Topping & Company Booksellers vs WHSmith:Which is more popular?
In September 2026, WHSmith had more branded searches than Topping & Company Booksellers among bookstores in the United Kingdom. WHSmith had about 165,000 branded searches, while Topping & Company Booksellers had 3,400. WHSmith made up 44.7% of all bookstore searches we track, and Topping & Company Booksellers accounted for 0.92%. When we asked ChatGPT and Google AI Overviews about bookstores, Topping & Company Booksellers appeared in three of the four answers and WHSmith in none.
Who do people search for more?
WHSmith, about 49 searches for every 1 for Topping & Company Booksellers
Who does AI mention more?
Topping & Company Booksellers, mentioned in 3 of 4 answers, WHSmith in 0
Who does AI recommend more?
Topping & Company Booksellers, the only one of the two named
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Top bookstores in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Topping & Company Booksellers was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. WHSmith did not appear in any of the four 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.
Daunt Books3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Foyles3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Topping & Company Booksellers3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Blackwell's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Barter Books2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Waterstones2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- WHSmith0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about bookstores
4 answers
Asked ChatGPT
“Which bookstore should I shop at in the UK?”
Asked ChatGPT
“What are the best bookstores in the UK?”
Asked ChatGPT
“What's the best bookstore in the UK for a good book selection?”
Searched Google, AI Overview
“bookstores uk”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“bookshop uk”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.
Is Topping & Company Booksellers or WHSmith more popular in search?
This chart shows how often people search Google for Topping & Company Booksellers and WHSmith by name. Each line represents a brand's share of searches for all seven bookstores we track, month by month, from searches in United Kingdom.
Share of searches by month for WHSmith, Topping & Company Booksellers. The figures are in the table below the chart.
View monthly share of searches table
| Month | WHSmith | Blackwell's | Daunt Books | Barter Books | Waterstones | Foyles | Topping & Company Booksellers |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 62.4% | 15.4% | 15.3% | 3.1% | 2.5% | 0.92% | 0.39% |
| Nov 2025 | 64.9% | 16% | 13% | 1.7% | 3.2% | 0.78% | 0.38% |
| Dec 2025 | 62% | 15.2% | 15.2% | 1.7% | 4.6% | 0.91% | 0.44% |
| Jan 2026 | 57.8% | 17.4% | 17.4% | 2.8% | 2.8% | 1% | 0.65% |
| Feb 2026 | 50.1% | 18.4% | 22.5% | 3.7% | 3% | 1.6% | 0.75% |
| Mar 2026 | 52.8% | 19.4% | 19.4% | 3.9% | 2.6% | 1.2% | 0.68% |
| Apr 2026 | 54% | 19.9% | 16.3% | 6% | 2.2% | 0.97% | 0.67% |
| May 2026 | 52.1% | 19.2% | 19.2% | 5.8% | 2.1% | 0.93% | 0.72% |
| Jun 2026 | 47.4% | 21.3% | 21.3% | 5.2% | 2.3% | 1.3% | 1.2% |
| Jul 2026 | 44.9% | 24.6% | 20.1% | 6% | 2.2% | 1.2% | 0.92% |
| Aug 2026 | 43.4% | 23.8% | 19.5% | 8.7% | 2.1% | 1.4% | 1% |
| Sep 2026 | 44.7% | 24.5% | 20% | 6% | 2.7% | 1.2% | 0.92% |
How has the Topping & Company Booksellers and WHSmith comparison changed over the last 12 months?
3 findings
- WHSmith was ahead of Topping & Company Booksellers in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Topping & Company Booksellers’ share of searches among bookstores in the United Kingdom moved from 0.39% to 0.92%, and its estimated monthly branded searches moved from 2.3K to 3.4K.
- Across the 12 months ending September 2026, WHSmith’s share of searches among bookstores in the United Kingdom moved from 62.4% to 44.7%, and its estimated monthly branded searches moved from 368K to 165K.
How did search popularity change for United Kingdom bookstores in September 2026?
2 changes
In September 2026, WHSmith gained share of searches among bookstores in the United Kingdom, from 43.4% to 44.7%.
Estimated monthly branded searches for Topping & Company Booksellers in the United Kingdom rose 46.6% over 12 measured months, from 2.3K to 3.4K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Topping & Company Booksellers’ and WHSmith’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.
Topping & Company Booksellers
3 branded search terms
- topping and company
- toppings books
- toppings bookshop
WHSmith
1 branded search term
- wh smith
Other head-to-heads among bookstores
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