How to measure whether AI assistants name your store

Updated 2 August 2026

Most attempts at measuring this go wrong the same way: the merchant asks an assistant about their own brand, sees a flattering answer and concludes they are visible. That question was always going to name them. It measures nothing.

Separate branded from unbranded

Is Acme good for running shoes will name Acme. What are the best running shoes might not. Only the second tells you whether an assistant would introduce you to someone who has never heard of you, and that is the entire question.

Freeze the question set

Assistants vary between runs. If your questions also change, the resulting line is noise. Write the set once, derived from your actual product types and price bands, and reuse it every time.

Record who was named instead

Your own absence is half the story. The brands named in your place tell you who the assistant currently considers the obvious answer, and watching that list change is a far better signal than watching your own number alone.

Expect it to move slowly

Clearing exclusions can change things quickly, because a product goes from absent to present. Being preferred over an established brand is slower, and no tool that promises otherwise is being straight with you.

Check your own catalog

Endcap runs every check in this guide and shows you which products fail, and why.

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