Amazon the most visible major online marketplace across leading generative AI platforms, new research
Amazon is the most visible major online marketplace across leading generative AI platforms, according to new analysis from Onclusive examining how e-commerce brands appear in responses generated by ChatGPT and Perplexity. The study found that Amazon accounted for 19.3% of marketplace share of voice, ahead of Walmart at 14%, Alibaba at 12.6%, Shopify at 11.6% and eBay at 11.1%.
Temu recorded a share of voice of 9.7%, followed by MercadoLibre at 9.2% and Etsy at 8.2%. European marketplaces Zalando and CDiscount recorded 3.9% and 0.5% respectively.
The findings highlight significant differences in how frequently major e-commerce platforms are surfaced by generative AI tools, as consumers increasingly use AI engines to research brands, products and online shopping options. Newer platforms are already competing for AI visibility against more established players, Temu’s 9.7% share of voice is comparable to Shopify and eBay.
LLM visibility - share of voice
Amazon 19.3%
Walmart 14%
Alibaba 12.6%
Shopify 11.6%
eBay 11.1%
Temu 9.7%
MercadoLibre 9.2%
Etsy 8.2%
Zalando 3.9%
CDiscount 0.5%
Share of voice measures a brand’s visibility relative to competitors within the scope of the analysis, based on the frequency with which each marketplace was mentioned across AI generated responses. Amazon also achieved the highest average prominence score, at 92%, compared with 84% for Walmart. Prominence measures how early a brand first appears within an AI-generated response, with a higher score indicating that the brand tends to be mentioned closer to the beginning of the answer.
The analysis also suggests that visibility within generative AI is closely associated with brands’ wider media presence. Marketplaces with greater volumes of traditional media coverage generally also recorded higher LLM visibility. Amazon ranked first across both measures, with a 19.3% share of AI visibility and 16.4 million media mentions, while Walmart ranked second for AI visibility at 14% alongside 5.6 million media mentions.
Christophe Asselin, Senior Insights Manager at Onclusive, says: “Generative AI now forms another layer of brand discovery alongside traditional search, social media and other digital channels. What stands out from this analysis is how quickly a new hierarchy of brand visibility is forming within generative AI. The major marketplaces are not appearing equally, and the gap between the most and least visible brands is already significant.”
“For businesses, the challenge is no longer simply whether they appear in AI generated answers, but how consistently they are surfaced, how prominently they feature and how they compare with competitors. As more consumers use AI tools to research brands, products and services, that visibility is likely to become an increasingly important part of the digital discovery landscape.”
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
