Jamie Kay vs Nature Baby:Which is more popular?
In September 2026, Jamie Kay had more branded searches than Nature Baby among kids clothing brands in New Zealand. Jamie Kay had about 12,400 branded searches, while Nature Baby had 880. Jamie Kay made up 28.6% of all kids clothing brand searches we track, and Nature Baby accounted for 2%. When we asked ChatGPT and Google AI Overviews about kids clothing brands, Nature Baby appeared in all five answers and Jamie Kay in four. Nature Baby was mentioned before Jamie Kay in four out of five answers.
Who do people search for more?
Jamie Kay, about 14 searches for every 1 for Nature Baby
Who does AI mention more?
Nature Baby, mentioned in every answer we collected
Who does AI recommend more?
Nature Baby, named ahead of Jamie Kay in 4 of 5 answers
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Top kids clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Nature Baby appeared in all five answers. Jamie Kay was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Nature Baby was listed before Jamie Kay in four out of five 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.
- Nature Baby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Jamie Kay4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Cotton On Kids3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bear & Moo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Huxbaby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kids clothing brands
5 answers
Asked ChatGPT
“Which kids clothing brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best kids clothing brands in New Zealand?”
Asked ChatGPT
“What's the best kids clothing brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“best kids clothing brands”
Searched Google, AI Overview
“kids clothing nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Jamie Kay or Nature Baby more popular in search?
This chart shows how often people search Google for Jamie Kay and Nature Baby by name. Each line represents a brand's share of searches for all five kids clothing brands we track, month by month, from searches in New Zealand.
Share of searches by month for Jamie Kay, Nature Baby. The figures are in the table below the chart.
View monthly share of searches table
| Month | Cotton On Kids | Jamie Kay | Bear & Moo | Huxbaby | Nature Baby |
|---|---|---|---|---|---|
| Oct 2025 | 46% | 31.7% | 17.4% | 3.7% | 1.2% |
| Nov 2025 | 46% | 31.5% | 17.5% | 3.7% | 1.4% |
| Dec 2025 | 55.3% | 30.7% | 11.4% | 1.7% | 0.98% |
| Jan 2026 | 38.5% | 39.4% | 17.7% | 2.1% | 2.3% |
| Feb 2026 | 44.3% | 37.1% | 13.6% | 2.4% | 2.6% |
| Mar 2026 | 47.3% | 39.5% | 9.7% | 2% | 1.5% |
| Apr 2026 | 50.8% | 34.9% | 10.4% | 2.2% | 1.6% |
| May 2026 | 46% | 38.6% | 11.6% | 2.2% | 1.5% |
| Jun 2026 | 43.4% | 36.2% | 13.4% | 4.9% | 2.1% |
| Jul 2026 | 46.8% | 32.4% | 14.4% | 3.7% | 2.6% |
| Aug 2026 | 46.1% | 38.7% | 11.6% | 2.4% | 1.2% |
| Sep 2026 | 51.2% | 28.6% | 15.9% | 2.3% | 2% |
How has the Jamie Kay and Nature Baby comparison changed over the last 12 months?
3 findings
- Jamie Kay was ahead of Nature Baby in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Jamie Kay’s share of searches among kids clothing brands in New Zealand moved from 31.7% to 28.6%, and its estimated monthly branded searches moved from 15.3K to 12.4K.
- Across the 12 months ending September 2026, Nature Baby’s share of searches among kids clothing brands in New Zealand moved from 1.2% to 2%, and its estimated monthly branded searches moved from 590 to 880.
How did search popularity change for New Zealand kids clothing brands in September 2026?
2 changes
In September 2026, Nature Baby gained share of searches among kids clothing brands in New Zealand, from 1.2% to 2%.
In September 2026, Jamie Kay lost share of searches among kids clothing brands in New Zealand, from 38.7% to 28.6%.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Jamie Kay’s and Nature Baby’s 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.
Jamie Kay
4 branded search terms
- jamie kay
- jamie kay sale
- jamie kay tights
- jamiekay
Nature Baby
1 branded search term
- naturebaby
Other head-to-heads among kids clothing brands
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