Brandwave

Emma Sleep vs Simba:Which is more popular?

In September 2026, Emma Sleep had more branded searches than Simba among mattress brands in the United Kingdom. Emma Sleep had about 100,000 branded searches, while Simba had 64,100. Emma Sleep made up 42.7% of all mattress brand searches we track, and Simba accounted for 27.3%. When we asked ChatGPT and Google AI Overviews about mattress brands, Simba appeared in three of the four answers and Emma Sleep in two. Emma Sleep and Simba were each mentioned first in one of the two answers.

Among mattress brands in the United Kingdom in September 2026

Who do people search for more?

Emma Sleep, about 57% more searches than Simba

Emma Sleep 100K searchesSimba 64.1K searches

Who does AI mention more?

Simba, mentioned in 3 of 4 answers, Emma Sleep in 2

Simba in 3 of 4Emma Sleep in 2 of 4

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Emma Sleep first in 1Simba first in 1

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Top mattress brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Simba was mentioned in three out of four: in all three ChatGPT answers, but not in the 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 and Simba were each listed first in one of the two answers.

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.

    Is Emma Sleep or Simba more popular in search?

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

    Emma Sleep and Simba among mattress brands in the United Kingdom, by month

    Share of searches by month for Emma Sleep, Simba. 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%

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

    3 findings

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

    2 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%.

    How are branded searches counted?

    4 search terms

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

    Emma Sleep

    2 branded search terms

    • emma mattress
    • emma sleep

    Simba

    2 branded search terms

    • simba mattress
    • simba sleep

    How the Brand Demand Index is measured

    Other head-to-heads among mattress brands

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