Brandwave

Amazon Fire Tablet vs Microsoft Surface:Which is more popular?

In September 2026, Microsoft Surface had more branded searches than Amazon Fire Tablet among tablet brands in the United Kingdom. Microsoft Surface had about 32,900 branded searches, while Amazon Fire Tablet had 18,100. Microsoft Surface made up 5.2% 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, Microsoft Surface appeared in two of the five answers and Amazon Fire Tablet in none.

Among tablet brands in the United Kingdom in September 2026

Who do people search for more?

Microsoft Surface, about 82% more searches than Amazon Fire Tablet

Microsoft Surface 32.9K searchesAmazon Fire Tablet 18.1K searches

Who does AI mention more?

Microsoft Surface, mentioned in 2 of 5 answers, Amazon Fire Tablet in 0

Microsoft Surface in 2 of 5Amazon Fire Tablet in 0 of 5

Who does AI recommend more?

Microsoft Surface, the only one of the two named

Microsoft Surface first in 2Amazon Fire Tablet never named

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Top tablet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Microsoft Surface was mentioned in two out of five: in one 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.

  1. Apple iPad1st
  2. Samsung Galaxy Tab2nd
  3. OnePlus3rd
  4. Xiaomi4th
  5. Microsoft Surface5th
  6. Lenovo Tab6th
  7. Amazon Fire Tablet–
  8. HONOR–
  9. Google Pixel–

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

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 Microsoft Surface more popular in search?

This chart shows how often people search Google for Amazon Fire Tablet and Microsoft Surface 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.

Amazon Fire Tablet and Microsoft Surface among tablet brands in the United Kingdom, by month

Share of searches by month for Microsoft Surface, Amazon Fire Tablet. The figures are in the table below the chart.

View monthly share of searches table
MonthApple iPadSamsung Galaxy TabMicrosoft SurfaceLenovo TabAmazon Fire TabletHONORGoogle PixelXiaomiOnePlus
Oct 202572%13.8%5.3%3.5%2.9%1.1%0.71%0.47%0.31%
Nov 202574.6%12.4%4%3.7%3%1.1%0.6%0.33%0.26%
Dec 202574.9%12.5%3.3%3.7%3%1.3%0.6%0.32%0.27%
Jan 202671.2%14%5.2%4.3%2.3%1.6%0.7%0.38%0.3%
Feb 202670.7%14%5.7%4.3%2.3%1.6%0.69%0.46%0.31%
Mar 202669.8%13.8%6.2%4.2%2.8%1.5%0.83%0.46%0.3%
Apr 202669.1%14.1%6.2%5.1%2.8%1.2%0.67%0.44%0.37%
May 202668.5%14%6.1%5.1%3.4%1.5%0.66%0.43%0.36%
Jun 202669.2%13.7%6.2%5.1%2.8%1.5%0.67%0.55%0.3%
Jul 202670.8%14%5.2%4.3%2.8%1.6%0.68%0.45%0.31%
Aug 202670.2%13.8%5.6%4.2%2.8%1.5%1%0.46%0.25%
Sep 202670.8%14%5.2%4.3%2.8%1.6%0.69%0.46%0.2%

How has the Amazon Fire Tablet and Microsoft Surface comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom tablet brands in September 2026?

2 changes

  1. 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.

  2. Estimated monthly branded searches for Microsoft Surface in the United Kingdom fell 18.4% over 12 measured months, from 40.3K to 32.9K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Amazon Fire Tablet’s and Microsoft Surface’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

Microsoft Surface

2 branded search terms

  • microsoft surface
  • surface pro

How the Brand Demand Index is measured

Other head-to-heads among tablet brands

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