Google cites retailers only 4% of the time, while ChatGPT does it 36% of the time. That 9x gap means shoppers on each platform get steered in very different ways, according to new BrightEdge data.
Why we care. Millions of shoppers now turn to AI for deals and gift ideas, but product discovery works differently on the two leading AI search platforms. Google leans on what people say, while ChatGPT focuses more on where you can buy it.
What each AI prioritizes. Google AI Overviews cite YouTube reviews, Reddit threads, and editorial sites, while ChatGPT cite retail giants like Amazon, Walmart, Target, and Best Buy.
Google AI Overviews prioritize:
YouTube reviewers and unboxings.
Reddit threads and community consensus.
Editorial reviews and category experts.
ChatGPT prioritizes:
Major retailer listings.
Brand and manufacturer product pages.
Editorial sources (secondary).
The citation divide. On Google, retailers appear only about 4% of the time. Its citations lean toward user-generated content and expert reviews. Google AI Overviews serve more as a research tool than a purchase assistant. Top sources included:
YouTube
Reddit
Quora
Editorial sites like CNET, The Spruce Eats, and Wirecutter
On ChatGPT, retailers appear about 36% of the time. ChatGPT acts as both the explainer and the shopping assistant, so retailer links show up far more often. Its top sources included:
Amazon
Target
Walmart
Home Depot
Best Buy
About the data. BrightEdge analyzed tens of thousands of ecommerce prompts across Google AI Overviews and ChatGPT during the 2025 holiday shopping season, then extracted and categorized citation sources. Domains were classified by type (retailer, UGC/social, editorial, brand) and compared across identical prompts.
Login
