← AI Shelf Index

ChatGPT · measured July 2026

The ChatGPT Shelf for Toothpaste

Colgate edges Crest, then a wall

Colgate 64%, Crest 58%, Sensodyne 55% — three brands own this shelf, and the drop to fourth is steep: hello at 19%. Below the big three it's all challengers you'd find at a Whole Foods, not a drugstore — Boka, Davids, Unpaste. CVS supplies more offers here than Target.

Questions asked
1,240
Brands seen
127
Offers recorded
3,186
Through a feed
84%

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 toothpaste.

  1. 1 Colgate 64%
  2. 2 Crest 58%
  3. 3 Sensodyne 55%
  4. 4 hello 19%
  5. 5 Boka 16%
  6. 6 Parodontax 15%
  7. 7 Davids 14%
  8. 8 Tom's of Maine 12%
  9. 9 TheraBreath 8%
  10. 10 Unpaste 7%

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 55% · 1,424 offers
  • CVS 22% · 565 offers
  • Target 18% · 455 offers
  • Brand-direct 4% · 106 offers
  • Instacart 1% · 26 offers
  • Ulta 0% · 12 offers

How the shelf gets built

84% of the offers here arrived through a product feed rather than a page crawl, and 106 of them came direct from a brand.

Shelf position Offers Through a feed Brand named
Top of shelf 1,721 84% 81%
Positions 2–3 1,344 84% 80%
Position 4 and below 121 93% 88%

Who writes this shelf

Before ChatGPT names a toothpaste 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 1,240 shopping questions about toothpaste 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 1,240 of them.
  • We recorded every brand mentioned and every product offer shown, 3,186 offers across 127 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