How to read this
This is a snapshot
AI assistants change their answers. This list is what came out on the date measured, not a judgement about the stores. We measure again every month.
The index › the United States › Bags and leather goods
35 buying questions, the United States, 2 assistants
Measured on 06-11-2026, 30 stores, ChatGPT, Gemini
| # | Store | Named | Recommended |
|---|---|---|---|
| 1 |
Nordstrom
nordstrom.com |
17 / 35 | 11 |
| =2 |
REI
rei.com |
8 / 35 | 6 |
| =2 |
Target
target.com |
9 / 35 | 4 |
| =2 |
Sierra
sierra.com |
7 / 35 | 4 |
| =2 |
Macy's
macys.com |
6 / 35 | 3 |
| =2 |
eBags
ebags.com |
3 / 35 | 3 |
| =2 |
Huckberry
huckberry.com |
3 / 35 | 3 |
| =2 |
Nordstrom Rack
nordstromrack.com |
6 / 35 | 2 |
| =2 |
Fashionphile
fashionphile.com |
5 / 35 | 2 |
| =2 |
Bloomingdale's
bloomingdales.com |
4 / 35 | 2 |
| =2 |
Costco
costco.com |
3 / 35 | 2 |
| =12 |
The RealReal
therealreal.com |
5 / 35 | 1 |
| =12 |
Backcountry
backcountry.com |
3 / 35 | 1 |
| =12 |
Saks
saks.com |
3 / 35 | 1 |
| =12 |
Saks Fifth Avenue
saksfifthavenue.com |
3 / 35 | 1 |
| =12 |
Dick’s Sporting Goods
dickssportinggoods.com |
2 / 35 | 1 |
| =12 |
Shopbop
shopbop.com |
1 / 35 | 1 |
| =12 |
TJ Maxx
tjmaxx.com |
4 / 35 | 0 |
| =12 |
Neiman Marcus
neimanmarcus.com |
3 / 35 | 0 |
| =12 |
Kohl’s
kohls.com |
2 / 35 | 0 |
| =12 |
Marshalls
marshalls.com |
2 / 35 | 0 |
| =12 |
Pottery Barn Kids
potterybarnkids.com |
1 / 35 | 0 |
Each question goes to ChatGPT and Gemini once. Answers vary between runs, so stores only a few answers apart share a place (=).
In the top 10? Share it: LinkedIn, download the image
Category median: named in 3 of 35 questions (the middle store of all 30 stores we measured; +n is how many questions a store is above it).
Named means the store appeared in the answer. Recommended means the assistant clearly advised it. Being in a list is not the same as being advised, so we count them separately. The other 8 stores were named in none of these questions.
This ranking covers the 30 stores we measure in this category. That is not every store in the market.
Each dot is a store. Further right: named in more buying questions. Higher: recommended more often. Stores low on the right are known to AI but rarely the tip. That gap is what most stores can close.
Review sites, comparison sites, marketplaces and communities that ChatGPT and Gemini mention in their answers in this category. Stores that are present and well reviewed there are easier for AI to recommend.
Amazon
Marketplace
26 of 70
AI sends shoppers there. Selling there too, or being clearly better on your own site, both help.
eBay
Platform
8 of 70
AI sends shoppers there. Check whether you can be listed.
Poshmark
Platform
6 of 70
AI sends shoppers there. Check whether you can be listed.
Etsy
Marketplace
4 of 70
AI sends shoppers there. Selling there too, or being clearly better on your own site, both help.
The RealReal
Platform
4 of 70
AI sends shoppers there. Check whether you can be listed.
Mercari
Platform
3 of 70
AI sends shoppers there. Check whether you can be listed.
Community
2 of 70
Be present there with useful posts or answers; AI repeats what people say.
Amazon Handmade
Platform
1 of 70
AI sends shoppers there. Check whether you can be listed.
Only the questions that could really name a store, because only those count. They are in the language of the market, because that is how shoppers there ask them.
AI named: Frank Clegg Leatherworks, Lotuff Leather, KMM & Co.
AI named: Leatherology, Portland Leather Goods, Saddleback Leather
AI named: Samsonite, Travelpro, Briggs & Riley
AI named: Frank Clegg Leatherworks, Coronado Leather, Lotuff Leather
AI named: REI, Osprey, Patagonia
AI named: Target, Walmart, Amazon
AI named: REI, LL.Bean, Patagonia
AI named: Bellroy, Leatherology, Tanner Goods
AI named: Amazon Prime, Walmart, Target
AI named: Hanks Belts, Tanner Goods, Nicks Boots
AI named: Pottery Barn Kids, Lands' End, JanSport
AI named: Coach Outlet, Kate Spade Outlet, Michael Kors Outlet
AI named: Zappos, Nordstrom, REI
AI named: Cuyana, Leatherology, Portland Leather Goods
AI named: Nordstrom, Macy's, Bloomingdale's
AI named: Leatherology, Bellroy, Coach
AI named: eBags, Zappos, REI
AI named: eBags, Luggage Pros, Luggage Online
AI named: Coach Outlet, Nordstrom Rack, Quince
AI named: Timbuk2, REI, Nordstrom
AI named: Saddleback Leather Co., Frank Clegg Leatherworks, Leatherology
AI named: Korchmar, McKlein USA, Saddleback Leather
AI named: Costco, Zappos, Away
AI named: Nordstrom, Fashionphile, Saks Fifth Avenue
AI named: Amazon, Walmart, Sierra
AI named: Nordstrom, Coach Outlet, Coach
AI named: REI Co-op, Backcountry, Osprey
AI named: Amazon, Nordstrom, Macy's
AI named: eBags, Briggs & Riley, TUMI
AI named: Saddleback Leather, Popov Leather, Frost River
AI named: Walmart.com, Amazon.com, Macy's
AI named: REI, Travelpro, Briggs & Riley
AI named: Nordstrom, Saks Fifth Avenue, Neiman Marcus
AI named: Saddleback Leather, Briggs & Riley, Satchel & Page
AI named: Saddleback Leather, Leatherology, Portland Leather Goods
How to read this
AI assistants change their answers. This list is what came out on the date measured, not a judgement about the stores. We measure again every month.
No paid positions. A store cannot buy its way in, and the order follows from the answers alone.
If someone asks about a brand or for general information, no store appears in the answer, not even the best one. Those questions are left out of the count. How we measure.
Run the free check on your store. You will see straight away whether AI assistants can find and read it.
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