MILK Books vs Shutterfly:Which is more popular in New Zealand?
In October 2026, MILK Books had more branded searches than Shutterfly among photo book printing services in New Zealand. MILK Books had about 1,000 branded searches, while Shutterfly had 320. MILK Books made up 3.2% of all photo book printing service searches we track, and Shutterfly accounted for 1%. When we asked ChatGPT and Google AI Overviews about photo book printing services, MILK Books appeared in four of the five answers and Shutterfly in none.
Who do people search for more?
MILK Books, about 3 searches for every 1 for Shutterfly
Who does AI mention more?
MILK Books, mentioned in 4 of 5 answers, Shutterfly in 0
Who does AI recommend more?
MILK Books, the only one of the two named
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Top photo book printing services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, MILK Books was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Shutterfly did not appear in any of the five 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.
Vistaprint4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- MILK Books4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Snapfish3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Diamond Photo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Mixbook0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Photobox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Shutterfly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Chatbooks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Artifact Uprising0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about photo book printing services
5 answers
Asked ChatGPT
“Which photo book printing service should I buy in New Zealand?”
Asked ChatGPT
“What are the best photo book printing service brands in New Zealand?”
Asked ChatGPT
“What's the best photo book printing service in New Zealand for family photos?”
Searched Google, AI Overview
“photo book nz”
Searched Google, AI Overview
“photo book printing”
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 MILK Books or Shutterfly more popular in search?
This chart shows how often people search Google for MILK Books and Shutterfly by name. Each line represents a brand's share of searches for all nine photo book printing services we track, month by month, from searches in New Zealand.
Share of searches by month for MILK Books, Shutterfly. The figures are in the table below the chart.
View monthly share of searches table
| Month | Snapfish | Vistaprint | Diamond Photo | MILK Books | Mixbook | Photobox | Shutterfly | Chatbooks | Artifact Uprising |
|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 49.3% | 28.3% | 14.7% | 3.5% | 1.8% | 0.87% | 0.87% | 0.38% | 0.25% |
| Dec 2025 | 50.3% | 23.9% | 18.3% | 2.3% | 1.6% | 1.3% | 1.6% | 0.38% | 0.25% |
| Jan 2026 | 48.9% | 29.9% | 11.9% | 3.5% | 2.4% | 1.3% | 1.3% | 0.57% | 0.3% |
| Feb 2026 | 39.9% | 41.8% | 9.6% | 3.3% | 1.9% | 1.1% | 1.3% | 0.46% | 0.69% |
| Mar 2026 | 40.3% | 41% | 9.7% | 4.3% | 2% | 1.1% | 1.1% | 0.37% | 0.23% |
| Apr 2026 | 49.5% | 31.4% | 9.7% | 4.3% | 2.4% | 1.1% | 0.87% | 0.47% | 0.23% |
| May 2026 | 45.6% | 35.5% | 11.1% | 3.1% | 2.2% | 0.99% | 0.8% | 0.52% | 0.28% |
| Jun 2026 | 44.4% | 33.5% | 13.2% | 3.7% | 2.6% | 0.95% | 0.95% | 0.4% | 0.33% |
| Jul 2026 | 44.9% | 32.9% | 13.4% | 3.7% | 2.7% | 0.97% | 0.78% | 0.52% | 0.19% |
| Aug 2026 | 45.8% | 33% | 13.6% | 3.1% | 1.8% | 1.2% | 0.8% | 0.43% | 0.28% |
| Sep 2026 | 44.6% | 32.5% | 13.3% | 3.7% | 2.7% | 1.4% | 0.96% | 0.52% | 0.33% |
| Oct 2026 | 48.1% | 29.5% | 14.3% | 3.2% | 1.9% | 1.3% | 1% | 0.45% | 0.23% |
How has branded search for MILK Books and Shutterfly changed in New Zealand over the last 12 months?
3 findings
- MILK Books was ahead of Shutterfly in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, MILK Books’ share of searches among photo book printing services in New Zealand moved from 3.5% to 3.2%, and its estimated monthly branded searches moved from 1.9K to 1K.
- Across the 12 months ending October 2026, Shutterfly’s share of searches among photo book printing services in New Zealand moved from 0.87% to 1%, and its estimated monthly branded searches moved from 480 to 320.
How did search popularity change for New Zealand photo book printing services in October 2026?
2 changes
Estimated monthly branded searches for MILK Books in New Zealand fell 47.4% over 12 measured months, from 1.9K to 1K in October 2026.
Estimated monthly branded searches for Shutterfly in New Zealand fell 33.3% over 12 measured months, from 480 to 320 in October 2026.
How are MILK Books’ and Shutterfly’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using MILK Books’ and Shutterfly’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.
MILK Books
1 branded search term
- milk books
Shutterfly
1 branded search term
- shutterfly
Other head-to-heads among photo book printing services
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