Amazon Fire Tablet vs Apple iPad:Which is more popular?
In September 2026, Apple iPad had more branded searches than Amazon Fire Tablet among tablet brands in the United Kingdom. Apple iPad had about 450,000 branded searches, while Amazon Fire Tablet had 18,100. Apple iPad made up 70.8% of all tablet brand searches we track, and Amazon Fire Tablet accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about tablet brands, Apple iPad appeared in three of the five answers and Amazon Fire Tablet in none.
Who do people search for more?
Apple iPad, about 25 searches for every 1 for Amazon Fire Tablet
Who does AI mention more?
Apple iPad, mentioned in 3 of 5 answers, Amazon Fire Tablet in 0
Who does AI recommend more?
Apple iPad, the only one of the two named
Follow Amazon Fire Tablet vs Apple iPad and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top tablet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple iPad was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Amazon Fire Tablet 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.
Samsung Galaxy Tab5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Xiaomi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Apple iPad3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Microsoft Surface2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lenovo Tab2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
HONOR1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
OnePlus1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Amazon Fire Tablet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Google Pixel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tablet brands
5 answers
Asked ChatGPT
“Which tablet should I buy in the UK?”
Asked ChatGPT
“What are the best tablet brands?”
Asked ChatGPT
“What is the best Android tablet?”
Searched Google, AI Overview
“tablet”
Searched Google, AI Overview
“android tablet”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Is Amazon Fire Tablet or Apple iPad more popular in search?
This chart shows how often people search Google for Amazon Fire Tablet and Apple iPad by name. Each line represents a brand's share of searches for all nine tablet brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Apple iPad, Amazon Fire Tablet. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPad | Samsung Galaxy Tab | Microsoft Surface | Lenovo Tab | Amazon Fire Tablet | HONOR | Google Pixel | Xiaomi | OnePlus |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 72% | 13.8% | 5.3% | 3.5% | 2.9% | 1.1% | 0.71% | 0.47% | 0.31% |
| Nov 2025 | 74.6% | 12.4% | 4% | 3.7% | 3% | 1.1% | 0.6% | 0.33% | 0.26% |
| Dec 2025 | 74.9% | 12.5% | 3.3% | 3.7% | 3% | 1.3% | 0.6% | 0.32% | 0.27% |
| Jan 2026 | 71.2% | 14% | 5.2% | 4.3% | 2.3% | 1.6% | 0.7% | 0.38% | 0.3% |
| Feb 2026 | 70.7% | 14% | 5.7% | 4.3% | 2.3% | 1.6% | 0.69% | 0.46% | 0.31% |
| Mar 2026 | 69.8% | 13.8% | 6.2% | 4.2% | 2.8% | 1.5% | 0.83% | 0.46% | 0.3% |
| Apr 2026 | 69.1% | 14.1% | 6.2% | 5.1% | 2.8% | 1.2% | 0.67% | 0.44% | 0.37% |
| May 2026 | 68.5% | 14% | 6.1% | 5.1% | 3.4% | 1.5% | 0.66% | 0.43% | 0.36% |
| Jun 2026 | 69.2% | 13.7% | 6.2% | 5.1% | 2.8% | 1.5% | 0.67% | 0.55% | 0.3% |
| Jul 2026 | 70.8% | 14% | 5.2% | 4.3% | 2.8% | 1.6% | 0.68% | 0.45% | 0.31% |
| Aug 2026 | 70.2% | 13.8% | 5.6% | 4.2% | 2.8% | 1.5% | 1% | 0.46% | 0.25% |
| Sep 2026 | 70.8% | 14% | 5.2% | 4.3% | 2.8% | 1.6% | 0.69% | 0.46% | 0.2% |
How has the Amazon Fire Tablet and Apple iPad comparison changed over the last 12 months?
3 findings
- Apple iPad was ahead of Amazon Fire Tablet in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Fire Tablet’s share of searches among tablet brands in the United Kingdom moved from 2.9% to 2.8%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
- Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in the United Kingdom moved from 72% to 70.8%, and its estimated monthly branded searches moved from 550K to 450K.
How did search popularity change for United Kingdom tablet brands in September 2026?
2 changes
In September 2026, Apple iPad gained share of searches among tablet brands in the United Kingdom, from 70.2% to 70.8%.
Estimated monthly branded searches for Amazon Fire Tablet in the United Kingdom fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Amazon Fire Tablet’s and Apple iPad’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.
Amazon Fire Tablet
1 branded search term
- amazon fire tablet
Apple iPad
1 branded search term
- ipad
Other head-to-heads among tablet brands
- Apple iPad vs Samsung Galaxy Tab: compare popularity
- Apple iPad vs Microsoft Surface: compare popularity
- Apple iPad vs Lenovo Tab: compare popularity
- Samsung Galaxy Tab vs Microsoft Surface: compare popularity
- Samsung Galaxy Tab vs Lenovo Tab: compare popularity
- Samsung Galaxy Tab vs Amazon Fire Tablet: compare popularity
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.