How popular isWaterstones in search?
In September 2026, there were an estimated 9.9K branded searches for Waterstones in United Kingdom which is down 33.1% over the last 12 months. Waterstones holds 3.7% estimated Share of Search among United Kingdom bookstores and is ranked 3rd of 4 competitors for search popularity.
WHSmith61.2%
Blackwell's33.5%
Waterstones3.7%
Foyles1.6%
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Which bookstores compete with Waterstones?
Share of Search by month for WHSmith, Blackwell's, Waterstones. The figures are in the table below the chart.
View monthly share of search table
| Month | WHSmith | Blackwell's | Waterstones | Foyles |
|---|---|---|---|---|
| Oct 2025 | 76.9% | 18.9% | 3.1% | 1.1% |
| Nov 2025 | 76.5% | 18.8% | 3.8% | 0.91% |
| Dec 2025 | 74.9% | 18.4% | 5.5% | 1.1% |
| Jan 2026 | 73.1% | 22% | 3.6% | 1.3% |
| Feb 2026 | 68.5% | 25.1% | 4.1% | 2.2% |
| Mar 2026 | 69.5% | 25.6% | 3.4% | 1.5% |
| Apr 2026 | 70.1% | 25.8% | 2.8% | 1.3% |
| May 2026 | 70.1% | 25.8% | 2.8% | 1.3% |
| Jun 2026 | 65.6% | 29.4% | 3.2% | 1.7% |
| Jul 2026 | 61.6% | 33.8% | 3% | 1.6% |
| Aug 2026 | 61.3% | 33.6% | 3% | 2% |
| Sep 2026 | 61.2% | 33.5% | 3.7% | 1.6% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.2% | 165K | 0% | -0.2 points | |
| 2, held 2nd | 33.5% | 90.5K | 0% | -0.1 points | |
| 3, held 3rd | 3.7% | 9.9K | +22.2% | +0.7 points | |
| 4, held 4th | 1.6% | 4.4K | -18.5% | -0.4 points |
1.
WHSmith61.2%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share -0.2 points.
33.5%
Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share -0.1 points.
3.7%
Held 3rd. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.7 points.
4.
Foyles1.6%
Held 4th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.4 points.
Compare search popularity between Waterstones and its closest rivals
Every comparison with Waterstones
3 comparisons
How has branded search demand for Waterstones changed in United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Waterstones in United Kingdom fell from 14.8K to 9.9K.
- Across the 12 months ending September 2026, Waterstones’ estimated Share of Search among bookstores in United Kingdom increased from 3.1% to 3.7%.
- Across the 12 months ending September 2026, Waterstones’ estimated Share of Search among bookstores in United Kingdom peaked at 5.5% in December 2025 and was lowest at 2.8% in April 2026.
How did search popularity change for United Kingdom bookstores in September 2026?
3 changes
In September 2026, Waterstones gained estimated Share of Search among bookstores in United Kingdom, from 3% to 3.7%.
WHSmith’s estimated Share of Search among bookstores in United Kingdom has lost ground for 3 months in a row, from 65.6% to 61.2% in September 2026.
Estimated monthly branded searches for Foyles in United Kingdom fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
How is Waterstones measured?
Brandwave collects information about searches that people make online using Waterstones’ 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.
1 branded search term
- waterstones books
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