How popular isWayfair?
In September 2026, people searched for Wayfair by name about 6.1 million times in the United States, a 22.4% increase from the previous year. These searches made up 27.2% of all United States furniture retailer searches, placing Wayfair second out of ten retailers. When we asked both ChatGPT and Google AI Overviews about furniture retailers, Wayfair appeared in all answers and was the third most recommended of the ten.
Wayfair is the second most searched of 10 competitors and the third most recommended in AI answers.
IKEAShare of searches 33.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
WayfairShare of searches 27.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
AshleyShare of searches 10.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
Pottery BarnShare of searches 8.1%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
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, Wayfair appeared in all three answers. Wayfair is the third most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- IKEA3 of 3Named in 3 of 3 ChatGPT answers
- Wayfair3 of 3Named in 3 of 3 ChatGPT answers
- Ashley3 of 3Named in 3 of 3 ChatGPT answers
- Pottery Barn2 of 3Named in 2 of 3 ChatGPT answers
Crate & Barrel2 of 3Named in 2 of 3 ChatGPT answers
Living Spaces2 of 3Named in 2 of 3 ChatGPT answers
Article2 of 3Named in 2 of 3 ChatGPT answers- Bob's Discount Furniture0 of 3Named in 0 of 3 ChatGPT answers
Rooms To Go0 of 3Named in 0 of 3 ChatGPT answers
Raymour & Flanigan0 of 3Named in 0 of 3 ChatGPT answers
See every answer about furniture retailers
3 answers
Asked ChatGPT
“Where should I buy furniture in the US?”
Asked ChatGPT
“What are the best furniture stores in the US?”
Asked ChatGPT
“What's the best place to buy an affordable sofa in the US?”
Searched Google, AI Overview
“furniture stores”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“furniture store near me”
Google showed no AI Overview for this search.
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 Wayfair?
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
| Month | IKEA | Wayfair | Ashley | Pottery Barn | Bob's Discount Furniture | Crate & Barrel | Rooms To Go | Living Spaces | Raymour & Flanigan | Article |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.7% | 25.1% | 11.7% | 9.2% | 6% | 6.1% | 5% | 3.4% | 2.3% | 0.45% |
| Nov 2025 | 28.9% | 23.6% | 11.1% | 10.6% | 6.1% | 8.6% | 4.7% | 3.9% | 2.1% | 0.42% |
| Dec 2025 | 32.7% | 21.9% | 10.2% | 12% | 5.7% | 8% | 4.4% | 2.9% | 2% | 0.32% |
| Jan 2026 | 33.2% | 22.2% | 10.4% | 9.9% | 6.1% | 6.7% | 5.4% | 3.7% | 2% | 0.4% |
| Feb 2026 | 31.1% | 25.4% | 11.9% | 7.6% | 7% | 6.2% | 5.1% | 3.4% | 1.9% | 0.38% |
| Mar 2026 | 35% | 23.4% | 10.8% | 8.6% | 6.4% | 5.7% | 4.7% | 3.2% | 1.7% | 0.42% |
| Apr 2026 | 30.6% | 30.6% | 9.4% | 7.5% | 6.4% | 5% | 5% | 3.4% | 1.8% | 0.37% |
| May 2026 | 32.7% | 26.7% | 10% | 8% | 6% | 5.3% | 5.3% | 3.6% | 2% | 0.4% |
| Jun 2026 | 37.2% | 24.8% | 9.3% | 7.5% | 5% | 5% | 5% | 4.1% | 1.8% | 0.37% |
| Jul 2026 | 35.7% | 23.9% | 9% | 8.7% | 5.8% | 5.8% | 4.8% | 3.9% | 1.8% | 0.43% |
| Aug 2026 | 36.9% | 24.7% | 9.3% | 9% | 5.5% | 4.9% | 4% | 3.3% | 1.8% | 0.44% |
| Sep 2026 | 33.2% | 27.2% | 10.2% | 8.1% | 5.7% | 5.4% | 4.4% | 3.7% | 1.6% | 0.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 33.2% | 7.5M | -18.2% | -3.7 points | |
| 2, held 2nd | 27.2% | 6.1M | 0% | +2.5 points | |
| 3, held 3rd | 10.2% | 2.3M | 0% | +0.9 points | |
| 4, held 4th | 8.1% | 1.8M | -18.3% | -0.9 points | |
| 5, held 5th | 5.7% | 1.3M | -7.3% | +0.1 points | |
| 6, held 6th | 5.4% | 1.2M | 0% | +0.5 points | |
| 7, held 7th | 4.4% | 1M | 0% | +0.4 points | |
| 8, held 8th | 3.7% | 823K | 0% | +0.3 points | |
| 9, held 9th | 1.6% | 368K | -18.2% | -0.2 points | |
| 10, held 10th | 0.4% | 90.5K | -17.7% | 0 points |
1.
IKEA33.2%
Held 1st. 7.5M estimated branded searches, -18.2% vs prior month. Share -3.7 points.
2.
Wayfair27.2%
Held 2nd. 6.1M estimated branded searches, 0% vs prior month. Share +2.5 points.
3.
Ashley10.2%
Held 3rd. 2.3M estimated branded searches, 0% vs prior month. Share +0.9 points.
8.1%
Held 4th. 1.8M estimated branded searches, -18.3% vs prior month. Share -0.9 points.
5.7%
Held 5th. 1.3M estimated branded searches, -7.3% vs prior month. Share +0.1 points.
5.4%
Held 6th. 1.2M estimated branded searches, 0% vs prior month. Share +0.5 points.
4.4%
Held 7th. 1M estimated branded searches, 0% vs prior month. Share +0.4 points.
3.7%
Held 8th. 823K estimated branded searches, 0% vs prior month. Share +0.3 points.
1.6%
Held 9th. 368K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
10.
Article0.4%
Held 10th. 90.5K estimated branded searches, -17.7% vs prior month. Share 0 points.
Compare popularity between Wayfair and its closest rivals
Every comparison with Wayfair
9 comparisons
How has branded search demand for Wayfair changed in the United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Wayfair in the United States rose from 5M to 6.1M.
- Across the 12 months ending September 2026, Wayfair’s share of searches among furniture retailers in the United States increased from 25.1% to 27.2%.
- Across the 12 months ending September 2026, Wayfair’s share of searches among furniture retailers in the United States peaked at 30.6% in April 2026 and was lowest at 21.9% in December 2025.
How did search popularity change for United States furniture retailers in September 2026?
6 changes
In September 2026, Wayfair gained share of searches among furniture retailers in the United States, from 24.7% to 27.2%.
In September 2026, Ashley gained share of searches among furniture retailers in the United States, from 9.3% to 10.2%.
In September 2026, IKEA lost share of searches among furniture retailers in the United States, from 36.9% to 33.2%.
In September 2026, Pottery Barn lost share of searches among furniture retailers in the United States, from 9% to 8.1%.
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.
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 Wayfair’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Wayfair’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.
- wayfair
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