The AI Visibility benchmark for ecommerce

AI recommends brands.
See if you're on the list.

We ask ChatGPT, Perplexity and Google's AI Overviews the questions shoppers actually ask, then record who gets recommended, who improved and who fell behind.

See Index by industrySee how we measure it
ChatGPT
Perplexity
Google AI
60

Indexes

2,324

Brands tracked

73,383

AI answers analysed

Updated weekly · last scan 30 August 2026

54.3%
of AI answers name one of the top five brands in a category
Across 60 live indexes. In the most open category the top five hold 34% of answers; in the most closed, 70%.
55.2%51.9%55.9%
Redback BootsFootwear (AU)+13redback-bootsNaked Wines AustraliaWine & Spirits (AU)+11naked-wines-australiaCurvy Swimwear AustraliaSwimwear (AU)+10curvy-swimwear-australia

Industry leaders this week

Lorna Janelorna-janeAustralia
Lululemonlululemon-usUnited States
Gymsharkgymshark-ukUnited Kingdom
Ultra Violetteultra-violetteAustralia
CeraVecerave-usUnited States
Medik8medik8-ukUnited Kingdom
Bulk Nutrientsbulk-nutrientsAustralia
Thornethorne-usUnited States
Myproteinmyprotein-ukUnited Kingdom
CamposcamposAustralia
Stumptown Coffee Roastersstumptown-coffee-roasters-usUnited States
Rave Coffeerave-coffee-ukUnited Kingdom
R.M. Williamsrm-williamsAustralia
Red Wing Shoesred-wing-shoes-usUnited States
Clarksclarks-ukUnited Kingdom
SeafollyseafollyAustralia
Summersaltsummersalt-usUnited States
Hunza Ghunza-g-ukUnited Kingdom
SheridansheridanAustralia
Quincequince-usUnited States
The White Companythe-white-company-ukUnited Kingdom
Black Hawkblack-hawkAustralia
Open Farmopen-farm-usUnited States
Lily's Kitchenlilys-kitchen-ukUnited Kingdom
PurebabypurebabyAustralia
Burt's Bees Babyburts-bees-baby-usUnited States
Mamas & Papasmamas-and-papas-ukUnited Kingdom
Sea to Summitsea-to-summitAustralia
Patagoniapatagonia-usUnited States
Rabrab-ukUnited Kingdom
REDARC Electronicsredarc-electronicsAustralia
REDARCredarc-usUnited States
Renogyrenogy-ukUnited Kingdom
Temple & Webstertemple-and-websterAustralia
Room & Boardroom-and-board-usUnited States
Habitathabitat-ukUnited Kingdom

Three steps to find your brand.

01

Pick your market and category

Australia, the United States or the United Kingdom, then the category you sell in. Each one is scored on its own, because the assistants answer them on their own.
Market
Australia
United States
United Kingdom
Industry
Activewear
▼
02

Find yourself in the ladder

Every brand we track in that category, ranked by how often the assistants name it. If you are not on the ladder at all, that is the finding.
1
2
3
4
03

See what moves the leaders

Every brand has its own page: which platforms name it, where it lands in the answer, and what the brands above it are doing that it is not.
ChatGPT
Perplexity
Google AI Overviews
What is working
What to fix
Pick your market and category →How we measure it
No brand can pay to be included, excluded or ranked higher.

AI Search Leaderboards by Industry

Activewear
Who does AI name first in activewear?
Beauty
Which beauty brands does AI actually recommend?
Supplements
Who gets named in protein, greens and collagen?
Coffee
Roasters vs the pod giants.
‍
Footwear
Local labels vs Nike and Birkenstock.
Swimwear
Who does AI name in swimwear?
Homewares
Koala vs Ecosa vs Sheridan.
‍
Pet
The fastest-growing DTC category.
Baby & Kids
Bonds, Purebaby, Kip&Co: who AI actually names.
Outdoor
Sea to Summit vs Kathmandu vs the majors.
4x4 & Auto Electrical
Which winches, lights and battery brands do off-roaders actually search for?
Furniture
Who AI recommends, from flat-pack to designer.
Haircare
Salon staples vs the DTC upstarts.
Fragrance
Niche scents vs the global names.
Eyewear
Sunglasses and prescription brands AI reaches for first.
Luggage
Who wins the AI shortlist, from cabin bags to hard cases.
Home Fitness
Home gyms and cardio gear AI actually names.
Wine & Spirits
Boutique distillers vs the big labels.
Toys & Games
Educational toys vs the mass-market giants.
Handbags
Leather goods vs the international houses.

Four things the scan keeps turning up.

Same questions, three assistants, every week. This is what comes back.
Who gets named

Who AI actually recommends, ranked.

Every activewear brand we track, ranked by how often the assistants name it. The ones that never get named are the interesting part.

See the full Activewear Index →
Activewear (AU)
1Lorna Jane39.9
2Nimble Activewear32.6
3LSKD29.4
4PE Nation23.4
5Rockwear16.9
—Your brand not ranked-
Ask three, get three answers

Not every platform agrees.

Market Lane's coffee score moves depending on which assistant you ask. ChatGPT, Perplexity and Google's AI Overviews do not agree on who to recommend.

See the full Coffee Index →
8.7 pts

The spread in Market Lane's Australian Coffee score in the latest scan window, depending which AI you asked.

ChatGPT
22.0
Perplexity
13.3
AI Overviews
16.0
No second page

There is no page two.

A shopper asks once and gets five or six names. No second page, no ads to buy your way onto it. You are on the list or you are not.

See the full Beauty & Skincare Index →
You
What's the best beauty brand?
AI

Here are the standout beauty brands right now:

  1. 1Ultra VioletteSPF as skincare, the skinscreen originator
  2. 2Go-ToZoe Foster Blake's plain-speaking skincare
  3. 3Alpha-HGlycolic-led clinical skincare
  4. 4AesopMelbourne-founded, L'Oreal-owned since 2023
  5. 5SukinNatural skincare at pharmacy scale
  6. 6your brandnot named

This is the whole shelf. If you're not on it, you're not in the shop.

Brand spotlight

Who gets recommended for supplements?

One brand can own a category. This is who leads Australian supplements, and how far back second place sits.

See the full Supplements Index →
Bulk Nutrients
40.4
AI Visibility Score

In the latest scan window, named in 182 of 450 AI answers we collected for Australian Supplements. That is more than any other brand we track, at an average position of 1.3.

Next closest is True Protein on 20.4, a 20.0-point gap.
How we measure it

The questions shoppers ask. Every week. Every platform.

Nothing here is modelled, weighted or estimated. The score is a count of what the assistants actually said.
01

We ask what shoppers ask

A fixed set of real shopper questions for each industry, drawn from search and AI query data. Not the questions a brand would write about itself.
02

Every week, on every platform

ChatGPT, Perplexity and Google's AI Overviews get the same questions, week after week, accumulated across a rolling scan window.
03

We record who gets named

Every brand mention, its position in the answer, and which platform said it. A brand's score is the share of answers it appears in.
Read the full methodology →
The brand population is frozen before each scan, so a brand cannot be added or dropped once measuring starts.

Frequently asked questions

What is Found?

Found is an independent AI Visibility Index published by Flux. It tracks which direct-to-consumer brands get recommended when shoppers ask ChatGPT, Perplexity and Google's AI Overviews for advice, and which brands never come up at all. It runs in three markets, Australia, the United States and the United Kingdom, measuring the same retail industries in each.

Which AI assistants does Found measure?

ChatGPT, Perplexity and Google's AI Overviews. Every industry goes to all three with the same questions in the same window, so a brand's score reflects what the assistants actually answered rather than what any one of them favours.

How is the AI Visibility Score calculated?

Each industry has a fixed set of real shopper questions. We put those questions to ChatGPT, Perplexity and Google's AI Overviews every week across the scan window and record every brand named. The Visibility Score is the share of all answers in that window that named the brand. Nothing is weighted and nothing is modelled.

Can brands pay to be included or ranked higher?

No. We freeze each brand population before measuring, compute scores straight from the raw platform answers, and let nobody pay to be included, excluded or moved. If a ranked brand is a Flux client, we say so on its page.

How often is Found updated?

We re-scan every industry weekly and the scores refresh with the new window. The date of the most recent scan sits at the top of this page. We add new industries over time, so check the index for what is live now.

What does it mean when a brand is never named?

It did not appear once across the full scan window. Not low visibility. Zero. These brands often have real stores, real staff and large followings, and still no AI assistant mentioned them when shoppers asked.