--- title: "ASOS vs River Island: Which is searched more in the United Kingdom?" description: "Is ASOS or River Island more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/compare/asos-vs-river-island" publisher: "Brandwave" --- # ASOS vs River Island: Which is searched more in the United Kingdom? Is ASOS or River Island more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: ASOS and River Island - **Competitive set**: Online fashion retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **ASOS Share of Search**: 10.6% - **River Island Share of Search**: 7.1% ## Is ASOS or River Island more popular in search? - In September 2026, ASOS had more branded searches than River Island among online fashion retailers in the United Kingdom. ASOS had about 1.5 million branded searches, while River Island had 1 million. ASOS made up 10.6% of all online fashion retailer searches we track, and River Island accounted for 7.1%. - ASOS was ahead of River Island in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in the United Kingdom moved from 11.3% to 10.6%, and its estimated monthly branded searches moved from 1.8M to 1.5M. - Across the 12 months ending September 2026, River Island’s share of searches among online fashion retailers in the United Kingdom moved from 9.3% to 7.1%, and its estimated monthly branded searches moved from 1.5M to 1M. ## Top online fashion retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, ASOS was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. River Island was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. ASOS was listed before River Island in every answer that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ASOS | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | H&M | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Next | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Zara | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | New Look | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Uniqlo | 6th | 3 of 3 | 0 of 2 | 3 of 5 | | River Island | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Boohoo | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Shein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | PrettyLittleThing | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about online fashion retailers - Asked ChatGPT "Where should I shop for clothes online in the UK?": 1. ASOS, 2. H&M, 3. Zara, 4. Uniqlo, 5. Next, 6. New Look - Asked ChatGPT "What are the best online fashion stores in the UK?": 1. ASOS, 2. Zara, 3. Next, 4. H&M, 5. Uniqlo, 6. River Island, 7. New Look - Asked ChatGPT "What's the best UK online store for affordable women's clothes?": 1. New Look, 2. H&M, 3. Uniqlo - Searched Google, AI Overview "womens clothes": 1. ASOS, 2. River Island, 3. Next - Searched Google, AI Overview "online clothes shopping": 1. ASOS, 2. Next, 3. Boohoo Not named in any answer: Shein and PrettyLittleThing. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom online fashion retailers in September 2026? - In September 2026, River Island lost share of searches among online fashion retailers in the United Kingdom, from 8.6% to 7.1%. - ASOS’s share of searches among online fashion retailers in the United Kingdom has gained ground for 3 months in a row, from 9.8% to 10.6% in September 2026. ## Month by month | Month | ASOS estimated searches | ASOS Share of Search | ASOS rank | River Island estimated searches | River Island Share of Search | River Island rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.8M | 11.3% | 3 | 1.5M | 9.3% | 7 | | Nov 2025 | 2.2M | 12.6% | 3 | 1.5M | 8.4% | 7 | | Dec 2025 | 1.8M | 11.1% | 4 | 1.8M | 11.1% | 7 | | Jan 2026 | 1.5M | 11.1% | 4 | 1.2M | 9% | 7 | | Feb 2026 | 1.2M | 10.4% | 4 | 1M | 8.5% | 7 | | Mar 2026 | 1.5M | 11% | 4 | 1.2M | 9% | 7 | | Apr 2026 | 1.5M | 10.6% | 4 | 1.2M | 8.6% | 7 | | May 2026 | 1.8M | 11.6% | 3 | 1.2M | 7.7% | 7 | | Jun 2026 | 1.5M | 9.8% | 5 | 1.2M | 8% | 7 | | Jul 2026 | 1.5M | 10.2% | 5 | 1.2M | 8.3% | 7 | | Aug 2026 | 1.5M | 10.5% | 5 | 1.2M | 8.6% | 7 | | Sep 2026 | 1.5M | 10.6% | 5 | 1M | 7.1% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using ASOS’s and River Island’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. - **ASOS**: Measured on the search term “asos”. - **River Island**: Measured on the search term “river island”. - [ASOS profile](/demand/uk/brands/asos) - [River Island profile](/demand/uk/brands/river-island) - [All online fashion retailers in the United Kingdom](/demand/uk/categories/uk-online-fashion-retailers): The set both shares are measured inside, 10 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is ASOS or River Island more popular in search? In September 2026, ASOS had more branded searches than River Island among online fashion retailers in the United Kingdom. ASOS had about 1.5 million branded searches, while River Island had 1 million. ASOS made up 10.6% of all online fashion retailer searches we track, and River Island accounted for 7.1%. ## Cite this page Brandwave. "ASOS vs River Island: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/asos-vs-river-island This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/asos-vs-river-island. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.