Brandwave

How popular isFender?

In September 2026, people searched for Fender by name about 4,370 times in New Zealand, about the same as the previous year. These searches made up 67.2% of all New Zealand guitar amp brand searches, placing Fender first out of seven brands. When we asked both ChatGPT and Google AI Overviews about guitar amp brands, Fender appeared in three of the four answers and was the most recommended of the seven.

Search and AI answers in September 2026

Fender is the most searched of 7 competitors and the most recommended in AI answers.

  1. FenderShare of searches 67.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. BossShare of searches 6.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. MarshallShare of searches 6.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. YamahaShare of searches 6.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  5. 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, Fender was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Fender is the most recommended of the seven.

Most recommended by AI

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

  1. Fender1st
  2. Boss2nd
  3. Marshall3rd
  4. Orange4th
  5. Yamaha5th
  6. Vox6th
  7. Blackstar7th

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

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 Fender?

Fender against guitar amp brands in New Zealand, by month

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
MonthFenderBossMarshallYamahaBlackstarOrangeVox
Oct 202566.5%6.8%8.1%5.3%3.3%4.6%5.3%
Nov 202566.1%8.3%8.3%5.1%4.2%3.8%4.2%
Dec 202564.4%8.5%8%6.7%3.9%4.6%3.9%
Jan 202668.1%7.7%6.8%4.7%4.2%4.9%3.5%
Feb 202666.7%7.9%7.4%6.7%3.1%4.4%3.8%
Mar 202670%6.8%6.8%5.5%3.3%3.7%3.9%
Apr 202671.9%5.6%7%5.6%2.7%3.8%3.4%
May 202671.9%5.3%6.7%5.3%3.8%3.4%3.6%
Jun 202672.2%5.3%6.9%4.2%4.2%3.8%3.3%
Jul 202668.7%7.1%7.7%5.2%3.9%3.6%3.9%
Aug 202668.6%5.8%6.9%5.1%4%4.6%5.1%
Sep 202667.2%6.6%6.6%6.2%4.9%4.5%3.9%

  1. 1.Fender

    67.2%

    Held 1st. 3.1K estimated branded searches, +1.3% vs prior month. Share -1.3 points.

  2. 2.Boss

    6.6%

    Moved from 3rd to 2nd. 310 estimated branded searches, +19.2% vs prior month. Share +0.9 points.

  3. 3.Marshall

    6.6%

    Moved from 2nd to 3rd. 310 estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Yamaha

    6.2%

    Moved from 5th to 4th. 290 estimated branded searches, +26.1% vs prior month. Share +1.1 points.

  5. 5.Blackstar

    4.9%

    Moved from 7th to 5th. 230 estimated branded searches, +27.8% vs prior month. Share +0.9 points.

  6. 6.Orange

    4.5%

    Held 6th. 210 estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Vox

    3.9%

    Moved from 4th to 7th. 180 estimated branded searches, -21.7% vs prior month. Share -1.2 points.

Compare popularity between Fender and its closest rivals

Every comparison with Fender

20 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fender in New Zealand held steady, from 4.2K to 4.4K.
  • Across the 12 months ending September 2026, Fender’s share of searches among guitar amp brands in New Zealand increased from 66.5% to 67.2%.
  • Across the 12 months ending September 2026, Fender’s share of searches among guitar amp brands in New Zealand peaked at 72.2% in June 2026 and was lowest at 64.4% in December 2025.

How did search popularity change for New Zealand guitar amp brands in September 2026?

6 changes

  1. In September 2026, Yamaha overtook Vox to rank 4th among guitar amp brands in New Zealand, with 6.2% of the searches.

  2. In September 2026, Blackstar overtook Vox and Orange to rank 5th among guitar amp brands in New Zealand, with 4.9% of the searches.

  3. In September 2026, Boss overtook Marshall to rank 2nd among guitar amp brands in New Zealand, with 6.6% of the searches.

  4. In September 2026, Fender lost share of searches among guitar amp brands in New Zealand, from 68.6% to 67.2%.

  5. In September 2026, Vox lost share of searches among guitar amp brands in New Zealand, from 5.1% to 3.9%.

  6. 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 Fender’s branded searches counted?

10 search terms

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

  • fender
  • fender acoustic guitar
  • fender bass
  • fender electric guitar
  • fender guitar
  • fender jazzmaster
  • fender mustang
  • fender p bass
  • fender strat
  • fender tele

Do you work for Fender? 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

Where does Fender compete?

Fender is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Guitar brands1st of 834.2%Show ranking
Mandolin brands1st of 1044.3%Show ranking
Banjo brands1st of 745.5%Show ranking
Baritone guitar brands1st of 356.8%Show ranking
Guitar amp brands1st of 767.2%Shown above
Guitar tuner brands1st of 667.4%Show ranking
Tenor ukulele brands1st of 587.5%Show ranking
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