How we audit the digital shelf
Each Digital Shelf audit is generated by Dondo from public retailer listings. Here's exactly what we measure, where the data comes from, and how the scores are calculated.
Data sources
All data is observed from public retailer listings: product pages, search results, and category pages on each retailer's own website. We do not scrape login-gated content or partner with retailers to access private data. Each audit reflects a single observation at the time it ran.
What we measure
Availability
Share of products that are in stock across the retailers where the brand is listed. Out-of-stock products and discontinued listings reduce this score.
Price consistency
Spread of advertised prices for matched products across retailers. Lower variance scores higher. Promotional periods can temporarily reduce this score.
Content quality
Quality of product titles, descriptions, and imagery on retailer PDPs. Scored against retailer-specific completeness standards (title length, bullet count, image count, description depth).
Search visibility
Ranking position when a typical shopper searches the brand or its main products on each retailer's own search. Top-10 results score higher.
AI visibility
How often the brand is mentioned when ChatGPT, Perplexity, Claude, and Gemini answer relevant ecommerce queries. We test a fixed query set per category.
Overall score
The overall score is a weighted blend: availability ×0.30, price consistency ×0.20, content quality ×0.20, search visibility ×0.15, AI visibility ×0.15. Grades A (85+), B (70–84), C (55–69), D (40–54), F (<40).
Limits and caveats
Audits are snapshots. Availability, price, and listings change throughout the day. Search visibility depends on the queries chosen. AI visibility is sensitive to model updates. Scores are Dondo's analysis, not authoritative judgments about a brand.
Removal requests
If you're a brand owner and want your audit removed from public indexing, email trademark@dondo.com or use the form below. We respond within 48 hours and de-index immediately on request.