Brandwave

How popular isEmma Sleep?

In September 2026, people searched for Emma Sleep by name about 101,000 times in the United Kingdom, about the same as the previous year. These searches made up 42.7% of all United Kingdom mattress brand searches, placing Emma Sleep first out of eight brands. When we asked both ChatGPT and Google AI Overviews about mattress brands, Emma Sleep appeared in two of the four answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Emma Sleep is the most searched of 8 competitors and the second most recommended in AI answers.

  1. Emma SleepShare of searches 42.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  2. SimbaShare of searches 27.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  3. SilentnightShare of searches 7.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. HypnosShare of searches 7.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. OttyShare of searches 4.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top mattress brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Emma Sleep was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Emma Sleep is the second most recommended of the eight.

Most recommended by AI

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

  1. Simba1st
  2. Emma Sleep2nd
  3. Tempur3rd
  4. Silentnight4th
  5. Hypnos4th
  6. Otty–
  7. Dormeo–
  8. Eve Sleep–

Mentioned by AI

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

  • Simba3 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
  • Silentnight2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hypnos2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tempur2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Otty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dormeo0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Eve Sleep0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about mattress brands

4 answers

  • Asked ChatGPT

    “Which mattress brand should I buy in the UK?”

    1. 1Emma Sleep
    2. 2Simba
    3. 3Silentnight
    4. 4Hypnos
    5. 5Tempur

  • Asked ChatGPT

    “What are the best mattress brands in the UK?”

    1. 1Simba
    2. 2Tempur
    3. 3Emma Sleep
    4. 4Hypnos
    5. 5Silentnight

  • Asked ChatGPT

    “What's the best mattress in a box in the UK?”

    1. 1Simba

  • Searched Google, AI Overview

    “mattress”

    1. Searched Google, AI Overview

      “best mattress uk”

      Google showed no AI Overview for this search.

    Not named in any answer:

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

    Which mattress brands compete with Emma Sleep?

    Emma Sleep against mattress brands in the United Kingdom, by month

    Share of searches by month for Emma Sleep, Simba, Silentnight, Hypnos, Otty, Tempur, Dormeo, Eve Sleep. The figures are in the table below the chart.

    View monthly share of searches table
    MonthEmma SleepSimbaSilentnightHypnosOttyTempurDormeoEve Sleep
    Oct 202537.9%31%8.5%7.1%3.8%4.7%3.8%3.2%
    Nov 202541%27.5%13.8%5.1%2.9%4.1%2.8%2.8%
    Dec 202531.2%21.2%29.1%5.5%2.7%3.9%3.9%2.5%
    Jan 202641.4%28.8%7.8%6.5%3.5%4.2%4.2%3.5%
    Feb 202645.2%25.6%6.9%7%3.8%4.6%3.8%3.1%
    Mar 202641.9%28.5%6.4%6.8%4.3%4.3%4.3%3.5%
    Apr 202643.5%29.5%5.4%6.7%3.8%4.4%3.6%3%
    May 202639.1%31.5%5.9%7.3%4.1%4.8%3.9%3.4%
    Jun 202643.5%28.6%6.5%6.6%3.8%4.4%3.6%3.1%
    Jul 202641.8%27.5%9.4%6.6%3.6%4.2%3.4%3.5%
    Aug 202639.6%31.4%7.3%7.1%4%4%3.2%3.4%
    Sep 202642.7%27.3%7.7%7.5%4.3%4.2%3.4%2.9%

    1. 1.Emma Sleep

      42.7%

      Held 1st. 100K estimated branded searches, +1.8% vs prior month. Share +3.2 points.

    2. 2.Simba

      27.3%

      Held 2nd. 64.1K estimated branded searches, -18.2% vs prior month. Share -4.2 points.

    3. 3.Silentnight

      7.7%

      Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +0.4 points.

    4. 4.Hypnos

      7.5%

      Held 4th. 17.7K estimated branded searches, 0% vs prior month. Share +0.4 points.

    5. 5.Otty

      4.3%

      Held 5th. 10K estimated branded searches, 0% vs prior month. Share +0.2 points.

    6. 6.Tempur

      4.2%

      Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.

    7. 7.Dormeo

      3.4%

      Moved from 8th to 7th. 8.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

    8. 8.Eve Sleep

      2.9%

      Moved from 7th to 8th. 6.7K estimated branded searches, -21.2% vs prior month. Share -0.6 points.

    Compare popularity between Emma Sleep and its closest rivals

    Every comparison with Emma Sleep

    9 comparisons

    How has branded search demand for Emma Sleep changed in the United Kingdom over the last 12 months?

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Emma Sleep in the United Kingdom held steady, from 99.6K to 101K.
    • Across the 12 months ending September 2026, Emma Sleep’s share of searches among mattress brands in the United Kingdom increased from 37.9% to 42.7%.
    • Across the 12 months ending September 2026, Emma Sleep’s share of searches among mattress brands in the United Kingdom peaked at 45.2% in February 2026 and was lowest at 31.2% in December 2025.

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

    6 changes

    1. In September 2026, Emma Sleep gained share of searches among mattress brands in the United Kingdom, from 39.6% to 42.7%.

    2. In September 2026, Simba lost share of searches among mattress brands in the United Kingdom, from 31.4% to 27.3%.

    3. In September 2026, Eve Sleep lost share of searches among mattress brands in the United Kingdom, from 3.4% to 2.9%.

    4. Hypnos’ share of searches among mattress brands in the United Kingdom has gained ground for 3 months in a row, from 6.6% to 7.5% in September 2026.

    5. In September 2026, Dormeo rose from 8th to 7th among mattress brands in the United Kingdom.

    6. Estimated monthly branded searches for Silentnight in the United Kingdom fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

    How are Emma Sleep’s branded searches counted?

    3 search terms

    Brandwave collects information about searches that people make online using Emma Sleep’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

    • emma mattress
    • emma sleep
    • emmasleep mattress

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    How the Brand Demand Index is measured

    Where does Emma Sleep compete?

    Emma Sleep is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Mattress brands1st of 842.7%Shown above
    Mattress topper brands3rd of 510.2%Show ranking
    Creator with pink hair and a pink jacket

    Is Emma Sleep your brand?

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