Overview Leaderboard Methodology
Industry Report

Laundry Detergents

Cleaning formulations (liquid, powder, or pods) designed to remove stains, odors, and soils from clothing and textiles.

Brands tracked: 33
Brands analyzed: 33
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 263
Total responses: 1,330
Top Brand Overall?
Tide
94/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Tide
89

Highest score on the LBA metric.

Authority Leader?
Tide
94

Highest score on the Authority metric.

TOM Leader?
Tide
100

Highest score on the TOM metric.

Tide is the default answer in AI responses for Laundry Detergents

When users ask ChatGPT, Claude, or Gemini about Laundry Detergents, Tide is the brand that surfaces first - unprompted, consistently, and usually at the top of any list the model generates. Persil is a close second, but the gap between them is meaningful. If you're competing in this space and you're not in the top handful, you're effectively invisible to AI-driven discovery.

Brand Leaderboard All 33 Laundry Detergents brands ranked

Ranked by overall AI Visibility Score (geometric mean of LBA, Authority, and TOM). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Tide
tide.com
 89
94
100
94
2
Persil
persil.com
 79
48
86
69
3
Arm & Hammer
armandhammer.com
 75
36
80
60
4
Seventh Generation
seventhgeneration.com
 71
27
67
51
5
all
all-laundry.com
 54
38
53
48
6
All Free Clear
allfreeclear.com
 69
29
35
41
7
Gain
ilovegain.com
 72
9
61
34
8
Persil ProClean
persilproclean.com
 76
12
35
31
9
OxiClean
oxiclean.com
 73
11
29
29
10
ECOS
ecos.com
 71
1
24
13
11
Woolite
woolite.us
 75
4
2
8
12
Method
methodproducts.com
 75
0
29
3
13
Dropps
dropps.com
 69
0
7
2
14
Purex
purex.com
 64
0
9
2
15
The Laundress
thelaundress.com
 75
0
5
2
16
Attitude
livingattitude.com
 56
0
4
1
17
Dirty Labs
dirtylabs.com
 58
0
1
1
18
Dreft
dreft.com
 77
0
4
1
19
Mrs. Meyer's
mrsmeyers.com
 76
0
0
1
20
Tru Earth
tru.earth
 75
0
4
1
21
A
Ariel
ariel.co.uk
 84
0
0
0
22
Bio-D
biod.co.uk
 60
0
0
0
23
Defunkify
defunkify.com
 32
0
0
0
24
Earth Breeze
earthbreeze.com
 70
0
0
0
25
Ecover
ecover.com
 70
0
0
0
26
HEX
hexperformance.com
 50
0
0
0
27
Molly's Suds
mollyssuds.com
 67
0
0
0
28
Nellie's
nelliesclean.com
 64
0
0
0
29
OMO
omo.com
 77
0
0
0
30
Rockin' Green
rockingreen.com
 73
0
0
0
31
Sheets Laundry Club
sheetslaundryclub.com
 44
0
0
0
32
Smol
smolproducts.com
 56
0
0
0
33
Surf
surf.co.uk
 66
0
0
0

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 263 shared Laundry Detergents prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Geometric mean of LBA, Authority and TOM: (LBA × Authority × TOM)^(1/3). Geometric mean is used so that any single weak metric pulls the overall score down, rather than being masked by strength elsewhere.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 263 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →