Brandwave

How popular isAWS WAF?

In September 2026, people searched for AWS WAF by name about 110 times in New Zealand, about the same as the previous year. These searches made up 25% of all New Zealand firewall brand searches, placing AWS WAF third out of four brands. When we asked both ChatGPT and Google AI Overviews about firewall brands, AWS WAF appeared in four of the five answers and was the joint second most recommended of the four.

Search and AI answers in September 2026

AWS WAF is the third most searched of 4 competitors and the joint second most recommended in AI answers.

  1. WordfenceShare of searches 34.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. SucuriShare of searches 31.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. AWS WAFShare of searches 25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. MalCareShare of searches 9.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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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.

Most recommended by AI

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

  1. Wordfence1st
  2. Sucuri2nd
  3. AWS WAF2nd
  4. MalCare–

Mentioned by AI

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

  • AWS WAF4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wordfence3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sucuri3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MalCare0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about firewall brands

5 answers

  • Asked ChatGPT

    “Which website firewall should I use in New Zealand?”

    1. 1Wordfence
    2. 2Sucuri
    3. 3AWS WAF

  • Asked ChatGPT

    “What are the best website firewall tools in New Zealand?”

    1. 1AWS WAF
    2. 2Wordfence

  • Asked ChatGPT

    “What's the best website firewall in New Zealand for website security?”

    1. 1Sucuri
    2. 2Wordfence
    3. 3AWS WAF

  • Searched Google, AI Overview

    “web application firewall”

    1. 1AWS WAF

  • Searched Google, AI Overview

    “website security tools”

    1. 1Sucuri

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 firewall brands compete with AWS WAF?

AWS WAF against firewall brands in New Zealand, by month

Share of searches by month for Wordfence, Sucuri, AWS WAF, MalCare. The figures are in the table below the chart.

View monthly share of searches table
MonthWordfenceSucuriAWS WAFMalCare
Oct 202532.6%32.6%25.6%9.3%
Nov 202533.3%33.3%24.4%8.9%
Dec 202529.7%48.6%18.9%2.7%
Jan 202638.9%38.9%19.4%2.8%
Feb 202637.8%35.1%24.3%2.7%
Mar 202639.5%34.9%20.9%4.7%
Apr 202635.9%35.9%23.1%5.1%
May 202627.5%51%17.6%3.9%
Jun 202622.8%52.6%19.3%5.3%
Jul 202629.5%43.2%20.5%6.8%
Aug 202635.4%41.7%18.8%4.2%
Sep 202634.1%31.8%25%9.1%

  1. 1.Wordfence

    34.1%

    Moved from 2nd to 1st. 150 estimated branded searches, -11.8% vs prior month. Share -1.3 points.

  2. 2.Sucuri

    31.8%

    Moved from 1st to 2nd. 140 estimated branded searches, -30% vs prior month. Share -9.8 points.

  3. 3.AWS WAF

    25%

    Held 3rd. 110 estimated branded searches, +22.2% vs prior month. Share +6.3 points.

  4. 4.MalCare

    9.1%

    Held 4th. 40 estimated branded searches, +100% vs prior month. Share +4.9 points.

Compare popularity between AWS WAF and its closest rivals

Every comparison with AWS WAF

2 comparisons

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

3 findings
  • 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?

4 changes

  1. In September 2026, AWS WAF gained share of searches among firewall brands in New Zealand, from 18.8% to 25%.

  2. In September 2026, MalCare gained share of searches among firewall brands in New Zealand, from 4.2% to 9.1%.

  3. In September 2026, Sucuri lost share of searches among firewall brands in New Zealand, from 41.7% to 31.8%.

  4. In September 2026, Wordfence lost share of searches among firewall brands in New Zealand, from 35.4% to 34.1%.

How are AWS WAF’s branded searches counted?

1 search term

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

How the Brand Demand Index is measured

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.

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

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