Brandwave

How popular isAmerican Express?

In September 2026, people searched for American Express by name about 201,000 times in the United Kingdom, an 18.3% decrease from the previous year. These searches made up 0.16% of all United Kingdom business credit card searches, placing American Express sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about business credit cards, American Express did not appear in any of the answers.

Search and AI answers in September 2026

American Express is the sixth most searched of 6 competitors and not listed in any AI answer.

  1. Capital on TapShare of searches 86.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. BarclaycardShare of searches 11.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. NatWestShare of searches 1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  4. Lloyds BankShare of searches 0.68%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. American ExpressShare of searches 0.16%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top business credit cards in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, American Express did not appear in any of the four answers.

Most recommended by AI

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

  1. Capital on Tap1st
  2. Barclaycard2nd
  3. NatWest3rd
  4. Lloyds Bank4th
  5. HSBC–
  6. American Express–

Mentioned by AI

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

  • Barclaycard4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Capital on Tap3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • NatWest2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Lloyds Bank2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • HSBC0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • American Express0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about business credit cards

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which business credit cards compete with American Express?

American Express against business credit cards in the United Kingdom, by month

Share of searches by month for Capital on Tap, Barclaycard, American Express. The figures are in the table below the chart.

View monthly share of searches table
MonthCapital on TapBarclaycardNatWestLloyds BankHSBCAmerican Express
Oct 202583.6%13.7%1.2%0.66%0.66%0.19%
Nov 202583.6%13.7%1.2%0.66%0.66%0.15%
Dec 202580.9%16.2%1.2%0.78%0.78%0.15%
Jan 202683.2%13.6%1.4%0.81%0.81%0.19%
Feb 202683.5%13.7%1.2%0.66%0.81%0.15%
Mar 202683.4%13.7%1.2%0.66%0.81%0.23%
Apr 202685.7%11.5%1.2%0.68%0.68%0.2%
May 202685.9%11.5%1%0.68%0.68%0.16%
Jun 202685.9%11.5%1%0.68%0.68%0.16%
Jul 202686.4%11.6%0.84%0.56%0.56%0.13%
Aug 202688.2%9.6%0.86%0.57%0.57%0.13%
Sep 202686.1%11.5%1%0.68%0.55%0.16%

  1. 1.Capital on Tap

    86.1%

    Held 1st. 60.5K estimated branded searches, 0% vs prior month. Share -2.2 points.

  2. 2.Barclaycard

    11.5%

    Held 2nd. 8.1K estimated branded searches, +22.7% vs prior month. Share +1.9 points.

  3. 3.NatWest

    1%

    Held 3rd. 720 estimated branded searches, +22% vs prior month. Share +0.2 points.

  4. 4.Lloyds Bank

    0.68%

    Moved from 5th to 4th. 480 estimated branded searches, +23.1% vs prior month. Share +0.1 points.

  5. 5.HSBC

    0.55%

    Moved from 4th to 5th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.American Express

    0.16%

    Held 6th. 110 estimated branded searches, +22.2% vs prior month. Share 0 points.

American Express, Barclaycard and 3 other brands sell other things too, so only their searches that name this product count here, like “amex business card uk”.

Compare popularity between American Express and its closest rivals

Every comparison with American Express

12 comparisons

How has branded search demand for American Express changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for American Express in the United Kingdom fell from 246K to 201K.
  • Across the 12 months ending September 2026, American Express’ share of searches among business credit cards in the United Kingdom held steady, from 0.19% to 0.16%.

How did search popularity change for United Kingdom business credit cards in September 2026?

6 changes

  1. In September 2026, Barclaycard gained share of searches among business credit cards in the United Kingdom, from 9.6% to 11.5%.

  2. In September 2026, Capital on Tap lost share of searches among business credit cards in the United Kingdom, from 88.2% to 86.1%.

  3. In September 2026, Lloyds Bank rose from 5th to 4th among business credit cards in the United Kingdom.

  4. In September 2026, HSBC fell from 4th to 5th among business credit cards in the United Kingdom.

  5. Estimated monthly branded searches for American Express in the United Kingdom fell 21.4% over 12 measured months, from 140 to 110 in September 2026.

  6. Estimated monthly branded searches for NatWest in the United Kingdom fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are American Express’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using American Express’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • american express
  • amex business card uk

Do you work for American Express? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does American Express compete?

American Express is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Credit cards1st of 923.5%Show ranking
Business credit cards6th of 60.16%Shown above
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Is American Express your brand?

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