Brandwave

Appliances Direct vs Currys:Which is more popular?

In September 2026, Currys had more branded searches than Appliances Direct among appliance retailers in the United Kingdom. Currys had about 110,000 branded searches, while Appliances Direct had 60,500. Currys made up 19.3% of all appliance retailer searches we track, and Appliances Direct accounted for 10.6%. When we asked ChatGPT and Google AI Overviews about appliance retailers, Currys appeared in all five answers and Appliances Direct in one. Currys was mentioned before Appliances Direct in every answer.

Among appliance retailers in the United Kingdom in September 2026

Who do people search for more?

Currys, about 82% more searches than Appliances Direct

Currys 110K searchesAppliances Direct 60.5K searches

Who does AI mention more?

Currys, mentioned in every answer we collected

Currys in 5 of 5Appliances Direct in 1 of 5

Who does AI recommend more?

Currys, named ahead of Appliances Direct in every answer

Currys first in 5Appliances Direct never first

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Top appliance retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Currys appeared in all five answers. 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. Currys was listed before Appliances Direct in every answer.

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.

Is Appliances Direct or Currys more popular in search?

This chart shows how often people search Google for Appliances Direct and Currys by name. Each line represents a brand's share of searches for all ten appliance retailers we track, month by month, from searches in United Kingdom.

Appliances Direct and Currys among appliance retailers in the United Kingdom, by month

Share of searches by month for Currys, Appliances Direct. 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%

Currys sells other things too, so only its searches that name this product count here, like “currys fridge freezer”.

How has the Appliances Direct and Currys comparison changed over the last 12 months?

3 findings

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

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

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Appliances Direct’s and Currys’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Appliances Direct

1 branded search term

  • appliances direct

Currys

2 branded search terms

  • currys fridge freezer
  • currys washing machines

How the Brand Demand Index is measured

Other head-to-heads among appliance retailers

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