Brandwave

Amazon vs Noel Leeming:Which is more popular?

In September 2026, Noel Leeming had more branded searches than Amazon among online retailers and marketplaces in New Zealand. Noel Leeming had about 271,000 branded searches, while Amazon had 136,000. Noel Leeming made up 6.2% of all online retailers and marketplace searches we track, and Amazon accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about online retailers and marketplaces, Noel Leeming appeared in three of the five answers and Amazon in two. Noel Leeming was mentioned before Amazon in every answer that named either.

Among online retailers and marketplaces in New Zealand in September 2026

Who do people search for more?

Noel Leeming, about 2 searches for every 1 for Amazon

Noel Leeming 271K searchesAmazon 136K searches

Who does AI mention more?

Noel Leeming, mentioned in 3 of 5 answers, Amazon in 2

Noel Leeming in 3 of 5Amazon in 2 of 5

Who does AI recommend more?

Noel Leeming, named ahead of Amazon in 3 of 3 answers

Noel Leeming first in 3Amazon never first

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Top online retailers and marketplaces in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Noel Leeming was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Amazon was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Noel Leeming was listed before Amazon in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. The Warehouse1st
  2. Trade Me2nd
  3. Kmart NZ3rd
  4. Noel Leeming4th
  5. Mighty Ape4th
  6. Onceit6th
  7. The Iconic7th
  8. Postie8th
  9. Amazon9th
  10. Temu–
  11. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Trade Me4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kmart NZ4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Warehouse4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Iconic4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Noel Leeming3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amazon2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mighty Ape2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Postie2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Onceit2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Temu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about online retailers and marketplaces

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Amazon or Noel Leeming more popular in search?

This chart shows how often people search Google for Amazon and Noel Leeming by name. Each line represents a brand's share of searches for all 14 online retailers and marketplaces we track, month by month, from searches in New Zealand.

Amazon and Noel Leeming among online retailers and marketplaces in New Zealand, by month

Share of searches by month for Noel Leeming, Amazon. The figures are in the table below the chart.

View monthly share of searches table
MonthTrade MeKmart NZThe WarehouseTemuNoel LeemingSheinAmazonAliExpressMighty ApeeBayPostieOnceitThe IconicKogan
Oct 202536.3%23.8%7.4%7.4%6.5%4.9%3.3%2.7%2.7%1.8%1.8%0.8%0.45%0.21%
Nov 202532.8%25.6%8.2%6.6%8.7%3.7%3%2.4%3.7%1.3%2%1.1%0.61%0.41%
Dec 202528.7%28.8%10.7%4.8%9.4%3.2%2.6%2.1%4.8%1.4%2.1%0.77%0.44%0.29%
Jan 202636.8%24.5%9.2%6.1%6.6%3.4%3.3%2.7%2.8%1.8%1.5%0.66%0.38%0.21%
Feb 202635.8%24.2%8.9%7.2%6.5%4%3.2%2.6%2.7%1.8%1.8%0.65%0.44%0.2%
Mar 202638.4%24.3%7.8%6.3%5.7%4.3%2.8%2.8%2.4%1.9%1.9%0.69%0.48%0.22%
Apr 202633%27.5%8.2%6.6%6%4.5%3%3%2.5%2%2.4%0.72%0.5%0.19%
May 202639.1%22.5%7.9%6.5%5.8%4.3%2.9%2.9%2.4%1.9%2.3%0.7%0.49%0.19%
Jun 202634.6%24.9%7%7%6.3%5.7%3.1%3.1%2.6%2.1%2.1%0.76%0.52%0.21%
Jul 202635.3%25.7%7.2%5.8%6.4%4.8%3.2%3.2%2.7%2.1%2.1%0.95%0.44%0.22%
Aug 202639.2%23.2%6.5%6.5%5.8%5.3%2.9%2.9%2.4%1.9%1.9%0.86%0.49%0.24%
Sep 202634.4%25%7%6.9%6.2%5.7%3.1%3.1%2.6%2.1%2.1%0.93%0.64%0.25%

How has the Amazon and Noel Leeming comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand online retailers and marketplaces in September 2026?

2 changes

  1. Estimated monthly branded searches for Amazon in New Zealand fell 18.2% over 12 measured months, from 166K to 136K in September 2026.

  2. Estimated monthly branded searches for Noel Leeming in New Zealand fell 17.6% over 12 measured months, from 329K to 271K in September 2026.

How are branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using Amazon’s and Noel Leeming’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

3 branded search terms

  • Amazon
  • amazon global
  • amazon shopping

Noel Leeming

12 branded search terms

  • Noel Leeming
  • noel leeming headphones
  • noel leeming ipad
  • noel leeming lowerhutt
  • noel leeming sale
  • noel leeming westgate
  • noelleeming gore
  • noelleeming henderson
  • noelleeming hornby
  • noelleeming nelson
  • noelleeming ormiston
  • noelleeming richmond

How the Brand Demand Index is measured

Other head-to-heads among online retailers and marketplaces

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