---
title: "United States branded search and Share of Search"
description: "Estimated monthly demand for branded searches across all the competitive sets that Brandwave tracks in United States. Brandwave tracks 316 brands across 88 competitive sets, with each brand's Share of Search calculated inside the set it competes in. In September 2026, the 316 United States brands Brandwave measured accounted for an estimated 277M branded searches."
canonical: "https://gobrandwave.com/demand/us"
publisher: "Brandwave"
---

# United States branded search and Share of Search

Estimated monthly demand for branded searches across all the competitive sets that Brandwave tracks in United States. Brandwave tracks 316 brands across 88 competitive sets, with each brand's Share of Search calculated inside the set it competes in. In September 2026, the 316 United States brands Brandwave measured accounted for an estimated 277M branded searches.

## Key facts

- **Market**: United States
- **Curated term language**: English
- **Geographic coverage**: United States
- **Competitive sets**: 88
- **Brands tracked**: 316
- **Multi-brand companies**: 0
- **Measured through**: Sep 2026
- **Total estimated monthly branded searches**: 277M

## Which United States brands overtook a rival in share of branded search in September 2026?

- In September 2026, Carvana overtook CarMax to become the leader among car marketplaces in United States, with 32.3% estimated Share of Search.
- In September 2026, Avant overtook Upstart and LendingClub to become the leader among personal loan platforms in United States, with 26.1% estimated Share of Search.
- In September 2026, DiGiorno overtook Totino's to become the leader among frozen pizza brands in United States, with 31.7% estimated Share of Search.
- In September 2026, Marzetti overtook Wholly Guacamole to become the leader among dips brands in United States, with 49% estimated Share of Search.
- In September 2026, Kuiu overtook Bass Pro to rank 2nd among hunting gear brands in United States, with 15.2% estimated Share of Search.
- In September 2026, Yardi overtook Buildium to rank 2nd among property management software in United States, with 18% estimated Share of Search.
- In September 2026, Progresso overtook Heinz to rank 2nd among soup brands in United States, with 11.8% estimated Share of Search.
- In September 2026, Embrace overtook Fetch to rank 4th among pet insurance providers in United States, with 14.6% estimated Share of Search.

## Biggest Share of Search movements

| Brand | Competitive set | Share change, Sep 2026 against Aug 2026 | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| MEDITECH | Hospital management systems | +11 points | 39% | 2 |
| HG | Oven cleaners | +10 points | 44% | 2 |
| Marzetti | Dips brands | +9.6 points | 49% | 1 |
| Epic Systems | Hospital management systems | -14.7 points | 47.6% | 1 |
| Wholly Guacamole | Dips brands | -10 points | 49% | 2 |
| Monarch Money | Budgeting apps | -6.8 points | 37.6% | 1 |

## Fastest-changing estimated branded demand

| Brand | Competitive set | Change across the last 12 months | Estimated monthly branded searches | Measured months |
| --- | --- | --- | --- | --- |
| Public Storage | Storage facilities | +83.6% | 2.2M | 12 |
| UnitedHealthcare | Medicare advantage brands | +81.3% | 1.2M | 12 |
| Bruegger's | Bagels | +51.4% | 73.6K | 12 |
| Amazon Fresh | Grocery delivery apps | -80% | 165K | 12 |
| Ben & Jerry's | Frozen yoghurt brands | -74.3% | 490 | 12 |
| Change Healthcare | Revenue cycle management platforms | -70.3% | 6.6K | 12 |

## Largest brands by estimated branded demand

| Brand | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Home Depot | Hardware store brands | 30.4M | 64.2% | 1 |
| Zillow | Real estate marketplaces | 20.4M | 85.8% | 1 |
| Best Buy | Electronics retailers | 16.6M | 83.4% | 1 |
| Indeed | Job boards | 13.6M | 52% | 1 |
| Lowe's | Hardware store brands | 13.6M | 28.7% | 2 |

## Competitive sets by total measured demand

| Competitive set | Estimated monthly branded searches | Measured brands | Highest Share of Search |
| --- | --- | --- | --- |
| Hardware store brands | 47.4M | 3 | Home Depot, 64.2% |
| Job boards | 26.1M | 4 | Indeed, 52% |
| Real estate marketplaces | 23.8M | 4 | Zillow, 85.8% |
| Electronics retailers | 19.9M | 4 | Best Buy, 83.4% |
| Classified ad platforms | 17.9M | 3 | Facebook Marketplace, 62% |
| Auto parts retailers | 16.1M | 4 | AutoZone, 46.3% |
| Auto loan brands | 14M | 4 | Capital One, 65.3% |
| High yield savings brands | 13.4M | 5 | Capital One, 68.3% |
| Credit cards | 13.3M | 6 | Capital One, 69% |
| Pet supply retailers | 12.9M | 3 | PetSmart, 47.3% |
| Car marketplaces | 12.7M | 5 | Carvana, 32.3% |
| Fitness chains | 10.7M | 4 | Planet Fitness, 85.5% |

## Notable rank changes

| Brand | Competitive set | Previous rank | Rank |
| --- | --- | --- | --- |
| Avant | Personal loan platforms | 3 | 1 |
| CarMax | Car marketplaces | 1 | 3 |
| Upstart | Personal loan platforms | 1 | 3 |

## Set leaders in United States

| Competitive set | Brand | Share of Search |
| --- | --- | --- |
| Hardware store brands | Home Depot | 64.2% |
| Hardware store brands | Lowe's | 28.7% |
| Hardware store brands | Ace Hardware | 7.1% |
| Job boards | Indeed | 52% |
| Job boards | LinkedIn | 42.4% |
| Job boards | ZipRecruiter | 3.8% |
| Real estate marketplaces | Zillow | 85.8% |
| Real estate marketplaces | Redfin | 7.7% |
| Real estate marketplaces | Realtor.com | 4.2% |
| Electronics retailers | Best Buy | 83.4% |
| Electronics retailers | Micro Center | 11.2% |
| Electronics retailers | Newegg | 3.4% |
| Classified ad platforms | Facebook Marketplace | 62% |
| Classified ad platforms | Craigslist | 34.2% |
| Classified ad platforms | OfferUp | 3.8% |
| Auto parts retailers | AutoZone | 46.3% |
| Auto parts retailers | O'Reilly Auto Parts | 25.3% |
| Auto parts retailers | Advance Auto Parts | 20.8% |
| Auto loan brands | Capital One | 65.3% |
| Auto loan brands | Carvana | 29.2% |
| Auto loan brands | Discover | 4.8% |
| High yield savings brands | Capital One | 68.3% |
| High yield savings brands | American Express | 25% |
| High yield savings brands | Discover | 5% |
| Credit cards | Capital One | 69% |
| Credit cards | American Express | 25.3% |
| Credit cards | Discover | 5% |
| Pet supply retailers | PetSmart | 47.3% |
| Pet supply retailers | Petco | 31.6% |
| Pet supply retailers | Chewy | 21.2% |
| Car marketplaces | Carvana | 32.3% |
| Car marketplaces | CarGurus | 26.5% |
| Car marketplaces | CarMax | 26.5% |
| Fitness chains | Planet Fitness | 85.5% |
| Fitness chains | Anytime Fitness | 11.4% |
| Fitness chains | Gold's Gym | 3% |
| Food delivery apps | DoorDash | 70.5% |
| Food delivery apps | Uber Eats | 20.1% |
| Food delivery apps | Grubhub | 9.4% |
| Student information systems | Infinite Campus | 52.2% |
| Student information systems | Skyward | 28.6% |
| Student information systems | PowerSchool | 19.1% |
| Bookstores | Barnes & Noble | 81.8% |
| Bookstores | Half Price Books | 10.9% |
| Bookstores | Books-A-Million | 7.3% |
| Tire retailers | Discount Tire | 70.3% |
| Tire retailers | Tire Rack | 11.6% |
| Tire retailers | Big O Tires | 7.7% |
| Stock brokers | Charles Schwab | 50.1% |
| Stock brokers | E*TRADE | 22.3% |
| Stock brokers | Robinhood | 15.9% |
| Financial advisers | Charles Schwab | 69% |
| Financial advisers | Edward Jones | 16.9% |
| Financial advisers | Fidelity | 13.8% |
| Storage facilities | Public Storage | 57.1% |
| Storage facilities | Extra Space | 38.8% |
| Storage facilities | CubeSmart | 2.8% |
| Home insurance brands | State Farm | 60.4% |
| Home insurance brands | Liberty Mutual | 23.3% |
| Home insurance brands | Allstate | 8.5% |

## The 20 largest of 88 competitive sets

- [Hardware store brands](/demand/us/categories/us-hardware-store-brands): 3 brands compared on their branded search terms.
- [Job boards](/demand/us/categories/us-job-boards): 4 brands compared on their branded search terms.
- [Real estate marketplaces](/demand/us/categories/us-real-estate-marketplaces): 4 brands compared on their branded search terms.
- [Electronics retailers](/demand/us/categories/us-electronics-retailers): 4 brands compared on their branded search terms.
- [Classified ad platforms](/demand/us/categories/us-classified-ad-platforms): 3 brands compared on their branded search terms.
- [Auto parts retailers](/demand/us/categories/us-auto-parts-retailers): 4 brands compared on their branded search terms.
- [Auto loan brands](/demand/us/categories/us-auto-loan-brands): 4 brands compared on their branded search terms.
- [High yield savings brands](/demand/us/categories/us-high-yield-savings-brands): 5 brands compared on their branded search terms.
- [Credit cards](/demand/us/categories/us-credit-cards): 6 brands compared on their branded search terms.
- [Pet supply retailers](/demand/us/categories/us-pet-supply-retailers): 3 brands compared on their branded search terms.
- [Car marketplaces](/demand/us/categories/us-car-marketplaces): 5 brands compared on their branded search terms.
- [Fitness chains](/demand/us/categories/us-fitness-chains): 4 brands compared on their branded search terms.
- [Food delivery apps](/demand/us/categories/us-food-delivery-apps): 3 brands compared on their branded search terms.
- [Student information systems](/demand/us/categories/us-student-information-systems): 3 brands compared on their branded search terms.
- [Bookstores](/demand/us/categories/us-bookstores): 3 brands compared on their branded search terms.
- [Tire retailers](/demand/us/categories/us-tire-retailers): 5 brands compared on their branded search terms.
- [Stock brokers](/demand/us/categories/us-stock-brokers): 5 brands compared on their branded search terms.
- [Financial advisers](/demand/us/categories/us-financial-advisers): 4 brands compared on their branded search terms.
- [Storage facilities](/demand/us/categories/us-storage-facilities): 4 brands compared on their branded search terms.
- [Home insurance brands](/demand/us/categories/us-home-insurance-brands): 4 brands compared on their branded search terms.

## Multi-brand companies

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "United States branded search and Share of Search". https://gobrandwave.com/demand/us

This page is also available as HTML at https://gobrandwave.com/demand/us. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.