Brandwave

OfficeMax NZ vs Paper Plus:Which is more popular?

In September 2026, Paper Plus had more branded searches than OfficeMax NZ among office and stationery retailers in New Zealand. Paper Plus had about 55,600 branded searches, while OfficeMax NZ had 50,600. Paper Plus made up 17.7% of all office and stationery retailer searches we track, and OfficeMax NZ accounted for 16.1%. When we asked ChatGPT and Google AI Overviews about office and stationery retailers, OfficeMax NZ appeared in all five answers and Paper Plus in one. OfficeMax NZ was mentioned before Paper Plus in every answer.

Among office and stationery retailers in New Zealand in September 2026

Who do people search for more?

Paper Plus, about 10% more searches than OfficeMax NZ

Paper Plus 55.6K searchesOfficeMax NZ 50.5K searches

Who does AI mention more?

OfficeMax NZ, mentioned in every answer we collected

OfficeMax NZ in 5 of 5Paper Plus in 1 of 5

Who does AI recommend more?

OfficeMax NZ, named ahead of Paper Plus in every answer

OfficeMax NZ first in 4Paper Plus never first

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Top office and stationery retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, OfficeMax NZ appeared in all five answers. Paper Plus was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. OfficeMax NZ was listed before Paper Plus in every answer.

Most recommended by AI

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

  1. Warehouse Stationery1st
  2. OfficeMax NZ2nd
  3. Whitcoulls3rd
  4. Paper Plus4th

Mentioned by AI

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

  • OfficeMax NZ5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Warehouse Stationery3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Whitcoulls2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paper Plus1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about office and stationery retailers

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is OfficeMax NZ or Paper Plus more popular in search?

This chart shows how often people search Google for OfficeMax NZ and Paper Plus by name. Each line represents a brand's share of searches for all four office and stationery retailers we track, month by month, from searches in New Zealand.

OfficeMax NZ and Paper Plus among office and stationery retailers in New Zealand, by month

Share of searches by month for Paper Plus, OfficeMax NZ. The figures are in the table below the chart.

View monthly share of searches table
MonthWarehouse StationeryWhitcoullsPaper PlusOfficeMax NZ
Oct 202541.3%25.9%17%15.9%
Nov 202542.6%26.7%17.5%13.3%
Dec 202535.5%33.6%21.8%9.1%
Jan 202641.4%18.3%17.2%23.2%
Feb 202646.2%20.6%15.8%17.4%
Mar 202643.2%22.9%17.7%16.3%
Apr 202645.8%24.4%15.7%14.1%
May 202644.3%23.9%15.2%16.7%
Jun 202644.6%23.4%15.2%16.8%
Jul 202646%24.1%15.8%14.2%
Aug 202644.3%23.7%15.3%16.7%
Sep 202642.9%23.3%17.7%16.1%

How has the OfficeMax NZ and Paper Plus comparison changed over the last 12 months?

3 findings
  • The lead changed hands 6 times in the 12 months ending September 2026: OfficeMax NZ took it in January 2026, Paper Plus took it in March 2026, OfficeMax NZ took it in May 2026, Paper Plus took it in July 2026, OfficeMax NZ took it in August 2026, Paper Plus took it in September 2026.
  • Across the 12 months ending September 2026, OfficeMax NZ’s share of searches among office and stationery retailers in New Zealand moved from 15.9% to 16.1%, and its estimated monthly branded searches moved from 52K to 50.5K.
  • Across the 12 months ending September 2026, Paper Plus’ share of searches among office and stationery retailers in New Zealand moved from 17% to 17.7%, and its estimated monthly branded searches moved from 55.7K to 55.6K.

How did search popularity change for New Zealand office and stationery retailers in September 2026?

2 changes

  1. In September 2026, Paper Plus overtook OfficeMax NZ to rank 3rd among office and stationery retailers in New Zealand, with 17.7% of the searches.

  2. In September 2026, OfficeMax NZ lost share of searches among office and stationery retailers in New Zealand, from 16.7% to 16.1%.

How are branded searches counted?

19 search terms

Brandwave collects information about searches that people make online using OfficeMax NZ’s and Paper Plus’ 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.

OfficeMax NZ

4 branded search terms

  • OfficeMax
  • officemax nz
  • officemax office supplies
  • officemax stationery

Paper Plus

15 branded search terms

  • barrington paper plus
  • Paper Plus
  • paper plus books
  • paper plus coastlands
  • paper plus eastridge
  • paper plus havelock
  • paper plus henderson
  • paper plus lego
  • paper plus meadowbank
  • paper plus northlands
  • paper plus sale
  • paper plus stationery
  • paper plus westcity
  • paperplus cambridge
  • paperplus gore

How the Brand Demand Index is measured

Other head-to-heads among office and stationery retailers

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