Brandwave

How popular isAmerican Express?

In September 2026, people searched for American Express by name about 26,500 times in New Zealand, about the same as the previous year. These searches made up 22.9% of all New Zealand credit card provider searches, placing American Express second out of ten providers. When we asked both ChatGPT and Google AI Overviews about credit card providers, American Express appeared in all answers and was the most recommended of the ten.

Search and AI answers in September 2026

American Express is the second most searched of 10 competitors and the most recommended in AI answers.

  1. Gem by LatitudeShare of searches 42.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. American ExpressShare of searches 22.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Q MastercardShare of searches 19.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. ANZShare of searches 3.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  5. ASBShare of searches 2.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd

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Top credit card providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, American Express appeared in all five answers. American Express is the most recommended of the ten.

Most recommended by AI

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

  1. American Express1st
  2. TSB2nd
  3. ASB3rd
  4. ANZ4th
  5. Westpac5th
  6. BNZ6th
  7. Kiwibank7th
  8. Gem by Latitude–
  9. Q Mastercard–
  10. Farmers Mastercard–

Mentioned by AI

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

  • American Express5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ANZ5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASB5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Westpac4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • TSB4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • BNZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kiwibank2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gem by Latitude0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Q Mastercard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmers Mastercard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about credit card providers

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 19, 2026.

Which credit card providers compete with American Express?

American Express against credit card providers in New Zealand, by month

Share of searches by month for Gem by Latitude, American Express, Q Mastercard, ANZ, ASB, Farmers Mastercard, Westpac, BNZ. The figures are in the table below the chart.

View monthly share of searches table
MonthGem by LatitudeAmerican ExpressQ MastercardANZASBFarmers MastercardWestpacBNZKiwibankTSB
Oct 202541%22.9%20.7%3.7%3%2.7%2.4%2%1.3%0.4%
Nov 202541.4%22.2%22.2%2.9%2.4%3.3%2%2%1.3%0.39%
Dec 202546.5%20.6%20.2%2.6%2.2%3.2%1.7%1.7%0.91%0.29%
Jan 202642.1%23.1%20.4%3.6%2.4%3%2%2%1.1%0.48%
Feb 202641.7%22.5%21.9%3.6%2.4%2.9%1.9%1.9%0.99%0.39%
Mar 202643.2%23.6%19.2%3.1%2.5%2.8%2.1%2.1%1.1%0.34%
Apr 202642.5%21.5%21.2%3.4%2.8%3.1%1.8%2.3%0.96%0.37%
May 202642.8%22.1%20.1%3.3%2.6%3.2%2.2%2.2%1.2%0.44%
Jun 202642.4%21.8%21.7%3.1%2.5%3.2%2.1%1.7%1.1%0.34%
Jul 202640.5%26.8%18.8%3.3%2.2%3%2.2%1.8%0.93%0.36%
Aug 202641.7%26%18.4%3.3%2.6%2.9%2.2%1.7%0.9%0.35%
Sep 202642.3%22.9%19.7%3.8%2.5%2.5%2.5%2.1%1.4%0.34%

  1. 1.Gem by Latitude

    42.3%

    Held 1st. 49K estimated branded searches, +6.4% vs prior month. Share +0.6 points.

  2. 2.American Express

    22.9%

    Held 2nd. 26.5K estimated branded searches, -7.5% vs prior month. Share -3.1 points.

  3. 3.Q Mastercard

    19.7%

    Held 3rd. 22.8K estimated branded searches, +12.3% vs prior month. Share +1.3 points.

  4. 4.ANZ

    3.8%

    Held 4th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  5. 5.ASB

    2.5%

    Moved from 6th to 5th. 2.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Farmers Mastercard

    2.5%

    Moved from 5th to 6th. 2.9K estimated branded searches, -9.4% vs prior month. Share -0.4 points.

  7. 7.Westpac

    2.5%

    Held 7th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.3 points.

  8. 8.BNZ

    2.1%

    Held 8th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.4 points.

  9. 9.Kiwibank

    1.4%

    Held 9th. 1.6K estimated branded searches, +60% vs prior month. Share +0.5 points.

  10. 10.TSB

    0.34%

    Held 10th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between American Express and its closest rivals

Every comparison with American Express

9 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for American Express in New Zealand held steady, from 27.5K to 26.5K.
  • Across the 12 months ending September 2026, American Express’ share of searches among credit card providers in New Zealand peaked at 26.8% in July 2026 and was lowest at 20.6% in December 2025.

How did search popularity change for New Zealand credit card providers in September 2026?

6 changes

  1. In September 2026, Q Mastercard gained share of searches among credit card providers in New Zealand, from 18.4% to 19.7%.

  2. In September 2026, Gem by Latitude gained share of searches among credit card providers in New Zealand, from 41.7% to 42.3%.

  3. In September 2026, ANZ gained share of searches among credit card providers in New Zealand, from 3.3% to 3.8%.

  4. In September 2026, American Express lost share of searches among credit card providers in New Zealand, from 26% to 22.9%.

  5. Farmers Mastercard’s share of searches among credit card providers in New Zealand has lost ground for 3 months in a row, from 3.2% to 2.5% in September 2026.

  6. In September 2026, ASB rose from 6th to 5th among credit card providers in New Zealand.

How are American Express’ branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using American Express’ 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.

  • american express
  • american express apply
  • american express card
  • american express cc
  • american express platinum
  • americanexpress
  • americanexpress apply
  • americanexpress card
  • amex
  • amex card
  • amex credit card
  • amex platinum
  • amex platinum card
  • the amex stadium

Do you work for American Express? 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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