Amazon vs AO:Which is more popular?
In September 2026, Amazon had more branded searches than AO among electronics retailers in the United Kingdom. Amazon had about 24.9 million branded searches, while AO had 246,000. Amazon made up 61.5% of all electronics retailer searches we track, and AO accounted for 0.61%. When we asked ChatGPT and Google AI Overviews about electronics retailers, Amazon and AO each appeared in three of the four answers. Amazon was mentioned before AO in three out of four answers.
Who do people search for more?
Amazon, about 101 searches for every 1 for AO
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Amazon, named ahead of AO in 3 of 4 answers
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Top electronics retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Amazon was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. AO was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Amazon was listed before AO in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Currys1st
John Lewis2nd
Richer Sounds3rd- Amazon4th
Argos5th
AO5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Currys4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- John Lewis4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Amazon3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Argos3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- AO3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Richer Sounds3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
See every answer about electronics retailers
4 answers
Asked ChatGPT
“Which electronics retailer should I shop at in the UK?”
Asked ChatGPT
“What are the best electronics retailers in the UK?”
Asked ChatGPT
“What's the best electronics retailer in the UK for home gadgets?”
Searched Google, AI Overview
“electronics shops uk”
Searched Google, AI Overview
“computer store uk”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.
Is Amazon or AO more popular in search?
This chart shows how often people search Google for Amazon and AO by name. Each line represents a brand's share of searches for all six electronics retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Amazon, AO. The figures are in the table below the chart.
View monthly share of searches table
| Month | Amazon | Argos | Currys | John Lewis | AO | Richer Sounds |
|---|---|---|---|---|---|---|
| Oct 2025 | 58.4% | 21.4% | 11.7% | 7.9% | 0.21% | 0.39% |
| Nov 2025 | 56% | 20.4% | 13.8% | 9.2% | 0.14% | 0.45% |
| Dec 2025 | 57.4% | 21% | 11.6% | 9.4% | 0.11% | 0.46% |
| Jan 2026 | 62.1% | 18.7% | 10.2% | 8.4% | 0.15% | 0.5% |
| Feb 2026 | 67.7% | 16.6% | 9.1% | 6.1% | 0.16% | 0.37% |
| Mar 2026 | 64.2% | 19.3% | 8.6% | 7.1% | 0.52% | 0.35% |
| Apr 2026 | 65.1% | 19.6% | 8.8% | 5.9% | 0.43% | 0.29% |
| May 2026 | 63.2% | 19% | 10.4% | 7% | 0.19% | 0.34% |
| Jun 2026 | 63.2% | 19% | 10.4% | 7% | 0.19% | 0.28% |
| Jul 2026 | 63.1% | 19% | 10.4% | 6.9% | 0.28% | 0.28% |
| Aug 2026 | 62.8% | 18.9% | 10.3% | 6.9% | 0.76% | 0.34% |
| Sep 2026 | 61.5% | 18.5% | 12.3% | 6.8% | 0.61% | 0.33% |
How has the Amazon and AO comparison changed over the last 12 months?
3 findings
- Amazon was ahead of AO in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon’s share of searches among electronics retailers in the United Kingdom moved from 58.4% to 61.5%, and its estimated monthly branded searches held steady at 24.9M.
- Across the 12 months ending September 2026, AO’s share of searches among electronics retailers in the United Kingdom moved from 0.21% to 0.61%, and its estimated monthly branded searches moved from 90.5K to 246K.
How did search popularity change for United Kingdom electronics retailers in September 2026?
2 changes
In September 2026, Amazon lost share of searches among electronics retailers in the United Kingdom, from 62.8% to 61.5%.
Estimated monthly branded searches for AO in the United Kingdom rose 171.8% over 12 measured months, from 90.5K to 246K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Amazon’s and AO’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.
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