Apple Certified Refurbished vs Back Market:Which is more popular?
In September 2026, Back Market had more branded searches than Apple Certified Refurbished among refurbished phone retailers in the United Kingdom. Back Market had about 550,000 branded searches, while Apple Certified Refurbished had 97,100. Back Market made up 76.8% of all refurbished phone retailer searches we track, and Apple Certified Refurbished accounted for 13.6%. When we asked ChatGPT and Google AI Overviews about refurbished phone retailers, Apple Certified Refurbished and Back Market each appeared in four of the five answers. Apple Certified Refurbished was mentioned before Back Market in three out of four answers.
Who do people search for more?
Back Market, about 6 searches for every 1 for Apple Certified Refurbished
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Apple Certified Refurbished, named ahead of Back Market in 3 of 4 answers
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Top refurbished phone retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple Certified Refurbished was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Back Market was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Apple Certified Refurbished was listed before Back Market in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Back Market4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Apple Certified Refurbished4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
giffgaff3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Samsung3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
musicMagpie1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Envirofone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
4gadgets0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about refurbished phone retailers
5 answers
Asked ChatGPT
“Where's the best place to buy a refurbished iPhone in the UK?”
Asked ChatGPT
“Is it safe to buy a refurbished phone online?”
Asked ChatGPT
“Which website is best for refurbished phones?”
Searched Google, AI Overview
“refurbished iphone”
Searched Google, AI Overview
“refurbished phones”
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 Apple Certified Refurbished or Back Market more popular in search?
This chart shows how often people search Google for Apple Certified Refurbished and Back Market by name. Each line represents a brand's share of searches for all seven refurbished phone retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Back Market, Apple Certified Refurbished. The figures are in the table below the chart.
View monthly share of searches table
| Month | Back Market | Apple Certified Refurbished | musicMagpie | Envirofone | giffgaff | 4gadgets | Samsung |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 78.6% | 11.5% | 5.8% | 2.1% | 1.2% | 0.63% | 0.23% |
| Nov 2025 | 79% | 11.3% | 5.8% | 1.7% | 1.4% | 0.52% | 0.19% |
| Dec 2025 | 81.7% | 9.6% | 4.9% | 1.8% | 1.2% | 0.54% | 0.15% |
| Jan 2026 | 77.8% | 11.2% | 7% | 2.1% | 1.1% | 0.62% | 0.17% |
| Feb 2026 | 77.8% | 11.2% | 7% | 2.1% | 1.1% | 0.61% | 0.19% |
| Mar 2026 | 76.8% | 13.6% | 5.7% | 2.1% | 1.1% | 0.61% | 0.17% |
| Apr 2026 | 78.8% | 11.4% | 5.8% | 2.1% | 1.2% | 0.63% | 0.18% |
| May 2026 | 80.6% | 9.5% | 5.9% | 1.8% | 1.5% | 0.52% | 0.18% |
| Jun 2026 | 80.5% | 9.6% | 5.9% | 1.8% | 1.4% | 0.52% | 0.18% |
| Jul 2026 | 78.9% | 11.4% | 5.8% | 1.7% | 1.4% | 0.51% | 0.23% |
| Aug 2026 | 79.2% | 11.4% | 5.8% | 1.7% | 1.2% | 0.42% | 0.19% |
| Sep 2026 | 76.8% | 13.6% | 5.7% | 2.1% | 1.4% | 0.4% | 0.18% |
How has the Apple Certified Refurbished and Back Market comparison changed over the last 12 months?
3 findings
- Back Market was ahead of Apple Certified Refurbished in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple Certified Refurbished’s share of searches among refurbished phone retailers in the United Kingdom moved from 11.5% to 13.6%, and its estimated monthly branded searches moved from 65.9K to 97.1K.
- Across the 12 months ending September 2026, Back Market’s share of searches among refurbished phone retailers in the United Kingdom moved from 78.6% to 76.8%, and its estimated monthly branded searches moved from 450K to 550K.
How did search popularity change for United Kingdom refurbished phone retailers in September 2026?
2 changes
In September 2026, Apple Certified Refurbished gained share of searches among refurbished phone retailers in the United Kingdom, from 11.4% to 13.6%.
In September 2026, Back Market lost share of searches among refurbished phone retailers in the United Kingdom, from 79.2% to 76.8%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Apple Certified Refurbished’s and Back Market’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.
Apple Certified Refurbished
2 branded search terms
- apple certified refurbished
- apple refurbished
Back Market
1 branded search term
- back market
Other head-to-heads among refurbished phone retailers
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