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ChatGPT · measured July 2026

The ChatGPT Shelf for Deodorant

Native ties Dove

56% and 55% across 1,225 questions. Lume takes third at 38%, so two of the top three were born direct-to-consumer. Fitting, then, that this is one of the more brand-direct shelves in the batch — 246 of about 4,000 offers came from a brand's own store rather than a retailer's.

Questions asked
1,225
Brands seen
168
Offers recorded
5,111
Through a feed
82%

Who ChatGPT names

Share of shelf is the percentage of answers a brand appeared in. It is not a rank of quality or sales — it is how often the model brought the brand up when someone asked about deodorant.

  1. 1 Native 56%
  2. 2 Dove 55%
  3. 3 Lume 38%
  4. 4 Secret 36%
  5. 5 Degree 31%
  6. 6 Certain Dri 17%
  7. 7 Humble Brands 12%
  8. 8 Schmidt's 11%
  9. 9 Vanicream 11%
  10. 10 Kopari 11%

Where the offers come from

Every product ChatGPT showed came from somewhere. Brand-direct means the offer pointed at the brand's own store rather than a retailer.

  • Walmart 41% · 1,662 offers
  • Target 22% · 876 offers
  • CVS 16% · 665 offers
  • Ulta 9% · 356 offers
  • Brand-direct 6% · 246 offers
  • Sephora 5% · 189 offers

How the shelf gets built

82% of the offers here arrived through a product feed rather than a page crawl, and 246 of them came direct from a brand.

Shelf position Offers Through a feed Brand named
Top of shelf 2,380 83% 78%
Positions 2–3 2,231 81% 76%
Position 4 and below 500 83% 77%

Who writes this shelf

Before ChatGPT names a deodorant brand, it reads. These are the sources it cited most when building this shelf.

See every source that writes the shelf →

How we measured this

  • We asked ChatGPT 1,225 shopping questions about deodorant in July 2026. The questions never named a brand, so nothing here was prompted into the answer.
  • Questions were repeated. ChatGPT does not answer the same way twice, so a single ask tells you nothing — share of shelf is the pattern across all 1,225 of them.
  • We recorded every brand mentioned and every product offer shown, 5,111 offers across 168 brands.
  • This is one engine, one country, one point in time. It is a snapshot of a shelf that moves.

Questions about the method, or think a number is wrong? Tell us — we will check it against the raw data and correct the page.

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Other shelves we measured