Brandwave

Emma Sleep vs Koala:Which is more popular?

In September 2026, Koala had more branded searches than Emma Sleep among mattress brands in Australia. Koala had about 33,100 branded searches, while Emma Sleep had 8,100. Koala made up 31.9% of all mattress brand searches we track, and Emma Sleep accounted for 7.8%. When we asked ChatGPT and Google AI Overviews about mattress brands, Koala appeared in all four answers and Emma Sleep in two. Koala was mentioned before Emma Sleep in every answer.

Among mattress brands in Australia in September 2026

Who do people search for more?

Koala, about 4 searches for every 1 for Emma Sleep

Koala 33.1K searchesEmma Sleep 8.1K searches

Who does AI mention more?

Koala, mentioned in every answer we collected

Koala in 4 of 4Emma Sleep in 2 of 4

Who does AI recommend more?

Koala, named ahead of Emma Sleep in every answer

Koala first in 4Emma Sleep never first

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Top mattress brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Koala appeared in all four answers. Emma Sleep was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Koala was listed before Emma Sleep in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Koala1st
  2. Sleeping Duck2nd
  3. Ecosa3rd
  4. Emma Sleep4th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Koala4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sleeping Duck4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ecosa3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Emma Sleep2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about mattress brands

4 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Is Emma Sleep or Koala more popular in search?

This chart shows how often people search Google for Emma Sleep and Koala by name. Each line represents a brand's share of searches for all four mattress brands we track, month by month, from searches in Australia.

Emma Sleep and Koala among mattress brands in Australia, by month

Share of searches by month for Koala, Emma Sleep. The figures are in the table below the chart.

View monthly share of searches table
MonthEcosaKoalaSleeping DuckEmma Sleep
Oct 202535.1%35.1%19.3%10.5%
Nov 202535.1%35.1%19.2%10.5%
Dec 202535.1%35.1%19.3%10.5%
Jan 202638.3%31.3%21%9.4%
Feb 202635.8%35.8%19.6%8.8%
Mar 202635.8%35.8%19.6%8.8%
Apr 202635.8%35.8%19.6%8.8%
May 202633.2%40.5%18.2%8.1%
Jun 202633.7%33.7%22.5%10.1%
Jul 202638.3%31.3%21%9.4%
Aug 202638.3%31.3%21%9.4%
Sep 202639%31.9%21.4%7.8%

How has the Emma Sleep and Koala comparison changed over the last 12 months?

3 findings
  • Koala was ahead of Emma Sleep in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Emma Sleep’s share of searches among mattress brands in Australia moved from 10.5% to 7.8%, and its estimated monthly branded searches moved from 12.1K to 8.1K.
  • Across the 12 months ending September 2026, Koala’s share of searches among mattress brands in Australia moved from 35.1% to 31.9%, and its estimated monthly branded searches moved from 40.5K to 33.1K.

How did search popularity change for Australia mattress brands in September 2026?

2 changes

  1. In September 2026, Koala gained share of searches among mattress brands in Australia, from 31.3% to 31.9%.

  2. In September 2026, Emma Sleep lost share of searches among mattress brands in Australia, from 9.4% to 7.8%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Emma Sleep’s and Koala’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.

Emma Sleep

1 branded search term

  • emma mattress

Koala

1 branded search term

  • koala mattress

How the Brand Demand Index is measured

Other head-to-heads among mattress brands

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