--- title: "Amazon vs Kogan: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Amazon or Kogan? Compare estimated monthly branded-search demand and Share of Search inside the online retailers and marketplaces 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-vs-kogan" publisher: "Brandwave" --- # Amazon vs Kogan: Which is more popular by branded search in New Zealand? Which is more popular in search, Amazon or Kogan? Compare estimated monthly branded-search demand and Share of Search inside the online retailers and marketplaces 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 and Kogan - **Competitive set**: online retailers and marketplaces - **Market**: New Zealand - **Month measured**: Aug 2026 - **Amazon Share of Search**: 7.4% - **Kogan Share of Search**: 0.42% ## Which is more popular in search, Amazon or Kogan? - 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%. - 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? - In August 2026, Amazon lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 8.5% to 7.4%. ## Month by month | Month | Amazon estimated searches | Amazon Share of Search | Amazon rank | Kogan estimated searches | Kogan Share of Search | Kogan rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 287K | 7.7% | 5 | 13.6K | 0.36% | 8 | | Nov 2025 | 313K | 8.2% | 3 | 29.6K | 0.78% | 8 | | Dec 2025 | 280K | 8.7% | 4 | 20.1K | 0.63% | 8 | | Jan 2026 | 298K | 8.4% | 4 | 14.3K | 0.4% | 8 | | Feb 2026 | 243K | 8.1% | 4 | 11.6K | 0.39% | 8 | | Mar 2026 | 245K | 7.1% | 5 | 14K | 0.41% | 8 | | Apr 2026 | 244K | 7.8% | 5 | 11.7K | 0.38% | 8 | | May 2026 | 245K | 7.1% | 5 | 11.3K | 0.33% | 8 | | Jun 2026 | 255K | 8.1% | 5 | 12.2K | 0.39% | 8 | | Jul 2026 | 256K | 8.5% | 5 | 12.8K | 0.42% | 8 | | Aug 2026 | 257K | 7.4% | 5 | 14.6K | 0.42% | 8 | | Sep 2026 | — | — | — | — | — | — | ## 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**: Measured on the 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” and “amazon us”, summed into one figure. - **Kogan**: Measured on the search terms “Kogan”, “kogan australia”, “kogan co nz”, “kogan com”, “kogan deals”, “kogan dehumidifier”, “kogan new zealand”, “kogan nz”, “kogan tv”, “kogan tv's” and “kogan tvs”, summed into one figure. - [Amazon profile](/demand/nz/brands/amazon) - [Kogan profile](/demand/nz/brands/kogan) - [All online retailers and marketplaces in New Zealand](/demand/nz/categories/nz-online-retailers-and-marketplaces): The set both shares are measured inside, 8 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 or Kogan? 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%. ## Cite this page Brandwave. "Amazon vs Kogan: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/amazon-vs-kogan This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/amazon-vs-kogan. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.