AI agents show 177 toy brands but nearly all picks come from Amazon’s own store
Jellyfish’s Share of Model tool found that Alexa for Shopping recommended toys from 177 brands, with nearly all selections coming from Amazon’s own store. By contrast, ChatGPT suggested 24 retailers and Google’s AI Mode suggested 37 for the same toy request.
The Share of Model tool tracked recommendations from Alexa, ChatGPT and Google’s AI Mode across eight categories in the United States, United Kingdom, Australia and Singapore. In July, Copilot’s top 100 e-commerce sites accounted for 34% of its citations, a share more than triple Google’s AI Mode and eight times ChatGPT’s. A Dentsu Creative survey of 1,950 senior marketers in 14 markets found 59% are optimizing content for AI-enabled search while half are investing in agentic commerce. Adobe’s analysis of more than one trillion U.S. retail site visits showed AI-referred shoppers generated 53% higher revenue per visit than other traffic in July.
The article describes AI agents as emerging gatekeepers that choose products for shoppers using algorithms marketers do not fully understand. It notes that marketers have begun tailoring content and investing in agentic commerce to improve visibility in those AI-driven recommendations.
What we know
Alexa for Shopping showed toys from 177 brands when asked for recommendations
ChatGPT recommended 24 retailers for the same toy request
Google’s AI Mode recommended 37 retailers for the same toy request
In July, the top 100 e-commerce sites made up 34% of Copilot’s citations
Dentsu Creative’s survey of 1,950 senior marketers across 14 markets in April found 59% optimizing content for AI-enabled search and half investing in agentic commerce