Brandwave

How popular isIKEA?

In September 2026, people searched for IKEA by name about 7.5 million times in the United States, a 22.2% increase from the previous year. These searches made up 33.2% of all United States furniture retailer searches, placing IKEA first out of ten retailers. When we asked both ChatGPT and Google AI Overviews about furniture retailers, IKEA appeared in all answers and was the most recommended of the ten.

Search and AI answers in September 2026

IKEA is the most searched of 10 competitors and the most recommended in AI answers.

  1. IKEAShare of searches 33.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  2. WayfairShare of searches 27.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  3. AshleyShare of searches 10.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  4. Pottery BarnShare of searches 8.1%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  5. Bob's Discount FurnitureShare of searches 5.7%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

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Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, IKEA appeared in all three answers. IKEA is the most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. IKEA1st
  2. Ashley2nd
  3. Wayfair3rd
  4. Pottery Barn4th
  5. Crate & Barrel4th
  6. Living Spaces6th
  7. Article7th
  8. Bob's Discount Furniture–
  9. Rooms To Go–
  10. Raymour & Flanigan–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about furniture retailers

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Which furniture retailers compete with IKEA?

IKEA against furniture retailers in the United States, by month

Share of searches by month for IKEA, Wayfair, Ashley, Pottery Barn, Bob's Discount Furniture, Crate & Barrel, Rooms To Go, Living Spaces. The figures are in the table below the chart.

View monthly share of searches table
MonthIKEAWayfairAshleyPottery BarnBob's Discount FurnitureCrate & BarrelRooms To GoLiving SpacesRaymour & FlaniganArticle
Oct 202530.7%25.1%11.7%9.2%6%6.1%5%3.4%2.3%0.45%
Nov 202528.9%23.6%11.1%10.6%6.1%8.6%4.7%3.9%2.1%0.42%
Dec 202532.7%21.9%10.2%12%5.7%8%4.4%2.9%2%0.32%
Jan 202633.2%22.2%10.4%9.9%6.1%6.7%5.4%3.7%2%0.4%
Feb 202631.1%25.4%11.9%7.6%7%6.2%5.1%3.4%1.9%0.38%
Mar 202635%23.4%10.8%8.6%6.4%5.7%4.7%3.2%1.7%0.42%
Apr 202630.6%30.6%9.4%7.5%6.4%5%5%3.4%1.8%0.37%
May 202632.7%26.7%10%8%6%5.3%5.3%3.6%2%0.4%
Jun 202637.2%24.8%9.3%7.5%5%5%5%4.1%1.8%0.37%
Jul 202635.7%23.9%9%8.7%5.8%5.8%4.8%3.9%1.8%0.43%
Aug 202636.9%24.7%9.3%9%5.5%4.9%4%3.3%1.8%0.44%
Sep 202633.2%27.2%10.2%8.1%5.7%5.4%4.4%3.7%1.6%0.4%

  1. 1.IKEA

    33.2%

    Held 1st. 7.5M estimated branded searches, -18.2% vs prior month. Share -3.7 points.

  2. 2.Wayfair

    27.2%

    Held 2nd. 6.1M estimated branded searches, 0% vs prior month. Share +2.5 points.

  3. 3.Ashley

    10.2%

    Held 3rd. 2.3M estimated branded searches, 0% vs prior month. Share +0.9 points.

  4. 4.Pottery Barn

    8.1%

    Held 4th. 1.8M estimated branded searches, -18.3% vs prior month. Share -0.9 points.

  5. 5.Bob's Discount Furniture

    5.7%

    Held 5th. 1.3M estimated branded searches, -7.3% vs prior month. Share +0.1 points.

  6. 6.Crate & Barrel

    5.4%

    Held 6th. 1.2M estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Rooms To Go

    4.4%

    Held 7th. 1M estimated branded searches, 0% vs prior month. Share +0.4 points.

  8. 8.Living Spaces

    3.7%

    Held 8th. 823K estimated branded searches, 0% vs prior month. Share +0.3 points.

  9. 9.Raymour & Flanigan

    1.6%

    Held 9th. 368K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  10. 10.Article

    0.4%

    Held 10th. 90.5K estimated branded searches, -17.7% vs prior month. Share 0 points.

Compare popularity between IKEA and its closest rivals

Every comparison with IKEA

16 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for IKEA in the United States rose from 6.1M to 7.5M.
  • Across the 12 months ending September 2026, IKEA’s share of searches among furniture retailers in the United States increased from 30.7% to 33.2%.
  • Across the 12 months ending September 2026, IKEA’s share of searches among furniture retailers in the United States peaked at 37.2% in June 2026 and was lowest at 28.9% in November 2025.

How did search popularity change for United States furniture retailers in September 2026?

6 changes

  1. In September 2026, Wayfair gained share of searches among furniture retailers in the United States, from 24.7% to 27.2%.

  2. In September 2026, Ashley gained share of searches among furniture retailers in the United States, from 9.3% to 10.2%.

  3. In September 2026, IKEA lost share of searches among furniture retailers in the United States, from 36.9% to 33.2%.

  4. In September 2026, Pottery Barn lost share of searches among furniture retailers in the United States, from 9% to 8.1%.

  5. Estimated monthly branded searches for Living Spaces in the United States rose 22.3% over 12 measured months, from 673K to 823K in September 2026.

  6. Estimated monthly branded searches for Raymour & Flanigan in the United States fell 18.2% over 12 measured months, from 450K to 368K in September 2026.

How are IKEA’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using IKEA’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.

  • ikea

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How the Brand Demand Index is measured

Where does IKEA compete?

IKEA 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 searchesRanking
Furniture retailers1st of 1033.2%Shown above
Home decor retailers1st of 1041.5%Show ranking
Creator with pink hair and a pink jacket

Is IKEA your brand?

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