Currys vs Sonic Direct:Which is more popular?
In September 2026, Currys had more branded searches than Sonic Direct among appliance retailers in the United Kingdom. Currys had about 110,000 branded searches, while Sonic Direct had 9,900. Currys made up 19.3% of all appliance retailer searches we track, and Sonic Direct accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about appliance retailers, Currys appeared in all five answers and Sonic Direct in none.
Who do people search for more?
Currys, about 11 searches for every 1 for Sonic Direct
Who does AI mention more?
Currys, mentioned in every answer we collected
Who does AI recommend more?
Currys, the only one of the two named
Follow Currys vs Sonic Direct 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 appliance retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Currys appeared in all five answers. Sonic Direct 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.
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 Currys or Sonic Direct more popular in search?
This chart shows how often people search Google for Currys and Sonic Direct 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 Currys, Sonic Direct. 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% |
Currys sells other things too, so only its searches that name this product count here, like “currys fridge freezer”.
How has the Currys and Sonic Direct comparison changed over the last 12 months?
3 findings
- Currys was ahead of Sonic Direct in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Currys’ share of searches among appliance retailers in the United Kingdom moved from 23.6% to 19.3%, and its estimated monthly branded searches held steady at 110K.
- Across the 12 months ending September 2026, Sonic Direct’s share of searches among appliance retailers in the United Kingdom moved from 2.1% to 1.7%, and its estimated monthly branded searches held steady at 9.9K.
How did search popularity change for United Kingdom appliance retailers in September 2026?
1 change
In September 2026, Currys gained share of searches among appliance retailers in the United Kingdom, from 17% to 19.3%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Currys’ and Sonic Direct’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.
Currys
2 branded search terms
- currys fridge freezer
- currys washing machines
Sonic Direct
1 branded search term
- sonic direct
Other head-to-heads among appliance 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.