How popular isBoss?
In September 2026, people searched for Boss by name about 450 times in New Zealand, a 10% decrease from the previous year. These searches made up 6.6% of all New Zealand guitar amp brand searches, placing Boss second out of seven brands. When we asked both ChatGPT and Google AI Overviews about guitar amp brands, Boss appeared in three of the four answers and was the second most recommended of the seven.
Boss is the second most searched of 7 competitors and the second most recommended in AI answers.
FenderShare of searches 67.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
BossShare of searches 6.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
MarshallShare of searches 6.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
YamahaShare of searches 6.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
BlackstarShare of searches 4.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th
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Top guitar amp brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Boss was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Boss is the second most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Orange4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Fender3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Boss3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Marshall3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Yamaha2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Vox2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Blackstar1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about guitar amp brands
4 answers
Asked ChatGPT
“Which guitar amp brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best guitar amp brands in New Zealand?”
Asked ChatGPT
“What's the best guitar amp brand in New Zealand for a guitar rig?”
Searched Google, AI Overview
“best guitar amp”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“guitar amplifier nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which guitar amp brands compete with Boss?
Share of searches by month for Fender, Boss, Marshall, Yamaha, Blackstar, Orange, Vox. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fender | Boss | Marshall | Yamaha | Blackstar | Orange | Vox |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 66.5% | 6.8% | 8.1% | 5.3% | 3.3% | 4.6% | 5.3% |
| Nov 2025 | 66.1% | 8.3% | 8.3% | 5.1% | 4.2% | 3.8% | 4.2% |
| Dec 2025 | 64.4% | 8.5% | 8% | 6.7% | 3.9% | 4.6% | 3.9% |
| Jan 2026 | 68.1% | 7.7% | 6.8% | 4.7% | 4.2% | 4.9% | 3.5% |
| Feb 2026 | 66.7% | 7.9% | 7.4% | 6.7% | 3.1% | 4.4% | 3.8% |
| Mar 2026 | 70% | 6.8% | 6.8% | 5.5% | 3.3% | 3.7% | 3.9% |
| Apr 2026 | 71.9% | 5.6% | 7% | 5.6% | 2.7% | 3.8% | 3.4% |
| May 2026 | 71.9% | 5.3% | 6.7% | 5.3% | 3.8% | 3.4% | 3.6% |
| Jun 2026 | 72.2% | 5.3% | 6.9% | 4.2% | 4.2% | 3.8% | 3.3% |
| Jul 2026 | 68.7% | 7.1% | 7.7% | 5.2% | 3.9% | 3.6% | 3.9% |
| Aug 2026 | 68.6% | 5.8% | 6.9% | 5.1% | 4% | 4.6% | 5.1% |
| Sep 2026 | 67.2% | 6.6% | 6.6% | 6.2% | 4.9% | 4.5% | 3.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 67.2% | 3.1K | +1.3% | -1.3 points | |
| 2, moved from 3rd to 2nd | 6.6% | 310 | +19.2% | +0.9 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 6.6% | 310 | 0% | -0.2 pointsmoved from 2nd to 3rd | |
| 4, moved from 5th to 4th | 6.2% | 290 | +26.1% | +1.1 pointsmoved from 5th to 4th | |
| 5, moved from 7th to 5th | 4.9% | 230 | +27.8% | +0.9 pointsmoved from 7th to 5th | |
| 6, held 6th | 4.5% | 210 | 0% | -0.1 points | |
| 7, moved from 4th to 7th | 3.9% | 180 | -21.7% | -1.2 pointsmoved from 4th to 7th |
1.
Fender67.2%
Held 1st. 3.1K estimated branded searches, +1.3% vs prior month. Share -1.3 points.
2.
Boss6.6%
Moved from 3rd to 2nd. 310 estimated branded searches, +19.2% vs prior month. Share +0.9 points.
3.
Marshall6.6%
Moved from 2nd to 3rd. 310 estimated branded searches, 0% vs prior month. Share -0.2 points.
4.
Yamaha6.2%
Moved from 5th to 4th. 290 estimated branded searches, +26.1% vs prior month. Share +1.1 points.
4.9%
Moved from 7th to 5th. 230 estimated branded searches, +27.8% vs prior month. Share +0.9 points.
6.
Orange4.5%
Held 6th. 210 estimated branded searches, 0% vs prior month. Share -0.1 points.
7.
Vox3.9%
Moved from 4th to 7th. 180 estimated branded searches, -21.7% vs prior month. Share -1.2 points.
Compare popularity between Boss and its closest rivals
Every comparison with Boss
13 comparisons
How has branded search demand for Boss changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Boss in New Zealand fell from 500 to 450.
- Across the 12 months ending September 2026, Boss’ share of searches among guitar amp brands in New Zealand peaked at 8.5% in December 2025 and was lowest at 5.3% in May 2026.
- Across the 12 months ending September 2026, Boss rose from 3rd to 2nd among guitar amp brands in New Zealand.
How did search popularity change for New Zealand guitar amp brands in September 2026?
6 changes
In September 2026, Yamaha overtook Vox to rank 4th among guitar amp brands in New Zealand, with 6.2% of the searches.
In September 2026, Blackstar overtook Vox and Orange to rank 5th among guitar amp brands in New Zealand, with 4.9% of the searches.
In September 2026, Boss overtook Marshall to rank 2nd among guitar amp brands in New Zealand, with 6.6% of the searches.
In September 2026, Fender lost share of searches among guitar amp brands in New Zealand, from 68.6% to 67.2%.
In September 2026, Vox lost share of searches among guitar amp brands in New Zealand, from 5.1% to 3.9%.
Estimated monthly branded searches for Marshall in New Zealand fell 16.2% over 12 measured months, from 370 to 310 in September 2026.
How are Boss’ branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Boss’ 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.
- boss amp
- boss drum machine
- boss guitar pedal
- boss katana
- boss pedal
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Where does Boss compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Guitar amp brands | 2nd of 7 | 6.6% | Shown above |
| Guitar tuner brands | 4th of 6 | 2.8% | Show ranking |
| Drum machine brands | 8th of 8 | 0.46% | Show ranking |
| Guitar pedal brands | 2nd of 7 | 9.8% | Show ranking |
Is Boss 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.