Amazon vs Kogan:Which is more popular by branded search in New Zealand?
In August 2026, Amazon had more branded searches than Kogan among online retailers and marketplaces in New Zealand. Amazon was estimated to have 257K branded searches compared to Kogan’s 14.6K, and held a 7.4% Share of Search versus Kogan’s 0.42%.
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Which is more popular in search, Amazon or Kogan?
Compare online marketplaces and online retailers selling to New Zealand shoppers, using branded searches made 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.
Share of Search by month for Amazon, Kogan. The figures are in the table below the chart.
View monthly share of search table
| Month | Trade Me | Temu | AliExpress | Shein | Amazon | Mighty Ape | eBay | Kogan |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 53.6% | 13.5% | 8% | 8.8% | 7.7% | 4.6% | 3.4% | 0.36% |
| Nov 2025 | 52.3% | 13.3% | 8% | 7.5% | 8.2% | 7% | 2.9% | 0.78% |
| Dec 2025 | 51.6% | 11.2% | 7.7% | 6.9% | 8.7% | 9.7% | 3.5% | 0.63% |
| Jan 2026 | 56.3% | 11.7% | 8.6% | 6.2% | 8.4% | 4.8% | 3.6% | 0.4% |
| Feb 2026 | 54.8% | 13.2% | 8.3% | 7% | 8.1% | 4.7% | 3.5% | 0.39% |
| Mar 2026 | 57.2% | 11.5% | 8.7% | 7.4% | 7.1% | 4.1% | 3.6% | 0.41% |
| Apr 2026 | 52.7% | 12.7% | 9.6% | 8.2% | 7.8% | 4.5% | 4.1% | 0.38% |
| May 2026 | 57.3% | 11.5% | 8.7% | 7.5% | 7.1% | 4.1% | 3.6% | 0.33% |
| Jun 2026 | 51.7% | 12.2% | 9.5% | 9.6% | 8.1% | 4.5% | 3.9% | 0.39% |
| Jul 2026 | 53.3% | 10.7% | 9.9% | 8.5% | 8.5% | 4.6% | 4.1% | 0.42% |
| Aug 2026 | 56.7% | 10.9% | 8.6% | 8.4% | 7.4% | 4% | 3.6% | 0.42% |
| Sep 2026 | — | — | — | — | — | — | — | — |
How has the Amazon and Kogan comparison changed over the last 12 months?
3 findings
- Amazon was ahead of Kogan in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Amazon’s estimated Share of Search among online retailers and marketplaces in New Zealand moved from 7.7% to 7.4%, and its estimated monthly branded searches moved from 287K to 257K.
- Across the 11 months ending August 2026, Kogan’s estimated Share of Search among online retailers and marketplaces in New Zealand moved from 0.36% to 0.42%, and its estimated monthly branded searches moved from 13.6K to 14.6K.
How did search popularity change for New Zealand online retailers and marketplaces in August 2026?
1 change
In August 2026, Amazon lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 8.5% to 7.4%.
How each brand is measured
Brandwave collects information about searches that people make online using Amazon’s and Kogan’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
18 branded search terms
- Amazon
- amazon au
- amazon australia
- amazon australia nz
- amazon com
- amazon com au
- amazon global
- amazon in nz
- amazon new zealand
- amazon nz
- amazon nz shop
- amazon nz site
- amazon nz store
- amazon online shopping
- amazon shipping to nz
- amazon shopping
- amazon to nz
- amazon us
Kogan
11 branded search terms
- Kogan
- kogan australia
- kogan co nz
- kogan com
- kogan deals
- kogan dehumidifier
- kogan new zealand
- kogan nz
- kogan tv
- kogan tv's
- kogan tvs
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.