Appliances Direct vs John Lewis:Which is more popular?
In September 2026, Appliances Direct had more branded searches than John Lewis among appliance retailers in the United Kingdom. Appliances Direct had about 60,500 branded searches, while John Lewis had 12,100. Appliances Direct made up 10.6% of all appliance retailer searches we track, and John Lewis accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about appliance retailers, John Lewis appeared in all five answers and Appliances Direct in one. John Lewis was mentioned before Appliances Direct in every answer.
Who do people search for more?
Appliances Direct, about 5 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 Appliances Direct in every answer
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Top appliance retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, John Lewis appeared in all five answers. Appliances Direct was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. John Lewis was listed before Appliances Direct in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- John Lewis1st
AO2nd
Currys3rd
Argos4th- Appliances Direct5th
Marks Electrical6th
Euronics6th
Hughes–
Sonic Direct–
Appliance City–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Currys5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- John Lewis5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Argos3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Appliances Direct1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Marks Electrical1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Euronics1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hughes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sonic Direct0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Appliance City0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about appliance retailers
5 answers
Asked ChatGPT
“Where's the best place to buy a washing machine in the UK?”
Asked ChatGPT
“Which UK retailers are best for buying kitchen appliances?”
Asked ChatGPT
“Where should I buy a new fridge freezer in the UK?”
Searched Google, AI Overview
“washing machines”
Searched Google, AI Overview
“fridge freezers”
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 Appliances Direct or John Lewis more popular in search?
This chart shows how often people search Google for Appliances Direct and John Lewis by name. Each line represents a brand's share of searches for all ten appliance retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Appliances Direct, John Lewis. The figures are in the table below the chart.
View monthly share of searches table
| Month | AO | Currys | Appliances Direct | Marks Electrical | Euronics | Argos | Hughes | John Lewis | Sonic Direct | Appliance City |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 19.4% | 23.6% | 15.9% | 13% | 8.7% | 7.1% | 4.8% | 3.2% | 2.1% | 2.1% |
| Nov 2025 | 14.6% | 24% | 17.9% | 14.6% | 8% | 6.6% | 5.4% | 2.9% | 3.6% | 2.4% |
| Dec 2025 | 14.4% | 23.6% | 17.7% | 14.4% | 9.7% | 6.5% | 5.3% | 2.9% | 3.5% | 1.9% |
| Jan 2026 | 13.7% | 27.5% | 16.8% | 11.2% | 9.2% | 7.5% | 5% | 3.4% | 3.4% | 2.2% |
| Feb 2026 | 16.3% | 24.2% | 16.3% | 10.9% | 10.9% | 8.9% | 4.9% | 3.3% | 2.7% | 1.8% |
| Mar 2026 | 38.6% | 19% | 11.6% | 7.8% | 7.8% | 6.4% | 3.5% | 2.3% | 1.6% | 1.6% |
| Apr 2026 | 35% | 21% | 12.8% | 8.6% | 7% | 5.7% | 3.8% | 2.6% | 2.1% | 1.4% |
| May 2026 | 18.5% | 24.7% | 18.5% | 12.4% | 8.3% | 6.8% | 3.7% | 3% | 2.5% | 1.6% |
| Jun 2026 | 14.4% | 21.4% | 26.3% | 14.4% | 7.9% | 5.3% | 4.3% | 2.4% | 1.9% | 1.6% |
| Jul 2026 | 21.4% | 22.3% | 21.4% | 11.8% | 7.9% | 5.3% | 4.3% | 2.4% | 1.9% | 1.3% |
| Aug 2026 | 46.6% | 17% | 11.5% | 7.7% | 6.3% | 4.2% | 2.3% | 1.9% | 1.5% | 1% |
| Sep 2026 | 43.2% | 19.3% | 10.6% | 8.7% | 5.8% | 4.8% | 2.6% | 2.1% | 1.7% | 1.2% |
John Lewis sells other things too, so only its searches that name this product count here, like “john lewis washing machines”.
How has the Appliances Direct and John Lewis comparison changed over the last 12 months?
3 findings
- Appliances Direct was ahead of John Lewis in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Appliances Direct’s share of searches among appliance retailers in the United Kingdom moved from 15.9% to 10.6%, and its estimated monthly branded searches moved from 74K to 60.5K.
- Across the 12 months ending September 2026, John Lewis’ share of searches among appliance retailers in the United Kingdom moved from 3.2% to 2.1%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for United Kingdom appliance retailers in September 2026?
2 changes
In September 2026, Appliances Direct lost share of searches among appliance retailers in the United Kingdom, from 11.5% to 10.6%.
Estimated monthly branded searches for John Lewis in the United Kingdom fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Appliances Direct’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.
Appliances Direct
1 branded search term
- appliances direct
John Lewis
1 branded search term
- john lewis washing machines
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