Amazon Fire Tablet vs Microsoft Surface:Which is more popular by branded search in New Zealand?
In August 2026, Microsoft Surface had more branded searches than Amazon Fire Tablet among tablet brands in New Zealand. Microsoft Surface was estimated to have 10.1K branded searches compared to Amazon Fire Tablet’s 270, and held an 11.6% Share of Search versus Amazon Fire Tablet’s 0.31%.
Follow Amazon Fire Tablet vs Microsoft Surface 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
Which is more popular in search, Amazon Fire Tablet or Microsoft Surface?
Compare the tablet brands New Zealanders buy. 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.
Share of Search by month for Microsoft Surface, Amazon Fire Tablet. The figures are in the table below the chart.
View monthly share of search table
| Month | iPad | Microsoft Surface | Samsung Galaxy Tab | Lenovo Tab | Amazon Fire Tablet |
|---|---|---|---|---|---|
| Oct 2025 | 75.6% | 11.9% | 8.2% | 3.9% | 0.29% |
| Nov 2025 | 76.1% | 10.9% | 8.7% | 3.9% | 0.33% |
| Dec 2025 | 77.9% | 9.3% | 8% | 4.5% | 0.3% |
| Jan 2026 | 76.2% | 11.3% | 7.9% | 4.3% | 0.29% |
| Feb 2026 | 77.1% | 11.6% | 7.3% | 3.7% | 0.24% |
| Mar 2026 | 76.2% | 12.4% | 7.7% | 3.5% | 0.27% |
| Apr 2026 | 77.4% | 10.7% | 7.7% | 3.9% | 0.29% |
| May 2026 | 76.2% | 11.5% | 8.1% | 3.8% | 0.28% |
| Jun 2026 | 75.9% | 12.8% | 7.5% | 3.5% | 0.28% |
| Jul 2026 | 76.9% | 11.3% | 7.2% | 4.3% | 0.29% |
| Aug 2026 | 76.5% | 11.6% | 7.3% | 4.3% | 0.31% |
| Sep 2026 | — | — | — | — | — |
How has the Amazon Fire Tablet and Microsoft Surface comparison changed over the last 12 months?
3 findings
- Microsoft Surface was ahead of Amazon Fire Tablet in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Amazon Fire Tablet’s estimated Share of Search among tablet brands in New Zealand moved from 0.29% to 0.31%, and its estimated monthly branded searches moved from 260 to 270.
- Across the 11 months ending August 2026, Microsoft Surface’s estimated Share of Search among tablet brands in New Zealand moved from 11.9% to 11.6%, and its estimated monthly branded searches moved from 10.8K to 10.1K.
How did search popularity change for New Zealand tablet brands in August 2026?
0 changes
Neither Amazon Fire Tablet nor Microsoft Surface moved beyond provider rounding among tablet brands in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Amazon Fire Tablet’s and Microsoft Surface’s 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 Fire Tablet
5 branded search terms
- amazon fire tablet
- amazon fire tablet near me
- amazon fire tablet nz
- amazonfiretablet
- fire tablet
Microsoft Surface
21 branded search terms
- microsoft com
- microsoft surface laptop
- microsoft surface laptop 7
- microsoft surface near me
- microsoft surface nz
- microsoft surface pro 11
- microsoft surface tab
- microsoftsurface
- microsoftsurface laptop
- pc surface pro
- surface laptop
- surface laptop 7
- surface laptop notebook
- surface laptop tablet
- surface pro
- surface pro 11
- surface pro 4
- surface pro 7
- surface pro 8
- surface pro 9
- surface pro laptop
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.