--- title: "Amazon vs Noel Leeming: Which is searched more in New Zealand?" description: "Is Amazon or Noel Leeming more popular in search? 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-noel-leeming" publisher: "Brandwave" --- # Amazon vs Noel Leeming: Which is searched more in New Zealand? Is Amazon or Noel Leeming more popular in search? 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 Noel Leeming - **Competitive set**: online retailers and marketplaces - **Market**: New Zealand - **Month measured**: Sep 2026 - **Amazon Share of Search**: 3.1% - **Noel Leeming Share of Search**: 6.2% ## Is Amazon or Noel Leeming more popular in search? - 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%. - Noel Leeming was ahead of Amazon in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Amazon’s share of searches among online retailers and marketplaces in New Zealand moved from 3.3% to 3.1%, and its estimated monthly branded searches moved from 166K to 136K. - Across the 12 months ending September 2026, Noel Leeming’s share of searches among online retailers and marketplaces in New Zealand moved from 6.5% to 6.2%, and its estimated monthly branded searches moved from 329K to 271K. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | The Warehouse | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Trade Me | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Kmart NZ | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Noel Leeming | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Mighty Ape | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Onceit | 6th | 0 of 3 | 2 of 2 | 2 of 5 | | The Iconic | 7th | 2 of 3 | 2 of 2 | 4 of 5 | | Postie | 8th | 0 of 3 | 2 of 2 | 2 of 5 | | Amazon | 9th | 2 of 3 | 0 of 2 | 2 of 5 | | Temu | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Shein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | AliExpress | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | eBay | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kogan | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about online retailers and marketplaces - Asked ChatGPT "Which online shopping site should I shop at in New Zealand?": 1. The Warehouse, 2. Trade Me, 3. Mighty Ape, 4. Noel Leeming, 5. Kmart NZ, 6. The Iconic, 7. Amazon - Asked ChatGPT "What are the best online shopping sites in New Zealand?": 1. Trade Me, 2. The Warehouse, 3. Mighty Ape, 4. Kmart NZ, 5. Noel Leeming, 6. The Iconic, 7. Amazon - Asked ChatGPT "What's the best online shopping site in New Zealand for affordable everyday shopping?": 1. The Warehouse, 2. Kmart NZ, 3. Trade Me - Searched Google, AI Overview "online shopping sites nz": 1. The Warehouse, 2. Kmart NZ, 3. Trade Me, 4. Onceit, 5. Noel Leeming, 6. The Iconic, 7. Postie - Searched Google, AI Overview "cheap clothes online nz": 1. Postie, 2. Onceit, 3. The Iconic Not named in any answer: Temu, Shein, AliExpress, eBay and Kogan. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand online retailers and marketplaces in September 2026? - Estimated monthly branded searches for Amazon in New Zealand fell 18.2% over 12 measured months, from 166K to 136K in September 2026. - Estimated monthly branded searches for Noel Leeming in New Zealand fell 17.6% over 12 measured months, from 329K to 271K in September 2026. ## Month by month | Month | Amazon estimated searches | Amazon Share of Search | Amazon rank | Noel Leeming estimated searches | Noel Leeming Share of Search | Noel Leeming rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 166K | 3.3% | 7 | 329K | 6.5% | 5 | | Nov 2025 | 166K | 3% | 8 | 485K | 8.7% | 3 | | Dec 2025 | 136K | 2.6% | 8 | 492K | 9.4% | 4 | | Jan 2026 | 166K | 3.3% | 7 | 331K | 6.6% | 4 | | Feb 2026 | 135K | 3.2% | 7 | 272K | 6.5% | 5 | | Mar 2026 | 136K | 2.8% | 7 | 272K | 5.7% | 5 | | Apr 2026 | 136K | 3% | 7 | 276K | 6% | 5 | | May 2026 | 136K | 2.9% | 7 | 274K | 5.8% | 5 | | Jun 2026 | 136K | 3.1% | 7 | 272K | 6.3% | 5 | | Jul 2026 | 136K | 3.2% | 7 | 275K | 6.4% | 4 | | Aug 2026 | 136K | 2.9% | 7 | 270K | 5.8% | 5 | | Sep 2026 | 136K | 3.1% | 7 | 271K | 6.2% | 5 | ## How each brand is measured 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**: Measured on the search terms “Amazon”, “amazon global” and “amazon shopping”, summed into one figure. - **Noel Leeming**: Measured on the 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” and “noelleeming richmond”, summed into one figure. - [Amazon profile](/demand/nz/brands/amazon) - [Noel Leeming profile](/demand/nz/brands/noel-leeming) - [All online retailers and marketplaces in New Zealand](/demand/nz/categories/nz-online-retailers-and-marketplaces): The set both shares are measured inside, 14 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Amazon or Noel Leeming more popular in search? 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%. ## Cite this page Brandwave. "Amazon vs Noel Leeming: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/amazon-vs-noel-leeming This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/amazon-vs-noel-leeming. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.