--- title: "Amazon vs The Warehouse: Which is searched more in New Zealand?" description: "Is Amazon or The Warehouse 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-the-warehouse" publisher: "Brandwave" --- # Amazon vs The Warehouse: Which is searched more in New Zealand? Is Amazon or The Warehouse 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 The Warehouse - **Competitive set**: online retailers and marketplaces - **Market**: New Zealand - **Month measured**: Sep 2026 - **Amazon Share of Search**: 3.1% - **The Warehouse Share of Search**: 7% ## Is Amazon or The Warehouse more popular in search? - In September 2026, The Warehouse had more branded searches than Amazon among online retailers and marketplaces in New Zealand. The Warehouse had about 306,000 branded searches, while Amazon had 136,000. The Warehouse made up 7% of all online retailers and marketplace searches we track, and Amazon accounted for 3.1%. - The Warehouse 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, The Warehouse’s share of searches among online retailers and marketplaces in New Zealand moved from 7.4% to 7%, and its estimated monthly branded searches moved from 374K to 306K. ## Top online retailers and marketplaces in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, The Warehouse was mentioned in four out of five: in all 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. The Warehouse 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 The Warehouse in New Zealand fell 18.1% over 12 measured months, from 374K to 306K in September 2026. ## Month by month | Month | Amazon estimated searches | Amazon Share of Search | Amazon rank | The Warehouse estimated searches | The Warehouse Share of Search | The Warehouse rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 166K | 3.3% | 7 | 374K | 7.4% | 3 | | Nov 2025 | 166K | 3% | 8 | 459K | 8.2% | 4 | | Dec 2025 | 136K | 2.6% | 8 | 560K | 10.7% | 3 | | Jan 2026 | 166K | 3.3% | 7 | 457K | 9.2% | 3 | | Feb 2026 | 135K | 3.2% | 7 | 374K | 8.9% | 3 | | Mar 2026 | 136K | 2.8% | 7 | 373K | 7.8% | 3 | | Apr 2026 | 136K | 3% | 7 | 373K | 8.2% | 3 | | May 2026 | 136K | 2.9% | 7 | 373K | 7.9% | 3 | | Jun 2026 | 136K | 3.1% | 7 | 306K | 7% | 3 | | Jul 2026 | 136K | 3.2% | 7 | 306K | 7.2% | 3 | | Aug 2026 | 136K | 2.9% | 7 | 306K | 6.5% | 3 | | Sep 2026 | 136K | 3.1% | 7 | 306K | 7% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Amazon’s and The Warehouse’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. - **The Warehouse**: Measured on the search terms “chromecast the warehouse”, “rug the warehouse”, “The Warehouse”, “the warehouse app”, “the warehouse bbq”, “the warehouse chocolates”, “the warehouse cushion”, “the warehouse fans”, “the warehouse lego”, “the warehouse mattress”, “the warehouse phones”, “the warehouse pool”, “the warehouse pot” and “the warehouse sheets”, summed into one figure. - [Amazon profile](/demand/nz/brands/amazon) - [The Warehouse profile](/demand/nz/brands/the-warehouse) - [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 The Warehouse more popular in search? In September 2026, The Warehouse had more branded searches than Amazon among online retailers and marketplaces in New Zealand. The Warehouse had about 306,000 branded searches, while Amazon had 136,000. The Warehouse made up 7% of all online retailers and marketplace searches we track, and Amazon accounted for 3.1%. ## Cite this page Brandwave. "Amazon vs The Warehouse: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/amazon-vs-the-warehouse This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/amazon-vs-the-warehouse. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.