Brandwave

How popular isJamie Kay?

In September 2026, people searched for Jamie Kay by name about 12,400 times in New Zealand, a 19.1% decrease from the previous year. These searches made up 28.6% of all New Zealand kids clothing brand searches, placing Jamie Kay second out of five brands. When we asked both ChatGPT and Google AI Overviews about kids clothing brands, Jamie Kay appeared in four of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Jamie Kay is the second most searched of 5 competitors and the third most recommended in AI answers.

  1. Cotton On KidsShare of searches 51.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Jamie KayShare of searches 28.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. Bear & MooShare of searches 15.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. HuxbabyShare of searches 2.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Nature BabyShare of searches 2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top kids clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Jamie Kay was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Jamie Kay is the third most recommended of the five.

Most recommended by AI

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

  1. Nature Baby1st
  2. Cotton On Kids2nd
  3. Jamie Kay3rd
  4. Bear & Moo–
  5. Huxbaby–

Mentioned by AI

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

  • Nature Baby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jamie Kay4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cotton On Kids3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bear & Moo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huxbaby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about kids clothing brands

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 21, 2026.

Which kids clothing brands compete with Jamie Kay?

Jamie Kay against kids clothing brands in New Zealand, by month

Share of searches by month for Cotton On Kids, Jamie Kay, Bear & Moo, Huxbaby, Nature Baby. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton On KidsJamie KayBear & MooHuxbabyNature Baby
Oct 202546%31.7%17.4%3.7%1.2%
Nov 202546%31.5%17.5%3.7%1.4%
Dec 202555.3%30.7%11.4%1.7%0.98%
Jan 202638.5%39.4%17.7%2.1%2.3%
Feb 202644.3%37.1%13.6%2.4%2.6%
Mar 202647.3%39.5%9.7%2%1.5%
Apr 202650.8%34.9%10.4%2.2%1.6%
May 202646%38.6%11.6%2.2%1.5%
Jun 202643.4%36.2%13.4%4.9%2.1%
Jul 202646.8%32.4%14.4%3.7%2.6%
Aug 202646.1%38.7%11.6%2.4%1.2%
Sep 202651.2%28.6%15.9%2.3%2%

  1. 1.Cotton On Kids

    51.2%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share +5.1 points.

  2. 2.Jamie Kay

    28.6%

    Held 2nd. 12.4K estimated branded searches, -33.4% vs prior month. Share -10.1 points.

  3. 3.Bear & Moo

    15.9%

    Held 3rd. 6.9K estimated branded searches, +23.3% vs prior month. Share +4.3 points.

  4. 4.Huxbaby

    2.3%

    Held 4th. 980 estimated branded searches, -15.5% vs prior month. Share -0.1 points.

  5. 5.Nature Baby

    2%

    Held 5th. 880 estimated branded searches, +49.2% vs prior month. Share +0.8 points.

Compare popularity between Jamie Kay and its closest rivals

Every comparison with Jamie Kay

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Jamie Kay in New Zealand fell from 15.3K to 12.4K.
  • Across the 12 months ending September 2026, Jamie Kay’s share of searches among kids clothing brands in New Zealand decreased from 31.7% to 28.6%.
  • Across the 12 months ending September 2026, Jamie Kay’s share of searches among kids clothing brands in New Zealand peaked at 39.5% in March 2026 and was lowest at 28.6% in September 2026.

How did search popularity change for New Zealand kids clothing brands in September 2026?

5 changes

  1. In September 2026, Cotton On Kids gained share of searches among kids clothing brands in New Zealand, from 46.1% to 51.2%.

  2. In September 2026, Bear & Moo gained share of searches among kids clothing brands in New Zealand, from 11.6% to 15.9%.

  3. In September 2026, Nature Baby gained share of searches among kids clothing brands in New Zealand, from 1.2% to 2%.

  4. In September 2026, Jamie Kay lost share of searches among kids clothing brands in New Zealand, from 38.7% to 28.6%.

  5. Huxbaby’s share of searches among kids clothing brands in New Zealand has lost ground for 3 months in a row, from 4.9% to 2.3% in September 2026.

How are Jamie Kay’s branded searches counted?

4 search terms

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

  • jamie kay
  • jamie kay sale
  • jamie kay tights
  • jamiekay

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How the Brand Demand Index is measured

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