Brandwave

Paperless Post vs Shutterfly:Which is more popular?

In September 2026, Shutterfly had more branded searches than Paperless Post among wedding invitation companies in the United States. Shutterfly had about 1,600 branded searches, while Paperless Post had 390. Shutterfly made up 4.5% of all wedding invitation company searches we track, and Paperless Post accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about wedding invitation companies, Paperless Post appeared in three of the five answers and Shutterfly in one. Paperless Post was mentioned before Shutterfly in two out of three answers that named either.

Among wedding invitation companies in the United States in September 2026

Who do people search for more?

Shutterfly, about 4 searches for every 1 for Paperless Post

Shutterfly 1.6K searchesPaperless Post 390 searches

Who does AI mention more?

Paperless Post, mentioned in 3 of 5 answers, Shutterfly in 1

Paperless Post in 3 of 5Shutterfly in 1 of 5

Who does AI recommend more?

Paperless Post, named ahead of Shutterfly in 2 of 3 answers

Paperless Post first in 2Shutterfly first in 1

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Top wedding invitation companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Paperless Post was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Shutterfly was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Paperless Post was listed before Shutterfly in two out of three answers that named either.

Most recommended by AI

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

  1. Minted1st
  2. Paperless Post2nd
  3. Basic Invite3rd
  4. Zazzle4th
  5. Canva5th
  6. Greenvelope6th
  7. Zola7th
  8. Vistaprint8th
  9. Shutterfly9th

Mentioned by AI

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

  • Canva3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Minted3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paperless Post3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Basic Invite2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zazzle2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zola2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Greenvelope1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shutterfly1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vistaprint1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about wedding invitation companies

5 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 28, 2026.

Is Paperless Post or Shutterfly more popular in search?

This chart shows how often people search Google for Paperless Post and Shutterfly by name. Each line represents a brand's share of searches for all nine wedding invitation companies we track, month by month, from searches in United States.

Paperless Post and Shutterfly among wedding invitation companies in the United States, by month

Share of searches by month for Shutterfly, Paperless Post. The figures are in the table below the chart.

View monthly share of searches table
MonthGreenvelopeCanvaMintedBasic InviteZazzleShutterflyZolaVistaprintPaperless Post
Oct 202533.4%18.3%14.9%8.1%10%5.4%3%3.5%3.5%
Nov 202535.7%16%16%13%5.7%4.7%3.2%3.2%2.6%
Dec 202531.9%14.3%21.3%11.6%4.2%5.1%2.8%6.3%2.3%
Jan 202619.2%19.2%35.1%5.7%5.7%4.7%3.1%5.7%1.7%
Feb 202621.1%17.3%21.1%7.7%6.3%7.7%5.1%9.4%4.1%
Mar 202618.3%12.2%41%5.5%8.2%4.5%4.5%2.9%2.9%
Apr 202619.3%10.6%43.2%4.7%4.7%2.6%3.8%8.6%2.6%
May 202615.5%12.6%51.7%4.6%3.8%2.5%2.5%3%3.8%
Jun 202615.5%12.7%52%3.8%3.8%2.5%2.5%2.5%4.6%
Jul 202619.1%19.1%42.8%4.7%3.8%2.5%3.1%2.5%2.5%
Aug 202630.3%13.5%37.1%4.8%4%2.7%3.2%2.2%2.2%
Sep 202650.7%12.3%12.3%6.7%5.3%4.5%4.5%2.5%1.1%

Shutterfly sells other things too, so only its searches that name this product count here, like “shutterfly wedding invitations”.

How has the Paperless Post and Shutterfly comparison changed over the last 12 months?

3 findings

How did search popularity change for United States wedding invitation companies in September 2026?

2 changes

  1. In September 2026, Shutterfly overtook Zola to rank 6th among wedding invitation companies in the United States, with 4.5% of the searches.

  2. In September 2026, Paperless Post lost share of searches among wedding invitation companies in the United States, from 2.2% to 1.1%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Paperless Post’s and Shutterfly’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.

Paperless Post

1 branded search term

  • paperless post wedding invitations

Shutterfly

1 branded search term

  • shutterfly wedding invitations

How the Brand Demand Index is measured

Other head-to-heads among wedding invitation companies

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