--- title: "ASOS vs Max: Which is searched more in New Zealand?" description: "Is ASOS or Max more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers 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/asos-vs-max" publisher: "Brandwave" --- # ASOS vs Max: Which is searched more in New Zealand? Is ASOS or Max more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers 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**: ASOS and Max - **Competitive set**: Online fashion retailers - **Market**: New Zealand - **Month measured**: Sep 2026 - **ASOS Share of Search**: 3.1% - **Max Share of Search**: 3.7% ## Is ASOS or Max more popular in search? - In September 2026, Max had more branded searches than ASOS among online fashion retailers in New Zealand. Max had about 23,500 branded searches, while ASOS had 19,500. Max made up 3.7% of all online fashion retailer searches we track, and ASOS accounted for 3.1%. - The lead changed hands 5 times in the 12 months ending September 2026: Max took it in December 2025, ASOS took it in January 2026, Max took it in March 2026, ASOS took it in July 2026, Max took it in September 2026. - Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in New Zealand moved from 3.6% to 3.1%, and its estimated monthly branded searches moved from 23.5K to 19.5K. - Across the 12 months ending September 2026, Max’s share of searches among online fashion retailers in New Zealand moved from 3.3% to 3.7%, and its estimated monthly branded searches moved from 21.7K to 23.5K. ## Top online fashion retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, ASOS was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Max was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. ASOS was listed before Max in two out of three answers 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 Iconic | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Glassons | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | ASOS | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Max | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Flo & Frankie | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Moochi | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Postie | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Shein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Princess Polly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Showpo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Stylerunner | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hello Molly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Boohoo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | White Fox Boutique | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about online fashion retailers - Asked ChatGPT "Which online fashion retailer should I shop at in New Zealand?": 1. The Iconic, 2. Glassons, 3. ASOS, 4. Postie, 5. Max - Asked ChatGPT "What are the best online fashion retailers in New Zealand?": 1. The Iconic, 2. Glassons, 3. Flo & Frankie, 4. ASOS, 5. Max, 6. Moochi, 7. Postie - Asked ChatGPT "What's the best online fashion retailer in New Zealand for women's clothes?": 1. The Iconic, 2. Glassons, 3. Max, 4. Flo & Frankie - Searched Google, AI Overview "best online clothing store": 1. ASOS - Searched Google, AI Overview "women's clothes online": 1. The Iconic, 2. Moochi Not named in any answer: Shein, Princess Polly, Showpo, Stylerunner, Hello Molly, Boohoo and White Fox Boutique. 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 fashion retailers in September 2026? - In September 2026, The Iconic overtook ASOS and Max to rank 5th among online fashion retailers in New Zealand, with 4.4% of the searches. - In September 2026, ASOS lost share of searches among online fashion retailers in New Zealand, from 3.7% to 3.1%. ## Month by month | Month | ASOS estimated searches | ASOS Share of Search | ASOS rank | Max estimated searches | Max Share of Search | Max rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 23.5K | 3.6% | 5 | 21.7K | 3.3% | 7 | | Nov 2025 | 23.8K | 3.4% | 6 | 23.5K | 3.4% | 7 | | Dec 2025 | 15.8K | 2.6% | 7 | 22.5K | 3.8% | 6 | | Jan 2026 | 19.5K | 3.8% | 5 | 18.4K | 3.5% | 7 | | Feb 2026 | 19.6K | 3.8% | 5 | 15.7K | 3% | 7 | | Mar 2026 | 19.6K | 3.1% | 7 | 23.5K | 3.7% | 5 | | Apr 2026 | 23.6K | 3.6% | 6 | 24.7K | 3.8% | 5 | | May 2026 | 20K | 3.1% | 7 | 23.5K | 3.6% | 5 | | Jun 2026 | 20.6K | 3.2% | 7 | 23.5K | 3.7% | 5 | | Jul 2026 | 24.3K | 4.2% | 5 | 20.2K | 3.5% | 6 | | Aug 2026 | 23.8K | 3.7% | 5 | 23.5K | 3.7% | 6 | | Sep 2026 | 19.5K | 3.1% | 7 | 23.5K | 3.7% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using ASOS’s and Max’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. - **ASOS**: Measured on the search terms “asos”, “asos aus”, “asos boots”, “asos clothing”, “asos coat”, “asos curve”, “asos design”, “asos dresses”, “asos glitter dress”, “asos maxi dress”, “asos maxi skirt”, “asos tall” and “asos topshop”, summed into one figure. - **Max**: Measured on the search terms “max clothing” and “max fashion”, summed into one figure. - [ASOS profile](/demand/nz/brands/asos) - [Max profile](/demand/nz/brands/max) - [All online fashion retailers in New Zealand](/demand/nz/categories/nz-online-fashion-retailers): 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 ASOS or Max more popular in search? In September 2026, Max had more branded searches than ASOS among online fashion retailers in New Zealand. Max had about 23,500 branded searches, while ASOS had 19,500. Max made up 3.7% of all online fashion retailer searches we track, and ASOS accounted for 3.1%. ## Cite this page Brandwave. "ASOS vs Max: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/asos-vs-max This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/asos-vs-max. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.