--- title: "AWS WAF: search popularity in New Zealand" description: "Amazon Web Services’ web application firewall. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/aws-waf" publisher: "Brandwave" --- # AWS WAF: search popularity in New Zealand Amazon Web Services’ web application firewall. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: AWS WAF - **Owned by**: Amazon Web Services - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among firewall brands**: 25% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Firewall brands | 3 | 25% | 110 | - [Firewall brands](/demand/nz/categories/nz-firewall-brands) ## Top firewall brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, AWS WAF was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. AWS WAF is the joint second most recommended of the four. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Wordfence | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Sucuri | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | AWS WAF | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | MalCare | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about firewall brands - Asked ChatGPT "Which website firewall should I use in New Zealand?": 1. Wordfence, 2. Sucuri, 3. AWS WAF - Asked ChatGPT "What are the best website firewall tools in New Zealand?": 1. AWS WAF, 2. Wordfence - Asked ChatGPT "What's the best website firewall in New Zealand for website security?": 1. Sucuri, 2. Wordfence, 3. AWS WAF - Searched Google, AI Overview "web application firewall": 1. AWS WAF - Searched Google, AI Overview "website security tools": 1. Sucuri Not named in any answer: MalCare. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for AWS WAF changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for AWS WAF in New Zealand held steady at 110. - Across the 12 months ending September 2026, AWS WAF’s share of searches among firewall brands in New Zealand decreased from 25.6% to 25%. - Across the 12 months ending September 2026, AWS WAF’s share of searches among firewall brands in New Zealand peaked at 25.6% in October 2025 and was lowest at 17.6% in May 2026. ## How did search popularity change for New Zealand firewall brands in September 2026? - In September 2026, AWS WAF gained share of searches among firewall brands in New Zealand, from 18.8% to 25%. - In September 2026, MalCare gained share of searches among firewall brands in New Zealand, from 4.2% to 9.1%. - In September 2026, Sucuri lost share of searches among firewall brands in New Zealand, from 41.7% to 31.8%. - In September 2026, Wordfence lost share of searches among firewall brands in New Zealand, from 35.4% to 34.1%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Firewall brands | 110 | 25.6% | 3 | | Nov 2025 | Firewall brands | 110 | 24.4% | 3 | | Dec 2025 | Firewall brands | 70 | 18.9% | 3 | | Jan 2026 | Firewall brands | 70 | 19.4% | 3 | | Feb 2026 | Firewall brands | 90 | 24.3% | 3 | | Mar 2026 | Firewall brands | 90 | 20.9% | 3 | | Apr 2026 | Firewall brands | 90 | 23.1% | 3 | | May 2026 | Firewall brands | 90 | 17.6% | 3 | | Jun 2026 | Firewall brands | 110 | 19.3% | 3 | | Jul 2026 | Firewall brands | 90 | 20.5% | 3 | | Aug 2026 | Firewall brands | 90 | 18.8% | 3 | | Sep 2026 | Firewall brands | 110 | 25% | 3 | ## How are AWS WAF’s branded searches counted? Brandwave collects information about searches that people make online using AWS WAF’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “aws waf” ## Which firewall brands compete with AWS WAF? - [Wordfence](/demand/nz/brands/wordfence): Head-to-head: /demand/nz/compare/aws-waf-vs-wordfence - [Sucuri](/demand/nz/brands/sucuri): Head-to-head: /demand/nz/compare/aws-waf-vs-sucuri - [MalCare](/demand/nz/brands/malcare): Head-to-head: /demand/nz/compare/aws-waf-vs-malcare ## Who owns AWS WAF? AWS WAF is owned by Amazon Web Services. Brandwave also tracks Amazon CloudFront, Amazon Cognito and Amazon RDS, owned by the same company, in New Zealand. - [Amazon Web Services](/demand/nz/companies/amazon-web-services): Owns 19 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns AWS WAF? AWS WAF is owned by Amazon Web Services. Brandwave also tracks Amazon CloudFront, Amazon Cognito and Amazon RDS, owned by the same company, in New Zealand. ## Cite this page Brandwave. "AWS WAF: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/aws-waf This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/aws-waf. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.