Ashley vs Wayfair:Which is more popular?
In September 2026, Wayfair had more branded searches than Ashley among furniture retailers in the United States. Wayfair had about 6.1 million branded searches, while Ashley had 2.3 million. Wayfair made up 27.2% of all furniture retailer searches we track, and Ashley accounted for 10.2%. When we asked ChatGPT and Google AI Overviews about furniture retailers, both Ashley and Wayfair appeared in all three answers. Ashley was mentioned before Wayfair in two out of three answers.
Who do people search for more?
Wayfair, about 3 searches for every 1 for Ashley
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Ashley, named ahead of Wayfair in 2 of 3 answers
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Top furniture retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, both Ashley and Wayfair showed up in all three answers. Ashley was listed before Wayfair in two of them.
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.
Is Ashley or Wayfair more popular in search?
This chart shows how often people search Google for Ashley and Wayfair by name. Each line represents a brand's share of searches for all ten furniture retailers we track, month by month, from searches in United States.
Share of searches by month for Wayfair, Ashley. 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% |
How has the Ashley and Wayfair comparison changed over the last 12 months?
3 findings
- Wayfair was ahead of Ashley in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ashley’s share of searches among furniture retailers in the United States moved from 11.7% to 10.2%, and its estimated monthly branded searches held steady at 2.3M.
- Across the 12 months ending September 2026, Wayfair’s share of searches among furniture retailers in the United States moved from 25.1% to 27.2%, and its estimated monthly branded searches moved from 5M to 6.1M.
How did search popularity change for United States furniture retailers in September 2026?
2 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%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Ashley’s and Wayfair’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.
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