---
title: "Firewall brands in New Zealand: Which are searched most?"
description: "Compare the firewall brands people buy. Share of Search among Wordfence, Sucuri, AWS WAF and MalCare, the firewall brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-firewall-brands"
publisher: "Brandwave"
---

# Firewall brands in New Zealand: Which are searched most?

Compare the firewall brands people buy. Share of Search among Wordfence, Sucuri, AWS WAF and MalCare, the firewall brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Firewall brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: Wordfence, 34.1%

## Which brand is most popular in search among firewall brands in New Zealand?

- In September 2026, Wordfence was the most searched among firewall brands in New Zealand, with an estimated 150 branded searches, 34.1% of all searches for the four we track.
- Sucuri is in 2nd place, 2.3 percentage points behind at 31.8%.
- Across the 12 months ending September 2026, Wordfence’s share of searches among firewall brands in New Zealand increased from 32.6% to 34.1%.
- Across the 12 months ending September 2026, Sucuri’s share of searches among firewall brands in New Zealand decreased from 32.6% to 31.8%.
- Across the 12 months ending September 2026, AWS WAF’s share of searches among firewall brands in New Zealand decreased from 25.6% to 25%.
- Across the 12 months ending September 2026, Wordfence’s share of searches among firewall brands in New Zealand peaked at 39.5% in March 2026 and was lowest at 22.8% in June 2026.
- Across the 12 months ending September 2026, Sucuri’s share of searches among firewall brands in New Zealand peaked at 52.6% in June 2026 and was lowest at 31.8% in September 2026.
- Across the 12 months ending September 2026, AWS WAF’s share of searches among firewall brands in New Zealand peaked at 25.6% in October 2025 and was lowest at 17.6% in May 2026.
- Across the 12 months ending September 2026, MalCare’s share of searches among firewall brands in New Zealand peaked at 9.3% in October 2025 and was lowest at 2.7% in December 2025.
- Across the 12 months ending September 2026, Wordfence rose from 2nd to 1st among firewall brands in New Zealand.
- Across the 12 months ending September 2026, Sucuri fell from 1st to 2nd among firewall brands in New Zealand.
- Across the 12 months ending September 2026, MalCare held steady: its share of searches among firewall brands in New Zealand moved less than 0.5 percentage points.

## Top firewall brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, AWS WAF was mentioned most often, in four of the five answers. Wordfence was recommended most often, coming first in one out of three answers that gave a list. Sucuri and AWS WAF tied for second. MalCare, which ranked fourth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Wordfence | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Sucuri | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| AWS WAF | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| MalCare | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about firewall brands

- Asked ChatGPT "Which website firewall should I use in New Zealand?": 1. Wordfence, 2. Sucuri, 3. AWS WAF
- Asked ChatGPT "What are the best website firewall tools in New Zealand?": 1. AWS WAF, 2. Wordfence
- Asked ChatGPT "What's the best website firewall in New Zealand for website security?": 1. Sucuri, 2. Wordfence, 3. AWS WAF
- Searched Google, AI Overview "web application firewall": 1. AWS WAF
- Searched Google, AI Overview "website security tools": 1. Sucuri

Not named in any answer: MalCare.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Wordfence vs Sucuri: compare search popularity](/demand/nz/compare/sucuri-vs-wordfence): 34.1% against 31.8% Share of Search.
- [Wordfence vs AWS WAF: compare search popularity](/demand/nz/compare/aws-waf-vs-wordfence): 34.1% against 25% Share of Search.
- [Wordfence vs MalCare: compare search popularity](/demand/nz/compare/malcare-vs-wordfence): 34.1% against 9.1% Share of Search.
- [Sucuri vs AWS WAF: compare search popularity](/demand/nz/compare/aws-waf-vs-sucuri): 31.8% against 25% Share of Search.
- [Sucuri vs MalCare: compare search popularity](/demand/nz/compare/malcare-vs-sucuri): 31.8% against 9.1% Share of Search.
- [AWS WAF vs MalCare: compare search popularity](/demand/nz/compare/aws-waf-vs-malcare): 25% against 9.1% Share of Search.

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

- In September 2026, AWS WAF gained share of searches among firewall brands in New Zealand, from 18.8% to 25%.
- In September 2026, MalCare gained share of searches among firewall brands in New Zealand, from 4.2% to 9.1%.
- In September 2026, Sucuri lost share of searches among firewall brands in New Zealand, from 41.7% to 31.8%.
- In September 2026, Wordfence lost share of searches among firewall brands in New Zealand, from 35.4% to 34.1%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Wordfence | 34.1% | 150 | -11.8% | Wordfence |
| 2 | Sucuri | 31.8% | 140 | -30.0% | Sucuri |
| 3 | AWS WAF | 25% | 110 | +22.2% | Amazon Web Services |
| 4 | MalCare | 9.1% | 40 | +100.0% | MalCare |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Sucuri | 140 | 32.6% | 1 |
| Oct 2025 | Wordfence | 140 | 32.6% | 2 |
| Oct 2025 | AWS WAF | 110 | 25.6% | 3 |
| Oct 2025 | MalCare | 40 | 9.3% | 4 |
| Nov 2025 | Sucuri | 150 | 33.3% | 1 |
| Nov 2025 | Wordfence | 150 | 33.3% | 2 |
| Nov 2025 | AWS WAF | 110 | 24.4% | 3 |
| Nov 2025 | MalCare | 40 | 8.9% | 4 |
| Dec 2025 | Sucuri | 180 | 48.6% | 1 |
| Dec 2025 | Wordfence | 110 | 29.7% | 2 |
| Dec 2025 | AWS WAF | 70 | 18.9% | 3 |
| Dec 2025 | MalCare | 10 | 2.7% | 4 |
| Jan 2026 | Sucuri | 140 | 38.9% | 1 |
| Jan 2026 | Wordfence | 140 | 38.9% | 2 |
| Jan 2026 | AWS WAF | 70 | 19.4% | 3 |
| Jan 2026 | MalCare | 10 | 2.8% | 4 |
| Feb 2026 | Wordfence | 140 | 37.8% | 1 |
| Feb 2026 | Sucuri | 130 | 35.1% | 2 |
| Feb 2026 | AWS WAF | 90 | 24.3% | 3 |
| Feb 2026 | MalCare | 10 | 2.7% | 4 |
| Mar 2026 | Wordfence | 170 | 39.5% | 1 |
| Mar 2026 | Sucuri | 150 | 34.9% | 2 |
| Mar 2026 | AWS WAF | 90 | 20.9% | 3 |
| Mar 2026 | MalCare | 20 | 4.7% | 4 |
| Apr 2026 | Sucuri | 140 | 35.9% | 1 |
| Apr 2026 | Wordfence | 140 | 35.9% | 2 |
| Apr 2026 | AWS WAF | 90 | 23.1% | 3 |
| Apr 2026 | MalCare | 20 | 5.1% | 4 |
| May 2026 | Sucuri | 260 | 51% | 1 |
| May 2026 | Wordfence | 140 | 27.5% | 2 |
| May 2026 | AWS WAF | 90 | 17.6% | 3 |
| May 2026 | MalCare | 20 | 3.9% | 4 |
| Jun 2026 | Sucuri | 300 | 52.6% | 1 |
| Jun 2026 | Wordfence | 130 | 22.8% | 2 |
| Jun 2026 | AWS WAF | 110 | 19.3% | 3 |
| Jun 2026 | MalCare | 30 | 5.3% | 4 |
| Jul 2026 | Sucuri | 190 | 43.2% | 1 |
| Jul 2026 | Wordfence | 130 | 29.5% | 2 |
| Jul 2026 | AWS WAF | 90 | 20.5% | 3 |
| Jul 2026 | MalCare | 30 | 6.8% | 4 |
| Aug 2026 | Sucuri | 200 | 41.7% | 1 |
| Aug 2026 | Wordfence | 170 | 35.4% | 2 |
| Aug 2026 | AWS WAF | 90 | 18.8% | 3 |
| Aug 2026 | MalCare | 20 | 4.2% | 4 |
| Sep 2026 | Wordfence | 150 | 34.1% | 1 |
| Sep 2026 | Sucuri | 140 | 31.8% | 2 |
| Sep 2026 | AWS WAF | 110 | 25% | 3 |
| Sep 2026 | MalCare | 40 | 9.1% | 4 |

## What is being compared

- **AWS WAF**: Measured on the search term “aws waf”.
- **MalCare**: Measured on the search terms “malcare”, “malcare plugin”, “malcare scan” and “malcare security”, summed into one figure.
- **Sucuri**: Measured on the search terms “check site sucuri”, “site scan sucuri”, “site sucuri”, “sucuri”, “sucuri check”, “sucuri monitoring”, “sucuri pro”, “sucuri scan”, “sucuri security check”, “sucuri site”, “sucuri sitecheck”, “sucuri software” and “sucuri wp”, summed into one figure.
- **Wordfence**: Measured on the search terms “2fa wordfence”, “plugin wordfence”, “word fence”, “wordfence”, “wordfence 2fa”, “wordfence assistant”, “wordfence assistant plugin”, “wordfence care”, “wordfence central”, “wordfence elementor”, “wordfence features”, “wordfence firewall”, “wordfence multiple sites”, “wordfence plugin”, “wordfence pro”, “wordfence response”, “wordfence waf”, “wordfence woocommerce”, “wordfence wp” and “wordfence wp plugin”, summed into one figure.

- [AWS WAF](/demand/nz/brands/aws-waf)
- [MalCare](/demand/nz/brands/malcare)
- [Sucuri](/demand/nz/brands/sucuri)
- [Wordfence](/demand/nz/brands/wordfence)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among firewall brands in New Zealand?

In September 2026, Wordfence was the most searched among firewall brands in New Zealand, with an estimated 150 branded searches, 34.1% of all searches for the four we track.

## Cite this page

Brandwave. "Firewall brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-firewall-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-firewall-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.