In August 2026, we analyzed 11,250 ChatGPT responses across 23 retail store 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 retail stores, establishing the baseline against which we'll measure future shifts. This article showcases nine categories, but overall mention rates count recommendations across all 23 categories we track.

Four of the top five brands overall rarely won a category outright. Target, Walmart, Amazon, and Costco Wholesale led six of the 23 categories between them. Amazon led only luggage and travel accessories, and was a distant second to Best Buy in electronics. Specialty chains led the other 17 categories in the index.

Target led the retail leaderboard on the strength of three category wins. It appeared in 29% of retail store recommendations, ahead of Walmart and Amazon. It led baby gear, toys, and party and seasonal supplies, none of which are shown in this edition. It also ranked No. 2 in everyday essentials, behind Walmart.

Groceries was the most contested category shown. Costco led with a 43% mention rate, with Walmart and Whole Foods Market both at 42%. Aldi ranked No. 4 at 37%.

Brands founded online took the top two spots in eyewear and optical. Warby Parker led with a 45% mention rate, while Zenni Optical followed at 36%. LensCrafters ranked No. 4 at 23%.

Home improvement came down to two retailers. The Home Depot appeared in 89% of home improvement recommendations, compared with 73% for Lowe’s. No. 3 Ace Hardware had a notably lower mention rate at 16%.

About EMARKETER’s AI Visibility Index

Our AI Visibility Index is based on a structured analysis of ChatGPT and Gemini recommendations. Upcoming reports and articles will also include Google Gemini. Each query uses standardized prompts (e.g., “best store to buy skincare products” or “store to buy furniture for first apartment”) 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.