Amathus vs The Whisky Exchange:Which is more popular?
In September 2026, The Whisky Exchange had more branded searches than Amathus among whisky retailers in the United Kingdom. The Whisky Exchange had about 14,800 branded searches, while Amathus had 1,600. The Whisky Exchange made up 14.4% of all whisky retailer searches we track, and Amathus accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about whisky retailers, The Whisky Exchange appeared in three of the five answers and Amathus in none.
Who do people search for more?
The Whisky Exchange, about 9 searches for every 1 for Amathus
Who does AI mention more?
The Whisky Exchange, mentioned in 3 of 5 answers, Amathus in 0
Who does AI recommend more?
The Whisky Exchange, the only one of the two named
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Top whisky retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The Whisky Exchange was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Amathus 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Master of Malt3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- The Whisky Exchange3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Whisky Shop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Royal Mile Whiskies1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hard To Find Whisky1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Amathus0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about whisky retailers
5 answers
Asked ChatGPT
“What's the best website to buy whisky in the UK?”
Asked ChatGPT
“Where can I buy rare or limited edition whisky in the UK?”
Asked ChatGPT
“Which UK online shops are good for whisky gifts?”
Searched Google, AI Overview
“single malt whisky”
Searched Google, AI Overview
“whisky gifts”
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 Amathus or The Whisky Exchange more popular in search?
This chart shows how often people search Google for Amathus and The Whisky Exchange by name. Each line represents a brand's share of searches for all six whisky retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for The Whisky Exchange, Amathus. The figures are in the table below the chart.
View monthly share of searches table
| Month | Master of Malt | The Whisky Shop | The Whisky Exchange | Royal Mile Whiskies | Hard To Find Whisky | Amathus |
|---|---|---|---|---|---|---|
| Oct 2025 | 43.5% | 23.8% | 19.4% | 8.7% | 2.6% | 2% |
| Nov 2025 | 55.6% | 16.7% | 16.7% | 7.4% | 2.2% | 1.4% |
| Dec 2025 | 51.6% | 18.9% | 18.9% | 6.9% | 2% | 1.7% |
| Jan 2026 | 45.5% | 20.3% | 20.3% | 9.1% | 2.6% | 2.2% |
| Feb 2026 | 40.6% | 22.2% | 22.2% | 9.9% | 2.8% | 2.4% |
| Mar 2026 | 42.7% | 23.3% | 19.1% | 10.4% | 2.4% | 2.1% |
| Apr 2026 | 44.2% | 24.2% | 16.2% | 10.8% | 2.5% | 2.1% |
| May 2026 | 39.6% | 26.6% | 14.5% | 14.5% | 2.9% | 1.9% |
| Jun 2026 | 41.7% | 22.8% | 15.2% | 15.2% | 3% | 2% |
| Jul 2026 | 36.9% | 24.7% | 16.5% | 16.5% | 3.3% | 2.2% |
| Aug 2026 | 38.2% | 25.6% | 14% | 17.1% | 3.3% | 1.8% |
| Sep 2026 | 48% | 21.5% | 14.4% | 11.7% | 2.8% | 1.6% |
How has the Amathus and The Whisky Exchange comparison changed over the last 12 months?
3 findings
- The Whisky Exchange was ahead of Amathus in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amathus’ share of searches among whisky retailers in the United Kingdom moved from 2% to 1.6%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
- Across the 12 months ending September 2026, The Whisky Exchange’s share of searches among whisky retailers in the United Kingdom moved from 19.4% to 14.4%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
How did search popularity change for United Kingdom whisky retailers in September 2026?
2 changes
In September 2026, The Whisky Exchange rose from 4th to 3rd among whisky retailers in the United Kingdom.
Estimated monthly branded searches for Amathus in the United Kingdom fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Amathus’ and The Whisky Exchange’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.
Amathus
1 branded search term
- amathus
The Whisky Exchange
1 branded search term
- the whisky exchange
Other head-to-heads among whisky retailers
- Master of Malt vs The Whisky Shop: compare popularity
- Master of Malt vs The Whisky Exchange: compare popularity
- Master of Malt vs Royal Mile Whiskies: compare popularity
- Master of Malt vs Hard To Find Whisky: compare popularity
- The Whisky Shop vs The Whisky Exchange: compare popularity
- The Whisky Shop vs Royal Mile Whiskies: compare popularity
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