What is the best mattress to buy in the UK right now?
Answers vary from one ask to the next, and the apps can search the web and remember the person asking. That is why we ask each question 90 times without web search and 36 times with it.
Emma is AI's favorite mattress. Until it searches the web.
Emma comes first in 28% of answers without web search and 12% with it. Simba holds at 21% and 22%, and with search all three assistants name Simba for the best mattress.
United Kingdom
Mattresses
Emma is AI's favorite mattress. Until it searches the web.
Measured without web search. The search run comes in the next edition.
The brands AI names first most often, plus any this finding is about.
Named firstNamed at all
| Brand | Named first | Named at all |
|---|---|---|
| Emma | 63% | |
| Simba | 68% | |
| Ikea | 24% | |
| Silentnight | 42% | |
| Nectar | 34% | |
| Harrison Spinks | 24% | |
| Hypnos | 21% | |
| Woolroom | 4% | |
| John Lewis | 25% | |
| Vispring | 7% | |
| Little Green Sheep | 3% | |
| Amazon | 9% | |
| Tempur | 5% | |
| Otty | 19% | |
| Dreams | 12% | |
| Sleepeezee | 4% | |
| Brook + Wilde | 5% | |
| Eve | 19% | |
| Dormeo | 7% | |
| Ergoflex | 4% | |
| Happy Beds | 2% | |
| Argos | 8% | |
| Panda | 7% | |
| Bensons | 6% | |
| DreamCloud | 4% | |
| Sealy | 4% | |
| Naturalmat | 3% | |
| Origin | 3% | |
| Mattress Online | 3% | |
| Dunelm | 3% | |
| Somnus | 3% | |
| None of the tracked brands |
720 answers across ChatGPT, Gemini and Claude together, October 2026. These are AI answers, not market shares. The three assistants share a favorite on 0 of 8 questions.
None of eight questions without web search, in October and when we asked again. Three of eight with it.
By assistant, and on your own buyers' questions: that is a Position Map. See a Position Map
With web search · All eight questions
| Brand | Named first | Named at all |
|---|---|---|
| Simba | 53% | |
| Emma | 45% | |
| Silentnight | 36% | |
| Ikea | 20% | |
| Nectar | 25% | |
| Bensons | 16% | |
| Otty | 17% | |
| Origin | 14% | |
| Tempur | 12% | |
| Hypnos | 14% | |
| John Lewis | 11% | |
| Dreams | 7% | |
| Panda | 6% | |
| Harrison Spinks | 5% | |
| Sealy | 3% | |
| DreamCloud | 14% | |
| Dunelm | 2% | |
| Eve | 6% | |
| Amazon | 5% | |
| Vispring | 5% | |
| Little Green Sheep | 2% | |
| Naturalmat | 1% | |
| Argos | 7% | |
| Brook + Wilde | 3% | |
| Sleepeezee | 3% | |
| Happy Beds | 2% | |
| Mattress Online | 2% | |
| Dormeo | 2% | |
| Woolroom | 1% | |
| Ergoflex | <1% | |
| None of the tracked brands |
288 answers across ChatGPT, Gemini and Claude together, October 2026. These are AI answers, not market shares. The three assistants share a favorite on 3 of 8 questions.
Who sells, and who AI names first.
Places count every brand AI names, so the numbers can jump. "=" is a tie. "–" means AI never names it first.
What it means.
What AI remembers and what it finds are two different positions, and a strong brand can hold one without the other. Emma has the first, Simba the second. We would check both before reading anything into either. For a first flat on a budget the three assistants disagree from memory, and all name Ikea once they search.
The eight questions.
Best mattress for lower back pain UK?
Best cooling mattress UK for hot sleepers?
Best mattress for couples who disturb each other at night in the UK?
Cheap but decent double mattress for my first flat, under £300?
Are bed in a box mattresses any good, and which have the best trial period in the UK?
Best mattress for a child moving from a cot bed into a single bed in the UK?
Without web search
SilentnightThe assistants differ.
With web search
SilentnightThe assistants differ.
Should I get a firm or a medium mattress as a side sleeper, and which ones do you recommend in the UK?
Is your company missing or measured under the wrong name? Tell us. We correct facts at any time. Results change only in the next edition, for everyone.
Edition 1, Q4 2026. Next edition: January 2027.
Eight buying questions per market, each asked in six wordings of ChatGPT, Gemini and Claude: five times without web search (720 answers per market, 14,400 in all) and twice with it (288 per market, 4,600 in all, in sixteen of the twenty markets so far). Measured 25 to 30 October 2026. Kesterley.
Your own questions, not ours. Position Map: where you stand on the questions your buyers ask, why AI puts a rival first, and what to do first. From $2,500. Two weeks.
Talk to us