Mattresses,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about mattresses — and record exactly which brands they put forward. Right now, Emma owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Emma is the default answer.
Named in 15% of mattresses answers, typically in position 2.0. Nectar follows at 13%, Simba at 13%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Emma | 15% | 2.0 | 0% | — |
| 2 | Nectar | 13% | 2.0 | 6% | 14% |
| 3 | Simba | 13% | 2.0 | 3% | 33% |
| 4 | Silentnight | 10% | 3.0 | 15% | 40% |
| 5 | DreamCloud | 10% | 3.2 | 9% | 33% |
| 6 | Eve Sleep | 8% | 3.4 | 6% | 100% |
| 7 | IKEA | 5% | 1.7 | 9% | 21% |
| 8 | Helix | 5% | 2.0 | 0% | — |
| 9 | Dormeo | 5% | 3.7 | 9% | 100% |
| 10 | Tempur | 5% | 5.3 | 6% | 50% |
| 11 | Otty | 3% | 2.5 | 0% | — |
| 12 | Dreams | 2% | 1.0 | 0% | 0% |
| 13 | Winkbed | 2% | 1.0 | 0% | — |
| 14 | Bensons for Beds | 2% | 2.0 | 3% | — |
| 15 | Dusk | 2% | 2.0 | 0% | — |
The referees of mattresses.
The independent sources AI models cite when answering mattresses questions — the places a brand needs to be seen, reviewed and ranked.
Silentnight converts reads into citations. Nectar doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Silentnight converts 40% of reads; Nectar just 14%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Emma | 15% | 2.0 | 0% | — |
| 2 | Nectar | 13% | 2.0 | 6% | 14% |
| 3 | Simba | 13% | 2.0 | 3% | 33% |
| 4 | Silentnight | 10% | 3.0 | 15% | 40% |
| 5 | DreamCloud | 10% | 3.2 | 9% | 33% |
| 6 | Eve Sleep | 8% | 3.4 | 6% | 100% |
| 7 | IKEA | 5% | 1.7 | 9% | 21% |
| 8 | Helix | 5% | 2.0 | 0% | — |
| 9 | Dormeo | 5% | 3.7 | 9% | 100% |
| 10 | Tempur | 5% | 5.3 | 6% | 50% |
| 11 | Otty | 3% | 2.5 | 0% | — |
| 12 | Dreams | 2% | 1.0 | 0% | 0% |
| 13 | Winkbed | 2% | 1.0 | 0% | — |
| 14 | Bensons for Beds | 2% | 2.0 | 3% | — |
| 15 | Dusk | 2% | 2.0 | 0% | — |
Three models. Three different answers.
Ask about mattresses and the brand you are shown depends on the assistant: Claude → Nectar, Gemini → Emma, ChatGPT → Simba. Their top-five lists share just 29% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Nectar | 20% | 15% | 5% | 15pp |
| Emma | 10% | 25% | 10% | 15pp |
| Simba | 5% | 20% | 15% | 15pp |
| Eve Sleep | 0% | 15% | 10% | 15pp |
| DreamCloud | 15% | 5% | 10% | 10pp |
| Helix | 10% | 5% | 0% | 10pp |
| Silentnight | 5% | 15% | 10% | 10pp |
| Tempur | 5% | 10% | 0% | 10pp |
| Dreams | 5% | 0% | 0% | 5pp |
| Brooklyn Bedding | 5% | 0% | 0% | 5pp |
Editorial carry mattresses.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; Listicles convert best — 93% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 59 | 13 | 82% |
| How-to guides | 57 | 6 | 90% |
| Comparisons | 35 | 9 | 80% |
| Listicles | 13 | 1 | 93% |
| Documentation | 11 | 2 | 85% |
| Reviews | 11 | 7 | 61% |
| Community threads | 8 | 4 | 67% |
| Other | 7 | 15 | 32% |
Structured data is what separates cited from ignored.
Of the mattresses pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 13 percentage points; hard statistics pages fare 22pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 88 | 89% | 485 | 75% | +13pp |
| Named author | 340 | 78% | 233 | 77% | +0pp |
| Specifications | 45 | 73% | 528 | 78% | -5pp |
| Answer up front | 119 | 71% | 454 | 79% | -8pp |
| Comparison table | 204 | 70% | 369 | 82% | -12pp |
| Updated this year | 206 | 68% | 367 | 83% | -15pp |
| Hard statistics | 142 | 61% | 431 | 83% | -22pp |
origin builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. Set against how often those pages are actually cited.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| origin | 44 | 67% | 6 |
| Silentnight | 31 | 100% | 6 |
| CoolNest | 31 | 100% | 8 |
| Emma | 21 | 100% | 6 |
| DreamCloud | 19 | 100% | 6 |
| IKEA | 19 | 100% | 6 |
| Nectar | 9 | 100% | 4 |
| Eve Sleep | 6 | 100% | 4 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions mattresses pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Mon, 31 Aug 2026 10:13:33 GMT.