How popular isAfterpay in search?
In September 2026, there were an estimated 550K branded searches for Afterpay in United States which is down 18.3% over the last 12 months. Afterpay holds 23.3% estimated Share of Search among United States buy now pay later services and is ranked 3rd of 4 competitors for search popularity.
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Which buy now pay later services compete with Afterpay?
Share of Search by month for Affirm, Klarna, Afterpay, Sezzle. The figures are in the table below the chart.
View monthly share of search table
| Month | Affirm | Klarna | Afterpay | Sezzle |
|---|---|---|---|---|
| Oct 2025 | 42.8% | 28.9% | 23.6% | 4.7% |
| Nov 2025 | 42.3% | 28.6% | 23.4% | 5.7% |
| Dec 2025 | 38% | 31.2% | 25.7% | 5.1% |
| Jan 2026 | 44.7% | 30.2% | 20.2% | 4.9% |
| Feb 2026 | 44.8% | 30.1% | 20.2% | 4.9% |
| Mar 2026 | 47.8% | 26.4% | 21.5% | 4.3% |
| Apr 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| May 2026 | 47.3% | 26.1% | 21.3% | 5.2% |
| Jun 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| Jul 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| Aug 2026 | 47.3% | 26.1% | 21.3% | 5.2% |
| Sep 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 42.4% | 1M | -18% | -4.9 points | |
| 2, held 2nd | 28.5% | 673K | 0% | +2.4 points | |
| 3, held 3rd | 23.3% | 550K | 0% | +2 points | |
| 4, held 4th | 5.7% | 135K | 0% | +0.5 points |
1.
Affirm42.4%
Held 1st. 1M estimated branded searches, -18% vs prior month. Share -4.9 points.
2.
Klarna28.5%
Held 2nd. 673K estimated branded searches, 0% vs prior month. Share +2.4 points.
3.
Afterpay23.3%
Held 3rd. 550K estimated branded searches, 0% vs prior month. Share +2 points.
4.
Sezzle5.7%
Held 4th. 135K estimated branded searches, 0% vs prior month. Share +0.5 points.
Compare search popularity between Afterpay and its closest rivals
Every comparison with Afterpay
3 comparisons
How has branded search demand for Afterpay changed in United States over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Afterpay in United States fell from 673K to 550K.
- Across the 12 months ending September 2026, Afterpay’s estimated Share of Search among buy now pay later services in United States peaked at 25.7% in December 2025 and was lowest at 20.2% in February 2026.
How did search popularity change for United States buy now pay later services in September 2026?
3 changes
In September 2026, Klarna gained estimated Share of Search among buy now pay later services in United States, from 26.1% to 28.5%.
In September 2026, Afterpay gained estimated Share of Search among buy now pay later services in United States, from 21.3% to 23.3%.
In September 2026, Affirm lost estimated Share of Search among buy now pay later services in United States, from 47.3% to 42.4%.
How is Afterpay measured?
Brandwave collects information about searches that people make online using Afterpay’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- afterpay
Who owns Afterpay?
Afterpay is owned by 
Block. Brandwave does not track any other brands owned by Block.
Do you work for Afterpay? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Afterpay your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.