In September 2026, we analyzed 11,250 ChatGPT and 11,250 Google Gemini recommendations across 23 retail store categories to compile the EMARKETER AI Visibility Index. Our index tracks how often brands are mentioned, how they rank against competitors, and how those rankings have shifted since the previous month. This article will be updated quarterly to highlight our key takeaways for the retail store industry’s performance.

Overall AI Visibility Leaderboard: Q4 2026

The US retail stores leaderboard remained stable in September. Nine of the top 10 brands held the same ranking month over month. Target held the lead position, with its mention rate rising from 29% to 31%, giving it an 8-point advantage over Walmart. Walmart also gained ground, with its brand mention rate increasing 2 points to 23%.

Several categories had clear leaders for AI visibility. Best Buy led electronics retailers with a 91% brand mention rate; The Home Depot led home improvement with a rate of 89%; and Chewy led pet supplies with a rate of 85%.

Category AI Visibility Leaderboard: Groceries

Key Movements

The top of the grocery leaderboard was largely stable in September. Costco held the top spot at 44%, while Whole Foods Market ticked up to 43% and Walmart slipped slightly to 33%. Trader Joe’s was essentially flat at 32% but moved ahead of Aldi as the discount grocer’s mention rate fell from 33% to 29%.

Brand Mention Rate vs. Share of No. 1 Mentions

Whole Foods Market, Costco, and Aldi combined high brand mention rates with high shares of No. 1 mentions. Whole Foods and Aldi stood out for particularly strong No. 1 mention rates, while Costco had the broadest visibility among the three. Walmart also performed above average on both measures, but with a smaller lead on No. 1 mentions.

Citations by Platform

Google Gemini’s grocery recommendations were concentrated around a couple of third-party sources. Tasting Table appeared in 17% of recommendations and The Kitchn in 8%, giving both outsize influence relative to the rest of Gemini’s source mix.

ChatGPT’s top sources were more evenly distributed. Consumers’ Checkbook led at 8% and Kiplinger followed at 6%, but the rest of the top 10 clustered between 3% and 4%. That suggests ChatGPT relied less heavily on any one publisher, while Gemini relied more heavily on a few food-focused sources.

FAQ: Retail Stores

Which retail store brands were mentioned the most in AI-generated recommendations?

Target was the most frequently mentioned US retail store brand in September 2026, appearing in 31% of AI-generated recommendations. Walmart followed with a 23% brand mention rate, Amazon ranked third at 18%, and Nordstrom and Costco Wholesale rounded out the top five. Category specialists dominated narrower searches: Best Buy led electronics, The Home Depot led home improvement, and Chewy led pet supplies, each with a brand mention rate above 80%.

Why do AI platforms recommend some retail store brands more than others?

AI platforms likely recommend retail store brands differently based on product assortment, category expertise, and the information sources used to generate recommendations. Mass merchants like Target and Walmart may benefit from broad product selections, while specialists like Best Buy and REI Co-op demonstrated stronger authority in focused categories in September 2026. ChatGPT relied more heavily on third-party publishers, whereas Google Gemini favored retailer- and brand-owned websites, making brand visibility dependent on both category relevance and platform-specific sourcing patterns.

Which retail store categories are most competitive in AI-generated recommendations?

The grocery category was highly competitive in AI-generated recommendations in September 2026, with Costco at 44% and Whole Foods Market at 43%. Walmart, Trader Joe’s, and Aldi followed, while Target and Kroger gained ground. The sporting goods and outdoor category grew more contested as Walmart, Target, and Amazon climbed behind specialist leaders REI Co-op, Dick’s Sporting Goods, and Decathlon. By contrast, electronics, home improvement, and pet supplies had dominant leaders: Best Buy, The Home Depot, and Chewy, respectively.

Why is AI visibility important for retail store brands?

AI visibility helps retail store brands reach consumers using ChatGPT and Google Gemini to discover products, compare retailers, and evaluate shopping options. Frequent brand mentions increase exposure, while first-place recommendations indicate stronger category authority. Tracking both metrics helps retailers identify competitive gaps, understand platform-specific performance, and prioritize content that communicates product expertise, exclusive offerings, and differentiated services.

What were the biggest AI visibility trends for retail stores this quarter?

The biggest AI visibility trends for retail stores included stable overall rankings, growing competition from mass merchants in specialist categories, and diverging platform behaviors. Target maintained its overall lead in September 2026, while Walmart and Target gained ground in sporting goods recommendations. ChatGPT mentioned fewer unique brands and cited fewer domains between August and September, whereas Google Gemini expanded both. These shifts highlight the growing importance of tracking brand visibility separately across AI platforms.

FAQ: EMARKETER’s AI Visibility Index

How is the retail store AI Visibility Index measured?

EMARKETER’s AI Visibility Index is based on a structured analysis of ChatGPT and Google Gemini recommendations in response to US-based interactions across 23 retail store categories: everyday essentials, groceries, beauty products, electronics, home improvement, furniture and home, sporting goods and outdoor, pet supplies, eyewear and optical, clothing, footwear, gifts, toys, consumer health, jewelry and accessories, kitchenware and cookware, baby gear, luggage and travel accessories, craft and hobby supplies, books, party and seasonal supplies, office and school supplies, and auto parts. Each interaction asks ChatGPT and Gemini for product recommendations using standardized prompts (e.g., “best store to buy skincare products,” “store to buy furniture for first apartment”). Prompts vary by product type, product attribute, consumer need, target audience, and price tier to capture a representative range of real-world consumer questions for each category.

How does EMARKETER choose the prompts?

Prompts are built with EMARKETER analysts and researchers who cover each industry, then validated and prioritized using consumer search volume data. Prompts reflect the language consumers actually use.

What is “brand mention rate”?

Brand mention rate is the percentage of each AI tool’s recommendations that mention a given brand.

What is “No. 1 mention rate”?

No. 1 mention rate is the number of ChatGPT and Google Gemini recommendations that mention a given brand first as a percentage of all ChatGPT and Gemini recommendations that mention the brand.

How can I improve my brand’s AI visibility?

Brands strengthen how often AI assistants recommend them by sharpening their generative engine optimization (GEO) strategy and building the trust signals AI models weigh. EMARKETER’s AI Visibility Index shows where a brand stands today and how that position moves month over month—the baseline for any optimization effort. To learn more about how the index can help your brand, including custom-scoped advisory insights, visit our AI Visibility Index hub.

What do EMARKETER PRO and PRO+ subscribers get?

EMARKETER PRO subscribers get in-depth quarterly reports featuring further category breakouts, data cuts, and analysis. PRO+ subscribers can access the AI Visibility Index’s complete data set, including monthly updates across every category cut, in the live dashboard.