Brandwave

How popular isVortex?

In September 2026, people searched for Vortex by name about 260 times in New Zealand, a 23.8% increase from the previous year. These searches made up 1.4% of all New Zealand binocular brand searches, placing Vortex fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about binocular brands, Vortex appeared in all answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Vortex is the fifth most searched of 8 competitors and the second most recommended in AI answers.

  1. SwarovskiShare of searches 57.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. CanonShare of searches 22.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. NikonShare of searches 15.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. BushnellShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. VortexShare of searches 1.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top binocular brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Vortex appeared in all five answers. Vortex is the second most recommended of the eight.

Most recommended by AI

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

  1. Nikon1st
  2. Vortex2nd
  3. Swarovski3rd
  4. Zeiss4th
  5. Bushnell5th
  6. Kowa6th
  7. Steiner7th
  8. Canon–

Mentioned by AI

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

  • Vortex5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Swarovski4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nikon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bushnell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zeiss3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kowa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steiner1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Canon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about binocular 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 20, 2026.

Which binocular brands compete with Vortex?

Vortex against binocular brands in New Zealand, by month

Share of searches by month for Swarovski, Canon, Nikon, Bushnell, Vortex. The figures are in the table below the chart.

View monthly share of searches table
MonthSwarovskiCanonNikonBushnellVortexKowaZeissSteiner
Oct 202558.2%24.3%14.1%1.5%1.1%0.27%0.22%0.27%
Nov 202569.3%17.6%9.8%1.5%1.2%0.18%0.14%0.22%
Dec 202573.1%15.2%8.9%1.5%0.87%0.15%0.15%0.19%
Jan 202660.7%23%12.6%1.8%1.2%0.24%0.19%0.24%
Feb 202660.9%21.7%13.1%2%1.5%0.29%0.23%0.29%
Mar 202657.2%24.2%13.6%2.3%1.9%0.27%0.27%0.27%
Apr 202659.5%20.9%14.9%2.1%1.9%0.22%0.22%0.22%
May 202662.4%22%12.1%1.5%1.3%0.29%0.19%0.24%
Jun 202659.2%23.3%13.1%1.7%1.8%0.33%0.28%0.22%
Jul 202658.5%24.4%13%1.7%1.6%0.27%0.38%0.22%
Aug 202655.9%25.5%14.2%2%1.7%0.26%0.26%0.26%
Sep 202657.7%22.7%15.5%2.1%1.4%0.27%0.22%0.16%

  1. 1.Swarovski

    57.7%

    Held 1st. 10.7K estimated branded searches, -0.65% vs prior month. Share +1.8 points.

  2. 2.Canon

    22.7%

    Held 2nd. 4.2K estimated branded searches, -14.3% vs prior month. Share -2.8 points.

  3. 3.Nikon

    15.5%

    Held 3rd. 2.9K estimated branded searches, +4.7% vs prior month. Share +1.3 points.

  4. 4.Bushnell

    2.1%

    Held 4th. 380 estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Vortex

    1.4%

    Held 5th. 260 estimated branded searches, -18.8% vs prior month. Share -0.3 points.

  6. 6.Kowa

    0.27%

    Held 6th. 50 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Zeiss

    0.22%

    Moved from 8th to 7th. 40 estimated branded searches, -20% vs prior month. Share 0 points.

  8. 8.Steiner

    0.16%

    Moved from 7th to 8th. 30 estimated branded searches, -40% vs prior month. Share -0.1 points.

Compare popularity between Vortex and its closest rivals

Every comparison with Vortex

5 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Vortex in New Zealand rose from 210 to 260.
  • Across the 12 months ending September 2026, Vortex’s share of searches among binocular brands in New Zealand peaked at 1.9% in April 2026 and was lowest at 0.87% in December 2025.

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

6 changes

  1. In September 2026, Swarovski gained share of searches among binocular brands in New Zealand, from 55.9% to 57.7%.

  2. In September 2026, Nikon gained share of searches among binocular brands in New Zealand, from 14.2% to 15.5%.

  3. In September 2026, Canon lost share of searches among binocular brands in New Zealand, from 25.5% to 22.7%.

  4. In September 2026, Zeiss rose from 8th to 7th among binocular brands in New Zealand.

  5. In September 2026, Steiner fell from 7th to 8th among binocular brands in New Zealand.

  6. Estimated monthly branded searches for Bushnell in New Zealand rose 35.7% over 12 measured months, from 280 to 380 in September 2026.

How are Vortex’s branded searches counted?

2 search terms

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

  • vortex binoculars
  • vortex optics

Do you work for Vortex? 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

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