John Lewis vs M&S:Which is more popular?
In September 2026, M&S had more branded searches than John Lewis among lingerie brands in the United Kingdom. M&S had about 57,600 branded searches, while John Lewis had 2,900. M&S made up 5.7% of all lingerie brand searches we track, and John Lewis accounted for 0.29%. When we asked ChatGPT and Google AI Overviews about lingerie brands, M&S appeared in four of the five answers and John Lewis in three. M&S was mentioned before John Lewis in three out of four answers that named either.
Who do people search for more?
M&S, about 20 searches for every 1 for John Lewis
Who does AI mention more?
M&S, mentioned in 4 of 5 answers, John Lewis in 3
Who does AI recommend more?
M&S, named ahead of John Lewis in 3 of 4 answers
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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. John Lewis was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. M&S was listed before John Lewis in three out of four answers that named either.
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 John Lewis or M&S more popular in search?
This chart shows how often people search Google for John Lewis 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 M&S, John Lewis. 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 and John Lewis sell other things too, so only their searches that name this product count here, like “m&s bras”.
How has the John Lewis and M&S comparison changed over the last 12 months?
3 findings
- M&S was ahead of John Lewis in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, John Lewis’ share of searches among lingerie brands in the United Kingdom moved from 0.22% to 0.29%, and its estimated monthly branded searches moved from 2.4K to 2.9K.
- 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, M&S lost share of searches among lingerie brands in the United Kingdom, from 6.3% to 5.7%.
Estimated monthly branded searches for John Lewis in the United Kingdom rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using John Lewis’ 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.
John Lewis
1 branded search term
- john lewis bras
M&S
2 branded search terms
- m&s bras
- m&s lingerie
Other head-to-heads among lingerie brands
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