100,000prompts tested

Across categoriesOverall study scope

Tested exclusively on desktopAmazon home-page context

Alexa for Shopping CPG.

See which brands and sources appeared in everyday shopping answers. Then open a response to understand how Alexa grouped the products and explained its choices.

Explore the responses See cited sources

Most observed brand profiles

Brand profiles appearing most often in CPG.

Ranked first by the number of eligible CPG answers containing the profile. Ties are broken by appearance rate, then reciprocal placement score.

Why Amazon ranks #1—and what every number means

Amazon ranks first because it appears in the most eligible captured answers in CPG. CeraVe's appearance rate is 47.8%, compared with 27.6% for Amazon. Each percentage uses that profile's own eligible opportunity set. Rank reflects the total answers containing the profile, so a higher appearance percentage does not necessarily mean a higher rank.

Answers containing the profile: This is the primary ranking measure. It counts eligible captured answers recorded as containing the profile in the separate answer-footprint dataset.
Appearance rate: Answers containing the profile divided by that profile's eligible opportunity set. The denominator can differ by profile, so this is context—not the primary ordering measure. It breaks a tie in answer count.
Placement tie-breaker: If both answer count and appearance rate are tied, earlier placement when the profile appears breaks the tie. The underlying placement calculation is preserved without adding another score to this view.

01
AmazonAnswer-footprint profile label
27.6%appearance rate within this profile's eligible answers
Browse CPG profiles
02
Amazon BasicsAnswer-footprint profile label
25.4%appearance rate within this profile's eligible answers
Open brand profile
03
CeraVeAnswer-footprint profile label
47.8%appearance rate within this profile's eligible answers
Open brand profile
04
PurinaAnswer-footprint profile label
65.6%appearance rate within this profile's eligible answers
Open brand profile
05
NatureAnswer-footprint profile label
32.2%appearance rate within this profile's eligible answers
Open brand profile
06
ARMAnswer-footprint profile label
37.6%appearance rate within this profile's eligible answers
Open brand profile
07
DoveAnswer-footprint profile label
42.5%appearance rate within this profile's eligible answers
Open brand profile
08
Hill'sAnswer-footprint profile label
54.3%appearance rate within this profile's eligible answers
Browse CPG profiles
09
AveenoAnswer-footprint profile label
41.9%appearance rate within this profile's eligible answers
Open brand profile
10
QuakerAnswer-footprint profile label
30.6%appearance rate within this profile's eligible answers
Open brand profile

Citation landscape

Sources Alexa cited in CPG.

See the domains that recur across sourced answers, then choose a category for a closer view.

Read the denominator first: “sourced answers” means accepted CPG answers with at least one recorded source in citation positions 1–5—not every answer in the capture. Each percentage is the share of those sourced answers that cited the domain at least once. One answer can cite several domains, so percentages overlap and do not sum to 100%.

What this means

Should I create content on Accio because it appears in 14.2%?

No—not from this chart alone. Accio (accio.com) appears in 14.2% of sourced CPG answers—about 14 out of every 100 sourced answers, not 14% of all CPG answers. A recorded citation belongs to the response; it is not necessarily evidence for one specific product or claim.

Recurrence does not prove that Alexa prefers the publisher, that the source caused a product to appear or rank, or that publishing there will improve visibility.

How should I use this signal?

Use it as a research lead. Open the citing response and the source page first; the dataset does not connect a citation to a specific shelf, product, or claim. After inspection, decide whether there is a real evidence gap you can address on your own product pages, through credible third-party coverage, or not at all. Do not create content on a domain solely because its percentage is high.

Across CPG

Most recurring domains

01
accio.com
14.2%of sourced answers
02
quora.com
8.1%of sourced answers
03
goodhousekeeping.com
5.2%of sourced answers
04
slappepainting.com
3.6%of sourced answers
05
bestchoice.com
3.4%of sourced answers
06
nbcnews.com
3.2%of sourced answers
07
thekitchn.com
3.0%of sourced answers
08
forkliftkitchen.com
2.8%of sourced answers

Category view

Food & Pantry

Choose a category

01
accio.com
14.3%of sourced answers
02
quora.com
12.1%of sourced answers
03
thekitchn.com
10.0%of sourced answers
04
bonappetit.com
6.7%of sourced answers
05
americastestkitchen.com
4.2%of sourced answers

Answer mix

What kind of answer did the shopper get?

The mix of response types across all valid CPG answers in the capture. The smaller percentage beneath each bar shows how often that response type included product cards.

67.5%recommendation response-type share

recommendation67.5%

55.9% contain visible product cards

comparison18.6%

87.8% contain visible product cards

deals9.7%

80.1% contain visible product cards

clarification4.3%

46.0% contain visible product cards

Product groups

How Alexa organized the options.

Alexa groups products around needs such as value, ingredients or everyday use. These groups are called semantic shelves. See which themes appeared most often and where they sat in the answer.

34.4%largest shelf-family share

S = reconstructed shelf order across the answer. P = product order within a shelf. P numbering restarts in every shelf; overall position counts every product card from the top of the full answer.

See the full position key and a worked example

Think of one Alexa answer as two nested lists: themed shelves across the answer, then product cards inside each shelf.

S1: First reconstructed semantic shelf—the first themed product group identified from the visible answer.
S2: Second reconstructed semantic shelf—the next themed group identified in the same visible answer.
P1: First product card inside a shelf. Product numbering restarts in every shelf.
Pn: The product at within-shelf position n. Later positions are P2, P3, and so on.
Overall position: Card order across the full answer, regardless of shelf boundaries.

Worked example: if S1 contains three products, they are S1/P1, S1/P2, and S1/P3—and overall positions #1, #2, and #3. The first product in S2 is S2/P1 but overall position #4. This is why P1 does not always mean first in the full answer.

Product, variant & curated discovery62.0% of card-bearing answers

34.4%

Price, value & offer34.1% of card-bearing answers

23.7%

Dietary & ingredient fit16.4% of card-bearing answers

9.6%

Occasion, routine & convenience17.1% of card-bearing answers

9.4%

Format, size & quantity9.7% of card-bearing answers

5.3%

Performance, task & care9.5% of card-bearing answers

5.3%

Audience & household fit8.5% of card-bearing answers

4.8%

Flavor, scent & sensory6.5% of card-bearing answers

3.5%

Health & wellness outcome4.6% of card-bearing answers

2.3%

Proof, quality & trust3.8% of card-bearing answers

1.8%

Channel & availability0.0% of card-bearing answers

0.0%

Product/variant discovery33.8%61.2% response reach

Spend/value23.7%34.1% response reach

Dietary/ingredient fit9.6%16.4% response reach

Use-in-routine9.4%17.1% response reach

Format/quantity5.3%9.7% response reach

Task/performance5.3%9.5% response reach

Audience/household4.8%8.5% response reach

Sensory preference3.5%6.5% response reach

Health/wellness2.3%4.6% response reach

Confidence/proof1.8%3.8% response reach

Open curation0.5%1.2% response reach

Access/channel0.0%0.0% response reach

Specific heading intentMissionShelf shareFirst-shelf rate

Product type and variantProduct/variant discovery32.7%60.9%

Best value or cost per unitSpend/value13.6%47.1%

Bulk, multipack, and stock-upFormat/quantity5.3%26.1%

Budget or under-price thresholdSpend/value4.2%43.7%

Organic, natural, and clean labelDietary/ingredient fit3.9%13.0%

Premium and specialty tierSpend/value3.5%9.7%

Single-serve and on-the-goUse-in-routine3.1%41.0%

Flavor, taste, and textureSensory preference2.5%38.1%

Deals, sale, and discountSpend/value2.4%72.9%

Storage, shelf life, and freshnessUse-in-routine2.3%36.7%

Routine replenishment and frequent useUse-in-routine2.1%64.7%

Eco-friendly and sustainableDietary/ingredient fit2.0%11.7%

Quick, easy, and convenientUse-in-routine2.0%27.1%

Dietary and allergen compatibilityDietary/ingredient fit1.9%43.1%

Cleaning task and surfaceTask/performance1.9%36.4%

Sensitive and gentle careTask/performance1.8%20.8%

Ingredient and formula focusDietary/ingredient fit1.7%40.6%

Baby, child, and kid fitAudience/household1.7%44.2%

Gender and body audienceAudience/household1.7%40.8%

Protein, fiber, and nutritionHealth/wellness1.5%19.5%

Performance and efficacyTask/performance1.4%35.7%

Top-rated and popularConfidence/proof1.2%67.5%

Classic and everyday picksProduct/variant discovery1.1%73.3%

Household and family fitAudience/household1.1%45.3%

Scent and fragranceSensory preference1.0%29.4%

Health and wellness benefitHealth/wellness0.8%15.6%

Expert, quality, and trust proofConfidence/proof0.6%32.9%

Best overallOpen curation0.5%98.7%

Pet-specific fitAudience/household0.3%34.8%

Stain and odor controlTask/performance0.1%31.6%

Product rationale

The reasons Alexa gave.

A product rationale is the short visible explanation or description attached to a product card in Alexa's answer. Choose a theme below to read examples from the capture.

Inside an Alexa answerExample

01Semantic shelf

For Your Twin 2-Year-Old Girls

02Product cardMelissa & Doug Take-Along Wooden Toy BarnProduct title, abridged

03Product rationale

Melissa & Doug wooden take-along farm barn with 10 animal pieces — perfect for sorting, shape recognition, and on-the-go play

Simplified reconstruction of the supplied example. The rationale is quoted from the historical capture; shopping controls and offer details are omitted.

Three parts of the answer

Where the product rationale appears.

01Semantic shelf: A themed group within an answer. “For Your Twin 2-Year-Old Girls” names the shopper context that organizes these products.
02Product card: In Alexa, the item box contains the image, title, rating, price, delivery details and shopping controls. This simplified example shows only its title. The explanation appears beneath the card.
03Product rationale: The sentence beginning “Melissa & Doug wooden take-along farm barn…” connects the toy’s animal pieces to sorting, shape recognition and on-the-go play. That visible explanation is what this site calls a product rationale.

How to interpret it. Product rationales are analyzed as post-selection wording: they show how Alexa described a displayed product’s fit. They do not reveal why a product was selected or ranked, and their claims are not independently verified.

Selected product rationale theme

Pack size, quantity & value

49.8% of visible product rationales+2.1 pp P1 difference

Highly rated nutrition powerhouse with 100% daily value of 11 vitamins and minerals per serving — great for a balanced solo breakfast.
Total Whole Grain Breakfast Cereal, 16 oz | 100% Daily Value of 11 Vitamins, 100% Whole Grain Wheat Flakes, 34g of Whole Grain per Serving, Great for Trail Mix or Yogurt · S1 / Overall shelf space 3 / P3

Simple 7-ingredient recipe with 26% daily fiber value — real sun-ripened raisins with crunchy bran flakes, perfect for digestive health.
Kellogg's Raisin Bran Original Large Size Breakfast Cereal 20.9 oz | High Fiber, 28g Whole Grain · S3 / Overall shelf space 8 / P2

A convenient variety pack with 10 individually-sized boxes of 8 classic Kellogg's cereals — ideal for sampling without committing to a full box.
Kellogg's Cold Breakfast Cereal, Single Serve, Variety Pack, 10.94oz Tray (10 Boxes) · S4 / Overall shelf space 10 / P1

Mentioned attributes

Pack, quantity, or portion design42.5%

Flavor, taste, texture, or scent profile28.8%

Ingredient or formula composition28.7%

Format, dosage, or delivery form28.5%

Price, discount, or value attribute18.3%

Nutrient or active level14.8%

Dietary or allergen profile13.8%

Material, construction, or absorbency design12.0%

Sustainable material or packaging5.5%

Claimed outcomes

Ratings, reviews, popularity, or trust proof19.2%

Nutrition or wellness support16.2%

Value or savings result14.3%

Cleaning, stain, or odor result13.0%

Safety, gentleness, or sensitive-use result12.0%

Convenience or time-saving result10.9%

Skin, hair, or body-care result7.6%

Freshness, storage, or shelf-life result7.5%

Absorbency, leak, or protection result7.0%

Use cases

Meal, snack, or beverage occasion16.4%

Family, kids, or shared household12.5%

Routine replenishment or frequent use11.7%

Wellness goal or symptom support11.4%

Beauty, grooming, or personal-care routine10.8%

On-the-go, travel, school, or work10.8%

Baby or sensitive-person care8.1%

Kitchen, laundry, or household task6.0%

Solo household or portion control6.0%

Pet feeding, hygiene, or care4.0%

Product order

What was different about the first product?

Compare the first product inside each group (P1) with the products after it. These are observed differences among products shown, not proof that any one feature caused the order.

89.3%multi-card shelf rate

Review depth

P16,429

Later4,611

100.0% P1 availability · 100.0% later-position availability

Bought-past-month velocity

P16,000

Later4,000

86.1% P1 availability · 62.0% later-position availability

Star rating

P14.7

Later4.6

100.0% P1 availability · 100.0% later-position availability

Current price

P1$13.29

Later$13.96

100.0% P1 availability · 100.0% later-position availability

Discount depth

P115%

Later15%

9.6% P1 availability · 6.4% later-position availability

Within-shelf positionCard shareRatingReviewsVelocityPriceProof language

P131.3%4.76,0005,000$13.4924.1%

P227.9%4.64,4644,000$13.9616.5%

P317.3%4.64,1154,000$13.6716.1%

P47.3%4.64,4324,000$14.2115.9%

P54.1%4.65,0003,000$14.2914.9%

P63.2%4.76,0003,000$12.9910.5%

P72.6%4.77,0005,500$12.496.5%

P82.5%4.66,0006,500$12.9716.0%

P91.8%4.65,0004,000$13.750.0%

P101.8%4.64,0006,000$14.820.0%

P1 vs P2100.0%of multi-card shelves · review median 6,429 vs 4,464

P1 vs P362.1%of multi-card shelves · review median 7,874 vs 4,115

P1 vs P426.2%of multi-card shelves · review median 9,000 vs 4,432

P1 vs P514.8%of multi-card shelves · review median 9,000 vs 5,000

P1 vs P611.5%of multi-card shelves · review median 10,000 vs 6,000

P1 vs P79.4%of multi-card shelves · review median 10,000 vs 7,000

P1 vs P89.1%of multi-card shelves · review median 10,000 vs 6,000

P1 vs P96.5%of multi-card shelves · review median 9,000 vs 5,000

P1 vs P106.4%of multi-card shelves · review median 9,000 vs 4,000

Exact headingMatched shelf shareP1 reviewsLater reviewsP1 proof

Unheaded product list15.8%9,0006,00015.3%

Best Value Picks0.5%6,1573,98341.8%

Best Value Bulk Packs0.3%2,3852,37230.9%

Budget-Friendly Picks0.3%8,0527,93716.7%

Eco-Friendly Options0.3%1,8201,3805.0%

Organic Options0.3%2,1562,1568.1%

Best Overall Performance0.2%8,89510,84063.2%

Best Value Multipacks0.2%5,9193,17636.8%

Best Overall Picks0.1%25,9016,50164.3%

Best Value Bulk Picks0.1%21,6061,64314.3%

Everyday Value Picks0.1%8,5215,54630.8%

Budget-Friendly Options0.1%11,1967,8588.3%

Classic Favorites0.1%9,6109,12858.3%

Premium Options0.1%4,0674,9158.3%

Sensitive Skin Options0.1%21,7815,09833.3%

Dermatologist-Recommended Picks0.1%15,77310,71645.5%

Green Beans0.1%11,2724,38336.4%

Natural & Eco-Friendly Options0.1%3,0691,6950.0%

Top-Rated Picks0.1%15,2515,94190.9%

Natural & Organic Options0.1%13,7092,40910.0%

Wording overlap

Did the answer repeat what the shopper asked for?

These measures track shared words across the question, product-group headings, cards and product rationales. Shared wording can help describe a response, but does not measure full understanding or prove what caused a ranking.

11.9%average lexical overlap

How is this average calculated?

Average lexical overlap is the simple, unweighted average of the 7 mean normalized-term coverage rates shown below. Each rate uses its own evaluable shelf, card, or product rationale records, so larger cohorts do not receive more weight and this is not a pooled corpus percentage.

We add the 7 displayed coverage percentages and divide by 7. In this view: (6.0 + 21.2 + 20.1 + 10.8 + 16.3 + 3.4 + 5.4) ÷ 7 = 11.9%. Each displayed metric has equal weight. The result describes shared words after normalization; it does not judge whether two phrases mean the same thing.

ShelfQuery to heading relevance6.0%Share of normalized query terms repeated in the reconstructed heading.

CardQuery to card relevance21.2%Share of normalized query terms repeated in the visible title and recommendation product rationale.

CardHeading to card relevance20.1%Share of normalized heading terms repeated in the visible title and recommendation product rationale.

Product rationaleProduct rationale to query relevance10.8%Share of normalized query terms repeated in the visible recommendation product rationale.

Product rationaleProduct rationale to heading relevance16.3%Share of normalized heading terms repeated in the visible recommendation product rationale.

CardConstraint evidence coverage3.4%Share of normalized hard-constraint terms visibly echoed by the title or product rationale. This is evidence coverage, not a verified pass rate.

CardSituation and use-case bridge5.4%Share of normalized shopper-situation terms visibly echoed by the title or product rationale.

Response explorer

See what Alexa showed in CPG.

Choose a shopper’s question. Read the product groups in order, see the products inside each one, and check the reasons and sources Alexa gave.