Buyers used to ask a search engine and read ten blue links. Now they ask a machine, and the machine answers — a paragraph, a shortlist, a verdict. Whoever gets named in that answer gets the customer's consideration. Whoever doesn't, doesn't exist.
To measure who exists, we generated 25 realistic buyer questions for this category — discovery questions, comparisons, complaints, gift panics, budget constraints — and asked every one of them on 2 AI engines. Then we read every answer and recorded which brands were named, in what order, and on whose citations. This is narrative prominence, not market share: the machines' collective opinion of the category, quantified.
Act I — The leaderboard
Who the machines
talk about
Share of voice: position-weighted, reach-weighted, across every answer. Scroll.
Share of voice — all brands
Composite % of total weighted mentions · run 7c6a33e6-5b5
The field
We asked 25 buyer questions — the questions real people type when they're shopping this category — across 2 AI engines. 11 brands were named across 74 answers. Here's everyone.
The subject
Bellroy holds 30.5% share of voice — #1 of 11 brands. Position-weighted, reach-weighted, across every answer.
The rivalry
The nearest challenger is Aer at 12.8% — a lead of 17.6 points. In this category, when the machines talk, they talk about Bellroy first.
First pick
Order matters. When an engine names one brand first, that brand owns the answer. Bellroy is the first name in 30% of answers.
Presence
Zoom out to raw presence: Bellroy appears somewhere in 40% of all prompt-engine slots, at an average position of 1.4. The rest of the leaderboard is the consideration set the machines have already decided on.
View the data — full leaderboard
| # | Brand | SoV | Mention rate | First mention | Avg position |
|---|---|---|---|---|---|
| 1 | Bellroy | 30.5% | 40% | 30% | 1.4 |
| 2 | Aer | 12.8% | 14% | 10% | 1.29 |
| 3 | Peak Design | 12.8% | 24% | 4% | 2.92 |
| 4 | Secrid | 12.1% | 14% | 4% | 2.71 |
| 5 | Ekster | 10.6% | 16% | 4% | 2.75 |
| 6 | The Ridge | 10.1% | 20% | 0% | 3.4 |
| 7 | Tumi | 4.6% | 6% | 0% | 2 |
| 8 | Crumpler | 4.2% | 4% | 4% | 1 |
| 9 | R.M. Williams | 0.8% | 2% | 0% | 2 |
| 10 | Herschel Supply Co | 0.8% | 2% | 0% | 2 |
| 11 | Status Anxiety | 0.7% | 2% | 0% | 5 |
Bellroy share of voice
30.5%
of all weighted brand mentions
Rank in category
#1
of 11 brands named by the engines
Answers naming Bellroy
40%
of 50 prompt-engine slots
Average position when named
1.4
1.0 = always the first brand mentioned
When Australia asks about Slim wallets, everyday carry bags, and travel accessories, the machines answer Bellroy
25 buyer questions · ChatGPT (GPT-5.5) + web search · Claude Sonnet 4.6 + web search
Act II — Engine by engine
Same question,
different answer
Each engine has its own opinion. Weights reflect estimated audience reach — the per-engine numbers below are unweighted, so you can re-weight in your head. Hover the bars.
Share of voice within each engine
Top brands per engine · normalized within engine
Engines marked MOCK returned placeholder data (no API key) and score zero for every brand — disregard those panels.
View the data — per-engine breakdown
| Brand | Engine | SoV | Mention rate |
|---|---|---|---|
| Bellroy | ChatGPT (GPT-5.5) + web search (MOCK) | 21.6% | 8% |
| Bellroy | Claude Sonnet 4.6 + web search | 34.8% | 72% |
| Aer | ChatGPT (GPT-5.5) + web search (MOCK) | 12.9% | 4% |
| Aer | Claude Sonnet 4.6 + web search | 12.8% | 24% |
| Peak Design | ChatGPT (GPT-5.5) + web search (MOCK) | 7.8% | 4% |
| Peak Design | Claude Sonnet 4.6 + web search | 15.2% | 44% |
| Secrid | ChatGPT (GPT-5.5) + web search (MOCK) | 20.7% | 8% |
| Secrid | Claude Sonnet 4.6 + web search | 7.9% | 20% |
| Ekster | ChatGPT (GPT-5.5) + web search (MOCK) | 12.9% | 4% |
| Ekster | Claude Sonnet 4.6 + web search | 9.5% | 28% |
| The Ridge | ChatGPT (GPT-5.5) + web search (MOCK) | 7.8% | 4% |
| The Ridge | Claude Sonnet 4.6 + web search | 11.1% | 36% |
| Tumi | ChatGPT (GPT-5.5) + web search (MOCK) | 7.8% | 4% |
| Tumi | Claude Sonnet 4.6 + web search | 3.1% | 8% |
| Crumpler | ChatGPT (GPT-5.5) + web search (MOCK) | 8.6% | 4% |
| Crumpler | Claude Sonnet 4.6 + web search | 2.1% | 4% |
| R.M. Williams | ChatGPT (GPT-5.5) + web search (MOCK) | 0.0% | 0% |
| R.M. Williams | Claude Sonnet 4.6 + web search | 1.2% | 4% |
| Herschel Supply Co | ChatGPT (GPT-5.5) + web search (MOCK) | 0.0% | 0% |
| Herschel Supply Co | Claude Sonnet 4.6 + web search | 1.2% | 4% |
| Status Anxiety | ChatGPT (GPT-5.5) + web search (MOCK) | 0.0% | 0% |
| Status Anxiety | Claude Sonnet 4.6 + web search | 1.0% | 4% |
Act III — Buyer intent
Where Bellroy
wins and loses
Share of voice inside each intent category. Deep red is dominance; pale is the growth surface. Hover any cell.
SoV by buyer intent
% of weighted mentions within each intent category
Act IV — The sources
The pages doing
the talking
While answering, the engines cited these domains. These pages decide who gets named — they are the supply side of GEO. Yellow badge means Bellroy wasn't among the brands named alongside.
23 cites
N
nomadsnation.com
Cited across 1 engine. Brands named alongside: Bellroy, Aer, Peak Design, The Ridge
21 cites
P
packhacker.com
Cited across 1 engine. Brands named alongside: Bellroy, Aer, Peak Design, The Ridge
19 cites
B
bellroy.com
Cited across 1 engine. Brands named alongside: Bellroy, Aer, Peak Design, The Ridge
12 cites
E
ekster.com
Cited across 1 engine. Brands named alongside: Ekster, Secrid, Bellroy, R.M. Williams
11 cites
R
rushfaster.com.au
Cited across 1 engine. Brands named alongside: Aer, Bellroy, Peak Design
10 cites
A
amazon.com
Cited across 1 engine. Brands named alongside: Bellroy, Aer, Peak Design, The Ridge
9 cites
A
allthewallets.com
Cited across 1 engine. Brands named alongside: Ekster, Secrid, Bellroy, R.M. Williams
9 cites
A
aersf.com
Cited across 1 engine. Brands named alongside: Bellroy, Aer, Peak Design, The Ridge
9 cites
T
the-gadgeteer.com
Cited across 1 engine. Brands named alongside: Aer, Tumi, Ekster, Secrid
8 cites
T
thebrokebackpacker.com
Cited across 1 engine. Brands named alongside: Bellroy, Aer, Peak Design, The Ridge
8 cites
F
forbes.com
Cited across 1 engine. Brands named alongside: Aer, Tumi, Peak Design, Bellroy
7 cites
M
my-bullguard.com
Cited across 1 engine. Brands named alongside: Ekster, Secrid, The Ridge, Bellroy
This is the actionable part. The engines don't invent their answers — they read these pages and repeat them. Getting Bellroy onto (or higher within) the most-cited domains above is the most direct way to move every number in this report. Comparison articles and "best of" listicles on those domains are read by every engine, on every run, for every buyer.
The trend
The story is
the slope
Share of voice across 3 runs
Same prompt panel, re-measured over time · composite SoV
The instrument
What we asked
A sample of the 25-prompt panel, generated for this category and stored with the run. Every prompt is auditable.
- “my wallet is massive and makes my back hurt when I sit at my desk all day. what should I actually switch to?” Discovery (no jargon)
- “good way to keep passport and cards together when you're at the airport? sick of digging through my bag every time I go through security” Discovery (no jargon)
- “what are the best RFID-blocking cardholders with a pull-tab fan mechanism right now? not just a sleeve — something that actually spreads cards out so you can see them” Jargon-aware
- “Secrid vs The Ridge — which one is actually worth it for daily use? I keep going back and forth and can't decide” Head-to-head comparison
- “Aer vs Tumi for a carry-on work bag — I fly interstate a lot and want something professional but not $1000. how do they compare?” Head-to-head comparison
- “the stitching on my bifold is coming apart and I've got so many cards I don't know where to start. what's the proper fix here — do I just cut down what I carry, or is there a wallet that actually holds more without being a brick?” Problem-framed
- “starting a new role next month that has me flying interstate every week or two. been using a gym bag as my carry-on which is not cutting it anymore. what bag do I actually need?” Problem-framed
- “saw someone's minimal carry post on reddit and now I can't stop thinking about how much unnecessary stuff I'm lugging around. where do most people start when they decide to simplify what they carry every day?” Buyer journey personas
- “been using the same Crumpler backpack for commuting for four years and it's finally dead. ready to spend more this time and get something that will last. what brands are worth moving up to and what should I look for?” Buyer journey personas
- “what's the best slim wallet brand right now if you just want something that looks good and lasts for years without needing to think about it again?” Category leader ask
- “need a backpack that actually fits a 16-inch MacBook Pro properly — not 'fits up to 15 inch' — ideally with a quick-access front organiser and looks professional enough for client meetings. budget around $300 AUD” Feature/attribute specific
- “is Bellroy actually worth the money or is it overhyped? I see their ads everywhere but I've heard mixed things — that the leather wears poorly pretty quickly and you're basically paying for nice packaging. has anyone had theirs fall apart after a year or two?” Adversarial / weakness-probing
- “flying from Melbourne to Singapore next month for a conference and I want to feel like I've actually got my stuff together — cards easy to get to, cables not everywhere, laptop out fast at security. how do people normally set this up?” Implicit (no direct ask)
View all 25 prompts — the full panel
| Intent | Prompt | Weight | Reps |
|---|---|---|---|
| Adversarial / weakness-probing | is Bellroy actually worth the money or is it overhyped? I see their ads everywhere but I've heard mixed things — that the leather wears poorly pretty quickly and you're basically paying for nice packaging. has anyone had theirs fall apart after a year or two? | 1× | 1 |
| Buyer journey personas | saw someone's minimal carry post on reddit and now I can't stop thinking about how much unnecessary stuff I'm lugging around. where do most people start when they decide to simplify what they carry every day? | 1× | 1 |
| Buyer journey personas | I've narrowed it down to a few slim wallets in the $100–$200 range and I want to make sure I'm not missing something before I buy. what are the things you only notice after actually living with one for a few months? | 1× | 1 |
| Buyer journey personas | been using the same Crumpler backpack for commuting for four years and it's finally dead. ready to spend more this time and get something that will last. what brands are worth moving up to and what should I look for? | 1× | 1 |
| Buyer journey personas | I'm going to Japan in six weeks and want a travel wallet sorted before I go. budget is around $100–$150 AUD, needs to hold my passport, a few cards, some yen, and a boarding pass without being bulky. what do people recommend? | 1× | 1 |
| Buyer journey personas | Father's Day is coming up and I want to get my dad something he'll actually use. he travels for work, always stressed at airports digging through a messy bag, and his wallet looks like it's been sat on for ten years. what are people buying in this space that feels premium without going completely overboard? | 1× | 1 |
| Category leader ask | what's the best slim wallet brand right now if you just want something that looks good and lasts for years without needing to think about it again? | 1.5× | 3 |
| Category leader ask | who makes the best everyday carry bag in 2026? not looking for cheapest — looking for the best overall in terms of quality and design | 1.5× | 3 |
| Discovery (no jargon) | my wallet is massive and makes my back hurt when I sit at my desk all day. what should I actually switch to? | 1× | 1 |
| Discovery (no jargon) | looking for a work bag that doesn't look like I'm going camping — needs a spot for my laptop and maybe a water bottle. what do people use for this? | 1× | 1 |
| Discovery (no jargon) | good way to keep passport and cards together when you're at the airport? sick of digging through my bag every time I go through security | 1× | 1 |
| Discovery (no jargon) | my husband is impossible to buy for. he's in his 40s, uses his wallet every day and it's falling apart. what do people actually appreciate getting in this space? | 1× | 1 |
| Feature/attribute specific | need a backpack that actually fits a 16-inch MacBook Pro properly — not 'fits up to 15 inch' — ideally with a quick-access front organiser and looks professional enough for client meetings. budget around $300 AUD | 1× | 1 |
| Feature/attribute specific | most slim wallets I've seen only hold 4–6 cards which isn't enough. is there anything that holds 8–10 cards and still stays genuinely thin? RFID protection would be a bonus | 1× | 1 |
| Head-to-head comparison | Secrid vs The Ridge — which one is actually worth it for daily use? I keep going back and forth and can't decide | 1.5× | 3 |
| Head-to-head comparison | Bellroy vs Peak Design for work bag and tech pouch — I'm in Sydney, commute daily and travel a few times a year, want something that holds up. which is actually better? | 1.5× | 3 |
| Head-to-head comparison | Aer vs Tumi for a carry-on work bag — I fly interstate a lot and want something professional but not $1000. how do they compare? | 1.5× | 3 |
| Head-to-head comparison | Ekster vs Secrid — does the solar charging tracker thing on the Ekster actually work in real life or is it just a marketing gimmick? | 1.5× | 3 |
| Implicit (no direct ask) | flying from Melbourne to Singapore next month for a conference and I want to feel like I've actually got my stuff together — cards easy to get to, cables not everywhere, laptop out fast at security. how do people normally set this up? | 1× | 1 |
| Jargon-aware | what are the best RFID-blocking cardholders with a pull-tab fan mechanism right now? not just a sleeve — something that actually spreads cards out so you can see them | 1× | 1 |
| Jargon-aware | trying to build a proper EDC system — cardholder, tech pouch, and a 20–25L commuter pack that all look like they belong together. is there a brand that actually does a full cohesive range or do I have to mix and match? | 1× | 1 |
| Problem-framed | the stitching on my bifold is coming apart and I've got so many cards I don't know where to start. what's the proper fix here — do I just cut down what I carry, or is there a wallet that actually holds more without being a brick? | 1× | 1 |
| Problem-framed | how much should I realistically expect to pay for a decent slim wallet in Australia? looking for the sweet spot where it doesn't fall apart in a year but I'm also not paying $300 for a wallet | 1× | 1 |
| Problem-framed | starting a new role next month that has me flying interstate every week or two. been using a gym bag as my carry-on which is not cutting it anymore. what bag do I actually need? | 1× | 1 |
| Problem-framed | I have charger cables, a power bank, USB-C adapters and earbuds just floating loose at the bottom of my laptop bag and I can never find anything. what do people use to actually fix this? | 1× | 1 |
The machines have already
decided who exists.
Now you know.
decided who exists.
Now you know.
Bellroy · AI share of voice · 8 July 2026