Brandwave

How popular isSutton Tools?

In September 2026, people searched for Sutton Tools by name about 390 times in New Zealand, an 18.8% decrease from the previous year. These searches made up 4.7% of all New Zealand drill bits brand searches, placing Sutton Tools third out of four brands. When we asked both ChatGPT and Google AI Overviews about drill bits brands, Sutton Tools appeared in three of the five answers and was the second most recommended of the four.

Search and AI answers in September 2026

Sutton Tools is the third most searched of 4 competitors and the second most recommended in AI answers.

  1. DeWaltShare of searches 59.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. MilwaukeeShare of searches 35.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. Sutton ToolsShare of searches 4.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. BoschShare of searches 0.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
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Top drill bits brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sutton Tools was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Sutton Tools is the second most recommended of the four.

Most recommended by AI

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

  1. Bosch1st
  2. Sutton Tools2nd
  3. Milwaukee3rd
  4. DeWalt4th

Mentioned by AI

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

  • Bosch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milwaukee3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sutton Tools3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about drill bits brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which drill bits brands compete with Sutton Tools?

Sutton Tools against drill bits brands in New Zealand, by month

Share of searches by month for DeWalt, Milwaukee, Sutton Tools. The figures are in the table below the chart.

View monthly share of searches table
MonthDeWaltMilwaukeeSutton ToolsBosch
Oct 202560.6%31.8%6.9%0.58%
Nov 202567.6%27.6%4.4%0.45%
Dec 202562.9%31%5.7%0.44%
Jan 202666.3%28%5.1%0.63%
Feb 202662.5%31.1%5.6%0.72%
Mar 202661.7%31.1%6.6%0.55%
Apr 202663%31.7%4.8%0.45%
May 202657.2%35.8%6.4%0.66%
Jun 202662.2%32.7%4.6%0.47%
Jul 202658.9%35.3%5.3%0.54%
Aug 202654.4%40.9%4.3%0.44%
Sep 202659.5%35.2%4.7%0.6%

  1. 1.DeWalt

    59.5%

    Held 1st. 5K estimated branded searches, 0% vs prior month. Share +5.1 points.

  2. 2.Milwaukee

    35.2%

    Held 2nd. 3K estimated branded searches, -21.3% vs prior month. Share -5.7 points.

  3. 3.Sutton Tools

    4.7%

    Held 3rd. 390 estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Bosch

    0.6%

    Held 4th. 50 estimated branded searches, +25% vs prior month. Share +0.2 points.

Compare popularity between Sutton Tools and its closest rivals

Every comparison with Sutton Tools

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sutton Tools in New Zealand fell from 480 to 390.
  • Across the 12 months ending September 2026, Sutton Tools’ share of searches among drill bits brands in New Zealand decreased from 6.9% to 4.7%.
  • Across the 12 months ending September 2026, Sutton Tools’ share of searches among drill bits brands in New Zealand peaked at 6.9% in October 2025 and was lowest at 4.3% in August 2026.

How did search popularity change for New Zealand drill bits brands in September 2026?

4 changes

  1. In September 2026, DeWalt gained share of searches among drill bits brands in New Zealand, from 54.4% to 59.5%.

  2. In September 2026, Milwaukee lost share of searches among drill bits brands in New Zealand, from 40.9% to 35.2%.

  3. Estimated monthly branded searches for Bosch in New Zealand rose 25% over 12 measured months, from 40 to 50 in September 2026.

  4. Estimated monthly branded searches for Sutton Tools in New Zealand fell 18.8% over 12 measured months, from 480 to 390 in September 2026.

How are Sutton Tools’ branded searches counted?

1 search term

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

  • sutton tools

Do you work for Sutton Tools? 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 Sutton Tools compete?

Sutton Tools is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Die grinder bits brands4th of 52.2%Show ranking
Countersink bit brands4th of 53.4%Show ranking
Drill bits brands3rd of 44.7%Shown above
Tap wrench brands2nd of 341.1%Show ranking
Creator with pink hair and a pink jacket

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