Brandwave

Bosch vs Sutton Tools:Which is more popular?

In September 2026, Sutton Tools had more branded searches than Bosch among drill bits brands in New Zealand. Sutton Tools had about 390 branded searches, while Bosch had 50. Sutton Tools made up 4.7% of all drill bits brand searches we track, and Bosch accounted for 0.6%. When we asked ChatGPT and Google AI Overviews about drill bits brands, Bosch appeared in four of the five answers and Sutton Tools in three. Bosch was mentioned before Sutton Tools in two out of three answers.

Among drill bits brands in New Zealand in September 2026

Who do people search for more?

Sutton Tools, about 8 searches for every 1 for Bosch

Sutton Tools 390 searchesBosch 50 searches

Who does AI mention more?

Bosch, mentioned in 4 of 5 answers, Sutton Tools in 3

Bosch in 4 of 5Sutton Tools in 3 of 5

Who does AI recommend more?

Bosch, named ahead of Sutton Tools in 2 of 3 answers

Bosch first in 2Sutton Tools first in 1

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Top drill bits brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bosch was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Sutton Tools was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Bosch was listed before Sutton Tools in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Bosch1st
  2. Sutton Tools2nd
  3. Milwaukee3rd
  4. DeWalt4th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Bosch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milwaukee3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sutton Tools3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about drill bits brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Bosch or Sutton Tools more popular in search?

This chart shows how often people search Google for Bosch and Sutton Tools by name. Each line represents a brand's share of searches for all four drill bits brands we track, month by month, from searches in New Zealand.

Bosch and Sutton Tools among drill bits brands in New Zealand, by month

Share of searches by month for Sutton Tools, Bosch. The figures are in the table below the chart.

View monthly share of searches table
MonthDeWaltMilwaukeeSutton ToolsBosch
Oct 202560.6%31.8%6.9%0.58%
Nov 202567.6%27.6%4.4%0.45%
Dec 202562.9%31%5.7%0.44%
Jan 202666.3%28%5.1%0.63%
Feb 202662.5%31.1%5.6%0.72%
Mar 202661.7%31.1%6.6%0.55%
Apr 202663%31.7%4.8%0.45%
May 202657.2%35.8%6.4%0.66%
Jun 202662.2%32.7%4.6%0.47%
Jul 202658.9%35.3%5.3%0.54%
Aug 202654.4%40.9%4.3%0.44%
Sep 202659.5%35.2%4.7%0.6%

How has the Bosch and Sutton Tools comparison changed over the last 12 months?

3 findings
  • Sutton Tools was ahead of Bosch in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bosch’s share of searches among drill bits brands in New Zealand moved from 0.58% to 0.6%, and its estimated monthly branded searches moved from 40 to 50.
  • Across the 12 months ending September 2026, Sutton Tools’ share of searches among drill bits brands in New Zealand moved from 6.9% to 4.7%, and its estimated monthly branded searches moved from 480 to 390.

How did search popularity change for New Zealand drill bits brands in September 2026?

2 changes

  1. Estimated monthly branded searches for Bosch in New Zealand rose 25% over 12 measured months, from 40 to 50 in September 2026.

  2. Estimated monthly branded searches for Sutton Tools in New Zealand fell 18.8% over 12 measured months, from 480 to 390 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bosch’s and Sutton Tools’ 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.

Bosch

1 branded search term

  • bosch drill bits

Sutton Tools

1 branded search term

  • sutton tools

How the Brand Demand Index is measured

Other head-to-heads among drill bits brands

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