--- title: "Amazon Echo vs Sonos: Which is searched more in New Zealand?" description: "Is Amazon Echo or Sonos more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Smart speaker brands set in New Zealand. 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/compare/amazon-echo-vs-sonos" publisher: "Brandwave" --- # Amazon Echo vs Sonos: Which is searched more in New Zealand? Is Amazon Echo or Sonos more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Smart speaker brands set in New Zealand. 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 - **Compared**: Amazon Echo and Sonos - **Competitive set**: Smart speaker brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Amazon Echo Share of Search**: 9.8% - **Sonos Share of Search**: 29.9% ## Is Amazon Echo or Sonos more popular in search? - 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%. - 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. ## 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. 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. ## 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%. ## Month by month | Month | Amazon Echo estimated searches | Amazon Echo Share of Search | Amazon Echo rank | Sonos estimated searches | Sonos Share of Search | Sonos rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.3K | 11.4% | 4 | 4.8K | 23.8% | 2 | | Nov 2025 | 3.2K | 11.3% | 4 | 7.8K | 27.4% | 2 | | Dec 2025 | 4.3K | 14.6% | 3 | 7.5K | 25.2% | 2 | | Jan 2026 | 2.3K | 11.7% | 4 | 5K | 25.4% | 2 | | Feb 2026 | 1.9K | 12% | 4 | 3.9K | 25% | 2 | | Mar 2026 | 1.8K | 10% | 4 | 5.1K | 29.2% | 2 | | Apr 2026 | 1.9K | 10.3% | 4 | 5.3K | 28.8% | 2 | | May 2026 | 1.9K | 9.2% | 4 | 5.2K | 25.6% | 2 | | Jun 2026 | 1.8K | 8.4% | 4 | 5K | 24.1% | 2 | | Jul 2026 | 1.9K | 9.7% | 4 | 5.1K | 26.4% | 2 | | Aug 2026 | 1.8K | 8.7% | 4 | 5.7K | 27.9% | 2 | | Sep 2026 | 1.9K | 9.8% | 4 | 5.8K | 29.9% | 2 | ## How each brand is measured 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**: Measured on the search terms “amazon echo” and “echo dot”, 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 profile](/demand/nz/brands/amazon-echo) - [Sonos profile](/demand/nz/brands/sonos) - [All smart speaker brands in New Zealand](/demand/nz/categories/nz-smart-speaker-brands): The set both shares are measured inside, 5 brands. ## 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 ### Is Amazon Echo or Sonos more popular in search? 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%. ## Cite this page Brandwave. "Amazon Echo vs Sonos: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/amazon-echo-vs-sonos This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/amazon-echo-vs-sonos. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.