AWS WAF vs Wordfence:Which is more popular?
In September 2026, Wordfence had more branded searches than AWS WAF among firewall brands in New Zealand. Wordfence had about 150 branded searches, while AWS WAF had 110. Wordfence made up 34.1% of all firewall brand searches we track, and AWS WAF accounted for 25%. When we asked ChatGPT and Google AI Overviews about firewall brands, AWS WAF appeared in four of the five answers and Wordfence in three. Wordfence was mentioned before AWS WAF in two out of three answers.
Who do people search for more?
Wordfence, about 36% more searches than AWS WAF
Who does AI mention more?
AWS WAF, mentioned in 4 of 5 answers, Wordfence in 3
Who does AI recommend more?
Wordfence, named ahead of AWS WAF in 2 of 3 answers
Follow AWS WAF vs Wordfence and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top firewall brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, AWS WAF was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Wordfence was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Wordfence was listed before AWS WAF in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about firewall brands
5 answers
Asked ChatGPT
“Which website firewall should I use in New Zealand?”
Asked ChatGPT
“What are the best website firewall tools in New Zealand?”
Asked ChatGPT
“What's the best website firewall in New Zealand for website security?”
Searched Google, AI Overview
“web application firewall”
Searched Google, AI Overview
“website security tools”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is AWS WAF or Wordfence more popular in search?
This chart shows how often people search Google for AWS WAF and Wordfence by name. Each line represents a brand's share of searches for all four firewall brands we track, month by month, from searches in New Zealand.
Share of searches by month for Wordfence, AWS WAF. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wordfence | Sucuri | AWS WAF | MalCare |
|---|---|---|---|---|
| Oct 2025 | 32.6% | 32.6% | 25.6% | 9.3% |
| Nov 2025 | 33.3% | 33.3% | 24.4% | 8.9% |
| Dec 2025 | 29.7% | 48.6% | 18.9% | 2.7% |
| Jan 2026 | 38.9% | 38.9% | 19.4% | 2.8% |
| Feb 2026 | 37.8% | 35.1% | 24.3% | 2.7% |
| Mar 2026 | 39.5% | 34.9% | 20.9% | 4.7% |
| Apr 2026 | 35.9% | 35.9% | 23.1% | 5.1% |
| May 2026 | 27.5% | 51% | 17.6% | 3.9% |
| Jun 2026 | 22.8% | 52.6% | 19.3% | 5.3% |
| Jul 2026 | 29.5% | 43.2% | 20.5% | 6.8% |
| Aug 2026 | 35.4% | 41.7% | 18.8% | 4.2% |
| Sep 2026 | 34.1% | 31.8% | 25% | 9.1% |
How has the AWS WAF and Wordfence comparison changed over the last 12 months?
3 findings
- Wordfence was ahead of AWS WAF in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, AWS WAF’s share of searches among firewall brands in New Zealand moved from 25.6% to 25%, and its estimated monthly branded searches held steady at 110.
- Across the 12 months ending September 2026, Wordfence’s share of searches among firewall brands in New Zealand moved from 32.6% to 34.1%, and its estimated monthly branded searches moved from 140 to 150.
How did search popularity change for New Zealand firewall brands in September 2026?
2 changes
In September 2026, AWS WAF gained share of searches among firewall brands in New Zealand, from 18.8% to 25%.
In September 2026, Wordfence lost share of searches among firewall brands in New Zealand, from 35.4% to 34.1%.
How are branded searches counted?
21 search terms
Brandwave collects information about searches that people make online using AWS WAF’s and Wordfence’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.
AWS WAF
1 branded search term
- aws waf
Wordfence
20 branded search terms
- 2fa wordfence
- plugin wordfence
- word fence
- wordfence
- wordfence 2fa
- wordfence assistant
- wordfence assistant plugin
- wordfence care
- wordfence central
- wordfence elementor
- wordfence features
- wordfence firewall
- wordfence multiple sites
- wordfence plugin
- wordfence pro
- wordfence response
- wordfence waf
- wordfence woocommerce
- wordfence wp
- wordfence wp plugin
Other head-to-heads among firewall brands
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.