Baby On The Move vs The Sleep Store:Which is more popular?
In September 2026, The Sleep Store had more branded searches than Baby On The Move among baby and nursery retailers in New Zealand. The Sleep Store had about 17,500 branded searches, while Baby On The Move had 14,800. The Sleep Store made up 17.2% of all baby and nursery retailer searches we track, and Baby On The Move accounted for 14.5%. When we asked ChatGPT and Google AI Overviews about baby and nursery retailers, Baby On The Move appeared in three of the four answers and The Sleep Store in none.
Who do people search for more?
The Sleep Store, about 18% more searches than Baby On The Move
Who does AI mention more?
Baby On The Move, mentioned in 3 of 4 answers, The Sleep Store in 0
Who does AI recommend more?
Baby On The Move, the only one of the two named
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Top baby and nursery retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Baby On The Move was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. The Sleep Store did not appear in any of the four 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.
Baby Factory3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Baby On The Move3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mocka1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Baby Bunting NZ1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers- The Sleep Store0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mom Store0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Little & Loved0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about baby and nursery retailers
4 answers
Asked ChatGPT
“Which baby and nursery retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best baby and nursery retailers in New Zealand?”
Asked ChatGPT
“What's the best baby and nursery retailer in New Zealand for newborn essentials?”
Searched Google, AI Overview
“best baby store”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“newborn essentials nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Baby On The Move or The Sleep Store more popular in search?
This chart shows how often people search Google for Baby On The Move and The Sleep Store by name. Each line represents a brand's share of searches for all seven baby and nursery retailers we track, month by month, from searches in New Zealand.
Share of searches by month for The Sleep Store, Baby On The Move. The figures are in the table below the chart.
View monthly share of searches table
| Month | Baby Factory | Mocka | Baby Bunting NZ | The Sleep Store | Baby On The Move | Mom Store | Little & Loved |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 27% | 22.2% | 14.8% | 18.7% | 14.8% | 1.1% | 1.4% |
| Nov 2025 | 23.6% | 23.6% | 15.8% | 18.7% | 15.8% | 1.1% | 1.4% |
| Dec 2025 | 29.8% | 20% | 20% | 14.9% | 13.3% | 0.9% | 0.98% |
| Jan 2026 | 25.7% | 25.7% | 17.1% | 15.6% | 14% | 0.95% | 0.94% |
| Feb 2026 | 27.1% | 18.1% | 18.1% | 20.2% | 14.8% | 1% | 0.81% |
| Mar 2026 | 30.3% | 20.3% | 16.6% | 17.1% | 13.5% | 1.2% | 1% |
| Apr 2026 | 30.4% | 20.4% | 16.6% | 17.1% | 13.6% | 1.2% | 0.74% |
| May 2026 | 29.1% | 23.8% | 15.9% | 16.4% | 13% | 1.1% | 0.71% |
| Jun 2026 | 28.4% | 23.3% | 19% | 15% | 12.7% | 1.1% | 0.58% |
| Jul 2026 | 30.7% | 20.6% | 16.8% | 16.2% | 13.7% | 1.2% | 0.73% |
| Aug 2026 | 26.3% | 21.6% | 17.6% | 18.2% | 14.4% | 1.3% | 0.79% |
| Sep 2026 | 26.6% | 21.8% | 17.8% | 17.2% | 14.5% | 1.3% | 0.93% |
How has the Baby On The Move and The Sleep Store comparison changed over the last 12 months?
3 findings
- The Sleep Store was ahead of Baby On The Move in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Baby On The Move’s share of searches among baby and nursery retailers in New Zealand moved from 14.8% to 14.5%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
- Across the 12 months ending September 2026, The Sleep Store’s share of searches among baby and nursery retailers in New Zealand moved from 18.7% to 17.2%, and its estimated monthly branded searches moved from 22.9K to 17.5K.
How did search popularity change for New Zealand baby and nursery retailers in September 2026?
2 changes
In September 2026, The Sleep Store lost share of searches among baby and nursery retailers in New Zealand, from 18.2% to 17.2%.
Baby On The Move’s share of searches among baby and nursery retailers in New Zealand has gained ground for 3 months in a row, from 12.7% to 14.5% in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Baby On The Move’s and The Sleep Store’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.
Baby On The Move
1 branded search term
- babyonthemove
The Sleep Store
2 branded search terms
- sleep store
- the sleep store
Other head-to-heads among baby and nursery retailers
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