Smart speaker brands in New Zealand:Which are most popular?
In September 2026, Bose was the most searched smart speaker brand in New Zealand, accounting for 39.7% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, Amazon Echo and Apple HomePod showed up in every answer. Sonos was recommended most often, coming first in three out of five responses.
BoseShare of searches 39.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
SonosShare of searches 29.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Google NestShare of searches 11.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
Amazon EchoShare of searches 9.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
Apple HomePodShare of searches 8.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
Follow smart speaker brands and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top smart speaker brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Amazon Echo and Apple HomePod appeared every time. Sonos was recommended most often, coming first in three out of five answers. Amazon Echo was second, and Apple HomePod was third. Bose, which ranked first in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Sonos1st
- Amazon Echo2nd
- Apple HomePod3rd
- Google Nest4th
- Bose–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Amazon Echo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Apple HomePod5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sonos4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Google Nest3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bose0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about smart speaker brands
5 answers
Asked ChatGPT
“Which smart speaker brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best smart speaker brands in New Zealand?”
Asked ChatGPT
“What's the best smart speaker brand in New Zealand for music and voice control?”
Searched Google, AI Overview
“best smart speaker”
Searched Google, AI Overview
“voice assistant speaker”
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.
Which smart speaker brands do people search for most?
This chart shows how often people search Google for each smart speaker brand by name. Each line represents a brand's share of searches for all five smart speaker brands we track, month by month, from searches in New Zealand.
Share of searches by month for Bose, Sonos, Google Nest, Amazon Echo, Apple HomePod. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bose | Sonos | Google Nest | Amazon Echo | Apple HomePod |
|---|---|---|---|---|---|
| Oct 2025 | 41% | 23.8% | 16.5% | 11.4% | 7.3% |
| Nov 2025 | 41.1% | 27.4% | 14.2% | 11.3% | 6.1% |
| Dec 2025 | 39.4% | 25.2% | 14.4% | 14.6% | 6.4% |
| Jan 2026 | 37.6% | 25.4% | 17.8% | 11.7% | 7.5% |
| Feb 2026 | 37.1% | 25% | 18.3% | 12% | 7.7% |
| Mar 2026 | 36.5% | 29.2% | 16.1% | 10% | 8.2% |
| Apr 2026 | 37.1% | 28.8% | 16.6% | 10.3% | 7.2% |
| May 2026 | 38.7% | 25.6% | 18.8% | 9.2% | 7.8% |
| Jun 2026 | 39.8% | 24.1% | 19.5% | 8.4% | 8.2% |
| Jul 2026 | 40.9% | 26.4% | 14.1% | 9.7% | 8.9% |
| Aug 2026 | 40.8% | 27.9% | 14.7% | 8.7% | 7.9% |
| Sep 2026 | 39.7% | 29.9% | 11.7% | 9.8% | 8.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 39.7% | 7.6K | -7.6% | -1.2 points | |
| 2, held 2nd | 29.9% | 5.8K | +1.9% | +2 points | |
| 3, held 3rd | 11.7% | 2.3K | -23.9% | -2.9 points | |
| 4, held 4th | 9.8% | 1.9K | +6.8% | +1.1 points | |
| 5, held 5th | 8.9% | 1.7K | +7.5% | +1 points |
1.
Bose39.7%
Held 1st. 7.6K estimated branded searches, -7.6% vs prior month. Share -1.2 points.
2.
Sonos29.9%
Held 2nd. 5.8K estimated branded searches, +1.9% vs prior month. Share +2 points.
11.7%
Held 3rd. 2.3K estimated branded searches, -23.9% vs prior month. Share -2.9 points.
9.8%
Held 4th. 1.9K estimated branded searches, +6.8% vs prior month. Share +1.1 points.
8.9%
Held 5th. 1.7K estimated branded searches, +7.5% vs prior month. Share +1 points.
Which brand is most popular in search among smart speaker brands in New Zealand?
5 brands
In September 2026, Bose was the most searched among smart speaker brands in New Zealand, with an estimated 7.6K branded searches, 39.7% of all searches for the five we track. Sonos is in 2nd place, 9.8 percentage points behind at 29.9%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Bose | 41% → 39.7% | 41.1%Nov 2025 | 36.5%Mar 2026 | 1st |
| Sonos | 23.8% → 29.9% | 29.9%Sep 2026 | 23.8%Oct 2025 | 2nd |
| Google Nest | 16.5% → 11.7% | 19.5%Jun 2026 | 11.7%Sep 2026 | 3rd |
| Amazon Echo | 11.4% → 9.8% | 14.6%Dec 2025 | 8.4%Jun 2026 | 4th |
| Apple HomePod | 7.3% → 8.9% | 8.9%Sep 2026 | 6.1%Nov 2025 | 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, Bose’s share of searches among smart speaker brands in New Zealand decreased from 41% to 39.7%.
- Across the 12 months ending September 2026, Sonos’ share of searches among smart speaker brands in New Zealand increased from 23.8% to 29.9%.
- Across the 12 months ending September 2026, Google Nest’s share of searches among smart speaker brands in New Zealand decreased from 16.5% to 11.7%.
- Across the 12 months ending September 2026, Amazon Echo’s share of searches among smart speaker brands in New Zealand decreased from 11.4% to 9.8%.
- Across the 12 months ending September 2026, Apple HomePod’s share of searches among smart speaker brands in New Zealand increased from 7.3% to 8.9%.
- Across the 12 months ending September 2026, Bose’s share of searches among smart speaker brands in New Zealand peaked at 41.1% in November 2025 and was lowest at 36.5% in March 2026.
- Across the 12 months ending September 2026, Google Nest’s share of searches among smart speaker brands in New Zealand peaked at 19.5% in June 2026 and was lowest at 11.7% in September 2026.
- Across the 12 months ending September 2026, Amazon Echo’s share of searches among smart speaker brands in New Zealand peaked at 14.6% in December 2025 and was lowest at 8.4% in June 2026.
- Across the 12 months ending September 2026, Apple HomePod’s share of searches among smart speaker brands in New Zealand peaked at 8.9% in September 2026 and was lowest at 6.1% in November 2025.
How did search popularity change for New Zealand smart speaker brands in September 2026?
5 changes
In September 2026, Sonos gained share of searches among smart speaker brands in New Zealand, from 27.9% to 29.9%.
In September 2026, Amazon Echo gained share of searches among smart speaker brands in New Zealand, from 8.7% to 9.8%.
In September 2026, Apple HomePod gained share of searches among smart speaker brands in New Zealand, from 7.9% to 8.9%.
In September 2026, Google Nest lost share of searches among smart speaker brands in New Zealand, from 14.7% to 11.7%.
In September 2026, Bose lost share of searches among smart speaker brands in New Zealand, from 40.8% to 39.7%.
Compare popularity between leading brands
- Bose vs Sonos: compare popularity
- Bose vs Google Nest: compare popularity
- Bose vs Amazon Echo: compare popularity
- Bose vs Apple HomePod: compare popularity
- Sonos vs Google Nest: compare popularity
- Sonos vs Amazon Echo: compare popularity
- Sonos vs Apple HomePod: compare popularity
- Google Nest vs Amazon Echo: compare popularity
- Google Nest vs Apple HomePod: compare popularity
- Amazon Echo vs Apple HomePod: compare popularity
- Compare any of these brands
See your own brand in this picture
Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.