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Beauty & Personal Care (UK) Product Discovery Report

Two retailers still own Google. ChatGPT is already writing its own rules.

We tracked 5,000 real UK searches on Google’s organic product grids and 300 ChatGPT shopping prompts, covering the full Beauty & Personal Care category. The two visibility surfaces barely agree, and the gap is where the opportunity sits.

Organic data: Productrise, 5,000 keywords, snapshot taken 14 August 2026. ChatGPT data: Peec.ai, 300 prompts, 6–14 August 2026. Full methodology in the data explorer.

8 in 10
sub-categories won by just two retailers
Amazon and Boots hold the #1 spot in Google’s organic product tiles in 81 of 103 sub-categories tracked.
43%
of the time, Google and ChatGPT agree on the winner
The rest of the time, ChatGPT hands the sale to a different retailer entirely, usually a wider marketplace listing Google’s product tile never shows.
20%
of niche organic wins carry through into ChatGPT
Only 2 of the 10 sub-categories won organically by a retailer outside Amazon and Boots also won the ChatGPT merchant slot, real correlation, just not a guarantee.
2%
of top-recommended brands also capture the sale
ChatGPT says your name far more often than it sends you the customer. Recommendation and revenue are two different wins.

Why Google’s product tiles and ChatGPT disagree

Where a brand ranks in Google’s organic product tile comes down largely to how well its product feed and Merchant Centre data are optimised. If that’s weak, the tile won’t show it, no matter how strong the brand is elsewhere. ChatGPT runs its own process on top: it rewrites the request into a more specific product query and searches a far wider pool of retailer inventory than the product tile ever shows a human. That doesn’t mean the two surfaces are unrelated, the same retailer wins both 43% of the time, real correlation, just not a guarantee. We don’t yet have the data to say definitively what tips ChatGPT’s choice when the two disagree, only that a strong organic position clearly helps rather than hurts.

Being recommended isn’t being paid

ChatGPT can name a brand as the best option in a category and still send the actual sale to someone else. Across every category we tracked, that happened 98 times out of 100. Brand visibility and merchant revenue are separate outcomes, and most brands are winning only one of them, if either.

Off-site signal, on-site gap

94 times in this dataset, a brand sold direct inside a ChatGPT shopping answer while showing zero presence on the matching Google product tile. That’s unlikely to mean the brand is invisible everywhere, more likely ChatGPT is picking it up through signals outside the product feed, while the feed itself stays under-optimised for organic shopping. That’s a fixable gap, not a mystery.

Explore the full dataset

Filter by category, switch between Google’s product tiles, ChatGPT merchants and ChatGPT brands, and export the numbers behind every stat on this page.

Open the data explorer →

Want to know where your brand actually stands?

We’ll show you exactly where you’re winning, where you’re invisible, and what it would take to close the gap, on Google and inside ChatGPT.

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