100,000prompts tested

Across categoriesOverall study scope

Tested exclusively on desktopAmazon home-page context

Alexa for Shopping Fashion.

See which brands and sources appeared in fashion shopping answers. Open a response to follow the product order and read what Alexa said about fit, style and use.

Explore the responses See cited sources

Most observed brand profiles

Brand profiles appearing most often in Fashion.

Ranked first by the number of eligible Fashion answers containing the profile. Ties are broken by appearance rate, then reciprocal placement score.

Why Amazon ranks #1—and what every number means

Amazon ranks first because it appears in the most eligible captured answers in Fashion. New Balance's appearance rate is 34.6%, compared with 23.0% for Amazon. Each percentage uses that profile's own eligible opportunity set. Rank reflects the total answers containing the profile, so a higher appearance percentage does not necessarily mean a higher rank.

Answers containing the profile: This is the primary ranking measure. It counts eligible captured answers recorded as containing the profile in the separate answer-footprint dataset.
Appearance rate: Answers containing the profile divided by that profile's eligible opportunity set. The denominator can differ by profile, so this is context—not the primary ordering measure. It breaks a tie in answer count.
Placement tie-breaker: If both answer count and appearance rate are tied, earlier placement when the profile appears breaks the tie. The underlying placement calculation is preserved without adding another score to this view.

01
AmazonAnswer-footprint profile label
23.0%appearance rate within this profile's eligible answers
Browse Fashion profiles
02
New BalanceAnswer-footprint profile label
34.6%appearance rate within this profile's eligible answers
Open brand profile
03
LeeAnswer-footprint profile label
32.5%appearance rate within this profile's eligible answers
Open brand profile
04
Under ArmourAnswer-footprint profile label
16.0%appearance rate within this profile's eligible answers
Open brand profile
05
Levi'sAnswer-footprint profile label
28.4%appearance rate within this profile's eligible answers
Open brand profile
06
adidasAnswer-footprint profile label
16.8%appearance rate within this profile's eligible answers
Open brand profile
07
Men'sAnswer-footprint profile label
10.6%appearance rate within this profile's eligible answers
Browse Fashion profiles
08
SkechersAnswer-footprint profile label
26.2%appearance rate within this profile's eligible answers
Open brand profile
09
WranglerAnswer-footprint profile label
26.1%appearance rate within this profile's eligible answers
Open brand profile
10
HanesAnswer-footprint profile label
26.7%appearance rate within this profile's eligible answers
Open brand profile

Citation landscape

Sources Alexa cited in Fashion.

See the domains that recur across sourced answers, then choose a category for a closer view.

Read the denominator first: “sourced answers” means accepted Fashion answers with at least one recorded source in citation positions 1–5—not every answer in the capture. Each percentage is the share of those sourced answers that cited the domain at least once. One answer can cite several domains, so percentages overlap and do not sum to 100%.

What this means

Should I create content for forbes.com because it appears in 11.0%?

No—not from this chart alone. forbes.com appears in 11.0% of sourced Fashion answers, not all Fashion answers. A recorded citation belongs to the response; it is not necessarily evidence for one specific product or claim.

Recurrence does not prove that Alexa prefers the publisher, that the source caused a product to appear or rank, or that publishing there will improve visibility.

How should I use this signal?

Use it as a research lead. Open the citing response and the source page first; the dataset does not connect a citation to a specific shelf, product, or claim. After inspection, decide whether there is a real evidence gap you can address on your own product pages, through credible third-party coverage, or not at all. Do not create content on a domain solely because its percentage is high.

Across Fashion

Most recurring domains

01
forbes.com
11.0%of sourced answers
02
businessinsider.com
7.2%of sourced answers
03
accio.com
5.7%of sourced answers
04
whowhatwear.com
5.5%of sourced answers
05
vogue.com
5.3%of sourced answers
06
gq.com
5.1%of sourced answers
07
quora.com
4.9%of sourced answers
08
menshealth.com
4.2%of sourced answers

Category view

Women's Apparel

Choose a category

01
whowhatwear.com
11.2%of sourced answers
02
businessinsider.com
11.0%of sourced answers
03
vogue.com
10.1%of sourced answers
04
forbes.com
10.0%of sourced answers
05
gq.com
5.8%of sourced answers

Answer mix

What kind of answer did the shopper get?

The mix of response types across all valid Fashion answers in the capture. The smaller percentage beneath each bar shows how often that response type included product cards.

54.5%recommendation response-type share

recommendation54.5%

58.6% contain visible product cards

clarification21.2%

16.5% contain visible product cards

comparison16.1%

85.5% contain visible product cards

deals8.2%

92.4% contain visible product cards

Product groups

How Alexa organized the options.

Alexa groups products around needs such as value, ingredients or everyday use. These groups are called semantic shelves. See which themes appeared most often and where they sat in the answer.

33.8%largest shelf-family share

S = reconstructed shelf order across the answer. P = product order within a shelf. P numbering restarts in every shelf; overall position counts every product card from the top of the full answer.

See the full position key and a worked example

Think of one Alexa answer as two nested lists: themed shelves across the answer, then product cards inside each shelf.

S1: First reconstructed semantic shelf—the first themed product group identified from the visible answer.
S2: Second reconstructed semantic shelf—the next themed group identified in the same visible answer.
P1: First product card inside a shelf. Product numbering restarts in every shelf.
Pn: The product at within-shelf position n. Later positions are P2, P3, and so on.
Overall position: Card order across the full answer, regardless of shelf boundaries.

Worked example: if S1 contains three products, they are S1/P1, S1/P2, and S1/P3—and overall positions #1, #2, and #3. The first product in S2 is S2/P1 but overall position #4. This is why P1 does not always mean first in the full answer.

General curated grouping61.8% of card-bearing answers

33.8%

Audience, fit & compatibility25.4% of card-bearing answers

18.1%

Price & value tier26.2% of card-bearing answers

16.8%

Use case & shopper context20.1% of card-bearing answers

12.2%

Feature & performance16.8% of card-bearing answers

9.8%

Product form, material & style14.5% of card-bearing answers

8.2%

Brand-led grouping1.1% of card-bearing answers

0.5%

Quality & proof1.0% of card-bearing answers

0.4%

Channel & availability0.4% of card-bearing answers

0.2%

Values, ethics & sustainability0.1% of card-bearing answers

0.0%

Open curation33.8%61.8% response reach

Audience/fit/compatibility18.1%25.4% response reach

Spend/value16.8%26.2% response reach

Use-in-context12.2%20.1% response reach

Functional outcome9.8%16.8% response reach

Product form/look/material discovery8.2%14.5% response reach

Brand affinity0.5%1.1% response reach

Confidence/proof0.4%1.0% response reach

Access/channel0.2%0.4% response reach

Values/ethics0.0%0.1% response reach

Specific heading intentMissionShelf shareFirst-shelf rate

General curated navigationOpen curation33.3%62.8%

Budget or under-price thresholdSpend/value9.4%47.0%

Comfort, cushioning, and supportFunctional outcome7.6%32.2%

Style and aesthetic directionProduct form/look/material discovery7.0%32.0%

Fit, cut, sizing, and body needsAudience/fit/compatibility6.5%35.5%

Men-focused selectionAudience/fit/compatibility6.4%36.6%

Premium, luxury, or investment tierSpend/value5.3%20.8%

Women-focused selectionAudience/fit/compatibility3.5%39.7%

Work and professional wearUse-in-context3.1%39.8%

Weather and seasonal useUse-in-context2.8%47.1%

Travel, commute, and outdoor useUse-in-context2.4%43.6%

Active, fitness, and runningUse-in-context2.3%36.9%

Deals, sale, and discountSpend/value2.1%48.0%

Kids and age-specific selectionAudience/fit/compatibility1.7%41.8%

Formal, wedding, and social eventsUse-in-context1.6%41.2%

Material and constructionProduct form/look/material discovery1.3%39.1%

Easy care and packabilityFunctional outcome1.2%51.4%

Protection and durabilityFunctional outcome0.9%31.9%

Best overallOpen curation0.6%91.8%

Brand-led selectionBrand affinity0.5%15.6%

Top-rated, popular, and quality proofConfidence/proof0.4%60.6%

Channel and availabilityAccess/channel0.2%1.4%

Sustainability and responsible materialsValues/ethics0.0%8.3%

Product rationale

The reasons Alexa gave.

A product rationale is the short visible explanation or description attached to a product card in Alexa's answer. Choose a theme below to read examples from the capture.

Inside an Alexa answerExample

01Semantic shelf

For Your Twin 2-Year-Old Girls

02Product cardMelissa & Doug Take-Along Wooden Toy BarnProduct title, abridged

03Product rationale

Melissa & Doug wooden take-along farm barn with 10 animal pieces — perfect for sorting, shape recognition, and on-the-go play

Simplified reconstruction of the supplied example. The rationale is quoted from the historical capture; shopping controls and offer details are omitted.

Three parts of the answer

Where the product rationale appears.

01Semantic shelf: A themed group within an answer. “For Your Twin 2-Year-Old Girls” names the shopper context that organizes these products.
02Product card: In Alexa, the item box contains the image, title, rating, price, delivery details and shopping controls. This simplified example shows only its title. The explanation appears beneath the card.
03Product rationale: The sentence beginning “Melissa & Doug wooden take-along farm barn…” connects the toy’s animal pieces to sorting, shape recognition and on-the-go play. That visible explanation is what this site calls a product rationale.

How to interpret it. Product rationales are analyzed as post-selection wording: they show how Alexa described a displayed product’s fit. They do not reveal why a product was selected or ranked, and their claims are not independently verified.

Selected product rationale theme

Comfort, cushioning & support

51.3% of visible product rationales+2.0 pp P1 difference

ZESICA's bestselling boho ruffle maxi with 8,600+ reviews — lightweight, packable, and great for beach vacations or casual dinners out
ZESICA Womens Summer Boho Spaghetti Strap Maxi Dress | Flowy Ruffle A Line, Ruched High Waist, Square Neck, 2026 Spring Cute Trendy, Casual Baby Shower Beach Vacation Wedding Guest · S2 / Overall shelf space 4 / P1

Babydoll empire waist maxi with hidden side pockets — soft, flowy, and easy to pack without worrying about wrinkles
WIHOLL Summer Dresses Babydoll Maxi Dress Empire Waist Beach Vacation Sundresses 2026 with Pockets · S2 / Overall shelf space 5 / P2

100% cotton boho maxi with tiered ruffles, side pockets, and a V-neck — breathable and comfortable for all-day wear
BTFBM Womens Summer 2026 Casual Maxi Dresses | Lightweight Short Sleeve V Neck,Elastic Waist A Line Long Dress,Boho Beach Dress Pockets,Vacation Outfits,Fashion Clothing · S2 / Overall shelf space 6 / P3

Mentioned attributes

Comfort, cushioning, or support feature49.2%

Fit, cut, or size40.7%

Fabric, leather, or material36.8%

Price, discount, or bundle28.9%

Pocket, closure, or capacity detail21.4%

Protection or performance feature12.4%

Care or packability property11.2%

Claimed outcomes

Improved mobility or fit33.3%

Greater comfort or support28.5%

Versatile styling20.9%

Value or savings17.7%

Easier care or travel16.3%

Weather or activity protection14.7%

Longer wear or durability4.5%

Use cases

Everyday, casual, or weekend20.5%

Cold, rain, snow, or warm weather14.1%

Work, office, or professional14.1%

Travel, commute, or vacation11.3%

Active, fitness, or running11.2%

School, uniform, or kids7.4%

Formal, wedding, or social event6.6%

Outdoor, hiking, or trail4.2%

Product order

What was different about the first product?

Compare the first product inside each group (P1) with the products after it. These are observed differences among products shown, not proof that any one feature caused the order.

92.3%multi-card shelf rate

Review depth

P12,133

Later1,593

100.0% P1 availability · 100.0% later-position availability

Bought-past-month velocity

P1200

Later200

54.8% P1 availability · 36.8% later-position availability

Star rating

P14.5

Later4.4

100.0% P1 availability · 100.0% later-position availability

Current price

P1$31.63

Later$29.99

100.0% P1 availability · 100.0% later-position availability

Discount depth

P124%

Later23%

17.4% P1 availability · 12.6% later-position availability

Within-shelf positionCard shareRatingReviewsVelocityPriceProof language

P129.9%4.52,000200$32.3125.4%

P227.6%4.41,528200$30.6715.4%

P318.4%4.41,322200$29.9915.1%

P47.5%4.41,443200$30.9917.6%

P54.1%4.42,000200$29.9922.6%

P63.3%4.42,000200$30.9920.9%

P72.8%4.42,000200$29.9919.2%

P82.7%4.42,000200$29.9910.5%

P91.9%4.42,000200$28.999.4%

P101.9%4.42,000150$29.9911.8%

P1 vs P2100.0%of multi-card shelves · review median 2,133 vs 1,528

P1 vs P366.7%of multi-card shelves · review median 2,557 vs 1,322

P1 vs P427.0%of multi-card shelves · review median 3,000 vs 1,443

P1 vs P514.7%of multi-card shelves · review median 3,166 vs 2,000

P1 vs P611.9%of multi-card shelves · review median 4,000 vs 2,000

P1 vs P710.0%of multi-card shelves · review median 4,000 vs 2,000

P1 vs P89.7%of multi-card shelves · review median 4,000 vs 2,000

P1 vs P96.9%of multi-card shelves · review median 4,000 vs 2,000

P1 vs P106.8%of multi-card shelves · review median 4,000 vs 2,000

Exact headingMatched shelf shareP1 reviewsLater reviewsP1 proof

Unheaded product list17.1%3,1632,00028.6%

Best Value Picks0.8%8,0684,37348.9%

Budget-Friendly Picks0.7%4,9333,26529.5%

Budget-Friendly Options0.4%4,2133,33227.2%

Women's Picks0.3%2,5241,21236.5%

Men's Picks0.3%2,0311,10242.6%

Mid-Range Picks0.2%2,1131,77529.1%

Premium Picks0.2%87829325.4%

Best Value Picks (Under $25)0.1%11,4315,75753.1%

Best Value Multipacks0.1%42,4863,96229.8%

Best Value Picks (Under $30)0.1%4,4763,40140.0%

Great Value Picks0.1%3,3942,58743.2%

Premium Performance0.1%26620630.9%

Budget-Friendly Picks (Under $25)0.1%4,1764,08839.0%

Best Value Deals0.1%3,1171,45959.4%

Budget-Friendly Picks (Under $30)0.1%7,3043,59138.7%

Top Performance Picks0.1%1,35450633.3%

Value Picks0.1%5,5393,04530.0%

Best Value Multi-Packs0.1%6,6222,58024.1%

Great Value Options0.1%3,7411,57141.4%

Wording overlap

Did the answer repeat what the shopper asked for?

These measures track shared words across the question, product-group headings, cards and product rationales. Shared wording can help describe a response, but does not measure full understanding or prove what caused a ranking.

11.0%average lexical overlap

How is this average calculated?

Average lexical overlap is the simple, unweighted average of the 7 mean normalized-term coverage rates shown below. Each rate uses its own evaluable shelf, card, or product rationale records, so larger cohorts do not receive more weight and this is not a pooled corpus percentage.

We add the 7 displayed coverage percentages and divide by 7. In this view: (6.6 + 17.5 + 18.9 + 9.7 + 14.8 + 3.6 + 6.0) ÷ 7 = 11.0%. Each displayed metric has equal weight. The result describes shared words after normalization; it does not judge whether two phrases mean the same thing.

ShelfQuery to heading relevance6.6%Share of normalized query terms repeated in the reconstructed heading.

CardQuery to card relevance17.5%Share of normalized query terms repeated in the visible title and recommendation product rationale.

CardHeading to card relevance18.9%Share of normalized heading terms repeated in the visible title and recommendation product rationale.

Product rationaleProduct rationale to query relevance9.7%Share of normalized query terms repeated in the visible recommendation product rationale.

Product rationaleProduct rationale to heading relevance14.8%Share of normalized heading terms repeated in the visible recommendation product rationale.

CardConstraint evidence coverage3.6%Share of normalized hard-constraint terms visibly echoed by the title or product rationale. This is evidence coverage, not a verified pass rate.

CardSituation and use-case bridge6.0%Share of normalized shopper-situation terms visibly echoed by the title or product rationale.

Response explorer

See what Alexa showed in Fashion.

Choose a shopper’s question. Read the product groups in order, see the products inside each one, and check the reasons and sources Alexa gave.