Brandwave

AWS Legal vs PRLaw:Which is more popular?

In September 2026, AWS Legal had more branded searches than PRLaw among Invercargill law firms in New Zealand. AWS Legal had about 430 branded searches, while PRLaw had 360. AWS Legal made up 23.6% of all Invercargill law firm searches we track, and PRLaw accounted for 19.8%. When we asked ChatGPT and Google AI Overviews about Invercargill law firms, AWS Legal appeared in three of the four answers and PRLaw in two. PRLaw was mentioned before AWS Legal in two out of three answers.

Among Invercargill law firms in New Zealand in September 2026

Who do people search for more?

AWS Legal, about 19% more searches than PRLaw

AWS Legal 430 searchesPRLaw 360 searches

Who does AI mention more?

AWS Legal, mentioned in 3 of 4 answers, PRLaw in 2

AWS Legal in 3 of 4PRLaw in 2 of 4

Who does AI recommend more?

PRLaw, named ahead of AWS Legal in 2 of 3 answers

PRLaw first in 2AWS Legal first in 1

Follow AWS Legal vs PRLaw 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

Track your brand against a rival →

Top Invercargill law firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, AWS Legal was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. PRLaw was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. PRLaw was listed before AWS Legal in two out of three answers.

Most recommended by AI

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

  1. PRLaw1st
  2. Ward Adams Bryan-Lamb2nd
  3. Cruickshank Pryde3rd
  4. Eagles Eagles & Redpath4th
  5. Scholefield Law5th
  6. AWS Legal6th
  7. Mee & Henry7th
  8. French Burt Partners8th
  9. Walker Murdoch Law–

Mentioned by AI

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

  • AWS Legal3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Cruickshank Pryde3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Eagles Eagles & Redpath3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Scholefield Law3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ward Adams Bryan-Lamb3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mee & Henry3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • PRLaw2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • French Burt Partners1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Walker Murdoch Law0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about Invercargill law firms

4 answers

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 Legal or PRLaw more popular in search?

This chart shows how often people search Google for AWS Legal and PRLaw by name. Each line represents a brand's share of searches for all nine Invercargill law firms we track, month by month, from searches in New Zealand.

AWS Legal and PRLaw among Invercargill law firms in New Zealand, by month

Share of searches by month for AWS Legal, PRLaw. The figures are in the table below the chart.

View monthly share of searches table
MonthAWS LegalPRLawCruickshank PrydeEagles Eagles & RedpathWalker Murdoch LawScholefield LawFrench Burt PartnersWard Adams Bryan-LambMee & Henry
Oct 202521.9%17.2%26%7.7%7.1%5.3%5.9%5.9%3%
Nov 202522.7%20.1%23.2%8.2%7.7%5.7%4.1%5.2%3.1%
Dec 202517.9%22.2%22.8%9.9%9.3%5.6%4.3%4.9%3.1%
Jan 202620.3%18.2%23.6%8.8%10.1%6.1%2.7%6.8%3.4%
Feb 202621.2%17.1%24.7%7.6%9.4%8.2%2.9%5.9%2.9%
Mar 202626.7%16%22.3%9.2%8.7%5.3%3.9%4.9%2.9%
Apr 202623%16.8%25.5%11.8%6.2%6.8%3.1%3.7%3.1%
May 202621.9%20.2%20.2%15.7%5.6%5.1%3.4%4.5%3.4%
Jun 202624.5%18.1%21.6%11.3%7.4%5.4%2.9%4.9%3.9%
Jul 202623.3%14.8%25%13.1%6.8%6.3%4.5%3.4%2.8%
Aug 202622.9%16.5%18.8%13.5%8.8%6.5%4.7%4.7%3.5%
Sep 202623.6%19.8%17%12.6%9.9%4.9%4.4%4.4%3.3%

How has the AWS Legal and PRLaw comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: PRLaw took it in December 2025, AWS Legal took it in January 2026.
  • Across the 12 months ending September 2026, AWS Legal’s share of searches among Invercargill law firms in New Zealand moved from 21.9% to 23.6%, and its estimated monthly branded searches moved from 370 to 430.
  • Across the 12 months ending September 2026, PRLaw’s share of searches among Invercargill law firms in New Zealand moved from 17.2% to 19.8%, and its estimated monthly branded searches moved from 290 to 360.

How did search popularity change for New Zealand Invercargill law firms in September 2026?

2 changes

  1. In September 2026, PRLaw overtook Cruickshank Pryde to rank 2nd among Invercargill law firms in New Zealand, with 19.8% of the searches.

  2. In September 2026, AWS Legal gained share of searches among Invercargill law firms in New Zealand, from 22.9% to 23.6%.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using AWS Legal’s and PRLaw’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 Legal

3 branded search terms

  • aws legal
  • aws legal invercargill
  • awslegal

PRLaw

3 branded search terms

  • pr law
  • prlaw
  • prlaw invercargill

How the Brand Demand Index is measured

Other head-to-heads among Invercargill law firms

Creator with pink hair and a pink jacket

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.

Start free