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ChatGPT · measured July 2026

The ChatGPT Shelf for Fragrance Dupes

Dossier is the category

74% share against 23% for Lattafa in second. That 51-point gap is the widest of the eight categories by a distance. Walmart supplies 77% of the offers here — more than any single retailer in any other beauty shelf we measured.

Questions asked
554
Brands seen
173
Offers recorded
2,502
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 a perfume dupe.

  1. 1 Dossier 74%
  2. 2 Lattafa 23%
  3. 3 fine'ry 21%
  4. 4 MIX:BAR 14%
  5. 5 Avon 6%
  6. 6 ALT. Fragrances 4%
  7. 7 Calvin Klein 4%
  8. 8 Armaf 4%

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 77% · 1,565 offers
  • Target 13% · 264 offers
  • Brand-direct 5% · 110 offers
  • Ulta 1% · 20 offers
  • Sephora 1% · 14 offers

How the shelf gets built

82% of the offers here arrived through a product feed rather than a page crawl, and 110 of them came direct from a brand.

Shelf position Offers Through a feed Brand named
Top of shelf 1,314 81% 77%
Positions 2–3 980 82% 76%
Position 4 and below 208 83% 79%

Who writes this shelf

Before ChatGPT names a a perfume dupe 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 554 shopping questions about a perfume dupe 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 554 of them.
  • We recorded every brand mentioned and every product offer shown, 2,502 offers across 173 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