Brandwave

How popular isAppliances Direct?

In September 2026, people searched for Appliances Direct by name about 60,500 times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 10.6% of all United Kingdom appliance retailer searches, placing Appliances Direct third out of ten retailers. When we asked both ChatGPT and Google AI Overviews about appliance retailers, Appliances Direct appeared in one of the five answers and was the fifth most recommended of the ten.

Search and AI answers in September 2026

Appliances Direct is the third most searched of 10 competitors and the fifth 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, Appliances Direct was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Appliances Direct is the fifth 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 Appliances Direct?

Appliances Direct 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 Appliances Direct and its closest rivals

Every comparison with Appliances Direct

9 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Appliances Direct in the United Kingdom fell from 74K to 60.5K.
  • Across the 12 months ending September 2026, Appliances Direct’s share of searches among appliance retailers in the United Kingdom decreased from 15.9% to 10.6%.
  • Across the 12 months ending September 2026, Appliances Direct’s share of searches among appliance retailers in the United Kingdom peaked at 26.3% in June 2026 and was lowest at 10.6% in September 2026.

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 Appliances Direct’s branded searches counted?

1 search term

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

  • appliances direct

How the Brand Demand Index is measured

Who owns Appliances Direct?

Appliances Direct is owned by Buy It Direct. Brandwave does not track any other brands owned by Buy It Direct.

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

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