Brandwave

How popular isAmerican Express in search?

In September 2026, there were an estimated 3.4M branded searches for American Express in United States which held steady over the last 12 months. American Express holds 25.3% estimated Share of Search among United States credit cards and is ranked 2nd of 6 competitors for search popularity.

Share of Search, September 2026
  1. Capital One69%
  2. American Express25.3%
  3. Discover5%
  4. Visa0.37%
  5. Barclaycard0.25%
  6. Mastercard0.07%
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Which credit cards compete with American Express?

American Express against credit cards in United States, by month

Share of Search by month for Capital One, American Express, Discover. The figures are in the table below the chart.

View monthly share of search table
MonthCapital OneAmerican ExpressDiscoverVisaBarclaycardMastercard
Oct 202567.1%24.6%7.3%0.5%0.36%0.13%
Nov 202567.1%24.6%7.3%0.5%0.36%0.09%
Dec 202567.1%24.6%7.3%0.54%0.36%0.09%
Jan 202667%24.6%7.3%0.64%0.36%0.13%
Feb 202667.2%24.6%7.4%0.46%0.3%0.09%
Mar 202666.5%24.4%8.2%0.44%0.36%0.11%
Apr 202666.6%24.4%8.2%0.4%0.36%0.11%
May 202666.6%24.4%8.2%0.4%0.3%0.09%
Jun 202667.2%24.6%7.3%0.44%0.3%0.11%
Jul 202667.2%24.6%7.4%0.41%0.24%0.11%
Aug 202668.2%25%6.1%0.37%0.25%0.09%
Sep 202669%25.3%5%0.37%0.25%0.07%

  1. 1.Capital One

    69%

    Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share +0.8 points.

  2. 2.American Express

    25.3%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Discover

    5%

    Held 3rd. 669K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

  4. 4.Visa

    0.37%

    Held 4th. 49.3K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Barclaycard

    0.25%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Mastercard

    0.07%

    Held 6th. 9.9K estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare search popularity between American Express and its closest rivals

Every comparison with American Express

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for American Express in United States held steady at 3.4M.
  • Across the 12 months ending September 2026, American Express’ estimated Share of Search among credit cards in United States increased from 24.6% to 25.3%.

How did search popularity change for United States credit cards in September 2026?

  1. In September 2026, Capital One gained estimated Share of Search among credit cards in United States, from 68.2% to 69%.

  2. In September 2026, Discover lost estimated Share of Search among credit cards in United States, from 6.1% to 5%.

  3. American Express’ estimated Share of Search among credit cards in United States has gained ground for 3 months in a row, from 24.6% to 25.3% in September 2026.

  4. Estimated monthly branded searches for Mastercard in United States fell 45.3% over 12 measured months, from 18.1K to 9.9K in September 2026.

  5. Estimated monthly branded searches for Barclaycard in United States fell 33.1% over 12 measured months, from 49.5K to 33.1K in September 2026.

  6. Estimated monthly branded searches for Visa in United States fell 27.1% over 12 measured months, from 67.6K to 49.3K in September 2026.

Where does American Express compete?

American Express is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
High yield savings brands2nd of 525%Show ranking
Credit cards2nd of 625.3%Shown above

How is American Express measured?

Brandwave collects information about searches that people make online using American Express’ 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

  • american express

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How the Brand Demand Index is measured

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