Brandwave

How popular isWayfair?

In September 2026, people searched for Wayfair by name about 13,700 times in the United Kingdom, an 11.7% decrease from the previous year. These searches made up 4.8% of all United Kingdom rug retailer searches, placing Wayfair seventh out of 11 retailers. When we asked both ChatGPT and Google AI Overviews about rug retailers, Wayfair appeared in two of the five answers and was the eighth most recommended of the 11.

Search and AI answers in September 2026

Wayfair is the seventh most searched of 11 competitors and the eighth most recommended in AI answers.

  1. DunelmShare of searches 29.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. IKEAShare of searches 19.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. RuggableShare of searches 19.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. NextShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. WayfairShare of searches 4.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th

+6 more

Wayfair website (opens in a new tab)

Follow Wayfair and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top rug retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wayfair was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Wayfair is the eighth most recommended of the 11.

Most recommended by AI

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

  1. Dunelm1st
  2. IKEA2nd
  3. Ruggable3rd
  4. Next3rd
  5. Habitat5th
  6. Rugs Direct6th
  7. La Redoute7th
  8. Wayfair8th
  9. John Lewis9th
  10. The Rug Seller10th
  11. +1 more

Mentioned by AI

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

  • Dunelm5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • IKEA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ruggable4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rugs Direct2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wayfair2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Habitat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • La Redoute2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Land of Rugs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+1 more

See every answer about rug retailers

5 answers

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

Which rug retailers compete with Wayfair?

Wayfair against rug retailers in the United Kingdom, by month

Share of searches by month for Dunelm, IKEA, Ruggable, Next, John Lewis, Rugs Direct, Wayfair, Habitat. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEARuggableNextJohn LewisRugs DirectWayfairHabitatLa RedouteLand of RugsThe Rug Seller
Oct 202532.4%17.8%21.8%8%6.5%5.3%4.4%2.4%0.85%0.38%0.26%
Nov 202531%17.1%20.9%9.3%6.3%5.1%6.3%2.3%1%0.45%0.25%
Dec 202535.5%15.9%19.4%8.7%5.8%5.8%4.7%2.6%0.94%0.39%0.23%
Jan 202632.6%17.8%17.8%9.8%6.5%5.3%5.3%2.9%1%0.47%0.26%
Feb 202632.9%18%18%9.9%6.6%5.4%4.4%2.9%1.1%0.45%0.26%
Mar 202633.5%18.3%18.3%8.2%6.7%5.5%5.5%2.4%0.86%0.45%0.22%
Apr 202631.1%17%20.8%9.3%6.2%6.2%5.1%2.8%0.98%0.37%0.25%
May 202633.8%18.5%18.5%8.3%6.8%5.5%4.5%2.5%1.1%0.4%0.27%
Jun 202636.3%16.2%19.8%7.3%5.9%5.9%4.9%2.2%0.96%0.35%0.23%
Jul 202630.1%20.1%20.1%9%6%6%4.9%2.2%0.97%0.36%0.24%
Aug 202633.2%18.2%18.2%10%6.6%5.4%4.4%2.4%1.1%0.26%0.26%
Sep 202629.6%19.8%19.8%8.9%7.2%5.9%4.8%2.6%0.96%0.24%0.19%

  1. 1.Dunelm

    29.6%

    Held 1st. 74K estimated branded searches, 0% vs prior month. Share -3.6 points.

  2. 2.IKEA

    19.8%

    Held 2nd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.6 points.

  3. 3.Ruggable

    19.8%

    Held 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.6 points.

  4. 4.Next

    8.9%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share -1.1 points.

  5. 5.John Lewis

    7.2%

    Held 5th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.6 points.

  6. 6.Rugs Direct

    5.9%

    Held 6th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.5 points.

  7. 7.Wayfair

    4.8%

    Held 7th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  8. 8.Habitat

    2.6%

    Held 8th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  9. 9.La Redoute

    0.96%

    Held 9th. 2.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.Land of Rugs

    0.24%

    Held 10th. 590 estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.The Rug Seller

    0.19%

    Held 11th. 480 estimated branded searches, -18.6% vs prior month. Share -0.1 points.

Dunelm, IKEA and 2 other brands sell other things too, so only their searches that name this product count here, like “dunelm rugs”.

Compare popularity between Wayfair and its closest rivals

Every comparison with Wayfair

19 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Wayfair in the United Kingdom fell from 15.5K to 13.7K.
  • Across the 12 months ending September 2026, Wayfair’s share of searches among rug retailers in the United Kingdom peaked at 6.3% in November 2025 and was lowest at 4.4% in October 2025.

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

6 changes

  1. In September 2026, IKEA gained share of searches among rug retailers in the United Kingdom, from 18.2% to 19.8%.

  2. In September 2026, Ruggable gained share of searches among rug retailers in the United Kingdom, from 18.2% to 19.8%.

  3. In September 2026, John Lewis gained share of searches among rug retailers in the United Kingdom, from 6.6% to 7.2%.

  4. In September 2026, Dunelm lost share of searches among rug retailers in the United Kingdom, from 33.2% to 29.6%.

  5. In September 2026, Next lost share of searches among rug retailers in the United Kingdom, from 10% to 8.9%.

  6. Estimated monthly branded searches for Land of Rugs in the United Kingdom fell 54.6% over 12 measured months, from 1.3K to 590 in September 2026.

How are Wayfair’s branded searches counted?

2 search terms

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

  • wayfair garden furniture
  • wayfair rugs

Do you work for Wayfair? 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 Wayfair compete?

Wayfair 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
Rug retailers7th of 114.8%Shown above
Garden furniture retailers10th of 141.2%Show ranking
Creator with pink hair and a pink jacket

Is Wayfair 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.

Start free