Brandwave

IKEA vs Mellow:Which is more popular?

In September 2026, IKEA had more branded searches than Mellow among bed frames worldwide. IKEA had about 162,000 branded searches, while Mellow had 720. IKEA made up 47.8% of all bed frame searches we track, and Mellow accounted for 0.21%. When we asked ChatGPT and Google AI Overviews about bed frames, IKEA appeared in four of the five answers and Mellow in none.

Among bed frames worldwide in September 2026

Who do people search for more?

IKEA, about 225 searches for every 1 for Mellow

IKEA 162K searchesMellow 720 searches

Who does AI mention more?

IKEA, mentioned in 4 of 5 answers, Mellow in 0

IKEA in 4 of 5Mellow in 0 of 5

Who does AI recommend more?

IKEA, the only one of the two named

IKEA first in 3Mellow never named

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Top bed frames in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Mellow 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.

  1. Thuma1st
  2. Saatva2nd
  3. IKEA3rd
  4. Zinus4th
  5. Article5th
  6. Floyd–
  7. Nectar Sleep–
  8. Castlery–
  9. Sleep Number–
  10. +2 more
  11. Mellow–
  12. +1 more

Mentioned by AI

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

  • IKEA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Thuma4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zinus3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Article2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Saatva2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Floyd0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nectar Sleep0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castlery0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sleep Number0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mellow0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about bed frames

5 answers

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 22, 2026.

Is IKEA or Mellow more popular in search?

This chart shows how often people search Google for IKEA and Mellow by name. Each line represents a brand's share of searches for all 13 bed frames we track, month by month, from English-language searches worldwide.

IKEA and Mellow among bed frames worldwide, by month

Share of searches by month for IKEA, Mellow. The figures are in the table below the chart.

View monthly share of searches table
MonthIKEAThumaFloydZinusNectar SleepArticleCastlerySleep NumberAvocadoSaatvaEmma SleepMellowNovilla
Oct 202548.1%35.4%6.1%3.5%2.8%0.83%0.83%0.83%0.37%0.54%0.46%0.21%0.06%
Nov 202543.8%39.2%5.6%3.9%3.1%0.94%0.94%0.94%0.49%0.49%0.42%0.23%0.05%
Dec 202544.2%37.9%6.5%3.9%3.2%0.77%0.77%0.93%0.42%0.77%0.32%0.23%0.08%
Jan 202651.3%32%5.5%3.8%3.1%0.75%0.75%0.93%0.41%0.62%0.41%0.19%0.04%
Feb 202643.3%39%4.8%4.7%3.8%0.76%0.92%0.92%0.51%0.6%0.41%0.19%0.03%
Mar 202641.4%37.3%5.3%8.2%3.7%0.73%0.88%1.1%0.39%0.48%0.3%0.18%0.05%
Apr 202644.3%38%5.7%3.9%3.9%0.78%0.94%0.94%0.42%0.52%0.32%0.19%0.07%
May 202650.9%32.8%4.6%3.9%3.9%0.77%0.77%0.77%0.5%0.5%0.27%0.19%0.07%
Jun 202652.5%32.8%4.6%3.2%3.2%0.64%0.77%0.77%0.42%0.5%0.27%0.19%0.08%
Jul 202651.1%33.8%4.5%3.8%3.1%0.75%0.75%0.62%0.49%0.41%0.26%0.23%0.08%
Aug 202650.1%33.1%5.4%3.7%3.7%0.73%0.73%0.73%0.48%0.48%0.33%0.22%0.12%
Sep 202647.8%36.5%5.2%3.6%2.9%0.86%0.71%0.71%0.56%0.56%0.38%0.21%0.09%

How has the IKEA and Mellow comparison changed over the last 12 months?

3 findings
  • IKEA was ahead of Mellow in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, IKEA’s share of searches among bed frames worldwide moved from 48.1% to 47.8%, and its estimated monthly branded searches moved from 168K to 162K.
  • Across the 12 months ending September 2026, Mellow’s share of searches among bed frames worldwide held steady at 0.21%, and its estimated monthly branded searches held steady at 720.

How did search popularity change for bed frames worldwide in September 2026?

1 change

  1. In September 2026, IKEA lost share of searches among bed frames worldwide, from 50.1% to 47.8%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using IKEA’s and Mellow’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.

IKEA

2 branded search terms

  • ikea bed frame
  • ikea malm bed

Mellow

1 branded search term

  • mellow bed frame

How the Brand Demand Index is measured

Other head-to-heads among bed frames

Creator with pink hair and a pink jacket

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