---
title: "Afterpay: search popularity in United States"
description: "A buy now pay later service that splits purchases into four interest-free instalments. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/us/brands/afterpay"
publisher: "Brandwave"
---

# Afterpay: search popularity in United States

A buy now pay later service that splits purchases into four interest-free instalments. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Afterpay
- **Owned by**: Block
- **Market**: United States
- **Measured month**: Sep 2026
- **Share of Search among buy now pay later services**: 23.3%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Buy now pay later services | 3 | 23.3% | 550K |

- [Buy now pay later services](/demand/us/categories/us-buy-now-pay-later-services)

## How has branded search demand for Afterpay changed in United States over the last 12 months?

- 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?

- 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%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Buy now pay later services | 673K | 23.6% | 3 |
| Nov 2025 | Buy now pay later services | 673K | 23.4% | 3 |
| Dec 2025 | Buy now pay later services | 823K | 25.7% | 3 |
| Jan 2026 | Buy now pay later services | 550K | 20.2% | 3 |
| Feb 2026 | Buy now pay later services | 450K | 20.2% | 3 |
| Mar 2026 | Buy now pay later services | 550K | 21.5% | 3 |
| Apr 2026 | Buy now pay later services | 550K | 23.3% | 3 |
| May 2026 | Buy now pay later services | 550K | 21.3% | 3 |
| Jun 2026 | Buy now pay later services | 550K | 23.3% | 3 |
| Jul 2026 | Buy now pay later services | 550K | 23.3% | 3 |
| Aug 2026 | Buy now pay later services | 550K | 21.3% | 3 |
| Sep 2026 | Buy now pay later services | 550K | 23.3% | 3 |

## 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.

- “afterpay”

## Which buy now pay later services compete with Afterpay?

- [Affirm](/demand/us/brands/affirm): Head-to-head: /demand/us/compare/affirm-vs-afterpay
- [Klarna](/demand/us/brands/klarna): Head-to-head: /demand/us/compare/afterpay-vs-klarna
- [Sezzle](/demand/us/brands/sezzle): Head-to-head: /demand/us/compare/afterpay-vs-sezzle

## Who owns Afterpay?

Afterpay is owned by Block. Brandwave does not track any other brands owned by Block.

- [Block](/demand/us/companies/block): Owns 2 tracked brands.

## Methodology

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

## Frequently asked questions

### Who owns Afterpay?

Afterpay is owned by Block. Brandwave does not track any other brands owned by Block.

## Cite this page

Brandwave. "Afterpay: search popularity in United States". https://gobrandwave.com/demand/us/brands/afterpay

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