How popular isMighty Ape?
In September 2026, people searched for Mighty Ape by name about 114,000 times in New Zealand, an 18.5% decrease from the previous year. These searches made up 40.9% of all New Zealand bookshop searches, placing Mighty Ape first out of six bookshops. When we asked both ChatGPT and Google AI Overviews about bookshops, Mighty Ape did not appear in any of the answers.
Mighty Ape is the most searched of 6 competitors and not listed in any AI answer.
Mighty ApeShare of searches 40.9%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
WhitcoullsShare of searches 26%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
Paper PlusShare of searches 19.6%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
Unity BooksShare of searches 8%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
Scorpio BooksShare of searches 4.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
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Top bookshops in ChatGPT and Google AI Overviews
In three ChatGPT questions, Mighty Ape did not appear in any of the three answers.
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.
- Unity Books3 of 3Named in 3 of 3 ChatGPT answers
- Scorpio Books3 of 3Named in 3 of 3 ChatGPT answers
Time Out Bookstore1 of 3Named in 1 of 3 ChatGPT answers- Mighty Ape0 of 3Named in 0 of 3 ChatGPT answers
- Whitcoulls0 of 3Named in 0 of 3 ChatGPT answers
- Paper Plus0 of 3Named in 0 of 3 ChatGPT answers
See every answer about bookshops
3 answers
Asked ChatGPT
“Which bookshop should I shop at in New Zealand?”
Asked ChatGPT
“What are the best bookshops in New Zealand?”
Asked ChatGPT
“What's the best bookshop in New Zealand for new books?”
Searched Google, AI Overview
“bookshops nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“bookshop online nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which bookshops compete with Mighty Ape?
Share of searches by month for Mighty Ape, Whitcoulls, Paper Plus, Unity Books, Scorpio Books. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mighty Ape | Whitcoulls | Paper Plus | Unity Books | Scorpio Books | Time Out Bookstore |
|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 27.3% | 17.9% | 4.9% | 3.2% | 1% |
| Nov 2025 | 50.7% | 24.9% | 16.2% | 4.4% | 2.9% | 0.88% |
| Dec 2025 | 45% | 27.4% | 17.8% | 4.9% | 3.9% | 1% |
| Jan 2026 | 40.4% | 25.2% | 23.8% | 5.3% | 4.3% | 1% |
| Feb 2026 | 41.5% | 26.3% | 20.1% | 6.6% | 4.4% | 1.2% |
| Mar 2026 | 41.9% | 26% | 20% | 6.7% | 4.4% | 1.1% |
| Apr 2026 | 43% | 26.9% | 17.2% | 6.9% | 4.6% | 1.4% |
| May 2026 | 43% | 27.2% | 17.2% | 6.9% | 4.6% | 1.2% |
| Jun 2026 | 44% | 27.1% | 17.4% | 5.7% | 4.7% | 1.2% |
| Jul 2026 | 43.4% | 26.7% | 17.3% | 6.9% | 4.6% | 1.1% |
| Aug 2026 | 43% | 27% | 17.2% | 6.9% | 4.6% | 1.3% |
| Sep 2026 | 40.9% | 26% | 19.6% | 8% | 4.3% | 1.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.9% | 114K | +0.11% | -2.2 points | |
| 2, held 2nd | 26% | 72.5K | +1.6% | -1 points | |
| 3, held 3rd | 19.6% | 54.7K | +20.1% | +2.4 points | |
| 4, held 4th | 8% | 22.4K | +22.5% | +1.1 points | |
| 5, held 5th | 4.3% | 12.1K | 0% | -0.2 points | |
| 6, held 6th | 1.2% | 3.3K | -2.7% | -0.1 points |
40.9%
Held 1st. 114K estimated branded searches, +0.11% vs prior month. Share -2.2 points.
26%
Held 2nd. 72.5K estimated branded searches, +1.6% vs prior month. Share -1 points.
19.6%
Held 3rd. 54.7K estimated branded searches, +20.1% vs prior month. Share +2.4 points.
8%
Held 4th. 22.4K estimated branded searches, +22.5% vs prior month. Share +1.1 points.
4.3%
Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
1.2%
Held 6th. 3.3K estimated branded searches, -2.7% vs prior month. Share -0.1 points.
Compare popularity between Mighty Ape and its closest rivals
Every comparison with Mighty Ape
25 comparisons
- AliExpress vs Mighty Ape
- Amazon vs Mighty Ape
- JB Hi-Fi vs Mighty Ape
- Kmart NZ vs Mighty Ape
- Mighty Ape vs Noel Leeming
- Mighty Ape vs Shein
- Mighty Ape vs Temu
- Mighty Ape vs The Warehouse
- Mighty Ape vs Trade Me
- eBay vs Mighty Ape
- Mighty Ape vs Postie
- Mighty Ape vs Whitcoulls
- Mighty Ape vs Paper Plus
- Mighty Ape vs Onceit
- Mighty Ape vs Toyworld
- Mighty Ape vs The Iconic
- Mighty Ape vs Unity Books
- Mighty Ape vs Pop Mart
- EB Games vs Mighty Ape
- Mighty Ape vs Scorpio Books
- Kogan vs Mighty Ape
- Animal Kingdoms vs Mighty Ape
- Mighty Ape vs Time Out Bookstore
- Farmers vs Mighty Ape
- Kidzstuffonline vs Mighty Ape
How has branded search demand for Mighty Ape changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Mighty Ape in New Zealand fell from 140K to 114K.
- Across the 12 months ending September 2026, Mighty Ape’s share of searches among bookshops in New Zealand decreased from 45.7% to 40.9%.
- Across the 12 months ending September 2026, Mighty Ape’s share of searches among bookshops in New Zealand peaked at 50.7% in November 2025 and was lowest at 40.4% in January 2026.
How did search popularity change for New Zealand bookshops in September 2026?
5 changes
In September 2026, Paper Plus gained share of searches among bookshops in New Zealand, from 17.2% to 19.6%.
In September 2026, Unity Books gained share of searches among bookshops in New Zealand, from 6.9% to 8%.
In September 2026, Mighty Ape lost share of searches among bookshops in New Zealand, from 43% to 40.9%.
In September 2026, Whitcoulls lost share of searches among bookshops in New Zealand, from 27% to 26%.
Estimated monthly branded searches for Scorpio Books in New Zealand rose 22.2% over 12 measured months, from 9.9K to 12.1K in September 2026.
How are Mighty Ape’s branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using Mighty Ape’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.
- Mighty Ape
- mighty ape address
- mighty ape app
- mighty ape books
- mighty ape games
- mighty ape hours
- mighty ape jellycat
- mighty ape lego
- mighty ape mobile
- mighty ape phones
- mighty ape pokemon
- mighty ape sale
- mighty ape silverdale
- mighty ape toys
- the mighty ape
Who owns Mighty Ape?
Mighty Ape is owned by 
Kogan.com. Brandwave also tracks Kogan, owned by the same company, in New Zealand.
Do you work for Mighty Ape? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Mighty Ape compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| online retailers and marketplaces | 9th of 14 | 2.6% | Show ranking |
| Toy retailers | 3rd of 8 | 7.2% | Show ranking |
| Video game retailers | 4th of 5 | 11.9% | Show ranking |
| Bookshops | 1st of 6 | 40.9% | Shown above |
Is Mighty Ape 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.