ChatGPT Referrals Surge in 2025: Amazon and Walmart Take the Lead
ChatGPT referrals have become one of the most-watched trends in holiday e-commerce, and new 2025 data shows how AI-assisted shopping behavior is rapidly shifting. As consumers increasingly rely on conversational searches to discover deals, many are asking the same questions: How much traffic does ChatGPT actually send to retailers? Who benefits the most? And does AI meaningfully influence shopping decisions yet? According to a fresh analysis from mobile analytics firm Apptopia, ChatGPT referrals to retail apps soared 28% year-over-year during the Black Friday weekend, though the overall slice of the referral market remains surprisingly small.
The surge highlights a growing consumer habit—using AI as a shortcut to navigate overwhelming sales events. Many shoppers now turn to ChatGPT for personalized recommendations, product comparisons, or curated lists before tapping into a retailer’s app. Apptopia defines these “referral sessions” as any retail app visit occurring within 30 seconds of a ChatGPT session, a metric built on its U.S. panel of observed mobile activity. While the data is based on estimates rather than first-party tracking, it offers one of the clearest snapshots yet of how generative AI is reshaping retail discovery.
ChatGPT Referrals Rise 28%: What the Numbers Reveal
Apptopia’s report shows that ChatGPT referrals grew significantly from 2024 to 2025, recording a 28% jump over the four-day Black Friday weekend. This period—spanning Thanksgiving Day through Sunday—has become a crucial testing ground for understanding AI’s influence on consumer behavior. More shoppers are treating ChatGPT as a first-stop search tool, using natural language prompts instead of browsing through endless deal pages.
However, even with notable growth, these referrals represent only a small portion of ChatGPT’s overall usage. In 2024, just 0.64% of Black Friday ChatGPT sessions resulted in a referral to a retail app. In 2025, that figure climbed to 0.82%. The increase is meaningful but modest, suggesting that while consumer interest in AI-assisted shopping is rising, adoption is still in early stages. Most users are engaging with ChatGPT for information, decision support, or planning—not yet as a direct gateway into retailer ecosystems.
Amazon Captures the Largest Share of AI-Driven Traffic
The most striking takeaway from Apptopia’s findings is how dramatically Amazon strengthened its position. In 2024, Amazon accounted for 40.5% of ChatGPT-driven retail app referrals. This year, the company’s share ballooned to 54%. This growth reflects Amazon’s dominance in product selection and pricing, making it a default recommendation source when users ask ChatGPT for shopping advice.
Amazon’s advantage also stems from its integration across consumer behavior. When users request “best Black Friday deals,” “top-rated gifts,” or “budget tech recommendations,” ChatGPT often draws from product categories where Amazon already leads. As a result, even generalized shopping prompts can disproportionately funnel traffic toward Amazon’s ecosystem.
Walmart’s AI Momentum Grows Rapidly
While Amazon remains far ahead, Walmart posted the most dramatic year-over-year jump in share. In 2024, Walmart captured just 2.7% of ChatGPT referrals. By 2025, that number surged to 14.9%. This growth mirrors Walmart’s broader strategy: improving its mobile app experience, expanding same-day delivery, and aggressively competing on holiday pricing.
Walmart’s rise also suggests that ChatGPT referrals are starting to diversify. When users search for groceries, household essentials, or lower-priced alternatives, Walmart is emerging as a competitive recommendation destination. The retailer has also invested heavily in digital transformation, making its app stickier and more responsive to AI-driven traffic.
Smaller Retailers Lose Ground in AI Discovery
One of the most concerning implications of the data is how smaller retailers may be losing visibility in AI-generated shopping flows. While ChatGPT can technically recommend niche products or independent stores, the model’s training heavily favors retailers with strong online footprints, large product catalogs, and more robust SEO presence. As a result, the AI often drives traffic toward dominant players like Amazon and Walmart—further concentrating digital market share.
For smaller brands, this shift raises new challenges. They may need to adapt their product metadata, improve structured content, or invest in AI-focused optimization to appear in ChatGPT-assisted discovery sessions. Without strategic adjustments, they risk becoming less visible in a shopping landscape increasingly mediated by generative AI.
How ChatGPT Shapes Shopping Behavior
The report defines a referral session in two ways: moments when ChatGPT gives consumers a shopping idea that sends them to a retail app, and cases where users click a link directly from ChatGPT. Both behaviors indicate that consumers treat ChatGPT not just as a search engine replacement, but as a personalized shopping assistant. This trend underscores why advertisers and retailers are increasingly optimizing for AI, not just traditional search.
For users overwhelmed by the sheer volume of holiday deals, ChatGPT’s ability to summarize, categorize, and contextualize offers helps simplify decision-making. Whether someone is looking for “best TVs under $500” or “quick gift ideas,” the AI removes friction—something retailers are eager to capitalize on.
The Gap Between Growth and Market Impact
Even with a 28% rise, ChatGPT referrals still account for less than 1% of Black Friday sessions on the platform. This gap highlights a key reality: while AI’s role in commerce is expanding, it is not yet a primary driver of traffic for most retailers. Instead, ChatGPT currently plays a complementary role—helping consumers navigate options, clarify purchases, and compare deals.
However, the rapid year-over-year growth suggests an inflection point is coming. As more shoppers build trust in AI-driven shopping assistance, and as ChatGPT integrates deeper linking features, retailers may soon see a larger share of their mobile traffic coming from AI-powered discovery.
An Early Look at the Future of AI-Driven Commerce
If the trajectory holds, ChatGPT referrals during major shopping events could double again in the next two years. Retailers that adapt early—optimizing their product data for AI readability and improving cross-app linking—stand to benefit the most. Meanwhile, emerging retailers must address visibility challenges to avoid falling behind in this evolving digital ecosystem.
For now, the takeaway is clear: ChatGPT is shifting the way consumers shop, even if the impact is still in its early stages. The 28% surge in referrals and the rise of retail giants like Amazon and Walmart signal how AI is becoming a new, powerful layer in holiday commerce. As shoppers rely more on conversational tools, retailers of all sizes will need to rethink how they position themselves in an AI-mediated marketplace.
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