ITS vs Tooled-Up:Which is more popular?
In September 2026, ITS had more branded searches than Tooled-Up among power tool retailers in the United Kingdom. ITS had about 49,500 branded searches, while Tooled-Up had 1,900. ITS made up 42.5% of all power tool retailer searches we track, and Tooled-Up accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about power tool retailers, ITS appeared in three of the five answers and Tooled-Up in none.
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Top power tool retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ITS was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Tooled-Up 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Toolstation4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ITS3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Screwfix3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Power Tool World1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Toolden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
D&M Tools0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tooled-Up0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Anglia Tool Centre0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about power tool retailers
5 answers
Asked ChatGPT
“What's the best online shop for power tools in the UK?”
Asked ChatGPT
“Where do UK tradespeople get the best deals on cordless tool kits?”
- 1ITS
- 1
Asked ChatGPT
“Which UK tool shops have the fastest delivery?”
Searched Google, AI Overview
“power tools”
Searched Google, AI Overview
“cordless drill”
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 ITS or Tooled-Up more popular in search?
This chart shows how often people search Google for ITS and Tooled-Up by name. Each line represents a brand's share of searches for all eight power tool retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for ITS, Tooled-Up. The figures are in the table below the chart.
View monthly share of searches table
| Month | ITS | Toolden | Power Tool World | D&M Tools | Tooled-Up | Anglia Tool Centre | Screwfix | Toolstation |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.5% | 31.5% | 17.3% | 9.4% | 1.5% | 1.2% | 0.46% | 0.11% |
| Nov 2025 | 45.8% | 25% | 20.5% | 6.1% | 1.2% | 0.99% | 0.36% | 0.09% |
| Dec 2025 | 40% | 26.8% | 21.9% | 8% | 1.3% | 1.3% | 0.58% | 0.11% |
| Jan 2026 | 37.5% | 30.6% | 20.5% | 7.5% | 1.8% | 1.5% | 0.55% | 0.08% |
| Feb 2026 | 44% | 29.4% | 16.1% | 7.2% | 1.4% | 1.4% | 0.43% | 0.08% |
| Mar 2026 | 42.3% | 28.3% | 19% | 6.9% | 1.6% | 1.4% | 0.41% | 0.08% |
| Apr 2026 | 37.5% | 30.7% | 20.6% | 7.5% | 1.8% | 1.5% | 0.44% | 0.05% |
| May 2026 | 37.6% | 30.7% | 20.6% | 7.5% | 1.8% | 1.2% | 0.45% | 0.08% |
| Jun 2026 | 39.3% | 32.1% | 17.5% | 7.9% | 1.8% | 0.97% | 0.38% | 0.09% |
| Jul 2026 | 39.4% | 32.2% | 17.6% | 7.9% | 1.6% | 0.86% | 0.38% | 0.07% |
| Aug 2026 | 39.4% | 32.2% | 17.6% | 7.9% | 1.6% | 0.97% | 0.38% | 0.09% |
| Sep 2026 | 42.5% | 28.4% | 19.1% | 7% | 1.6% | 0.86% | 0.41% | 0.08% |
How has the ITS and Tooled-Up comparison changed over the last 12 months?
3 findings
- ITS was ahead of Tooled-Up in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ITS’s share of searches among power tool retailers in the United Kingdom moved from 38.5% to 42.5%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 12 months ending September 2026, Tooled-Up’s share of searches among power tool retailers in the United Kingdom moved from 1.5% to 1.6%, and its estimated monthly branded searches held steady at 1.9K.
How did search popularity change for United Kingdom power tool retailers in September 2026?
1 change
In September 2026, ITS gained share of searches among power tool retailers in the United Kingdom, from 39.4% to 42.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ITS’s and Tooled-Up’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.
Other head-to-heads among power tool retailers
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