Amazon leads ecommerce marketplaces in AI visibility with 19.3% share of voice
Amazon leads top ecommerce marketplaces in AI visibility with a 19.3% share of voice, according to new analysis from Onclusive. Walmart followed with 14% share of voice, while Amazon also scored the highest prominence at 92% versus Walmart’s 84%. Amazon garnered 16.4 million media mentions, far above Walmart’s 5.6 million, and NIQ research shows 74% of global shoppers now use AI for product discovery.
The study measured share of voice by counting how often each marketplace appeared in responses from ChatGPT and Perplexity.
“What stands out from this analysis is how quickly a new hierarchy of brand visibility is forming within generative AI. The major marketplaces are not appearing equally, and the gap between the most and least visible brands is already significant,” Christophe Asselin, Senior Insights Manager at Onclusive said.
Generative AI now forms another layer of brand discovery alongside traditional search, social media and other digital channels.
What we know
Amazon accounted for 19.3% of marketplace share of voice, ahead of Walmart at 14%, Alibaba at 12.6%, Shopify at 11.6% and eBay at 11.1%.
Amazon also achieved the highest average prominence score, at 92%, compared with 84% for Walmart.
Amazon ranked first across both measures, with a 19.3% share of AI visibility and 16.4 million media mentions, while Walmart ranked second for AI visibility at 14% alongside 5.6 million media mentions.
Recent NIQ research found nearly three-quarters (74%) of shoppers globally now use AI for product discovery.