---
title: "Appliance retailers in the United Kingdom: Which are searched most?"
description: "Compare the UK shops people buy washing machines, fridges and other home appliances from. Share of Search among AO, Currys, Appliances Direct, Marks Electrical, Euronics, Argos, Hughes, John Lewis, Sonic Direct and Appliance City, the appliance retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-appliance-retailers"
publisher: "Brandwave"
---

# Appliance retailers in the United Kingdom: Which are searched most?

Compare the UK shops people buy washing machines, fridges and other home appliances from. Share of Search among AO, Currys, Appliances Direct, Marks Electrical, Euronics, Argos, Hughes, John Lewis, Sonic Direct and Appliance City, the appliance retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Appliance retailers
- **Market**: United Kingdom
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: AO, 43.2%

## Which brand is most popular in search among appliance retailers in the United Kingdom?

- In September 2026, AO was the most searched among appliance retailers in the United Kingdom, with an estimated 246K branded searches, 43.2% of all searches for the ten we track.
- Currys is in 2nd place, 23.9 percentage points behind at 19.3%.
- 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, Currys’ share of searches among appliance retailers in the United Kingdom decreased from 23.6% to 19.3%.
- 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, Marks Electrical’s share of searches among appliance retailers in the United Kingdom decreased from 13% to 8.7%.
- Across the 12 months ending September 2026, Euronics’ share of searches among appliance retailers in the United Kingdom decreased from 8.7% to 5.8%.
- Across the 12 months ending September 2026, Argos’ share of searches among appliance retailers in the United Kingdom decreased from 7.1% to 4.8%.
- Across the 12 months ending September 2026, Hughes’ share of searches among appliance retailers in the United Kingdom decreased from 4.8% to 2.6%.
- Across the 12 months ending September 2026, John Lewis’ share of searches among appliance retailers in the United Kingdom decreased from 3.2% to 2.1%.
- Across the 12 months ending September 2026, Appliance City’s share of searches among appliance retailers in the United Kingdom decreased from 2.1% to 1.2%.
- 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, Currys’ share of searches among appliance retailers in the United Kingdom peaked at 27.5% in January 2026 and was lowest at 17% in August 2026.
- 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.
- Across the 12 months ending September 2026, Marks Electrical’s share of searches among appliance retailers in the United Kingdom peaked at 14.6% in November 2025 and was lowest at 7.7% in August 2026.
- Across the 12 months ending September 2026, Euronics’ share of searches among appliance retailers in the United Kingdom peaked at 10.9% in February 2026 and was lowest at 5.8% in September 2026.
- Across the 12 months ending September 2026, Argos’ share of searches among appliance retailers in the United Kingdom peaked at 8.9% in February 2026 and was lowest at 4.2% in August 2026.
- Across the 12 months ending September 2026, Hughes’ share of searches among appliance retailers in the United Kingdom peaked at 5.4% in November 2025 and was lowest at 2.3% in August 2026.
- Across the 12 months ending September 2026, John Lewis’ share of searches among appliance retailers in the United Kingdom peaked at 3.4% in January 2026 and was lowest at 1.9% in August 2026.
- Across the 12 months ending September 2026, Sonic Direct’s share of searches among appliance retailers in the United Kingdom peaked at 3.6% in November 2025 and was lowest at 1.5% in August 2026.
- Across the 12 months ending September 2026, Appliance City’s share of searches among appliance retailers in the United Kingdom peaked at 2.4% in November 2025 and was lowest at 1% in August 2026.
- Across the 12 months ending September 2026, AO rose from 2nd to 1st among appliance retailers in the United Kingdom.
- Across the 12 months ending September 2026, Currys fell from 1st to 2nd among appliance retailers in the United Kingdom.
- Across the 12 months ending September 2026, Sonic Direct rose from 10th to 9th among appliance retailers in the United Kingdom.
- Across the 12 months ending September 2026, Appliance City fell from 9th to 10th among appliance retailers in the United Kingdom.

## Top appliance retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Currys and John Lewis appeared every time. John Lewis was recommended most often, coming first in one out of five answers. AO was second, and Currys was third. Hughes, which ranked seventh in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| John Lewis | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| AO | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Currys | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Argos | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Appliances Direct | 5th | 1 of 3 | 0 of 2 | 1 of 5 |
| Marks Electrical | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Euronics | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Hughes | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Sonic Direct | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Appliance City | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about appliance retailers

- Asked ChatGPT "Where's the best place to buy a washing machine in the UK?": 1. AO, 2. John Lewis, 3. Currys, 4. Appliances Direct
- Asked ChatGPT "Which UK retailers are best for buying kitchen appliances?": 1. AO, 2. John Lewis, 3. Currys, 4. Argos, 5. Marks Electrical
- Asked ChatGPT "Where should I buy a new fridge freezer in the UK?": 1. AO, 2. John Lewis, 3. Currys, 4. Argos, 5. Euronics
- Searched Google, AI Overview "washing machines": 1. John Lewis, 2. Currys
- Searched Google, AI Overview "fridge freezers": 1. Currys, 2. John Lewis, 3. AO, 4. Argos

Not named in any answer: Hughes, Sonic Direct and Appliance City.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 28, 2026.

## Compare search popularity between leading brands

- [AO vs Currys: compare search popularity](/demand/uk/compare/ao-vs-currys): 43.2% against 19.3% Share of Search.
- [AO vs Appliances Direct: compare search popularity](/demand/uk/compare/ao-vs-appliances-direct): 43.2% against 10.6% Share of Search.
- [AO vs Marks Electrical: compare search popularity](/demand/uk/compare/ao-vs-marks-electrical): 43.2% against 8.7% Share of Search.
- [AO vs Euronics: compare search popularity](/demand/uk/compare/ao-vs-euronics): 43.2% against 5.8% Share of Search.
- [Currys vs Appliances Direct: compare search popularity](/demand/uk/compare/appliances-direct-vs-currys): 19.3% against 10.6% Share of Search.
- [Currys vs Marks Electrical: compare search popularity](/demand/uk/compare/currys-vs-marks-electrical): 19.3% against 8.7% Share of Search.
- [Currys vs Euronics: compare search popularity](/demand/uk/compare/currys-vs-euronics): 19.3% against 5.8% Share of Search.
- [Appliances Direct vs Marks Electrical: compare search popularity](/demand/uk/compare/appliances-direct-vs-marks-electrical): 10.6% against 8.7% Share of Search.
- [Appliances Direct vs Euronics: compare search popularity](/demand/uk/compare/appliances-direct-vs-euronics): 10.6% against 5.8% Share of Search.
- [Marks Electrical vs Euronics: compare search popularity](/demand/uk/compare/euronics-vs-marks-electrical): 8.7% against 5.8% Share of Search.

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

- In September 2026, Currys gained share of searches among appliance retailers in the United Kingdom, from 17% to 19.3%.
- In September 2026, Marks Electrical gained share of searches among appliance retailers in the United Kingdom, from 7.7% to 8.7%.
- In September 2026, Argos gained share of searches among appliance retailers in the United Kingdom, from 4.2% to 4.8%.
- In September 2026, AO lost share of searches among appliance retailers in the United Kingdom, from 46.6% to 43.2%.
- In September 2026, Appliances Direct lost share of searches among appliance retailers in the United Kingdom, from 11.5% to 10.6%.
- 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.
- Estimated monthly branded searches for Appliance City in the United Kingdom fell 33.3% over 12 measured months, from 9.9K to 6.6K in September 2026.
- Estimated monthly branded searches for Hughes in the United Kingdom fell 33.3% over 12 measured months, from 22.2K to 14.8K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | AO | 43.2% | 246K | -18.3% | AO |
| 2 | Currys | 19.3% | 110K | 0.0% | Currys |
| 3 | Appliances Direct | 10.6% | 60.5K | -18.2% | Buy It Direct |
| 4 | Marks Electrical | 8.7% | 49.5K | 0.0% | Marks Electrical |
| 5 | Euronics | 5.8% | 33.1K | -18.3% | Euronics |
| 6 | Argos | 4.8% | 27.1K | 0.0% | Argos |
| 7 | Hughes | 2.6% | 14.8K | 0.0% | Hughes |
| 8 | John Lewis | 2.1% | 12.1K | 0.0% | John Lewis |
| 9 | Sonic Direct | 1.7% | 9.9K | 0.0% | Sonic Direct |
| 10 | Appliance City | 1.2% | 6.6K | 0.0% | Appliance City |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Currys | 110K | 23.6% | 1 |
| Oct 2025 | AO | 90.5K | 19.4% | 2 |
| Oct 2025 | Appliances Direct | 74K | 15.9% | 3 |
| Oct 2025 | Marks Electrical | 60.5K | 13% | 4 |
| Oct 2025 | Euronics | 40.5K | 8.7% | 5 |
| Oct 2025 | Argos | 33.1K | 7.1% | 6 |
| Oct 2025 | Hughes | 22.2K | 4.8% | 7 |
| Oct 2025 | John Lewis | 14.8K | 3.2% | 8 |
| Oct 2025 | Appliance City | 9.9K | 2.1% | 9 |
| Oct 2025 | Sonic Direct | 9.9K | 2.1% | 10 |
| Nov 2025 | Currys | 121K | 24% | 1 |
| Nov 2025 | Appliances Direct | 90.5K | 17.9% | 2 |
| Nov 2025 | AO | 74K | 14.6% | 3 |
| Nov 2025 | Marks Electrical | 74K | 14.6% | 4 |
| Nov 2025 | Euronics | 40.5K | 8% | 5 |
| Nov 2025 | Argos | 33.1K | 6.6% | 6 |
| Nov 2025 | Hughes | 27.1K | 5.4% | 7 |
| Nov 2025 | Sonic Direct | 18.1K | 3.6% | 8 |
| Nov 2025 | John Lewis | 14.8K | 2.9% | 9 |
| Nov 2025 | Appliance City | 12.1K | 2.4% | 10 |
| Dec 2025 | Currys | 99K | 23.6% | 1 |
| Dec 2025 | Appliances Direct | 74K | 17.7% | 2 |
| Dec 2025 | AO | 60.5K | 14.4% | 3 |
| Dec 2025 | Marks Electrical | 60.5K | 14.4% | 4 |
| Dec 2025 | Euronics | 40.5K | 9.7% | 5 |
| Dec 2025 | Argos | 27.1K | 6.5% | 6 |
| Dec 2025 | Hughes | 22.2K | 5.3% | 7 |
| Dec 2025 | Sonic Direct | 14.8K | 3.5% | 8 |
| Dec 2025 | John Lewis | 12.1K | 2.9% | 9 |
| Dec 2025 | Appliance City | 8.1K | 1.9% | 10 |
| Jan 2026 | Currys | 121K | 27.5% | 1 |
| Jan 2026 | Appliances Direct | 74K | 16.8% | 2 |
| Jan 2026 | AO | 60.5K | 13.7% | 3 |
| Jan 2026 | Marks Electrical | 49.5K | 11.2% | 4 |
| Jan 2026 | Euronics | 40.5K | 9.2% | 5 |
| Jan 2026 | Argos | 33.1K | 7.5% | 6 |
| Jan 2026 | Hughes | 22.2K | 5% | 7 |
| Jan 2026 | John Lewis | 14.8K | 3.4% | 8 |
| Jan 2026 | Sonic Direct | 14.8K | 3.4% | 9 |
| Jan 2026 | Appliance City | 9.9K | 2.2% | 10 |
| Feb 2026 | Currys | 90K | 24.2% | 1 |
| Feb 2026 | AO | 60.5K | 16.3% | 2 |
| Feb 2026 | Appliances Direct | 60.5K | 16.3% | 3 |
| Feb 2026 | Euronics | 40.5K | 10.9% | 4 |
| Feb 2026 | Marks Electrical | 40.5K | 10.9% | 5 |
| Feb 2026 | Argos | 33.1K | 8.9% | 6 |
| Feb 2026 | Hughes | 18.1K | 4.9% | 7 |
| Feb 2026 | John Lewis | 12.1K | 3.3% | 8 |
| Feb 2026 | Sonic Direct | 9.9K | 2.7% | 9 |
| Feb 2026 | Appliance City | 6.6K | 1.8% | 10 |
| Mar 2026 | AO | 201K | 38.6% | 1 |
| Mar 2026 | Currys | 99K | 19% | 2 |
| Mar 2026 | Appliances Direct | 60.5K | 11.6% | 3 |
| Mar 2026 | Euronics | 40.5K | 7.8% | 4 |
| Mar 2026 | Marks Electrical | 40.5K | 7.8% | 5 |
| Mar 2026 | Argos | 33.1K | 6.4% | 6 |
| Mar 2026 | Hughes | 18.1K | 3.5% | 7 |
| Mar 2026 | John Lewis | 12.1K | 2.3% | 8 |
| Mar 2026 | Appliance City | 8.1K | 1.6% | 9 |
| Mar 2026 | Sonic Direct | 8.1K | 1.6% | 10 |
| Apr 2026 | AO | 165K | 35% | 1 |
| Apr 2026 | Currys | 99K | 21% | 2 |
| Apr 2026 | Appliances Direct | 60.5K | 12.8% | 3 |
| Apr 2026 | Marks Electrical | 40.5K | 8.6% | 4 |
| Apr 2026 | Euronics | 33.1K | 7% | 5 |
| Apr 2026 | Argos | 27.1K | 5.7% | 6 |
| Apr 2026 | Hughes | 18.1K | 3.8% | 7 |
| Apr 2026 | John Lewis | 12.1K | 2.6% | 8 |
| Apr 2026 | Sonic Direct | 9.9K | 2.1% | 9 |
| Apr 2026 | Appliance City | 6.6K | 1.4% | 10 |
| May 2026 | Currys | 99K | 24.7% | 1 |
| May 2026 | AO | 74K | 18.5% | 2 |
| May 2026 | Appliances Direct | 74K | 18.5% | 3 |
| May 2026 | Marks Electrical | 49.5K | 12.4% | 4 |
| May 2026 | Euronics | 33.1K | 8.3% | 5 |
| May 2026 | Argos | 27.1K | 6.8% | 6 |
| May 2026 | Hughes | 14.8K | 3.7% | 7 |
| May 2026 | John Lewis | 12.1K | 3% | 8 |
| May 2026 | Sonic Direct | 9.9K | 2.5% | 9 |
| May 2026 | Appliance City | 6.6K | 1.6% | 10 |
| Jun 2026 | Appliances Direct | 135K | 26.3% | 1 |
| Jun 2026 | Currys | 110K | 21.4% | 2 |
| Jun 2026 | AO | 74K | 14.4% | 3 |
| Jun 2026 | Marks Electrical | 74K | 14.4% | 4 |
| Jun 2026 | Euronics | 40.5K | 7.9% | 5 |
| Jun 2026 | Argos | 27.1K | 5.3% | 6 |
| Jun 2026 | Hughes | 22.2K | 4.3% | 7 |
| Jun 2026 | John Lewis | 12.1K | 2.4% | 8 |
| Jun 2026 | Sonic Direct | 9.9K | 1.9% | 9 |
| Jun 2026 | Appliance City | 8.1K | 1.6% | 10 |
| Jul 2026 | Currys | 115K | 22.3% | 1 |
| Jul 2026 | AO | 110K | 21.4% | 2 |
| Jul 2026 | Appliances Direct | 110K | 21.4% | 3 |
| Jul 2026 | Marks Electrical | 60.5K | 11.8% | 4 |
| Jul 2026 | Euronics | 40.5K | 7.9% | 5 |
| Jul 2026 | Argos | 27.1K | 5.3% | 6 |
| Jul 2026 | Hughes | 22.2K | 4.3% | 7 |
| Jul 2026 | John Lewis | 12.1K | 2.4% | 8 |
| Jul 2026 | Sonic Direct | 9.9K | 1.9% | 9 |
| Jul 2026 | Appliance City | 6.6K | 1.3% | 10 |
| Aug 2026 | AO | 301K | 46.6% | 1 |
| Aug 2026 | Currys | 110K | 17% | 2 |
| Aug 2026 | Appliances Direct | 74K | 11.5% | 3 |
| Aug 2026 | Marks Electrical | 49.5K | 7.7% | 4 |
| Aug 2026 | Euronics | 40.5K | 6.3% | 5 |
| Aug 2026 | Argos | 27.1K | 4.2% | 6 |
| Aug 2026 | Hughes | 14.8K | 2.3% | 7 |
| Aug 2026 | John Lewis | 12.1K | 1.9% | 8 |
| Aug 2026 | Sonic Direct | 9.9K | 1.5% | 9 |
| Aug 2026 | Appliance City | 6.6K | 1% | 10 |
| Sep 2026 | AO | 246K | 43.2% | 1 |
| Sep 2026 | Currys | 110K | 19.3% | 2 |
| Sep 2026 | Appliances Direct | 60.5K | 10.6% | 3 |
| Sep 2026 | Marks Electrical | 49.5K | 8.7% | 4 |
| Sep 2026 | Euronics | 33.1K | 5.8% | 5 |
| Sep 2026 | Argos | 27.1K | 4.8% | 6 |
| Sep 2026 | Hughes | 14.8K | 2.6% | 7 |
| Sep 2026 | John Lewis | 12.1K | 2.1% | 8 |
| Sep 2026 | Sonic Direct | 9.9K | 1.7% | 9 |
| Sep 2026 | Appliance City | 6.6K | 1.2% | 10 |

## What is being compared

- **AO**: Measured on the search term “ao.com”.
- **Appliance City**: Measured on the search term “appliance city”.
- **Appliances Direct**: Measured on the search term “appliances direct”.
- **Argos**: Measured on the search term “argos washing machines”.
- **Currys**: Measured on the search terms “currys fridge freezer” and “currys washing machines”, summed into one figure.
- **Euronics**: Measured on the search term “euronics”.
- **Hughes**: Measured on the search term “hughes electrical”.
- **John Lewis**: Measured on the search term “john lewis washing machines”.
- **Marks Electrical**: Measured on the search term “marks electrical”.
- **Sonic Direct**: Measured on the search term “sonic direct”.

- [AO](/demand/uk/brands/ao)
- [Appliance City](/demand/uk/brands/appliance-city)
- [Appliances Direct](/demand/uk/brands/appliances-direct)
- [Argos](/demand/uk/brands/argos)
- [Currys](/demand/uk/brands/currys)
- [Euronics](/demand/uk/brands/euronics)
- [Hughes](/demand/uk/brands/hughes-electrical)
- [John Lewis](/demand/uk/brands/john-lewis)
- [Marks Electrical](/demand/uk/brands/marks-electrical)
- [Sonic Direct](/demand/uk/brands/sonic-direct)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among appliance retailers in the United Kingdom?

In September 2026, AO was the most searched among appliance retailers in the United Kingdom, with an estimated 246K branded searches, 43.2% of all searches for the ten we track.

## Cite this page

Brandwave. "Appliance retailers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-appliance-retailers

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-appliance-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.