Ann Summers vs M&S:Which is more popular?
In September 2026, Ann Summers had more branded searches than M&S among lingerie brands in the United Kingdom. Ann Summers had about 550,000 branded searches, while M&S had 57,600. Ann Summers made up 54.9% of all lingerie brand searches we track, and M&S accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about lingerie brands, M&S appeared in four of the five answers and Ann Summers in none.
Who do people search for more?
Ann Summers, about 10 searches for every 1 for M&S
Who does AI mention more?
M&S, mentioned in 4 of 5 answers, Ann Summers in 0
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Top lingerie brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, M&S was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Ann Summers did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Bravissimo1st- M&S2nd
Boux Avenue3rd
John Lewis3rd
Panache5th
Curvy Kate6th- Ann Summers–
- Figleaves–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bravissimo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- M&S4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Boux Avenue3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Panache2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Curvy Kate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ann Summers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Figleaves0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about lingerie brands
5 answers
Asked ChatGPT
“Where's the best place to buy bras in the UK?”
Asked ChatGPT
“Which UK shops are best for bra fittings?”
Asked ChatGPT
“What are the best lingerie brands for bigger busts?”
Searched Google, AI Overview
“lingerie”
Searched Google, AI Overview
“best bras uk”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Ann Summers or M&S more popular in search?
This chart shows how often people search Google for Ann Summers and M&S by name. Each line represents a brand's share of searches for all eight lingerie brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Ann Summers, M&S. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ann Summers | Boux Avenue | Bravissimo | M&S | Curvy Kate | John Lewis | Figleaves | Panache |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 62.1% | 22.7% | 10.2% | 3.7% | 0.75% | 0.22% | 0.22% | 0.12% |
| Nov 2025 | 51.9% | 34.7% | 8.5% | 3.8% | 0.63% | 0.19% | 0.19% | 0.1% |
| Dec 2025 | 56.9% | 31.1% | 7.6% | 3.4% | 0.56% | 0.17% | 0.17% | 0.09% |
| Jan 2026 | 57.4% | 25.7% | 11.5% | 4% | 0.84% | 0.25% | 0.2% | 0.14% |
| Feb 2026 | 55.4% | 24.8% | 13.6% | 4.7% | 0.82% | 0.24% | 0.24% | 0.13% |
| Mar 2026 | 48.3% | 26.4% | 17.7% | 6% | 0.87% | 0.31% | 0.26% | 0.11% |
| Apr 2026 | 50.7% | 22.6% | 18.6% | 6.2% | 1.1% | 0.33% | 0.33% | 0.11% |
| May 2026 | 50.8% | 22.7% | 18.6% | 6.2% | 0.91% | 0.33% | 0.33% | 0.09% |
| Jun 2026 | 50.8% | 22.7% | 18.6% | 6.2% | 0.91% | 0.33% | 0.33% | 0.09% |
| Jul 2026 | 50.8% | 22.7% | 18.6% | 6.2% | 0.91% | 0.33% | 0.33% | 0.09% |
| Aug 2026 | 50.8% | 22.7% | 18.6% | 6.3% | 0.91% | 0.33% | 0.27% | 0.09% |
| Sep 2026 | 54.9% | 24.5% | 13.5% | 5.7% | 0.81% | 0.29% | 0.19% | 0.1% |
M&S sells other things too, so only its searches that name this product count here, like “m&s bras”.
How has the Ann Summers and M&S comparison changed over the last 12 months?
3 findings
- Ann Summers was ahead of M&S in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ann Summers’ share of searches among lingerie brands in the United Kingdom moved from 62.1% to 54.9%, and its estimated monthly branded searches moved from 673K to 550K.
- Across the 12 months ending September 2026, M&S’s share of searches among lingerie brands in the United Kingdom moved from 3.7% to 5.7%, and its estimated monthly branded searches moved from 39.7K to 57.6K.
How did search popularity change for United Kingdom lingerie brands in September 2026?
2 changes
In September 2026, Ann Summers gained share of searches among lingerie brands in the United Kingdom, from 50.8% to 54.9%.
In September 2026, M&S lost share of searches among lingerie brands in the United Kingdom, from 6.3% to 5.7%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Ann Summers’ and M&S’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.
Ann Summers
1 branded search term
- ann summers
M&S
2 branded search terms
- m&s bras
- m&s lingerie
Other head-to-heads among lingerie brands
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