--- title: "Amazon: search popularity in the United Kingdom" description: "Amazon is an online marketplace. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/amazon" publisher: "Brandwave" --- # Amazon: search popularity in the United Kingdom Amazon is an online marketplace. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Amazon - **Owned by**: Amazon - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among electronics retailers**: 61.5% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Electronics retailers | 1 | 61.5% | 24.9M | - [Electronics retailers](/demand/uk/categories/uk-electronics-retailers) ## Top electronics retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Amazon was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Amazon is the fourth most recommended of the six. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Currys | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | John Lewis | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | Richer Sounds | 3rd | 2 of 3 | 1 of 1 | 3 of 4 | | Amazon | 4th | 3 of 3 | 0 of 1 | 3 of 4 | | Argos | 5th | 2 of 3 | 1 of 1 | 3 of 4 | | AO | 5th | 2 of 3 | 1 of 1 | 3 of 4 | ## Every AI answer about electronics retailers - Asked ChatGPT "Which electronics retailer should I shop at in the UK?": 1. Currys, 2. John Lewis, 3. Richer Sounds, 4. Argos, 5. Amazon - Asked ChatGPT "What are the best electronics retailers in the UK?": 1. Currys, 2. John Lewis, 3. Richer Sounds, 4. Amazon, 5. AO - Asked ChatGPT "What's the best electronics retailer in the UK for home gadgets?": 1. Currys, 2. John Lewis, 3. Amazon, 4. Argos, 5. AO - Searched Google, AI Overview "electronics shops uk": 1. Richer Sounds, 2. John Lewis, 3. AO, 4. Currys, 5. Argos Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 19, 2026. ## How has branded search demand for Amazon changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Amazon in the United Kingdom held steady at 24.9M. - Across the 12 months ending September 2026, Amazon’s share of searches among electronics retailers in the United Kingdom increased from 58.4% to 61.5%. - Across the 12 months ending September 2026, Amazon’s share of searches among electronics retailers in the United Kingdom peaked at 67.7% in February 2026 and was lowest at 56% in November 2025. ## How did search popularity change for United Kingdom electronics retailers in September 2026? - In September 2026, Currys gained share of searches among electronics retailers in the United Kingdom, from 10.3% to 12.3%. - In September 2026, Amazon lost share of searches among electronics retailers in the United Kingdom, from 62.8% to 61.5%. - Argos’ share of searches among electronics retailers in the United Kingdom has lost ground for 3 months in a row, from 19% to 18.5% in September 2026. - Estimated monthly branded searches for AO in the United Kingdom rose 171.8% over 12 measured months, from 90.5K to 246K in September 2026. - Estimated monthly branded searches for John Lewis in the United Kingdom fell 18.2% over 12 measured months, from 3.4M to 2.7M in September 2026. - Estimated monthly branded searches for Richer Sounds in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Electronics retailers | 24.9M | 58.4% | 1 | | Nov 2025 | Electronics retailers | 30.4M | 56% | 1 | | Dec 2025 | Electronics retailers | 30.4M | 57.4% | 1 | | Jan 2026 | Electronics retailers | 24.9M | 62.1% | 1 | | Feb 2026 | Electronics retailers | 24.9M | 67.7% | 1 | | Mar 2026 | Electronics retailers | 24.9M | 64.2% | 1 | | Apr 2026 | Electronics retailers | 24.9M | 65.1% | 1 | | May 2026 | Electronics retailers | 24.9M | 63.2% | 1 | | Jun 2026 | Electronics retailers | 24.9M | 63.2% | 1 | | Jul 2026 | Electronics retailers | 24.9M | 63.1% | 1 | | Aug 2026 | Electronics retailers | 24.9M | 62.8% | 1 | | Sep 2026 | Electronics retailers | 24.9M | 61.5% | 1 | ## How are Amazon’s branded searches counted? Brandwave collects information about searches that people make online using Amazon’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “amazon” ## Which electronics retailers compete with Amazon? - [Argos](/demand/uk/brands/argos): Head-to-head: /demand/uk/compare/amazon-vs-argos - [Currys](/demand/uk/brands/currys): Head-to-head: /demand/uk/compare/amazon-vs-currys - [John Lewis](/demand/uk/brands/john-lewis): Head-to-head: /demand/uk/compare/amazon-vs-john-lewis - [AO](/demand/uk/brands/ao): Head-to-head: /demand/uk/compare/amazon-vs-ao - [Richer Sounds](/demand/uk/brands/richer-sounds): Head-to-head: /demand/uk/compare/amazon-vs-richer-sounds ## Who owns Amazon? Amazon is owned by Amazon. Brandwave does not track any other brands owned by Amazon. - [Amazon](/demand/uk/companies/amazon): Owns 28 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Amazon? Amazon is owned by Amazon. Brandwave does not track any other brands owned by Amazon. ## Cite this page Brandwave. "Amazon: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/amazon This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/amazon. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.