Who gets found first in appliances.

One measure of how Australians find appliances, across Google, AI answers, social platforms and brand demand. 327 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1Appliances Online48.8

#2The Good Guys47.7

#3CHOICE44.6

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 48.8 Appliances Online

1.1 points clear of The Good Guys, who sits at 47.7.

The chase 47.7–41.9 3 brands chasing

The Good Guys 47.7
CHOICE 44.6
Harvey Norman 41.9

The deciding channel 30% AI visibility

Appliances Online 69.1
CHOICE 67.2

At 30% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score Harvey Norman 54.0 · #4 overall

AI 30% of the score Appliances Online 69.1

Social 15% of the score LG 80.3 · #7 overall

Demand 10% of the score Fisher & Paykel 57.8 · #17 overall

The board · August 2026

1 Move — Appliances Online appliancesonline.com.au Search 32.9 AI 69.1 Social 59.7 Demand 43.2 48.8

2 Move — The Good Guys thegoodguys.com.au Search 52.8 AI 47.8 Social 40.7 Demand 34.8 47.7

3 Move — CHOICE choice.com.au Search 26.2 AI 67.2 Social 68.3 Demand 23.7 44.6

4 Move — Harvey Norman harveynorman.com.au Search 54.0 AI 22.3 Social 38.5 Demand 51.3 41.9

5 Move — JB Hi-Fi jbhifi.com.au Search 39.5 AI 29.0 Social 5.1 Demand 38.6 31.1

6 Move — Westinghouse westinghouse.com.au Search 10.7 AI 21.2 Social 54.1 Demand 49.6 24.3

7 Move — LG lg.com Search 5.2 AI 13.7 Social 80.3 Demand 52.6 23.8

8 Move — Bing Lee binglee.com.au Search 10.5 AI 41.7 Social 16.8 Demand 35.4 23.3

9 Move — Bosch bosch-home.com.au Search 7.8 AI 20.2 Social 45.3 Demand 52.1 21.6

10 Move — Winning Appliances winnings.com.au Search 7.8 AI 43.8 Social 24.3 Demand 7.2 21.0

11 Move — Samsung samsung.com Search 0.0 AI 16.9 Social 59.1 Demand 47.9 18.7

12 Move — Kmart kmart.com.au Search 5.2 AI 15.7 Social 43.1 Demand 30.5 16.6

13 Move — Miele shop.miele.com.au Search 5.6 AI 13.0 Social 27.5 Demand 49.4 15.5

14 Move — Electrolux electrolux.com.au Search 2.9 AI 7.2 Social 52.4 Demand 41.0 15.4

15 Move — Hisense hisense.com.au Search 2.7 AI 9.3 Social 43.6 Demand 46.9 15.2

16 Move — Home Clearance homeclearance.com.au Search 10.9 AI 25.2 Social 14.0 Demand 5.1 15.1

17 Move — Fisher & Paykel fisherpaykel.com Search 0.0 AI 12.9 Social 32.4 Demand 57.8 14.5

18 Move — Energy Rating energyrating.gov.au Search 2.6 AI 27.3 Social 22.9 Demand 12.6 14.1

19 Move — Retravision retravision.com.au Search 7.7 AI 26.7 Social 0.0 Demand 24.0 13.9

20 Move — AEG aegaustralia.com.au Search 5.4 AI 15.4 Social 22.5 Demand 34.0 13.8

Head to head

Compare two brands.

Your brandTheir brand

Appliances OnlineRank #148.8

AISocialDemand

The Good GuysRank #247.7

Search discoverability32.952.8AI visibility69.147.8Social discoverability59.740.7Brand demand43.234.8

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

25 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example Appliances Online, ranked first on appliances

48.8 of 100

Appliances Online scores 48.8

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +14.8 32.9 scored × 45% AI visibility +20.7 69.1 scored × 30% Social discoverability +9.0 59.7 scored × 15% Brand demand +4.3 43.2 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in appliances is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

Board alerts

A note when the numbers change.

Every edition of the appliances board, in your inbox when it publishes.

appliances board

What lands in the email

Who leads the board, and what changed at the top
Who climbed and who fell
Any brand entering the top 20
What shifted across the four channels