Share of Conversation · Prepared for Vitabiotics

Vitabiotics is #2 in the AI shelf race — and #1 on Amazon.

The AI Commerce Benchmark for Vitamins & Supplements (UK, 2026) measured how AI recommends brands before a shopper has chosen one — across Gemini, Perplexity, OpenAI, Google AI Mode, Amazon Rufus and Boots AI Assistant. Here's where Vitabiotics stands.

8.45%Direct AI share of conversation

0.07ppBehind the #1 brand, Healthspan

18/45Top brand put forward by Amazon Rufus

01 — The headline number

Second place, by 0.07 percentage points.

Across Gemini, Perplexity and OpenAI, Healthspan and Vitabiotics are effectively neck-and-neck at the top of the certified competitive field — with a gap smaller than any other pair on the leaderboard.

8.45%

Vitabiotics · Rank 02

Healthspan leads the certified field at 8.52% Direct AI Share of Conversation; Vitabiotics follows at 8.45% — separated by just 0.07pp, the tightest margin measured in the category. Third-place Solgar sits 2.16pp further back.

Healthspan

8.52%

Vitabiotics

8.45%

Solgar

6.29%

Holland & Barrett

5.88%

Seven Seas

5.48%

Direct AI Share of Conversation, measured across Gemini, Perplexity and OpenAI · certified competitive field, top 5 of 56 scoreable brands.

02 — By environment

One category. Four different AI shelves.

The competitive set changes depending on where the shopper is standing — and Vitabiotics' position moves with it.

Amazon Rufus

18/45

Put forward · 40% · Rank 01

Vitabiotics is the single most-recommended brand inside Amazon's AI shopping assistant — ahead of Centrum, Natures Aid and Nutravita (11/45 each).

Provider spotlight

9.18%

Perplexity · Direct AI

Vitabiotics' strongest single-provider result — its highest Share of Conversation of any measured AI environment.

Boots AI Assistant

7/45

Put forward · 12/45 observed

Boots' own label leads its own assistant at 62.2% — the clearest example in the benchmark of a retailer-owned AI favouring retailer-owned stock.

03 — How it was measured

Built on certified, controlled evidence.

Not search volume, popularity, or a single AI's opinion — a controlled panel of unbranded shopper questions, scored consistently across every environment.

162

Certified shopper questions

486

Direct AI responses

1,479

Recommendation references

Scoreable brands

Full report

The complete AI Commerce Benchmark for Vitamins & Supplements.

All 56 brands, every environment, and the 15 shopper-need breakdowns behind these numbers — including where the competitive set shifts most sharply for Vitabiotics.

Download the full report (PDF) Book a 15-minute walkthrough

Share of Conversation · AI Commerce Benchmark Series Vitamins & Supplements · United Kingdom · 2026