Milwaukee vs Sutton Tools:Which is more popular?
In September 2026, Milwaukee had more branded searches than Sutton Tools among drill bits brands in New Zealand. Milwaukee had about 2,950 branded searches, while Sutton Tools had 390. Milwaukee made up 35.2% of all drill bits brand searches we track, and Sutton Tools accounted for 4.7%. When we asked ChatGPT and Google AI Overviews about drill bits brands, Milwaukee and Sutton Tools each appeared in three of the five answers. Sutton Tools was mentioned before Milwaukee in two out of three answers.
Who do people search for more?
Milwaukee, about 8 searches for every 1 for Sutton Tools
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Sutton Tools, named ahead of Milwaukee in 2 of 3 answers
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Top drill bits brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Milwaukee and Sutton Tools were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Sutton Tools was listed before Milwaukee in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Bosch1st- Sutton Tools2nd
- Milwaukee3rd
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
Asked ChatGPT
“Which drill bits brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best drill bits brands in New Zealand?”
Asked ChatGPT
“What's the best drill bits brand in New Zealand for clean holes?”
Searched Google, AI Overview
“wood drill bits”
Searched Google, AI Overview
“drill bit set”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Milwaukee or Sutton Tools more popular in search?
This chart shows how often people search Google for Milwaukee and Sutton Tools by name. Each line represents a brand's share of searches for all four drill bits brands we track, month by month, from searches in New Zealand.
Share of searches by month for Milwaukee, Sutton Tools. The figures are in the table below the chart.
View monthly share of searches table
| Month | DeWalt | Milwaukee | Sutton Tools | Bosch |
|---|---|---|---|---|
| Oct 2025 | 60.6% | 31.8% | 6.9% | 0.58% |
| Nov 2025 | 67.6% | 27.6% | 4.4% | 0.45% |
| Dec 2025 | 62.9% | 31% | 5.7% | 0.44% |
| Jan 2026 | 66.3% | 28% | 5.1% | 0.63% |
| Feb 2026 | 62.5% | 31.1% | 5.6% | 0.72% |
| Mar 2026 | 61.7% | 31.1% | 6.6% | 0.55% |
| Apr 2026 | 63% | 31.7% | 4.8% | 0.45% |
| May 2026 | 57.2% | 35.8% | 6.4% | 0.66% |
| Jun 2026 | 62.2% | 32.7% | 4.6% | 0.47% |
| Jul 2026 | 58.9% | 35.3% | 5.3% | 0.54% |
| Aug 2026 | 54.4% | 40.9% | 4.3% | 0.44% |
| Sep 2026 | 59.5% | 35.2% | 4.7% | 0.6% |
How has the Milwaukee and Sutton Tools comparison changed over the last 12 months?
3 findings
- Milwaukee was ahead of Sutton Tools in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among drill bits brands in New Zealand moved from 31.8% to 35.2%, and its estimated monthly branded searches moved from 2.2K to 3K.
- Across the 12 months ending September 2026, Sutton Tools’ share of searches among drill bits brands in New Zealand moved from 6.9% to 4.7%, and its estimated monthly branded searches moved from 480 to 390.
How did search popularity change for New Zealand drill bits brands in September 2026?
2 changes
In September 2026, Milwaukee lost share of searches among drill bits brands in New Zealand, from 40.9% to 35.2%.
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 branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Milwaukee’s and Sutton Tools’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Milwaukee
5 branded search terms
- milwaukee tool
- milwaukee tool bag
- milwaukee tool box
- milwaukee tool kit
- milwaukee tool set
Sutton Tools
1 branded search term
- sutton tools
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