This GEO report shows Amazon as the default answer across major generative engines—yet it also identifies the niches and regions where rivals reliably outrank it, reshaping consumer and enterprise choices inside AI responses.
At-a-glance
- 2,864,031,365 total visits, including 916,490,037 from bot traffic
- 17,184,188 LLM referrals, led by ChatGPT (7,732,885) and Perplexity (2,577,628)
- #1 category rank in E-commerce_and_Shopping/Marketplace
- 43% Share of Voice (247 mentions out of 576) with a 94/100 Visibility Score
- Platform visibility: ChatGPT 98%, Copilot 97%, Gemini 96%
Risk signals
- 49% performance gap versus eBay in high-value vintage and collectible prompts
- LATAM delivery prompts show MercadoLibre 136 mentions vs Amazon’s 48 in a top question
Imagine a shopper asking an AI assistant where to buy something tonight—and the model answers in three confident lines. In that compressed moment, brands aren’t compared by browsing; they’re compared by what the model feels safe recommending first.
That’s the boardroom implication of GEO analytics: the winner is not only the marketplace with reach, but the marketplace that becomes the default citation—until a competitor owns a niche story the model trusts more.
Across all 144 bot-prompt iterations tracked in the report, Amazon’s lead shows up as a pattern: repeated appearances across platforms, repeated framing around convenience and logistics, and repeated inclusion even when the prompt shifts into cloud and business comparisons. The report’s warning is equally patterned: when the question is wholesale sourcing, refurbished trust, or regional logistics, the model’s safest answer can change.
Amazon sits at #1 in Best Online Retailers 2024 on Gemini, backed by evidence that it is cited as the primary recommendation for general consumer goods in 94% of Gemini prompts. It also ranks #1 in Convenience Shopping on Copilot, tied to delivery-speed and convenience performance across 48 test prompts.
The report shows Amazon’s reach beyond consumer retail too: it ranks #1 in Top Cloud Infrastructure on Gemini, supported by AWS mentions in business prompts. But the same lists draw clear borders. In Top Electronics Retailers on ChatGPT, Amazon appears at #2—and in specialized lists, rivals take the crown: Alibaba is #1 for Global Wholesale Platforms on Copilot, and MercadoLibre is #1 for Top E-commerce LATAM on Gemini.
The gaps are not random; they concentrate where category-fit matters most to LLMs—authenticity, wholesale sourcing, and local logistics.
| Query | Amazon metric | Competitor metric | Gap / priority |
| Where to buy vintage designer watches | 44 | 93 (eBay) | 49 — High |
| Cheapest bulk electronics for business | 52 | 96 (Alibaba) | 44 — Medium |
| Best same-day delivery in Brazil | 61 | 97 (MercadoLibre) | 36 — High |
| Authentic tech brands in China | 38 | 91 (JD.com) | 53 — Medium |
The report’s explanations are blunt: eBay wins because LLMs prioritize authenticated luxury and vintage; Alibaba wins because it is synonymous with dropshipping and white-label sourcing; MercadoLibre wins because local logistics earns higher trust scores. The action items mirror those narratives—stronger visibility for Amazon Luxury Stores, clearer bulk discount structures for Amazon Business, and localized delivery-speed schema in Portuguese and Spanish.
Keyword triggers act like hidden switches. In the report’s e-commerce triggers, refurbished smartphones heavily favors eBay (84) competitor mentions, while buy bulk electronics heavily favors Alibaba (91). Delivery phrasing fragments by region: next day delivery pulls in JD.com (47) and MercadoLibre (31) competitor mentions. Even broad best online marketplace language invites competitor co-recommendations, including eBay (42).
Founder narratives surface as governance risk in generative investment-style questions. Jeff Bezos appears with a mention frequency of 143, and his sentiment is 52% positive, 25% neutral, and 23% negative (sentiment score 64).
Negative context clusters around Labor Ethics (38%) and Market Dominance (29%), with Personal Wealth Disparity (21%) and others (12%). Platform weighting is uneven: Market Dominance reaches 51% on Copilot, while Labor Ethics reaches 46% on Gemini and 42% on ChatGPT—meaning the same founder story can land differently depending on where stakeholders ask.
Amazon’s scale is reflected in 2,864,031,365 total visits and 916,490,037 bot visits, including Commercial Bots at 412,420,517 and Search & AI Search Bots at 229,122,509. On the generative referral layer, Amazon records 17,184,188 LLM referrals, with major contributors including ChatGPT (7,732,885), Perplexity (2,577,628), Copilot (2,062,103), and Gemini (1,718,419)—while holding #1 in E-commerce_and_Shopping/Marketplace.
Across the competitive set, Amazon captures 43% Share of Voice with 247 mentions and a 94 Visibility Score. Alibaba follows at 17% (98; visibility 68), eBay at 14% (82; visibility 62), MercadoLibre at 8% (44; visibility 34), and JD.com at 6% (36; visibility 29), with others at 12% (69; visibility 53).
This is the report’s clearest picture of LLM brand mentions: Amazon leads decisively, but competitors remain structurally discoverable in the exact niches where the model wants a sharper specialist answer.
Amazon’s visibility stays consistently high across the named engines: 98% on ChatGPT (with 42% Share of Voice and 192 total mentions), 97% on Copilot (with 44% Share of Voice and 192 mentions), and 96% on Gemini (with 43% Share of Voice and 192 mentions).
Competitor composition shifts by platform. On ChatGPT, Alibaba holds 17% (33 mentions) and eBay 15% (29). On Copilot, Alibaba is 18% (35) and eBay 14% (27), with JD.com at 6% (12). On Gemini, Alibaba is 16% (31) and eBay 14% (27), alongside others at 14% (27). The strategic read: Amazon is present nearly everywhere, but the runner-up brand depends on the engine.
Amazon’s sentiment is strongly positive: 68% positive, 19% neutral, 13% negative, overall sentiment score 77. MercadoLibre scores highest at 83, while JD.com scores 69, eBay 66, and Alibaba 58.
The themes behind those tones are explicit. Logistics and Delivery Speed appears 132 times (frequency 92.00) with a positive tone; AI and Technological Innovation appears 98 times (frequency 68.00) with a positive tone; Labor and Corporate Ethics appears 56 times (frequency 39.00) with a negative tone. That split is why competitor sentiment tracking matters: a brand can win speed and innovation while still losing ground when the framing shifts to ethics.
The report’s top prompts show where competitive gravity changes:
- How to buy directly from manufacturers in China totals 239 mentions, with Amazon at 12 versus Alibaba (141) and JD.com (86).
- Compare Amazon and Alibaba for bulk hardware purchases totals 216, with Amazon at 112 and Alibaba at 104.
- Which e-commerce site has the fastest delivery in Latin America? totals 184, with Amazon at 48 versus MercadoLibre (136).
- Best alternative to Amazon for rare collectibles totals 149, with Amazon at 21 versus eBay (128).
The intent mix is dominated by evaluative questions: Feature Inquiry has a value of 50 across 5 entries, and Comparison sits at 40 across 4 entries. Purchase Intent appears at 10 with 1 entry, while Research and How-to/Tutorial are 0 with 0 entries each. That’s a reminder that the generative battlefield is often about justification and trade-offs, not just directing a user to buy.
In e-commerce Share of Voice across ChatGPT, Gemini, and Copilot, Amazon holds 46.94% with 69 mentions, followed by eBay at 17.69% (26) and Alibaba at 14.29% (21). The report’s product-level sentiment snapshots show positive rates of 71%, 74%, and 68% across totals of 1,243, 1,456, and 1,187 reviews, respectively.
The report’s snippets capture the tension between convenience and concern: “The Prime delivery was exceptionally fast, arriving in under 2…he ease of returns makes it the most reliable shopping choice.” (as cited in the report), while another snippet notes difficulty distinguishing between high-quality brands and low-quality generic sellers.
On referrals, Copilot drives 1,421 e-commerce referrals at a 4.2 conversion rate, Gemini 1,156 at 4.8, and ChatGPT 842 at 3.4. The report’s monthly trend shows Amazon rising from 1,104 in Aug 2025 to 2,419 in Dec 2025, then recording 1,398 in Jan 2026.
Amazon leads the generative marketplace narrative with 43% Share of Voice, a 94/100 Visibility Score, and 96–98% platform visibility. Yet the report also makes the competitive gap legible: Alibaba owns wholesale sourcing language, eBay owns refurbished and collectibles trust, and MercadoLibre owns LATAM logistics authority.
The recommended response is targeted: improve structured data for wholesale and bulk inventory to challenge Alibaba’s 98% coverage in wholesale prompts; deploy localized GEO content strategies for LATAM and Asian markets to reclaim Share of Voice from MercadoLibre and JD.com within 90 days; and target sustainable and refurbished prompt categories to neutralize eBay’s 81% visibility in used-market query categories.
Explore SpyderBot to operationalize these GEO analytics insights.