American Express vs Gem by Latitude:Which is more popular by branded search in New Zealand?
In August 2026, Gem by Latitude had more branded searches than American Express among credit card providers in New Zealand. Gem by Latitude was estimated to have 55.1K branded searches compared to American Express’ 39.1K, and held a 35.6% Share of Search versus American Express’ 25.2%.
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Which is more popular in search, American Express or Gem by Latitude?
Compare the store and lifestyle credit cards New Zealanders apply for. 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 Gem by Latitude, American Express. The figures are in the table below the chart.
View monthly share of search table
| Month | Gem by Latitude | American Express | Prezzy Card | Q Mastercard | Farmers Mastercard |
|---|---|---|---|---|---|
| Oct 2025 | 34.7% | 21% | 26% | 16.2% | 2% |
| Nov 2025 | 34.8% | 20.1% | 25.8% | 16.9% | 2.4% |
| Dec 2025 | 27.4% | 13.5% | 46.5% | 11% | 1.6% |
| Jan 2026 | 33.7% | 19.8% | 29.4% | 15% | 2.1% |
| Feb 2026 | 35.3% | 20.5% | 25.3% | 16.8% | 2.1% |
| Mar 2026 | 36.4% | 21.2% | 25.7% | 14.7% | 2% |
| Apr 2026 | 36.4% | 19.9% | 25% | 16.5% | 2.3% |
| May 2026 | 36.6% | 21.5% | 23.8% | 15.7% | 2.4% |
| Jun 2026 | 37.4% | 22.6% | 19.8% | 17.7% | 2.5% |
| Jul 2026 | 33.6% | 26.7% | 23% | 14.4% | 2.2% |
| Aug 2026 | 35.6% | 25.2% | 22.8% | 14.3% | 2.2% |
| Sep 2026 | — | — | — | — | — |
How has the American Express and Gem by Latitude comparison changed over the last 12 months?
3 findings
- Gem by Latitude was ahead of American Express in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, American Express’ estimated Share of Search among credit card providers in New Zealand moved from 21% to 25.2%, and its estimated monthly branded searches moved from 35.2K to 39.1K.
- Across the 11 months ending August 2026, Gem by Latitude’s estimated Share of Search among credit card providers in New Zealand moved from 34.7% to 35.6%, and its estimated monthly branded searches moved from 58.2K to 55.1K.
How did search popularity change for New Zealand credit card providers in August 2026?
2 changes
In August 2026, Gem by Latitude gained estimated Share of Search among credit card providers in New Zealand, from 33.6% to 35.6%.
In August 2026, American Express lost estimated Share of Search among credit card providers in New Zealand, from 26.7% to 25.2%.
How each brand is measured
Brandwave collects information about searches that people make online using American Express’ and Gem by Latitude’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.
American Express
24 branded search terms
- american express
- american express apply
- american express card
- american express cc
- american express centurion card
- american express gold card
- american express near me
- american express nz
- american express online
- american express platinum
- americanexpress
- americanexpress apply
- americanexpress card
- americanexpress com
- americanexpress nz
- amex
- amex card
- amex credit card
- amex gold
- amex gold card
- amex platinum
- amex platinum card
- amex platinum metal card
- the amex stadium
Gem by Latitude
47 branded search terms
- apply for gem visa
- apply gem visa online
- gem by latitude
- gem finance
- gem finance nz
- gem latitude
- gem latitude finance
- gem personal loan
- gem personal loans
- gem visa
- gem visa 6 months interest free
- gem visa annual fee
- gem visa application
- gem visa apply
- gem visa card
- gem visa card apply
- gem visa deals
- gem visa finance
- gem visa interest free
- gem visa interest free period
- gem visa interest rate
- gem visa latitude
- gem visa loan
- gem visa near me
- gem visa nz
- gem visa online
- gem visa opening hours
- gem visa stores
- gemfinance co nz
- gemvisa
- gemvisa apply
- gemvisa card
- gemvisa nz
- jb hifi gem visa
- latitude finance
- latitude finance nz
- latitude financial
- latitude financial nz
- latitude financial services
- latitude financials
- latitude gem
- latitude gem visa
- latitude loan
- latitude loans
- latitude nz
- latitude personal loan
- latitude personal loans
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.