Brandwave

Amazon Echo vs Sonos:Which is more popular?

In September 2026, Sonos had more branded searches than Amazon Echo among smart speaker brands in New Zealand. Sonos had about 5,760 branded searches, while Amazon Echo had 1,880. Sonos made up 29.9% of all smart speaker brand searches we track, and Amazon Echo accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about smart speaker brands, Amazon Echo appeared in all five answers and Sonos in four. Sonos was mentioned before Amazon Echo in three out of five answers.

Among smart speaker brands in New Zealand in September 2026

Who do people search for more?

Sonos, about 3 searches for every 1 for Amazon Echo

Sonos 5.8K searchesAmazon Echo 1.9K searches

Who does AI mention more?

Amazon Echo, mentioned in every answer we collected

Amazon Echo in 5 of 5Sonos in 4 of 5

Who does AI recommend more?

Sonos, named ahead of Amazon Echo in 3 of 5 answers

Sonos first in 3Amazon Echo first in 2

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Top smart speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Amazon Echo appeared in all five answers. Sonos was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Sonos was listed before Amazon Echo in three out of five answers.

Most recommended by AI

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

  1. Sonos1st
  2. Amazon Echo2nd
  3. Apple HomePod3rd
  4. Google Nest4th
  5. 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

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 Amazon Echo or Sonos more popular in search?

This chart shows how often people search Google for Amazon Echo and Sonos 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.

Amazon Echo and Sonos among smart speaker brands in New Zealand, by month

Share of searches by month for Sonos, Amazon Echo. The figures are in the table below the chart.

View monthly share of searches table
MonthBoseSonosGoogle NestAmazon EchoApple HomePod
Oct 202541%23.8%16.5%11.4%7.3%
Nov 202541.1%27.4%14.2%11.3%6.1%
Dec 202539.4%25.2%14.4%14.6%6.4%
Jan 202637.6%25.4%17.8%11.7%7.5%
Feb 202637.1%25%18.3%12%7.7%
Mar 202636.5%29.2%16.1%10%8.2%
Apr 202637.1%28.8%16.6%10.3%7.2%
May 202638.7%25.6%18.8%9.2%7.8%
Jun 202639.8%24.1%19.5%8.4%8.2%
Jul 202640.9%26.4%14.1%9.7%8.9%
Aug 202640.8%27.9%14.7%8.7%7.9%
Sep 202639.7%29.9%11.7%9.8%8.9%

How has the Amazon Echo and Sonos comparison changed over the last 12 months?

3 findings
  • Sonos was ahead of Amazon Echo in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Amazon Echo’s share of searches among smart speaker brands in New Zealand moved from 11.4% to 9.8%, and its estimated monthly branded searches moved from 2.3K to 1.9K.
  • Across the 12 months ending September 2026, Sonos’ share of searches among smart speaker brands in New Zealand moved from 23.8% to 29.9%, and its estimated monthly branded searches moved from 4.8K to 5.8K.

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

2 changes

  1. In September 2026, Sonos gained share of searches among smart speaker brands in New Zealand, from 27.9% to 29.9%.

  2. In September 2026, Amazon Echo gained share of searches among smart speaker brands in New Zealand, from 8.7% to 9.8%.

How are branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using Amazon Echo’s and Sonos’ 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.

Amazon Echo

2 branded search terms

  • amazon echo
  • echo dot

Sonos

11 branded search terms

  • sonos
  • sonos amp
  • sonos arc
  • sonos five
  • sonos move
  • sonos one
  • sonos play
  • sonos port
  • sonos ray
  • sonos roam
  • sonos sub

How the Brand Demand Index is measured

Other head-to-heads among smart speaker brands

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