Milwaukee vs Stanley:Which is more popular?
In September 2026, Milwaukee had more branded searches than Stanley among toolbox brands in New Zealand. Milwaukee had about 2,950 branded searches, while Stanley had 110. Milwaukee made up 16.1% of all toolbox brand searches we track, and Stanley accounted for 0.6%. When we asked ChatGPT and Google AI Overviews about toolbox brands, Milwaukee appeared in three of the five answers and Stanley in two. Milwaukee was mentioned before Stanley in every answer.
Who do people search for more?
Milwaukee, about 27 searches for every 1 for Stanley
Who does AI mention more?
Milwaukee, mentioned in 3 of 5 answers, Stanley in 2
Who does AI recommend more?
Milwaukee, named ahead of Stanley in every answer
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Top toolbox brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Milwaukee was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Stanley was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Milwaukee was listed before Stanley in every answer.
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.
DeWalt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Milwaukee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Makita2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Tactix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toolbox brands
5 answers
Asked ChatGPT
“Which toolbox brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best toolbox brands in New Zealand?”
Asked ChatGPT
“What's the best toolbox brand in New Zealand for tool storage?”
Searched Google, AI Overview
“tool chest nz”
Searched Google, AI Overview
“heavy duty toolbox”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Milwaukee or Stanley more popular in search?
This chart shows how often people search Google for Milwaukee and Stanley by name. Each line represents a brand's share of searches for all six toolbox brands we track, month by month, from searches in New Zealand.
Share of searches by month for Milwaukee, Stanley. The figures are in the table below the chart.
View monthly share of searches table
| Month | Makita | DeWalt | Milwaukee | Stanley | Tactix | Stanley |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.6% | 27.9% | 14.6% | 4.3% | 1.9% | 0.73% |
| Nov 2025 | 44.6% | 35.2% | 14.4% | 3.5% | 1.6% | 0.65% |
| Dec 2025 | 50.4% | 28.6% | 14.1% | 5.1% | 1.2% | 0.6% |
| Jan 2026 | 51.9% | 29.1% | 12.3% | 4.2% | 1.5% | 0.97% |
| Feb 2026 | 49.5% | 28.6% | 14.2% | 4.4% | 2.7% | 0.46% |
| Mar 2026 | 47.6% | 28.5% | 14.4% | 5% | 3.8% | 0.57% |
| Apr 2026 | 45.2% | 25.3% | 12.7% | 4.7% | 11.5% | 0.54% |
| May 2026 | 42.4% | 24.1% | 15.1% | 4.6% | 13.5% | 0.28% |
| Jun 2026 | 41.9% | 29.1% | 15.3% | 4.4% | 8.9% | 0.28% |
| Jul 2026 | 47.9% | 27.7% | 16.6% | 5.4% | 1.9% | 0.58% |
| Aug 2026 | 43.3% | 28.4% | 21.3% | 4.8% | 1.7% | 0.51% |
| Sep 2026 | 49.8% | 27.3% | 16.1% | 5% | 1.2% | 0.6% |
How has the Milwaukee and Stanley comparison changed over the last 12 months?
3 findings
- Milwaukee was ahead of Stanley in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among toolbox brands in New Zealand moved from 14.6% to 16.1%, and its estimated monthly branded searches moved from 2.2K to 3K.
- Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands in New Zealand moved from 0.73% to 0.6%, and its estimated monthly branded searches held steady at 110.
How did search popularity change for New Zealand toolbox brands in September 2026?
1 change
In September 2026, Milwaukee lost share of searches among toolbox brands in New Zealand, from 21.3% to 16.1%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Milwaukee’s and Stanley’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.
Other head-to-heads among toolbox brands
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