Brandwave

How popular isAO?

In September 2026, people searched for AO by name about 246,000 times in the United Kingdom, a 171.8% increase from the previous year. These searches made up 43.2% of all United Kingdom appliance retailer searches, placing AO first out of ten retailers. When we asked both ChatGPT and Google AI Overviews about appliance retailers, AO appeared in four of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

AO is the most searched of 10 competitors and the second most recommended in AI answers.

  1. AOShare of searches 43.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. CurrysShare of searches 19.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  3. Appliances DirectShare of searches 10.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. Marks ElectricalShare of searches 8.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  5. EuronicsShare of searches 5.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top appliance retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, AO was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. AO is the second most recommended of the ten.

Most recommended by AI

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

  1. John Lewis1st
  2. AO2nd
  3. Currys3rd
  4. Argos4th
  5. Appliances Direct5th
  6. Marks Electrical6th
  7. Euronics6th
  8. Hughes–
  9. Sonic Direct–
  10. Appliance City–

Mentioned by AI

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

  • Currys5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Argos3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Appliances Direct1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Marks Electrical1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Euronics1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hughes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sonic Direct0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Appliance City0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about appliance retailers

5 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 28, 2026.

Which appliance retailers compete with AO?

AO against appliance retailers in the United Kingdom, by month

Share of searches by month for AO, Currys, Appliances Direct, Marks Electrical, Euronics, Argos, Hughes, John Lewis. The figures are in the table below the chart.

View monthly share of searches table
MonthAOCurrysAppliances DirectMarks ElectricalEuronicsArgosHughesJohn LewisSonic DirectAppliance City
Oct 202519.4%23.6%15.9%13%8.7%7.1%4.8%3.2%2.1%2.1%
Nov 202514.6%24%17.9%14.6%8%6.6%5.4%2.9%3.6%2.4%
Dec 202514.4%23.6%17.7%14.4%9.7%6.5%5.3%2.9%3.5%1.9%
Jan 202613.7%27.5%16.8%11.2%9.2%7.5%5%3.4%3.4%2.2%
Feb 202616.3%24.2%16.3%10.9%10.9%8.9%4.9%3.3%2.7%1.8%
Mar 202638.6%19%11.6%7.8%7.8%6.4%3.5%2.3%1.6%1.6%
Apr 202635%21%12.8%8.6%7%5.7%3.8%2.6%2.1%1.4%
May 202618.5%24.7%18.5%12.4%8.3%6.8%3.7%3%2.5%1.6%
Jun 202614.4%21.4%26.3%14.4%7.9%5.3%4.3%2.4%1.9%1.6%
Jul 202621.4%22.3%21.4%11.8%7.9%5.3%4.3%2.4%1.9%1.3%
Aug 202646.6%17%11.5%7.7%6.3%4.2%2.3%1.9%1.5%1%
Sep 202643.2%19.3%10.6%8.7%5.8%4.8%2.6%2.1%1.7%1.2%

  1. 1.AO

    43.2%

    Held 1st. 246K estimated branded searches, -18.3% vs prior month. Share -3.4 points.

  2. 2.Currys

    19.3%

    Held 2nd. 110K estimated branded searches, 0% vs prior month. Share +2.3 points.

  3. 3.Appliances Direct

    10.6%

    Held 3rd. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  4. 4.Marks Electrical

    8.7%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +1 points.

  5. 5.Euronics

    5.8%

    Held 5th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  6. 6.Argos

    4.8%

    Held 6th. 27.1K estimated branded searches, 0% vs prior month. Share +0.6 points.

  7. 7.Hughes

    2.6%

    Held 7th. 14.8K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.John Lewis

    2.1%

    Held 8th. 12.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  9. 9.Sonic Direct

    1.7%

    Held 9th. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.

  10. 10.Appliance City

    1.2%

    Held 10th. 6.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

Currys, Argos and John Lewis sell other things too, so only their searches that name this product count here, like “currys fridge freezer”.

Compare popularity between AO and its closest rivals

Every comparison with AO

11 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for AO in the United Kingdom rose from 90.5K to 246K.
  • Across the 12 months ending September 2026, AO’s share of searches among appliance retailers in the United Kingdom increased from 19.4% to 43.2%.
  • Across the 12 months ending September 2026, AO’s share of searches among appliance retailers in the United Kingdom peaked at 46.6% in August 2026 and was lowest at 13.7% in January 2026.
  • Across the 12 months ending September 2026, AO rose from 2nd to 1st among appliance retailers in the United Kingdom.

How did search popularity change for United Kingdom appliance retailers in September 2026?

6 changes

  1. In September 2026, Currys gained share of searches among appliance retailers in the United Kingdom, from 17% to 19.3%.

  2. In September 2026, Marks Electrical gained share of searches among appliance retailers in the United Kingdom, from 7.7% to 8.7%.

  3. In September 2026, Argos gained share of searches among appliance retailers in the United Kingdom, from 4.2% to 4.8%.

  4. In September 2026, AO lost share of searches among appliance retailers in the United Kingdom, from 46.6% to 43.2%.

  5. In September 2026, Appliances Direct lost share of searches among appliance retailers in the United Kingdom, from 11.5% to 10.6%.

  6. Euronics’ share of searches among appliance retailers in the United Kingdom has lost ground for 3 months in a row, from 7.9% to 5.8% in September 2026.

How are AO’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using AO’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.

  • ao.com

Do you work for AO? 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 AO compete?

AO 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
Electronics retailers5th of 60.61%Show ranking
Appliance retailers1st of 1043.2%Shown above
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Is AO your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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