Who does AI recommend for Fashion online in the US?
84 AI answers to 21 customer questions in ChatGPT, Gemini, Google AI Mode and AI Overviews.
First measurement · 9 Nov 2026 · weekly from 16 Nov
ASOS and Nordstrom are tied at the top.
The ranking
- 1ASOS44%
- 2Nordstromtied43%
- 3Amazon Fashiontied32%
- 4Uniqlotied27%
- 5Zaratied19%
- 6H&Mtied18%
- 7Old Navytied15%
- 8Macy'stied13%
- 9Gaptied11%
- 10Everlanetied10%
- 10Poshmarktied10%
- 12Revolvetied10%
- 13Sheintied10%
- 14ThredUptied8%
- 15Abercrombie & Fitchtied6%
Dot = measured share, bar = 95% range. Effective sample: n = 27.
Every AI has its own favourite
Same questions, four AIs: how often each one names the brands. Highlighted: each AI's favourite.
| Brand | ChatGPT | Gemini | AI Mode | AI Overviews |
|---|---|---|---|---|
| ASOS | 43% | 43% | 43% | 43% |
| Nordstrom | 52% | 52% | 38% | 33% |
| Amazon Fashion | 19% | 38% | 33% | 33% |
| Uniqlo | 33% | 14% | 24% | 33% |
| Zara | 24% | 24% | 14% | 10% |
| H&M | 24% | 14% | 24% | 10% |
| Old Navy | 14% | 10% | 14% | 19% |
| Macy's | 19% | 19% | 5% | 10% |
| Gap | 14% | 5% | 14% | 10% |
| Everlane | 10% | 10% | 14% | 10% |
| Poshmark | 5% | 10% | 10% | 19% |
| Revolve | 14% | 19% | 5% | 5% |
| Shein | 14% | 10% | 10% | 5% |
| ThredUp | 10% | 5% | 10% | 14% |
| Abercrombie & Fitch | 14% | 5% | – | 5% |
Each AI gives about a quarter of the answers: differences below roughly 20 points may be chance.
All 21 questions and who AI names
Search a question or pick a brand: where is it named, where is it missing?
21 of 21 questions
What is the best online clothes shop in the US?
- Nordstrom4/4
- Old Navy3/4
- Uniqlo3/4
- Abercrombie & Fitch2/4
- ASOS2/4
- Amazon Fashion1/4
- Everlane1/4
- H&M1/4
- Macy's1/4
- Revolve1/4
- Zara1/4
Which online fashion store has the best range?
- Amazon Fashion4/4
- ASOS4/4
- Nordstrom3/4
- H&M2/4
- Uniqlo2/4
- Macy's1/4
- Old Navy1/4
- Zara1/4
Where can I buy good quality basics online?
- Everlane4/4
- Uniqlo4/4
- Gap1/4
- Nordstrom1/4
Which online shop is best for women's fashion?
- ASOS4/4
- Nordstrom4/4
- H&M3/4
- Amazon Fashion2/4
- Uniqlo2/4
- Zara2/4
- Revolve1/4
Which online store is best for men's clothing?
- Uniqlo4/4
- ASOS3/4
- Everlane3/4
- H&M2/4
- Nordstrom2/4
- Abercrombie & Fitch1/4
Which fashion site has the best app?
- ASOS4/4
- Zara4/4
- Shein2/4
- Amazon Fashion1/4
- H&M1/4
- Nordstrom1/4
- Poshmark1/4
- Revolve1/4
Which US fashion retailer has the best reviews?
- Nordstrom4/4
- Gap1/4
- Macy's1/4
- Uniqlo1/4
Which online clothes shop has free returns?
- Nordstrom4/4
- Gap3/4
- Macy's3/4
- Amazon Fashion2/4
- ASOS2/4
- Old Navy2/4
- H&M1/4
- Revolve1/4
- Shein1/4
- Zara1/4
Number = answers naming the brand out of all answers to this question. There are few per question: a direction, not a ranking.
The pages AI cites most
- asos.comin 15 of 84 answers
- nordstrom.comin 9 of 84 answers
- reddit.comin 9 of 84 answers
- undbox.comin 9 of 84 answers
- youtube.comin 8 of 84 answers
- instyle.comin 7 of 84 answers
- facebook.comin 6 of 84 answers
- gap.comin 6 of 84 answers
Share of answers with sources that cite the page.
A real answer
Which fashion sites charge for returns now?
Named, in this order:
1. Zara 2. H&M 3. Uniqlo 4. Macy's 5. Nordstrom 6. Abercrombie & Fitch 7. Revolve
Which online clothes shop has free returns?
Named, in this order:
1. Nordstrom 2. Revolve 3. Amazon Fashion 4. Gap 5. Old Navy 6. Macy's 7. Zara 8. ASOS
Which fashion site has the best sales?
Named, in this order:
1. Nordstrom 2. H&M 3. Zara 4. Gap 5. Old Navy 6. ASOS
Which fashion site has the best sales?
Named, in this order:
1. Old Navy 2. ASOS 3. Gap 4. Nordstrom 5. ThredUp 6. Poshmark
How strong is the leader in other industries?
Share of answers naming each industry's leader.
- CRM softwareHubSpot93%
- Mobile plansT-Mobile88%
- Online brokersFidelity86%
- Accounting & taxQuickBooks75%
- Home internetAT&T Fiber69%
- Car insuranceState Farm65%
- E-bikesAventon55%
- NeobanksSoFi53%
- Travel bookingExpedia47%
- Fashion onlineASOS44%
Is your brand in it, or missing?
Measure what AI says about you: 50 questions of your own, four engines, free for good.
Data wrong or a brand missing? Write to us: hello@kennt.aiHow we measure
Per industry, 50 questions the way customers ask them, without brand names. Each question goes to ChatGPT, Gemini, Google AI Mode and AI Overviews every three days, logged out, from the country measured, in its language.
Visibility = share of answers that name a brand. Answers to the same question are related; the 95% range accounts for that.
"Tied" means two brands' ranges overlap, so the difference may be chance. We only show a change from last week when the ranges don't overlap.
Full methodology