Growing Kiwi Gardens Since 1883
Yates (yates.co.nz) scores 80 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among E-commerce brands, Other brands, in the 70th percentile of 29129 E-commerce brands.
Yates is a gardening brand serving New Zealand home gardeners, offering a wide range of products for vegetables, fruit, flowers, lawns, and organic gardening. Drawing on over a century of expertise, Yates provides quality products alongside practical advice and fosters a community of gardeners. The brand positions itself as a trusted authority in New Zealand gardening, aiming to help gardeners of all experience levels achieve successful results.
| Brand Name | Yates |
|---|---|
| Domain | yates.co.nz |
| Industry | E-commerce, Other |
| Main Competitors | Tui Garden Products (68/100), Dalton's, Kings Seeds, PGG Wrightson (73/100), Scotts Miracle-Gro (79/100) |
Ranked #1,072,784 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Yates has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "To help New Zealanders grow and enjoy successful gardens through quality products, trusted advice, and a supportive community." (No meta description) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: og:title, og:image, og:type, Twitter cards, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, HubSpot, React.
Social footprint: verified profiles on Instagram, YouTube, X (Twitter), GitHub; no detected presence on Facebook, LinkedIn - 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 November 2026.
When asked "What is Yates?", Claude could identify the brand as of November 2026. Yates is a well-known Australian and New Zealand brand specializing in gardening products, including seeds, fertilizers, pest and weed control, and lawn care, with a history dating back over a century. Yates.co.nz is its New Zealand e-commerce and informational site offering gard Best known for Being a leading heritage brand for seeds, fertilizers, and garden care products in Australia and New Zealand.
When asked "Best brands similar to Yates?", Claude would recommend Yates as of November 2026. It's a trusted, long-standing household name in gardening that most Kiwis and Australians would recognize when discussing top gardening brands.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Yates's main competitors in E-commerce: Tui Garden Products (68/100), PGG Wrightson (73/100), Scotts Miracle-Gro (79/100).
Sources: Brand Analyzer scan
Yates has limited AI-search visibility, scoring 35/100 on Brand Analyzer's AI visibility composite (visibility 55, trust 4, recommendation 36). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Yates official site
Yates scores 36/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Yates official site
Yates 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: Yates official site
Yates offers products for growing vegetables, fruit, flowers, and lawns, as well as organic gardening solutions. The brand also provides practical gardening advice to support these products.
Sources: Yates official site
Yates provides gardening products-such as seeds, fertilizers, and plant care items-for vegetables, fruit, flowers, lawns, and organic gardening. It also offers practical advice and supports a community of gardeners to help them achieve successful results in their gardens.
Sources: Yates official site
Yates is used by home gardeners in New Zealand, ranging from beginners to experienced enthusiasts, who are interested in growing vegetables, fruit, flowers, lawns, and organic gardens.
Sources: Yates official site
Yates scores 35/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Yates 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 visibility (55/100) and its weakest is trust (4/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #1,072,784 (Tranco). The main gaps holding it back: thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Yates from memory (November 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 Yates: Yad2 (80/100), Xtreme Polishing Systems (80/100), Yatra.com (80/100), ヨドバシ.com (80/100).
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.