UK & Ireland's Largest Packaging Supplier
Macfarlane Packaging (macfarlanepackaging.com) scores 77 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among E-commerce brands, Manufacturing brands, Other brands, in the 52nd percentile of 25936 E-commerce brands.
Macfarlane Packaging is a supplier of packaging materials based in the UK and Ireland. It describes itself as the largest packaging supplier in the region, offering a wide range of packaging products along with free delivery and expert support. The company's stated mission is to help businesses of all sizes reduce packaging costs through quality materials and guidance. Its offerings serve e-commerce, manufacturing, and other business sectors that need packaging for shipping, storage, and product protection.
| Brand Name | Macfarlane Packaging |
|---|---|
| Domain | macfarlanepackaging.com |
| Industry | E-commerce, Manufacturing |
| Main Competitors | RAJA Group, Macfarlane's rival Bunzl (75/100), Rapid Packaging, Polybags (74/100), Davpack (79/100), Packaging World (The Packaging Company), ULINE (85/100) |
Moz Domain Authority 44/100 vs category average 41 / leader 95 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #558,473 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Macfarlane Packaging is the UK & Ireland's largest packaging supplier, here to help with your packaging materials. Free delivery available." (Meta description: 20 words (ideal length). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 2 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on Instagram, YouTube; no detected presence on Facebook, X (Twitter), LinkedIn, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Macfarlane Packaging?", Claude could identify the brand as of October 2026. Macfarlane Packaging is a UK-based distributor of packaging products, supplying boxes, tape, void fill, protective packaging, and other materials to businesses of all sizes, including e-commerce sellers. It operates through a network of depots across the UK and offers both off-th Best known for Being one of the UK's largest packaging distributors for businesses, including e-commerce fulfillment needs.
When asked "Best brands similar to Macfarlane Packaging?", Claude would recommend Macfarlane Packaging as of October 2026. It's a well-established, widely used packaging supplier in the UK market, so it would be relevant to mention for someone sourcing packaging for e-commerce operations.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Macfarlane Packaging's main competitors in E-commerce: Macfarlane's rival Bunzl (75/100), Polybags (74/100), Davpack (79/100), ULINE (85/100).
Sources: Brand Analyzer scan
Macfarlane Packaging has limited AI-search visibility, scoring 35/100 on Brand Analyzer's AI visibility composite (visibility 5, trust 58, recommendation 63). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Macfarlane Packaging official site
Macfarlane Packaging scores 63/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Macfarlane Packaging official site
Macfarlane Packaging is a packaging materials supplier operating in the UK and Ireland, described as the largest packaging supplier in that region.
Sources: Macfarlane Packaging official site
Macfarlane Packaging provides a wide range of packaging materials and products for shipping, storage, and product protection, along with free delivery and expert support to help businesses manage their packaging needs and reduce costs.
Sources: Macfarlane Packaging official site
Macfarlane Packaging can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Macfarlane Packaging official site
Macfarlane Packaging is known for being the UK & Ireland's largest packaging supplier, offering an extensive product range, free delivery, and expert guidance to businesses of all sizes.
Sources: Macfarlane Packaging official site
Macfarlane Packaging's customers are businesses of all sizes across the UK and Ireland that require packaging materials for shipping, storage, and product protection, including companies in e-commerce and manufacturing sectors.
Sources: Macfarlane Packaging official site
Macfarlane Packaging scores 35/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Macfarlane Packaging has a weak AI-visibility profile at 35/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (63/100) and its weakest is visibility (5/100). It benefits from a global traffic rank of #558,473 (Tranco), a Moz Domain Authority of 44/100 and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, no strong Wikidata entry and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Macfarlane Packaging from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Macfarlane Packaging: Macfarlane Group (77/100), Lunkerhunt (77/100), Mac McAnally Merch (77/100), Mad Millie (77/100).
A step up - brands to learn from: ZuPreem (81/100), Zulay Kitchen (81/100).
Category leader: DHL (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.