--- title: "M&S vs River Island: Which is searched more in the United Kingdom?" description: "Is M&S or River Island more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jeans brands set in the United Kingdom. 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-jeans-brands/compare/marks-and-spencer-vs-river-island" publisher: "Brandwave" --- # M&S vs River Island: Which is searched more in the United Kingdom? Is M&S or River Island more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jeans brands set in the United Kingdom. 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 - **Compared**: M&S and River Island - **Competitive set**: Jeans brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **M&S Share of Search**: 23.2% - **River Island Share of Search**: 10.4% ## Is M&S or River Island more popular in search? - In September 2026, M&S had more branded searches than River Island among jeans brands in the United Kingdom. M&S had about 22,200 branded searches, while River Island had 9,900. M&S made up 23.2% of all jeans brand searches we track, and River Island accounted for 10.4%. - M&S was ahead of River Island in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, M&S’s share of searches among jeans brands in the United Kingdom moved from 20.8% to 23.2%, and its estimated monthly branded searches moved from 27.1K to 22.2K. - Across the 12 months ending September 2026, River Island’s share of searches among jeans brands in the United Kingdom moved from 11.4% to 10.4%, and its estimated monthly branded searches moved from 14.8K to 9.9K. ## Top jeans brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, M&S was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. River Island did not appear in any of the four answers. 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 | | --- | --- | --- | --- | --- | | Levi's | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Wrangler | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | M&S | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | Diesel | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | River Island | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Lee | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | G-Star RAW | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about jeans brands - Asked ChatGPT "What are the best jeans brands in the UK?": 1. Levi's, 2. M&S, 3. Wrangler - Asked ChatGPT "Where can I buy jeans that fit well in the UK?": 1. Levi's, 2. M&S - Asked ChatGPT "Which jeans last the longest?": 1. Wrangler, 2. Levi's - Searched Google, AI Overview "jeans": 1. Levi's Not named in any answer: Diesel, River Island, Lee and G-Star RAW. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How did search popularity change for United Kingdom jeans brands in September 2026? - In September 2026, M&S overtook Diesel to rank 2nd among jeans brands in the United Kingdom, with 23.2% of the searches. - In September 2026, River Island gained share of searches among jeans brands in the United Kingdom, from 9.1% to 10.4%. ## Month by month | Month | M&S estimated searches | M&S Share of Search | M&S rank | River Island estimated searches | River Island Share of Search | River Island rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 27.1K | 20.8% | 2 | 14.8K | 11.4% | 3 | | Nov 2025 | 22.2K | 14.3% | 2 | 14.8K | 9.6% | 4 | | Dec 2025 | 22.2K | 14.2% | 2 | 14.8K | 9.5% | 4 | | Jan 2026 | 22.2K | 20% | 2 | 9.9K | 8.9% | 5 | | Feb 2026 | 22.2K | 23% | 2 | 9.9K | 10.2% | 5 | | Mar 2026 | 27.1K | 23.6% | 2 | 12.1K | 10.5% | 4 | | Apr 2026 | 22.2K | 21.4% | 2 | 9.9K | 9.6% | 5 | | May 2026 | 14.8K | 17% | 2 | 8.1K | 9.3% | 5 | | Jun 2026 | 9.9K | 15.3% | 2 | 5.4K | 8.3% | 5 | | Jul 2026 | 6.6K | 13.6% | 4 | 4.4K | 9% | 5 | | Aug 2026 | 12.1K | 16.7% | 3 | 6.6K | 9.1% | 5 | | Sep 2026 | 22.2K | 23.2% | 2 | 9.9K | 10.4% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using M&S’s and River Island’s 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. - **M&S**: Measured on the search term “m&s jeans”. - **River Island**: Measured on the search term “river island jeans”. - [M&S profile](/demand/uk/brands/marks-and-spencer) - [River Island profile](/demand/uk/brands/river-island) - [All jeans brands in the United Kingdom](/demand/uk/categories/uk-jeans-brands): The set both shares are measured inside, 7 brands. ## 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 ### Is M&S or River Island more popular in search? In September 2026, M&S had more branded searches than River Island among jeans brands in the United Kingdom. M&S had about 22,200 branded searches, while River Island had 9,900. M&S made up 23.2% of all jeans brand searches we track, and River Island accounted for 10.4%. ## Cite this page Brandwave. "M&S vs River Island: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-jeans-brands/compare/marks-and-spencer-vs-river-island This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-jeans-brands/compare/marks-and-spencer-vs-river-island. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.