Eli & Elm vs Simba:Which is more popular?
In September 2026, Simba had more branded searches than Eli & Elm among pillow brands worldwide. Simba had about 65,900 branded searches, while Eli & Elm had 210. Simba made up 14.3% of all pillow brand searches we track, and Eli & Elm accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about pillow brands, Eli & Elm appeared in two of the five answers and Simba in none.
Who do people search for more?
Simba, about 314 searches for every 1 for Eli & Elm
Who does AI mention more?
Eli & Elm, mentioned in 2 of 5 answers, Simba in 0
Who does AI recommend more?
Eli & Elm, the only one of the two named
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Top pillow brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Eli & Elm was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Simba did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Coop Sleep Goods5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Saatva3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Tempur-Pedic2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Eli & Elm2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Silentnight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Simba0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Emma Sleep0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sealy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Slumberdown0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pillow brands
5 answers
Asked ChatGPT
“Which pillow brand should I buy?”
Asked ChatGPT
“What are the best pillow brands?”
Asked ChatGPT
“What's the best pillow brand for side sleepers?”
Searched Google, AI Overview
“best pillow”
Searched Google, AI Overview
“pillow for side sleepers”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Eli & Elm or Simba more popular in search?
This chart shows how often people search Google for Eli & Elm and Simba by name. Each line represents a brand's share of searches for all nine pillow brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Simba, Eli & Elm. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tempur-Pedic | Silentnight | Simba | Emma Sleep | Sealy | Slumberdown | Coop Sleep Goods | Saatva | Eli & Elm |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.4% | 24.8% | 15.1% | 11.8% | 9.1% | 1.5% | 0.81% | 0.44% | 0.04% |
| Nov 2025 | 26.8% | 40.9% | 13.3% | 10.5% | 6.7% | 0.9% | 0.6% | 0.14% | 0.04% |
| Dec 2025 | 15.3% | 71.2% | 4.8% | 3.8% | 3.5% | 0.49% | 0.7% | 0.21% | 0.09% |
| Jan 2026 | 32.7% | 26.2% | 16% | 12.3% | 9.6% | 1.4% | 1% | 0.57% | 0.21% |
| Feb 2026 | 42.1% | 19.2% | 14.3% | 11.1% | 10.5% | 1.2% | 1.1% | 0.34% | 0.1% |
| Mar 2026 | 36.9% | 19.9% | 17.7% | 11.7% | 10.9% | 1.2% | 1.2% | 0.53% | 0.09% |
| Apr 2026 | 39.7% | 17.5% | 15.9% | 12.5% | 11.7% | 1.1% | 1.3% | 0.31% | 0.06% |
| May 2026 | 42.3% | 19.3% | 14.1% | 11.3% | 10.6% | 1% | 0.94% | 0.28% | 0.06% |
| Jun 2026 | 42.3% | 15.2% | 13.8% | 13.6% | 12.5% | 0.91% | 1.1% | 0.48% | 0.04% |
| Jul 2026 | 43.9% | 16.4% | 14.4% | 11.9% | 11% | 0.93% | 1.2% | 0.29% | 0.05% |
| Aug 2026 | 42% | 15.1% | 16.2% | 14% | 10.1% | 1.2% | 1.1% | 0.27% | 0.05% |
| Sep 2026 | 44.6% | 16% | 14.3% | 11.4% | 10.7% | 1.6% | 1.2% | 0.22% | 0.05% |
How has the Eli & Elm and Simba comparison changed over the last 12 months?
3 findings
- Simba was ahead of Eli & Elm in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Eli & Elm’s share of searches among pillow brands worldwide moved from 0.04% to 0.05%, and its estimated monthly branded searches held steady at 210.
- Across the 12 months ending September 2026, Simba’s share of searches among pillow brands worldwide moved from 15.1% to 14.3%, and its estimated monthly branded searches moved from 82.1K to 65.9K.
How did search popularity change for pillow brands worldwide in September 2026?
2 changes
In September 2026, Silentnight overtook Simba to rank 2nd among pillow brands worldwide, with 16% of the searches.
In September 2026, Simba lost share of searches among pillow brands worldwide, from 16.2% to 14.3%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Eli & Elm’s and Simba’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.
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