Parcel Delivery,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about parcel delivery — and record exactly which brands they put forward. Right now, Royal Mail owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Royal Mail is the default answer.
Named in 92% of parcel delivery answers, typically in position 1.6. DPD follows at 63%, Evri at 55%.
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 | Royal Mail | 92% | 1.6 | 40% | 24% |
| 2 | DPD | 63% | 3.4 | 4% | 7% |
| 3 | Evri | 55% | 3.0 | 11% | 100% |
| 4 | Parcelforce | 53% | 3.3 | 9% | 24% |
| 5 | DHL | 43% | 4.2 | 3% | 25% |
| 6 | Post Office | 40% | 3.4 | 17% | 29% |
| 7 | UPS | 28% | 5.5 | 2% | 0% |
| 8 | Yodel | 25% | 4.8 | 1% | — |
| 9 | FedEx | 17% | 5.0 | 3% | 25% |
| 10 | InPost | 15% | 4.7 | 3% | 0% |
| 11 | Parcel2Go | 10% | 6.5 | 3% | 50% |
| 12 | CitySprint | 7% | 1.5 | 2% | 17% |
| 13 | Gophr | 3% | 3.0 | 0% | — |
| 14 | Amazon Logistics | 3% | 5.5 | 0% | 0% |
| 15 | Stuart Delivery | 2% | 1.0 | 0% | — |
Parcel Delivery is decided on attraction.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In parcel delivery, Amazon Logistics leads attraction at 116 against Securicor at 65, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full parcel delivery desire edition →
Before it answers, it goes looking for Royal Mail.
An assistant does not answer from memory alone. It runs its own web searches first, and whoever it searches for is the shortlist it then chooses from. Across 69 searches in parcel delivery, Royal Mail is named in 38% of the ones that name a brand at all. ChatGPT Web does not report its searches, so these shares are measured against the ones that do.
These are the assistants' own searches, read from their answers — not what anyone typed into a search engine.
The referees of parcel delivery.
The independent sources AI models cite when answering parcel delivery questions — the places a brand needs to be seen, reviewed and ranked.
Post Office converts reads into citations. UPS doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Post Office converts 29% of reads; UPS just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Royal Mail | 92% | 1.6 | 40% | 24% |
| 2 | DPD | 63% | 3.4 | 4% | 7% |
| 3 | Evri | 55% | 3.0 | 11% | 100% |
| 4 | Parcelforce | 53% | 3.3 | 9% | 24% |
| 5 | DHL | 43% | 4.2 | 3% | 25% |
| 6 | Post Office | 40% | 3.4 | 17% | 29% |
| 7 | UPS | 28% | 5.5 | 2% | 0% |
| 8 | Yodel | 25% | 4.8 | 1% | — |
| 9 | FedEx | 17% | 5.0 | 3% | 25% |
| 10 | InPost | 15% | 4.7 | 3% | 0% |
| 11 | Parcel2Go | 10% | 6.5 | 3% | 50% |
| 12 | CitySprint | 7% | 1.5 | 2% | 17% |
| 13 | Gophr | 3% | 3.0 | 0% | — |
| 14 | Amazon Logistics | 3% | 5.5 | 0% | 0% |
| 15 | Stuart Delivery | 2% | 1.0 | 0% | — |
All three models agree: Royal Mail.
A rare consensus — every model puts Royal Mail first, and their top-five lists overlap 43%. Winning here means winning everywhere at once.
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 |
|---|---|---|---|---|
| DPD | 65% | 85% | 40% | 45pp |
| Parcelforce | 55% | 70% | 35% | 35pp |
| Evri | 50% | 75% | 40% | 35pp |
| Post Office | 30% | 55% | 35% | 25pp |
| Yodel | 15% | 25% | 35% | 20pp |
| InPost | 5% | 25% | 15% | 20pp |
| Royal Mail | 85% | 100% | 90% | 15pp |
| DHL | 45% | 50% | 35% | 15pp |
| FedEx | 25% | 10% | 15% | 15pp |
| Parcel2Go | 5% | 20% | 5% | 15pp |
How-to guides carry parcel delivery.
Every page AI opened while answering, classified by what kind of page it is. How-to guides supply the most citations; Comparisons convert best — 96% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| How-to guides | 62 | 9 | 87% |
| Editorial | 29 | 14 | 67% |
| Comparisons | 27 | 1 | 96% |
| Documentation | 17 | 1 | 94% |
| Other | 16 | 13 | 55% |
| Product pages | 15 | 4 | 79% |
| faq | 9 | 1 | 90% |
| pricing | 7 | 3 | 70% |
Structured data is what separates cited from ignored.
Of the parcel delivery pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 22 percentage points; hard statistics pages fare 24pp 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 | 182 | 85% | 85 | 62% | +22pp |
| Named author | 107 | 79% | 160 | 76% | +3pp |
| Specifications | 37 | 78% | 230 | 77% | +1pp |
| Comparison table | 78 | 76% | 189 | 78% | -3pp |
| Answer up front | 139 | 76% | 128 | 80% | -4pp |
| Updated this year | 96 | 74% | 171 | 80% | -6pp |
| Hard statistics | 70 | 60% | 197 | 84% | -24pp |
InPost 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. InPost is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| InPost | 54 | 22% | 9 |
| Post Office | 35 | 28% | 43 |
| Parcel2Go | 32 | 14% | 29 |
| DPD | 29 | 20% | 15 |
| FedEx | 28 | 25% | 8 |
| Evri | 26 | 8% | 103 |
| Royal Mail | 23 | 21% | 173 |
| DHL | 20 | 14% | 21 |
| Amazon Logistics | 15 | 0% | 12 |
| UPS | 13 | 18% | 11 |
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 parcel delivery 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 Wed, 02 Sep 2026 09:42:11 GMT.