--- title: "Amazon Fire Tablet vs Microsoft Surface: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Amazon Fire Tablet or Microsoft Surface? Compare estimated monthly branded-search demand and Share of Search inside the Tablet 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-fire-tablet-vs-microsoft-surface" publisher: "Brandwave" --- # Amazon Fire Tablet vs Microsoft Surface: Which is more popular by branded search in New Zealand? Which is more popular in search, Amazon Fire Tablet or Microsoft Surface? Compare estimated monthly branded-search demand and Share of Search inside the Tablet 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 Fire Tablet and Microsoft Surface - **Competitive set**: Tablet brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **Amazon Fire Tablet Share of Search**: 0.31% - **Microsoft Surface Share of Search**: 11.6% ## Which is more popular in search, Amazon Fire Tablet or Microsoft Surface? - 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%. - 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? Neither Amazon Fire Tablet nor Microsoft Surface moved beyond provider rounding among tablet brands in Aug 2026. ## Month by month | Month | Amazon Fire Tablet estimated searches | Amazon Fire Tablet Share of Search | Amazon Fire Tablet rank | Microsoft Surface estimated searches | Microsoft Surface Share of Search | Microsoft Surface rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 260 | 0.29% | 5 | 10.8K | 11.9% | 2 | | Nov 2025 | 350 | 0.33% | 5 | 11.5K | 10.9% | 2 | | Dec 2025 | 300 | 0.3% | 5 | 9.4K | 9.3% | 2 | | Jan 2026 | 260 | 0.29% | 5 | 10.2K | 11.3% | 2 | | Feb 2026 | 200 | 0.24% | 5 | 9.6K | 11.6% | 2 | | Mar 2026 | 240 | 0.27% | 5 | 11K | 12.4% | 2 | | Apr 2026 | 230 | 0.29% | 5 | 8.6K | 10.7% | 2 | | May 2026 | 230 | 0.28% | 5 | 9.5K | 11.5% | 2 | | Jun 2026 | 250 | 0.28% | 5 | 11.3K | 12.8% | 2 | | Jul 2026 | 260 | 0.29% | 5 | 10.1K | 11.3% | 2 | | Aug 2026 | 270 | 0.31% | 5 | 10.1K | 11.6% | 2 | | Sep 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**: Measured on the search terms “amazon fire tablet”, “amazon fire tablet near me”, “amazon fire tablet nz”, “amazonfiretablet” and “fire tablet”, summed into one figure. - **Microsoft Surface**: Measured on the 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” and “surface pro laptop”, summed into one figure. - [Amazon Fire Tablet profile](/demand/nz/brands/amazon-fire-tablet) - [Microsoft Surface profile](/demand/nz/brands/microsoft-surface) - [All tablet brands in New Zealand](/demand/nz/categories/nz-tablet-brands): The set both shares are measured inside, 5 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, Amazon Fire Tablet or Microsoft Surface? 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%. ## Cite this page Brandwave. "Amazon Fire Tablet vs Microsoft Surface: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/amazon-fire-tablet-vs-microsoft-surface This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/amazon-fire-tablet-vs-microsoft-surface. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.