In July 2026, we analyzed 3,900 ChatGPT recommendations across eight household and cleaning product categories to compile the EMARKETER AI Visibility Index. This index tracks how often brands are mentioned and how they rank against competitors. This is the first edition for household and cleaning products. Rank changes on the leaderboard compare July with June 2026, the month we began tracking the industry.

Seventh Generation was the clear industry front-runner, even as its lead over Clorox narrowed. It ranked No. 1 overall with a 28% mention rate, down from 32% in June. Still, Seventh Generation sat 9 percentage points ahead of Clorox and more than double third-place Lysol at 12% in July. Below the top three, the leaderboard flattened out with all brands between a 5% and 7% mention rate.

Seventh Generation led more categories than any other brand. It took the top spot in dishwashing, paper and disposables, and laundry care. Seventh Generation also placed No. 3 in surface cleaning and No. 5 in toilet and bathroom care.

Air care was the most concentrated category in the industry. Febreze appeared in 68% of air care recommendations, more than doubling runner-up Air Wick’s 33% and achieving the highest single-category rate in the index.

Kirkland Signature was the only private-label brand to reach any category top five. It ranked No. 2 in paper and disposables at 19.4%, just ahead of Kleenex at 19.3%. Kirkland Signature was also the only retailer brand to reach the overall top 10.

Ecos ranked fourth overall without placing in any category top five. Its strongest category finish was No. 7 in dishwashing at 18%, followed by No. 8 in surface cleaning at 8% and No. 10 in toilet and bathroom care at 13%. Spread across eight categories, that was enough for a 7% mention rate overall.

Seventh Generation, Clorox, and Lysol held their positions in the overall top three, but the ranks below them turned over. Ecos made the biggest climb into the top 10, rising to No. 4 from No. 17 in June. Method went the other way, falling to No. 18 from No. 6. Downy and Weiman both dropped seven spots and slipped out of the top 10, to No. 12 and No. 17, respectively.

About EMARKETER’s AI Visibility Index

Our AI Visibility Index is based on a structured analysis of ChatGPT recommendations. Upcoming reports and articles will also include Google Gemini. Each query uses standardized prompts (e.g., “best disinfectant wipe” or “fragrance-free laundry detergent”) spanning product type, attributes, consumer needs, target audience, and price tier. Prompts are built with EMARKETER analysts and researchers and are validated with search volume, so every brand is measured against the same benchmark.

Want a closer look at the AI Visibility Index? EMARKETER PRO subscribers can access in-depth reports featuring further category breakouts, data cuts, and analysis, while PRO+ subscribers can access the complete data set, including monthly updates across every category cut, in the live dashboard.

To learn more about how EMARKETER’s AI Visibility Index can help your brand, including advisory insights that pinpoint what’s shaping your visibility, visit our AI Visibility Index hub.