Amazon vs John Lewis:Which is more popular?
In September 2026, Amazon had more branded searches than John Lewis among electronics retailers in the United Kingdom. Amazon had about 24.9 million branded searches, while John Lewis had 2.7 million. Amazon made up 61.5% of all electronics retailer searches we track, and John Lewis accounted for 6.8%. When we asked ChatGPT and Google AI Overviews about electronics retailers, John Lewis appeared in all four answers and Amazon in three. John Lewis was mentioned before Amazon in every answer.
Who do people search for more?
Amazon, about 9 searches for every 1 for John Lewis
Who does AI mention more?
John Lewis, mentioned in every answer we collected
Who does AI recommend more?
John Lewis, named ahead of Amazon in every answer
Follow Amazon vs John Lewis 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 electronics retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, John Lewis appeared in all four answers. Amazon was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. John Lewis was listed before Amazon in every answer.
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 John Lewis more popular in search?
This chart shows how often people search Google for Amazon and John Lewis 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, John Lewis. 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 John Lewis comparison changed over the last 12 months?
3 findings
- Amazon was ahead of John Lewis 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, John Lewis’ share of searches among electronics retailers in the United Kingdom moved from 7.9% to 6.8%, and its estimated monthly branded searches moved from 3.4M to 2.7M.
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 John Lewis in the United Kingdom fell 18.2% over 12 measured months, from 3.4M to 2.7M in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Amazon’s and John Lewis’ 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
1 branded search term
- amazon
John Lewis
1 branded search term
- john lewis
Other head-to-heads among electronics retailers
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.