Who gets found first in baby & nursery.

One measure of how Australians find baby & nursery, across Google, AI answers, social platforms and brand demand. 332 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1Baby Bunting33.7

#2The Memo27.9

#3CHOICE24.5

See all 100 recorded →

Measured across

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

The board in brief

The lead 33.7 Baby Bunting

5.8 points clear of The Memo, who sits at 27.9.

The chase 27.9–20.8 3 brands chasing

The Memo 27.9
CHOICE 24.5
Mocka 20.8

The deciding channel 45% Search discoverability

Baby Bunting 27.6
The Memo 24.8

At 45% 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 Baby Bunting 27.6

AI 30% of the score Baby Bunting 49.6

Social 15% of the score Kmart 47.6 · #13 overall

Demand 10% of the score Kmart 48.2 · #13 overall

The board · August 2026

1 Move — Baby Bunting babybunting.com.au Search 27.6 AI 49.6 Social 42.7 Demand 0.0 33.7

2 Move — The Memo thememo.com.au Search 24.8 AI 43.0 Social 22.5 Demand 5.1 27.9

3 Move — CHOICE choice.com.au Search 13.9 AI 42.4 Social 32.9 Demand 5.5 24.5

4 Move — Mocka mocka.com.au Search 23.7 AI 20.2 Social 5.4 Demand 33.1 20.8

5 Move — Baby Village babyvillage.com.au Search 7.4 AI 48.7 Social 14.2 Demand 0.0 20.1

6 Move — Big W bigw.com.au Search 7.1 AI 19.4 Social 42.7 Demand 39.6 19.4

7 Move — Il Tutto iltutto.com.au Search 19.6 AI 22.5 Social 9.0 Demand 11.8 18.1

8 Move — Boori boori.com.au Search 10.2 AI 29.2 Social 3.5 Demand 38.1 17.7

9 Move — Purebaby purebaby.com.au Search 5.3 AI 39.8 Social 10.7 Demand 0.0 15.9

10 Move — Babyhood babyhood.com.au Search 13.0 AI 22.4 Social 10.2 Demand 17.9 15.9

11 Move — IKEA ikea.com Search 14.3 AI 9.3 Social 9.4 Demand 43.9 15.0

12 Move — Baby Kingdom babykingdom.com.au Search 0.0 AI 42.5 Social 8.4 Demand 0.0 14.0

13 Move — Kmart kmart.com.au Search 0.0 AI 6.1 Social 47.6 Demand 48.2 13.8

14 Move — Chemist Warehouse chemistwarehouse.com.au Search 7.1 AI 23.4 Social 20.0 Demand 0.0 13.2

15 Move — Pregnancy Birth & Baby pregnancybirthbaby.org.au Search 17.3 AI 17.0 Social 0.0 Demand n/m 12.9

16 Move — Pottery Barn Kids Australia potterybarnkids.com.au Search 7.2 AI 31.1 Social 0.0 Demand 0.0 12.6

17 Move — Redsbaby redsbaby.com Search 3.7 AI 13.9 Social 19.3 Demand 32.9 12.0

18 Move — Costco Australia costco.com.au Search 0.0 AI 27.6 Social 22.6 Demand 0.0 11.7

19 Move — Target Australia target.com.au Search 3.5 AI 14.3 Social 36.9 Demand 0.0 11.4

20 Move — Munchkin & Bear munchkinandbear.com.au Search 4.2 AI 30.4 Social 0.0 Demand 0.0 11.0

Head to head

Compare two brands.

Your brandTheir brand

Baby BuntingRank #133.7

SearchAISocial

The MemoRank #227.9

Demand

Search discoverability27.624.8AI visibility49.643.0Social discoverability42.722.5Brand demand0.05.1

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

19 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 Baby Bunting, ranked first on baby & nursery

33.7 of 100

Baby Bunting scores 33.7

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 +12.4 27.6 scored × 45% AI visibility +14.9 49.6 scored × 30% Social discoverability +6.4 42.7 scored × 15% Brand demand +0.0 0.0 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 baby & nursery 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 baby & nursery board, in your inbox when it publishes.

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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