Amazon Dominates Brand Visibility in Generative AI Search

The research highlights a clear hierarchy forming as consumers increasingly turn to AI engines to research products and shopping options. Amazon secures its lead not only in total mentions but also in prominence, achieving a 92% score—a metric indicating that the brand consistently appears earlier in AI-generated responses than its rivals. Walmart follows in second place with a 14% share of voice and an 84% prominence score.

Visibility within large language models appears tethered to a brand's traditional media footprint. Amazon’s top ranking aligns with its massive volume of 16.4 million media mentions, suggesting that established digital authority remains a primary driver for AI surfacing. Newer entrants are nonetheless gaining ground, with Temu capturing a 9.7% share of voice, placing it in direct competition with more seasoned players like Shopify and eBay. Christophe Asselin, Senior Insights Manager at Onclusive, notes that the gap between the most and least visible brands is already substantial, forcing businesses to prioritize consistency in how they are surfaced by these new discovery tools.