When I started driving in 1998 I for whatever reason always decided to buy Bosch oil filters and Castrol GTX for my car from my local Autozone. Back ten all they offered were Fram, Mobil 1, Purolator, and a few others like STP. I remember Bosch having a nice looking depiction of their filters cut open, that and their low price was what probably won me over.
I used Bosch exclusively until 2006 when I got a vehicle that needed an oil filter that was hard to find in my area, literally I could either buy from the dealership or one parts store carried WIX that made a filter for that engine. So from 2006 to 2018 I was a WIX guy, since 2018 I have been a Fram Ultra/Titanium guy.