ChatGPT continues to develop rich features that empower users to research, compare and make a purchase decision through the platform. If your products aren’t visible within ChatGPT, you’re missing out on a growing channel of discovery that drives ready-to-purchase users onto your site.
Rich product features including images, pricing, reviews, and links to buy launched in April 2025 and have continued to evolve as users engage. Now an in-depth comparison takes place, with relevant products listed side by side to be whittled down as the user refines their requirements through conversational search.
How ChatGPT displays products
The way products are displayed dynamically changes depending on both the original query and how the conversation develops. An example of this can be seen in the exchange below about dog leads:
1) Initial search
ChatGPT makes general recommendations based upon its understanding of the broad scope provided and separates its recommendations into categories to best match user needs.
The platform also requests further information to improve its recommendations for the user.
2) Refined search
With the added context of dog breed and walk behaviours, recommendations are updated to reflect the most suitable options unique to the user.
3) Product comparison
A more in-depth analysis is available for users who would like to compare product attributes most important to them. Breaking down the areas in which each product excels and falters, informing a purchase decision.
4) Overall recommendation
Finally, it provides a recommendation based upon the context you have provided and their knowledge of the products. Explaining its reasoning for why it has selected this product in particular and any drawbacks you may face.
How does ChatGPT decide which products to show?
Now that we have seen what displays in ChatGPT results that include products. We can dive into how ChatGPT captures that information and what drives its decisions on selecting the products it recommends.
Submit your product feed with ChatGPT
OpenAI has begun integrating their shopping experience directly with ecommerce platforms to allow better access to information across products. Currently only available in the United States, you can submit your product feed directly and give the platform access to all product information.
Similar to how a feed provides information to Google Merchant Center, the process removes the middleman and risk of incorrect information being pulled. Both Shopify and Etsy already submit this information automatically and utilising these platforms could boost your chance of product visibility.
Discoverability
The first hurdle in having your products appear on ChatGPT is ensuring its crawl agent can access your product information. If ChatGPT cannot read your website or product pages, it cannot recommend your products.
Traditional indexability checks are essential to this step, ensuring that all relevant information is crawlable and no barriers are preventing crawlers from accessing valuable information.
Audit your robots.txt file
Check your robots.txt file to ensure that your site is not unintentionally blocking the crawl agent ‘OAI-SearchBot’, cutting you off from appearing on ChatGPT.
If your robots.txt file looks like the below:
User-agent: *
Disallow: /
It means you are blocking all bots from crawling your site, and ChatGPT will be unable to include your information in results.
If it appears without the forward slash after ‘Disallow:’ as below, then you are not blocking crawl agents:
User-agent: *
Disallow:
Audit crawl depth
Are your products only accessible by navigating through multiple sets of categories? Your site structure may be holding you back from AI visibility.
All valuable pages across your site should be accessible in three clicks or less. Anything above that threshold makes it harder for pages to be discovered by users and crawl agents, reducing the likelihood of their inclusion in results.
To learn more about how crawl agents read your website, check out our ultimate guide to crawlability.
Structured data markup
Accurately implementing relevant schema across your product pages ensures all attributes are visible in a readily available format to draw attention to them. Schema is heavily relied upon to provide attribute comparisons within ChatGPT, making it a driving force in being featured.
Product schema
Product schema outlines the attributes of a given product, including:
- Name
- Price
- Currency
- Offer
- Brand
- SKU
- GTIN
- Stock level
- Shipping policy
- Returns policy
All of this information is beneficial for how your products are displayed on ChatGPT and the organic shopping channel through Google Merchant Center.
Aggregate rating schema
Aggregate rating schema formats reviews into a readable format that can be easily processed by crawl agents and applied to product listings. Having a star rating associated with your products wherever they show up is extremely helpful in boosting CTR.
The impact varies by industry, increasing CTR by between 10%-30% and influencing how confident ChatGPT is in recommending your products.
Manual vs automated implementation
For smaller stores with limited changes to their product offering, manually updating schema is a feasible option. As the size of the store rises, it becomes an increasingly insurmountable task, and automation is essential.
Selecting the right solution depends on your platform, catalogue size and complexity of your offering. The challenges faced will differ greatly between businesses, but the payoff can be huge once set up correctly.
Authority
Authority remains a key driver of LLM visibility, and ChatGPT is no different. The platform values brand mentions across trusted sources and a track record of customer satisfaction.
Authority building has traditionally meant growing your backlink profile from credible sources related to your industry. For ChatGPT and AI models, the scope goes beyond just your website and referring domains to a wider view of business relevance across the internet. It considers forum platforms such as Reddit and Quora alongside social media, review platforms, industry awards and anywhere else you brand is visible.
Develop a brand presence on forums
ChatGPT utilises Reddit as a credible source of third-party information. Although rarely cited, a recent Ahrefs study found that Reddit made up 67.8% of uncited sources used in developing its responses.
Openly recommending your brand on the platform will prove fruitless; however by providing value to users across relevant queries through a branded account can have a tangible impact on visibility.
Digital PR
Although ChatGPT places less emphasis on referring domains and backlinks, an authentic link-building strategy still adds value. Placing your business within industry publications, guides dedicated to highlighting providers and building overall brand awareness has a knock on effect in increasing how likely your products are to be recommended.
ChatGPT product visibility checklist
This article covers the key considerations for giving your products the best opportunity to appear in ChatGPT results.
Get started growing your visibility with our handy checklist:
- Submit your product feed to ChatGPT
- Audit robots.txt
- Audit product page crawl depth
- Check you have appropriate product and aggregate rating schema
- Build a brand presence across forums, social media, and industry publications
Speak to an expert
If you’re having trouble getting your products to show on ChatGPT, speak to our team to find out how we can help.
