--- title: "American Express vs Gem by Latitude: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, American Express or Gem by Latitude? Compare estimated monthly branded-search demand and Share of Search inside the Credit card providers 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/american-express-vs-gem-by-latitude" publisher: "Brandwave" --- # American Express vs Gem by Latitude: Which is more popular by branded search in New Zealand? Which is more popular in search, American Express or Gem by Latitude? Compare estimated monthly branded-search demand and Share of Search inside the Credit card providers 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**: American Express and Gem by Latitude - **Competitive set**: Credit card providers - **Market**: New Zealand - **Month measured**: Aug 2026 - **American Express Share of Search**: 25.2% - **Gem by Latitude Share of Search**: 35.6% ## Which is more popular in search, American Express or Gem by Latitude? - 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%. - 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? - 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%. ## Month by month | Month | American Express estimated searches | American Express Share of Search | American Express rank | Gem by Latitude estimated searches | Gem by Latitude Share of Search | Gem by Latitude rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 35.2K | 21% | 3 | 58.2K | 34.7% | 1 | | Nov 2025 | 34.7K | 20.1% | 3 | 60.1K | 34.8% | 1 | | Dec 2025 | 30.2K | 13.5% | 3 | 61.2K | 27.4% | 2 | | Jan 2026 | 36.1K | 19.8% | 3 | 61.5K | 33.7% | 1 | | Feb 2026 | 29.9K | 20.5% | 3 | 51.5K | 35.3% | 1 | | Mar 2026 | 35.1K | 21.2% | 3 | 60.4K | 36.4% | 1 | | Apr 2026 | 29.1K | 19.9% | 3 | 53.2K | 36.4% | 1 | | May 2026 | 33K | 21.5% | 3 | 56.2K | 36.6% | 1 | | Jun 2026 | 34.5K | 22.6% | 2 | 57.1K | 37.4% | 1 | | Jul 2026 | 41.1K | 26.7% | 2 | 51.8K | 33.6% | 1 | | Aug 2026 | 39.1K | 25.2% | 2 | 55.1K | 35.6% | 1 | | Sep 2026 | — | — | — | — | — | — | ## 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**: Measured on the 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” and “the amex stadium”, summed into one figure. - **Gem by Latitude**: Measured on the 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” and “latitude personal loans”, summed into one figure. - [American Express profile](/demand/nz/brands/american-express) - [Gem by Latitude profile](/demand/nz/brands/gem-by-latitude) - [All credit card providers in New Zealand](/demand/nz/categories/nz-credit-card-providers): The set both shares are measured inside, 5 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, American Express or Gem by Latitude? 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%. ## Cite this page Brandwave. "American Express vs Gem by Latitude: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/american-express-vs-gem-by-latitude This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/american-express-vs-gem-by-latitude. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.