Who gets found first in tools & hardware.

One measure of how Australians find tools & hardware, across Google, AI answers, social platforms and brand demand. 290 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1Total Tools59.4

#2Bunnings Warehouse56.3

#3Sydney Tools31.8

See all 100 recorded →

Measured across

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

The board in brief

The lead 59.4 Total Tools

3.1 points clear of Bunnings Warehouse, who sits at 56.3.

The chase 56.3–29.1 3 brands chasing

Bunnings Warehouse 56.3
Sydney Tools 31.8
Milwaukee 29.1

The deciding channel 30% AI visibility

Total Tools 67.2
Bunnings Warehouse 53.6

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 Bunnings Warehouse 66.8 · #2 overall

AI 30% of the score Total Tools 67.2

Social 15% of the score Milwaukee 79.2 · #4 overall

Demand 10% of the score Total Tools 71.3

The board · August 2026

1 Move — Total Tools totaltools.com.au Search 54.5 AI 67.2 Social 50.4 Demand 71.3 59.4

2 Move — Bunnings Warehouse bunnings.com.au Search 66.8 AI 53.6 Social 48.6 Demand 28.4 56.3

3 Move — Sydney Tools sydneytools.com.au Search 11.6 AI 53.4 Social 65.7 Demand 7.2 31.8

4 Move — Milwaukee aegpowertools.com.au Search 5.4 AI 34.1 Social 79.2 Demand 45.6 29.1

5 Move — DeWalt dewalt.com.au Search 5.3 AI 35.8 Social 73.1 Demand 36.4 27.7

6 Move — Makita makita.com.au Search 2.6 AI 37.0 Social 65.1 Demand 41.6 26.2

7 Move — Bosch bosch-pt.com.au Search 15.9 AI 13.8 Social 66.6 Demand 29.9 24.3

8 Move — TradeTools tradetools.com Search 7.9 AI 41.3 Social 22.1 Demand 0.0 19.3

9 Move — Ryobi ryobi.com.au Search 5.2 AI 16.1 Social 52.8 Demand 39.7 19.1

10 Move — Festool festool.com.au Search 16.3 AI 12.8 Social 28.5 Demand 15.2 17.0

11 Move — Tools Warehouse toolswarehouse.com.au Search 5.2 AI 42.6 Social 11.8 Demand 0.0 16.9

12 Move — Kincrome kincrome.com.au Search 11.2 AI 13.3 Social 18.3 Demand 32.2 15.0

13 Move — Stanley stanleytools.com.au Search 2.7 AI 11.4 Social 46.8 Demand 26.9 14.4

14 Move — Ozito ozito.com.au Search 7.8 AI 7.8 Social 34.2 Demand 33.6 14.4

15 Move — Tool Kit Depot toolkitdepot.com.au Search 10.3 AI 26.4 Social 10.6 Demand 0.0 14.2

16 Move — Toolmart toolmart.com.au Search 2.6 AI 28.5 Social 0.0 Demand 34.6 13.2

17 Move — Supercheap Auto supercheapauto.com.au Search 18.6 AI 5.7 Social 5.3 Demand 20.7 12.9

18 Move — CHOICE choice.com.au Search 2.6 AI 21.8 Social 29.9 Demand 0.0 12.2

19 Move — SP Tools sptools.com Search 8.5 AI 1.7 Social 13.8 Demand 38.6 10.3

20 Move — Alltools alltools.com.au Search 0.0 AI 32.8 Social 0.0 Demand 0.0 9.8

Head to head

Compare two brands.

Your brandTheir brand

Total ToolsRank #159.4

AISocialDemand

Bunnings WarehouseRank #256.3

Search discoverability54.566.8AI visibility67.253.6Social discoverability50.448.6Brand demand71.328.4

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 Total Tools, ranked first on tools & hardware

59.4 of 100

Total Tools scores 59.4

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 +24.5 54.5 scored × 45% AI visibility +20.2 67.2 scored × 30% Social discoverability +7.6 50.4 scored × 15% Brand demand +7.1 71.3 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 tools & hardware 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.

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