---
title: "Smart speaker brands in New Zealand: Which are searched most?"
description: "Compare the smart speaker brands New Zealanders buy. Share of Search among Bose, Sonos, Google Nest, Amazon Echo and Apple HomePod, the smart speaker 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-smart-speaker-brands"
publisher: "Brandwave"
---

# Smart speaker brands in New Zealand: Which are searched most?

Compare the smart speaker brands New Zealanders buy. Share of Search among Bose, Sonos, Google Nest, Amazon Echo and Apple HomePod, the smart speaker 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**: Smart speaker brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Bose, 39.7%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Sonos | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Amazon Echo | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Apple HomePod | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Google Nest | 4th | 3 of 3 | 0 of 2 | 3 of 5 |
| Bose | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about smart speaker brands

- Asked ChatGPT "Which smart speaker brand should I buy in New Zealand?": 1. Amazon Echo, 2. Sonos, 3. Apple HomePod, 4. Google Nest
- Asked ChatGPT "What are the best smart speaker brands in New Zealand?": 1. Sonos, 2. Amazon Echo, 3. Google Nest, 4. Apple HomePod
- Asked ChatGPT "What's the best smart speaker brand in New Zealand for music and voice control?": 1. Sonos, 2. Google Nest, 3. Amazon Echo, 4. Apple HomePod
- Searched Google, AI Overview "best smart speaker": 1. Sonos, 2. Apple HomePod, 3. Amazon Echo
- Searched Google, AI Overview "voice assistant speaker": 1. Amazon Echo, 2. Apple HomePod

Not named in any answer: Bose.

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

- [Bose vs Sonos: compare search popularity](/demand/nz/compare/bose-vs-sonos): 39.7% against 29.9% Share of Search.
- [Bose vs Google Nest: compare search popularity](/demand/nz/compare/bose-vs-google-nest): 39.7% against 11.7% Share of Search.
- [Bose vs Amazon Echo: compare search popularity](/demand/nz/compare/amazon-echo-vs-bose): 39.7% against 9.8% Share of Search.
- [Bose vs Apple HomePod: compare search popularity](/demand/nz/compare/apple-homepod-vs-bose): 39.7% against 8.9% Share of Search.
- [Sonos vs Google Nest: compare search popularity](/demand/nz/compare/google-nest-vs-sonos): 29.9% against 11.7% Share of Search.
- [Sonos vs Amazon Echo: compare search popularity](/demand/nz/compare/amazon-echo-vs-sonos): 29.9% against 9.8% Share of Search.
- [Sonos vs Apple HomePod: compare search popularity](/demand/nz/compare/apple-homepod-vs-sonos): 29.9% against 8.9% Share of Search.
- [Google Nest vs Amazon Echo: compare search popularity](/demand/nz/compare/amazon-echo-vs-google-nest): 11.7% against 9.8% Share of Search.
- [Google Nest vs Apple HomePod: compare search popularity](/demand/nz/compare/apple-homepod-vs-google-nest): 11.7% against 8.9% Share of Search.
- [Amazon Echo vs Apple HomePod: compare search popularity](/demand/nz/compare/amazon-echo-vs-apple-homepod): 9.8% against 8.9% Share of Search.

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

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Bose | 39.7% | 7.6K | -7.6% | Bose |
| 2 | Sonos | 29.9% | 5.8K | +1.9% | Sonos |
| 3 | Google Nest | 11.7% | 2.3K | -23.9% | Google |
| 4 | Amazon Echo | 9.8% | 1.9K | +6.8% | Amazon |
| 5 | Apple HomePod | 8.9% | 1.7K | +7.5% | Apple |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Bose | 8.3K | 41% | 1 |
| Oct 2025 | Sonos | 4.8K | 23.8% | 2 |
| Oct 2025 | Google Nest | 3.3K | 16.5% | 3 |
| Oct 2025 | Amazon Echo | 2.3K | 11.4% | 4 |
| Oct 2025 | Apple HomePod | 1.5K | 7.3% | 5 |
| Nov 2025 | Bose | 11.7K | 41.1% | 1 |
| Nov 2025 | Sonos | 7.8K | 27.4% | 2 |
| Nov 2025 | Google Nest | 4K | 14.2% | 3 |
| Nov 2025 | Amazon Echo | 3.2K | 11.3% | 4 |
| Nov 2025 | Apple HomePod | 1.7K | 6.1% | 5 |
| Dec 2025 | Bose | 11.6K | 39.4% | 1 |
| Dec 2025 | Sonos | 7.5K | 25.2% | 2 |
| Dec 2025 | Amazon Echo | 4.3K | 14.6% | 3 |
| Dec 2025 | Google Nest | 4.3K | 14.4% | 4 |
| Dec 2025 | Apple HomePod | 1.9K | 6.4% | 5 |
| Jan 2026 | Bose | 7.4K | 37.6% | 1 |
| Jan 2026 | Sonos | 5K | 25.4% | 2 |
| Jan 2026 | Google Nest | 3.5K | 17.8% | 3 |
| Jan 2026 | Amazon Echo | 2.3K | 11.7% | 4 |
| Jan 2026 | Apple HomePod | 1.5K | 7.5% | 5 |
| Feb 2026 | Bose | 5.8K | 37.1% | 1 |
| Feb 2026 | Sonos | 3.9K | 25% | 2 |
| Feb 2026 | Google Nest | 2.9K | 18.3% | 3 |
| Feb 2026 | Amazon Echo | 1.9K | 12% | 4 |
| Feb 2026 | Apple HomePod | 1.2K | 7.7% | 5 |
| Mar 2026 | Bose | 6.4K | 36.5% | 1 |
| Mar 2026 | Sonos | 5.1K | 29.2% | 2 |
| Mar 2026 | Google Nest | 2.8K | 16.1% | 3 |
| Mar 2026 | Amazon Echo | 1.8K | 10% | 4 |
| Mar 2026 | Apple HomePod | 1.4K | 8.2% | 5 |
| Apr 2026 | Bose | 6.8K | 37.1% | 1 |
| Apr 2026 | Sonos | 5.3K | 28.8% | 2 |
| Apr 2026 | Google Nest | 3K | 16.6% | 3 |
| Apr 2026 | Amazon Echo | 1.9K | 10.3% | 4 |
| Apr 2026 | Apple HomePod | 1.3K | 7.2% | 5 |
| May 2026 | Bose | 7.9K | 38.7% | 1 |
| May 2026 | Sonos | 5.2K | 25.6% | 2 |
| May 2026 | Google Nest | 3.8K | 18.8% | 3 |
| May 2026 | Amazon Echo | 1.9K | 9.2% | 4 |
| May 2026 | Apple HomePod | 1.6K | 7.8% | 5 |
| Jun 2026 | Bose | 8.3K | 39.8% | 1 |
| Jun 2026 | Sonos | 5K | 24.1% | 2 |
| Jun 2026 | Google Nest | 4.1K | 19.5% | 3 |
| Jun 2026 | Amazon Echo | 1.8K | 8.4% | 4 |
| Jun 2026 | Apple HomePod | 1.7K | 8.2% | 5 |
| Jul 2026 | Bose | 7.9K | 40.9% | 1 |
| Jul 2026 | Sonos | 5.1K | 26.4% | 2 |
| Jul 2026 | Google Nest | 2.7K | 14.1% | 3 |
| Jul 2026 | Amazon Echo | 1.9K | 9.7% | 4 |
| Jul 2026 | Apple HomePod | 1.7K | 8.9% | 5 |
| Aug 2026 | Bose | 8.3K | 40.8% | 1 |
| Aug 2026 | Sonos | 5.7K | 27.9% | 2 |
| Aug 2026 | Google Nest | 3K | 14.7% | 3 |
| Aug 2026 | Amazon Echo | 1.8K | 8.7% | 4 |
| Aug 2026 | Apple HomePod | 1.6K | 7.9% | 5 |
| Sep 2026 | Bose | 7.6K | 39.7% | 1 |
| Sep 2026 | Sonos | 5.8K | 29.9% | 2 |
| Sep 2026 | Google Nest | 2.3K | 11.7% | 3 |
| Sep 2026 | Amazon Echo | 1.9K | 9.8% | 4 |
| Sep 2026 | Apple HomePod | 1.7K | 8.9% | 5 |

## What is being compared

- **Amazon Echo**: Measured on the search terms “amazon echo” and “echo dot”, summed into one figure.
- **Apple HomePod**: Measured on the search terms “apple homepod” and “homepod”, summed into one figure.
- **Bose**: Measured on the search terms “bose”, “bose qc”, “bose soundbar”, “bose soundlink”, “bose soundlink flex” and “bose speakers”, summed into one figure.
- **Google Nest**: Measured on the search terms “google nest”, “google nest audio”, “google nest cam”, “google nest hub”, “google nest protect”, “google nest thermostat”, “google nest wifi” and “googlenest”, summed into one figure.
- **Sonos**: Measured on the search terms “sonos”, “sonos amp”, “sonos arc”, “sonos five”, “sonos move”, “sonos one”, “sonos play”, “sonos port”, “sonos ray”, “sonos roam” and “sonos sub”, summed into one figure.

- [Amazon Echo](/demand/nz/brands/amazon-echo)
- [Apple HomePod](/demand/nz/brands/apple-homepod)
- [Bose](/demand/nz/brands/bose)
- [Google Nest](/demand/nz/brands/google-nest)
- [Sonos](/demand/nz/brands/sonos)

## 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 smart speaker brands in New Zealand?

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.

## Cite this page

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

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