The FYNDABILITY Index is the industry's first comprehensive benchmark of product discoverability across major retail channels. Based on analysis of 500+ CPG brands and 15+ categories, this report reveals critical insights about how well brands perform in retailer search and AI discovery.
Executive Summary
The 2025 FYNDABILITY Index reveals a significant findability gap in the CPG industry. While top performers achieve 85%+ findability scores, the average brand scores just 62%. This 23-point gap represents billions in lost sales opportunities.
Key Findings
- • Average findability score: 62% (up from 58% in 2024)
- • Top quartile performers: 85%+ findability scores
- • Bottom quartile: Below 45% findability
- • Brands with complete semantic attributes see 3× higher visibility
- • Retailer-specific optimization improves ranking by average of 28%
Category Performance
Findability performance varies significantly by category:
Top Performers (75%+)
Electronics, Home & Garden, Health & Personal Care
Average (60-75%)
Food & Beverage, Baby Products, Pet Supplies
Needs Improvement (Below 60%)
Apparel, Automotive, Industrial Supplies
What Drives High Findability Scores?
Our analysis identified five key factors that separate top performers from the rest:
- Complete Semantic Attributes: Top performers have 95%+ attribute coverage with semantic, search-friendly language
- Retailer-Specific Optimization: Content tailored to each retailer's search algorithm, not generic copy-paste
- Consistent Content Quality: Same high-quality, semantic content across all retailers
- Active Monitoring: Regular tracking and correction of content drift
- AI-Semantic Language: Copy that matches how customers actually search, not marketing jargon
Competitive Benchmarking
The Index includes detailed competitive analysis showing how brands rank within their categories. Key insights:
- Category leaders maintain 20-30 point findability advantages
- Mid-tier brands can close the gap with semantic optimization
- Smaller brands often outperform larger competitors through better content quality
- Private label brands are catching up through improved semantic content
The Impact of AI Search
With the rise of AI-powered search (Amazon Rufus, Walmart GenAI, ChatGPT Browse), semantic content has never been more important. The Index shows:
- Brands with AI-semantic content see 40% more conversions
- Semantic attributes drive 3× higher visibility in AI search results
- FAQ content optimized for search intent improves discovery by 25%
Get Your Brand's Findability Score
See how your brand ranks in the FYNDABILITY Index and get a detailed analysis of your findability performance.
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