--- title: "Arm & Hammer vs Axe: Which is searched more in the United States?" description: "Is Arm & Hammer or Axe more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant brands set in the United States. 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/compare/arm-and-hammer-vs-axe-deodorant" publisher: "Brandwave" --- # Arm & Hammer vs Axe: Which is searched more in the United States? Is Arm & Hammer or Axe more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant brands set in the United States. 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 - **Compared**: Arm & Hammer and Axe - **Competitive set**: Deodorant brands - **Market**: United States - **Month measured**: Sep 2026 - **Arm & Hammer Share of Search**: 3.5% - **Axe Share of Search**: 1.6% ## Is Arm & Hammer or Axe more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Secret | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Dove | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Native | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Certain Dri | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Speed Stick | 5th | 0 of 3 | 1 of 2 | 1 of 5 | | Old Spice | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Mitchum | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Degree | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Lume | 9th | 1 of 3 | 1 of 2 | 2 of 5 | | Dr. Squatch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Arm & Hammer | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Axe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Schmidt’s | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about deodorant brands - Asked ChatGPT "Which deodorant should I buy?": 1. Secret, 2. Dove - Asked ChatGPT "What are the best deodorant brands?": 1. Dove, 2. Secret, 3. Native, 4. Old Spice, 5. Mitchum, 6. Degree, 7. Certain Dri, 8. Lume - Asked ChatGPT "What is the best natural deodorant?": 1. Native - Searched Google, AI Overview "deodorant": 1. Secret, 2. Speed Stick, 3. Dove - Searched Google, AI Overview "best deodorant": 1. Secret, 2. Dove, 3. Certain Dri, 4. Native, 5. Lume Not named in any answer: Dr. Squatch, Arm & Hammer, Axe and Schmidt’s. Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026. ## How did search popularity change for United States deodorant brands in September 2026? - 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. ## Month by month | Month | Arm & Hammer estimated searches | Arm & Hammer Share of Search | Arm & Hammer rank | Axe estimated searches | Axe Share of Search | Axe rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 3.5% | 8 | 9.9K | 1.9% | 11 | | Nov 2025 | 14.8K | 3.1% | 8 | 8.1K | 1.7% | 11 | | Dec 2025 | 14.8K | 2.9% | 8 | 8.1K | 1.6% | 12 | | Jan 2026 | 14.8K | 2.7% | 8 | 6.6K | 1.2% | 12 | | Feb 2026 | 14.8K | 3.1% | 8 | 6.6K | 1.4% | 12 | | Mar 2026 | 14.8K | 2.8% | 9 | 8.1K | 1.5% | 12 | | Apr 2026 | 14.8K | 2.9% | 9 | 8.1K | 1.6% | 12 | | May 2026 | 14.8K | 2.8% | 9 | 8.1K | 1.5% | 11 | | Jun 2026 | 14.8K | 2.9% | 9 | 9.9K | 1.9% | 11 | | Jul 2026 | 18.1K | 3.4% | 8 | 6.6K | 1.2% | 12 | | Aug 2026 | 18.1K | 3.3% | 8 | 8.1K | 1.5% | 11 | | Sep 2026 | 18.1K | 3.5% | 8 | 8.1K | 1.6% | 11 | ## How each brand is measured 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**: Measured on the search term “arm and hammer deodorant”. - **Axe**: Measured on the search term “axe deodorant”. - [Arm & Hammer profile](/demand/us/brands/arm-and-hammer) - [Axe profile](/demand/us/brands/axe-deodorant) - [All deodorant brands in the United States](/demand/us/categories/us-deodorant-brands): The set both shares are measured inside, 13 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Arm & Hammer or Axe more popular in search? 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%. ## Cite this page Brandwave. "Arm & Hammer vs Axe: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/arm-and-hammer-vs-axe-deodorant This page is also available as HTML at https://gobrandwave.com/demand/us/compare/arm-and-hammer-vs-axe-deodorant. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.