Arm & Hammer vs Axe:Which is more popular?
In September 2026, Arm & Hammer had more branded searches than Axe among deodorant brands in the United States. Arm & Hammer had about 18,100 branded searches, while Axe had 8,100. Arm & Hammer made up 3.5% of all deodorant brand searches we track, and Axe accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about deodorant brands, neither Arm & Hammer nor Axe appeared in any of the five answers.
Who do people search for more?
Arm & Hammer, about 2 searches for every 1 for Axe
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Arm & Hammer nor Axe showed up in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Secret1st
Dove2nd
Native3rd
Certain Dri4th
Speed Stick5th
Old Spice6th
Mitchum7th
Degree8th- +2 more
- Arm & Hammer–
Axe–- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dove4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Secret4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Native3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lume2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Certain Dri2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Degree1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Old Spice1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Speed Stick1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Arm & Hammer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Axe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about deodorant brands
5 answers
Asked ChatGPT
“Which deodorant should I buy?”
Asked ChatGPT
“What are the best deodorant brands?”
Asked ChatGPT
“What is the best natural deodorant?”
Searched Google, AI Overview
“deodorant”
Searched Google, AI Overview
“best deodorant”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.
Is Arm & Hammer or Axe more popular in search?
This chart shows how often people search Google for Arm & Hammer and Axe by name. Each line represents a brand's share of searches for all 13 deodorant brands we track, month by month, from searches in United States.
Share of searches by month for Arm & Hammer, Axe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | Native | Lume | Degree | Old Spice | Secret | Dr. Squatch | Arm & Hammer | Certain Dri | Speed Stick | Axe | Schmidt’s | Mitchum |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.9% | 21.4% | 11.8% | 7.9% | 9.6% | 7.9% | 5.3% | 3.5% | 2.4% | 2.4% | 1.9% | 1.9% | 1.1% |
| Nov 2025 | 19.9% | 22.8% | 12.5% | 8.4% | 10.3% | 8.4% | 5.6% | 3.1% | 2.5% | 2.1% | 1.7% | 1.7% | 1.1% |
| Dec 2025 | 20% | 26.7% | 9.8% | 8% | 9.8% | 8% | 5.4% | 2.9% | 2.4% | 2.4% | 1.6% | 2% | 1.1% |
| Jan 2026 | 20.9% | 25.1% | 11.2% | 7.5% | 9.2% | 9.2% | 5% | 2.7% | 2.7% | 2.2% | 1.2% | 1.8% | 1% |
| Feb 2026 | 19.8% | 22.7% | 12.5% | 8.3% | 10.2% | 8.3% | 5.6% | 3.1% | 3.1% | 2.5% | 1.4% | 1.7% | 0.91% |
| Mar 2026 | 22% | 20.6% | 13.9% | 7.6% | 9.3% | 7.6% | 6.2% | 2.8% | 3.4% | 2.3% | 1.5% | 1.9% | 1% |
| Apr 2026 | 18.7% | 21.4% | 14.4% | 7.9% | 9.6% | 7.9% | 6.4% | 2.9% | 3.5% | 2.9% | 1.6% | 1.9% | 1% |
| May 2026 | 18.9% | 20.6% | 13.8% | 9.3% | 9.3% | 7.6% | 7.6% | 2.8% | 3.4% | 2.8% | 1.5% | 1.5% | 1% |
| Jun 2026 | 19.7% | 17.6% | 17.6% | 9.6% | 7.9% | 7.9% | 6.4% | 2.9% | 3.5% | 2.4% | 1.9% | 1.6% | 1.1% |
| Jul 2026 | 22.2% | 17.1% | 17.1% | 9.3% | 7.6% | 7.6% | 6.2% | 3.4% | 3.4% | 2.3% | 1.2% | 1.5% | 1% |
| Aug 2026 | 22.4% | 20% | 13.4% | 9% | 9% | 7.3% | 6% | 3.3% | 3.3% | 2.2% | 1.5% | 1.5% | 1.2% |
| Sep 2026 | 23% | 17.7% | 11.8% | 9.7% | 9.7% | 7.9% | 6.5% | 3.5% | 3.5% | 2.9% | 1.6% | 1.3% | 1.1% |
How has the Arm & Hammer and Axe comparison changed over the last 12 months?
3 findings
- Arm & Hammer was ahead of Axe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Arm & Hammer’s share of searches among deodorant brands in the United States held steady at 3.5%, and its estimated monthly branded searches held steady at 18.1K.
- Across the 12 months ending September 2026, Axe’s share of searches among deodorant brands in the United States moved from 1.9% to 1.6%, and its estimated monthly branded searches moved from 9.9K to 8.1K.
How did search popularity change for United States deodorant brands in September 2026?
1 change
Estimated monthly branded searches for Axe in the United States fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Arm & Hammer’s and Axe’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Arm & Hammer
1 branded search term
- arm and hammer deodorant
Axe
1 branded search term
- axe deodorant
Other head-to-heads among deodorant brands
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