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The World Cup AI Visibility Research

When World Cup fans ask AI where to shop, Amazon is the 1st name it says.

But there is still room to win

We tracked and analyzed 30 real fan questions about Retail / Ecommerce for the 2026 World Cup across five leading AI engines (ChatGPT, Gemini, Perplexity, Google AI Overviews and Claude), one slice of a 900-prompt study spanning 30 fan categories. Here is exactly where Amazon landed.

The leaderboard

Who AI recommends for World Cup Retail / Ecommerce

Amazon ranks #1 of 15 Retail / Ecommerce brands by share of AI answers.

Mention share across 5 AI engines
1Amazon30.0%
2Walmart26.0%
3Target21.3%
4Adidas15.3%
5Party City12.0%
6Costco12.0%
7Fanatics11.3%
8Nike10.0%
9Best Buy8.0%
10Etsy8.0%
11CVS8.0%
12Walgreens8.0%
13Sam's Club7.3%
14Bulk Party Supplies6.7%
15Windy City Novelties6.7%
Bar length = mentions relative to #1. Value = share of all answers.
The wider picture

Where Amazon has room to win, 3 more World Cup categories

Amazon leads Retail / Ecommerce, but the tournament is 30 categories wide. Here is where it ranks across the rest, and where the position is still open. Amber is a close race, red is wide open.

Jerseys / Licensed Merchandise#9 of 1510.7%
Food Delivery#11 of 155.4%
Sportswear / Soccer Gear#14 of 154.7%
Every question we asked

All 30 fan questions, and where Amazon showed up

The exact questions fans ask AI about Retail / Ecommerce. Amazon appeared in 21 of 30. The other 9 are open territory: a rival owns the answer, Amazon is absent.

✓What's the best place to shop for everything I need for a World Cup watch party?AI OverviewGeminiPerplexityClaude
✓What's the best one-stop shop for World Cup party supplies, decorations, and snacks?AI Overview
✓Where is the best place to buy a TV, snacks, and party gear before the World Cup starts?GeminiPerplexityClaude
✓What are the best World Cup themed party supplies to buy online?AI OverviewChatGPTGeminiClaude
✓What's the best place to order soccer-themed decorations for a watch party?AI OverviewGemini
✓What should be on my shopping checklist for hosting a World Cup final party?AI Overview
✓How early should I order party supplies online to arrive before the World Cup final?AI OverviewGemini
·How do I plan a single shopping trip that covers a whole month of World Cup hosting?Not mentioned
✓What's a smart way to track all my World Cup related orders and deliveries?ChatGPTGeminiClaude
✓Where can I find the best deals on World Cup party supplies?AI OverviewChatGPTClaude
✓Do retailers run World Cup sales worth waiting for?AI OverviewGeminiClaude
·How do I throw a great watch party with a 50 dollar shopping budget?Not mentioned
·What premium party upgrades are worth buying for a World Cup final?Not mentioned
✓Are there high-end World Cup gift boxes or curated fan bundles worth buying?AI OverviewClaude
·What should I buy to keep kids entertained during long World Cup viewing days?Not mentioned
·What are good bulk purchases for a neighborhood World Cup block party?Not mentioned
✓Can international visitors shop online in the US and deliver to their hotel during the World Cup?AI OverviewChatGPTGeminiClaude
·Which online stores ship World Cup goods internationally at reasonable rates?Not mentioned
✓As a visiting fan, where do Americans actually shop for last-minute party stuff?AI OverviewClaude
✓Where do locals in host cities buy World Cup party supplies?AI OverviewChatGPT
✓Will stores near stadiums sell out of fan essentials on match days?AI Overview
·What World Cup pop-up shops are worth visiting in host cities?Not mentioned
·How do I avoid fake online stores selling World Cup products?Not mentioned
✓What should I check before buying from a World Cup deals ad I saw on social media?Gemini
✓What's the fastest way to get party supplies delivered same-day before a match?AI Overview
·Which retailers offer pickup within hours for last-minute World Cup shopping?Not mentioned
✓Online versus in-store shopping for World Cup party prep: what's the right split?AI Overview
✓What should I compare when choosing where to buy World Cup supplies: price, speed, or selection?Gemini
✓Where can I find curated World Cup party shopping lists?AI OverviewChatGPTGeminiClaude
✓Which retail brands do people associate most with World Cup shopping?AI OverviewClaude
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The biggest multi-brand enterprise teams choose Brandlight to win the AI answer.

Procter & Gamble Samsung Kimberly-Clark McKinsey & Company TD Aetna The Hartford Carnival Caesars Charter Hilti McCormick
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