.4% | 3.2% | 2.6% | 2.1% | 4.8% | 1.4% | 2.1% | 0.77% | 0.44% | 0.29% |
| Jan 2026 | 36.8% | 24.5% | 9.2% | 6.1% | 6.6% | 3.4% | 3.3% | 2.7% | 2.8% | 1.8% | 1.5% | 0.66% | 0.38% | 0.21% |
| Feb 2026 | 35.8% | 24.2% | 8.9% | 7.2% | 6.5% | 4% | 3.2% | 2.6% | 2.7% | 1.8% | 1.8% | 0.65% | 0.44% | 0.2% |
| Mar 2026 | 38.4% | 24.3% | 7.8% | 6.3% | 5.7% | 4.3% | 2.8% | 2.8% | 2.4% | 1.9% | 1.9% | 0.69% | 0.48% | 0.22% |
| Apr 2026 | 33% | 27.5% | 8.2% | 6.6% | 6% | 4.5% | 3% | 3% | 2.5% | 2% | 2.4% | 0.72% | 0.5% | 0.19% |
| May 2026 | 39.1% | 22.5% | 7.9% | 6.5% | 5.8% | 4.3% | 2.9% | 2.9% | 2.4% | 1.9% | 2.3% | 0.7% | 0.49% | 0.19% |
| Jun 2026 | 34.6% | 24.9% | 7% | 7% | 6.3% | 5.7% | 3.1% | 3.1% | 2.6% | 2.1% | 2.1% | 0.76% | 0.52% | 0.21% |
| Jul 2026 | 35.3% | 25.7% | 7.2% | 5.8% | 6.4% | 4.8% | 3.2% | 3.2% | 2.7% | 2.1% | 2.1% | 0.95% | 0.44% | 0.22% |
| Aug 2026 | 39.2% | 23.2% | 6.5% | 6.5% | 5.8% | 5.3% | 2.9% | 2.9% | 2.4% | 1.9% | 1.9% | 0.86% | 0.49% | 0.24% |
| Sep 2026 | 34.4% | 25% | 7% | 6.9% | 6.2% | 5.7% | 3.1% | 3.1% | 2.6% | 2.1% | 2.1% | 0.93% | 0.64% | 0.25% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 34.4% | 1.5M | -18% | -4.7 points | |
| 2, held 2nd | 25% | 1.1M | +0.54% | +1.8 points | |
| 3, held 3rd | 7% | 306K | +<0.01% | +0.5 points | |
| 4, held 4th | 6.9% | 303K | +<0.01% | +0.5 points | |
| 5, held 5th | 6.2% | 271K | +0.08% | +0.4 points | |
| 6, held 6th | 5.7% | 249K | +0.24% | +0.4 points | |
| 7, held 7th | 3.1% | 136K | -0.08% | +0.2 points | |
| 8, held 8th | 3.1% | 135K | -0.07% | +0.2 points | |
| 9, held 9th | 2.6% | 113K | +0.22% | +0.2 points | |
| 10, held 10th | 2.1% | 90.5K | 0% | +0.1 points | |
| 11, held 11th | 2.1% | 90.5K | 0% | +0.1 points | |
| 12, held 12th | 0.93% | 40.5K | 0% | +0.1 points | |
| 13, held 13th | 0.64% | 27.9K | +22.1% | +0.2 points | |
| 14, held 14th | 0.25% | 11K | -0.45% | 0 points |
1.
Trade Me34.4%
Held 1st. 1.5M estimated branded searches, -18% vs prior month. Share -4.7 points.
2.
Kmart NZ25%
Held 2nd. 1.1M estimated branded searches, +0.54% vs prior month. Share +1.8 points.
7%
Held 3rd. 306K estimated branded searches, +<0.01% vs prior month. Share +0.5 points.
4.
Temu6.9%
Held 4th. 303K estimated branded searches, +<0.01% vs prior month. Share +0.5 points.
6.2%
Held 5th. 271K estimated branded searches, +0.08% vs prior month. Share +0.4 points.
6.
Shein5.7%
Held 6th. 249K estimated branded searches, +0.24% vs prior month. Share +0.4 points.
7.
Amazon3.1%
Held 7th. 136K estimated branded searches, -0.08% vs prior month. Share +0.2 points.
3.1%
Held 8th. 135K estimated branded searches, -0.07% vs prior month. Share +0.2 points.
2.6%
Held 9th. 113K estimated branded searches, +0.22% vs prior month. Share +0.2 points.
10.
eBay2.1%
Held 10th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
11.
Postie2.1%
Held 11th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.
Onceit0.93%
Held 12th. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
13.
The Iconic0.64%
Held 13th. 27.9K estimated branded searches, +22.1% vs prior month. Share +0.2 points.
14.
Kogan0.25%
Held 14th. 11K estimated branded searches, -0.45% vs prior month. Share 0 points.
Compare popularity between Amazon and its closest rivals
Every comparison with Amazon
13 comparisons
How has branded search demand for Amazon changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Amazon in New Zealand fell from 166K to 136K.
- Across the 12 months ending September 2026, Amazon’s share of searches among online retailers and marketplaces in New Zealand held steady, from 3.3% to 3.1%.
How did search popularity change for New Zealand online retailers and marketplaces in September 2026?
6 changes
In September 2026, Kmart NZ gained share of searches among online retailers and marketplaces in New Zealand, from 23.2% to 25%.
In September 2026, Trade Me lost share of searches among online retailers and marketplaces in New Zealand, from 39.2% to 34.4%.
Estimated monthly branded searches for The Iconic in New Zealand rose 21.3% over 12 measured months, from 23K to 27.9K in September 2026.
Estimated monthly branded searches for Temu in New Zealand fell 18.7% over 12 measured months, from 373K to 303K in September 2026.
Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.4% over 12 measured months, from 139K to 113K in September 2026.
Estimated monthly branded searches for Amazon in New Zealand fell 18.2% over 12 measured months, from 166K to 136K in September 2026.
How are Amazon’s branded searches counted?
3 search terms
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.
- Amazon
- amazon global
- amazon shopping
Who owns Amazon?
Amazon is owned by Amazon. Brandwave also tracks 
Prime Video, 
Amazon Associates, 
Amazon Connect, 
Amazon DSP, Amazon Fire Tablet, Amazon Fire TV Stick, 
Amazon Music, Amazon Redshift, Amazon SES, Amazon Web Services, 
Audible, 
eero, Kindle and 
Ring, owned by the same company, in New Zealand.
Do you work for Amazon? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Amazon your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.