> ## Documentation Index
> Fetch the complete documentation index at: https://apidocs.writesonic.com/llms.txt
> Use this file to discover all available pages before exploring further.

# All Merchants

The **All merchants** page lists retailers and websites that AI platforms recommend as places to buy products in your tracked shopping answers.

Use it to understand where buy links lead, compare merchant performance, and see which retailers receive visibility for your products and competitors' products.

## Viewing all merchants

Go to **Shopping > Merchants**.

The table lists merchants identified from buy links in AI-generated answers.

![Screenshot 2026 11 04 At 3 41 37 AM](https://mintcdn.com/writesonic/sjMyxbcFGoMc3hVc/images/Screenshot-2026-11-04-at-3.41.37-AM.png?fit=max\&auto=format\&n=sjMyxbcFGoMc3hVc\&q=85\&s=edd59b684f6ceaf129229b38063c0eac)

For each merchant, you'll see:

<table>
  <colgroup>
    <col width="197" />

    <col width="462" />
  </colgroup>

  <thead>
    <tr>
      <th>Column</th>
      <th>What it shows</th>
    </tr>
  </thead>

  <tbody>
    <tr>
      <td>**Your products**</td>
      <td>Number of your products linked to the merchant</td>
    </tr>

    <tr>
      <td>**Buy link %**</td>
      <td>The merchant's share of all buy links</td>
    </tr>

    <tr>
      <td>**Avg. merchant rank**</td>
      <td>Its average position among buying options</td>
    </tr>

    <tr>
      <td>**Products linked**</td>
      <td>Number of unique products linked to the merchant</td>
    </tr>

    <tr>
      <td>**Buy links**</td>
      <td>Number of unique product buy links from the merchant</td>
    </tr>

    <tr>
      <td>**Answers**</td>
      <td>Number of AI-generated answers where the merchant appeared as a buy option</td>
    </tr>

    <tr>
      <td>**Platforms**</td>
      <td>AI platforms that displayed the merchant as a place to buy</td>
    </tr>
  </tbody>
</table>

Competing merchants are identified automatically from buy links. You don't need to configure them separately.

## Merchant details

Click any merchant to open its details in a side panel.

The panel contains four tabs:

* **Overview:** View the merchant's Buy link %, Avg. merchant rank, and number of products, along with performance trends and product coverage by category.
* **Products:** See every product the merchant has buy links for. Filter by your products, competitors' products, or products sold by both.
* **Buy links:** View the merchant's individual buy links, the products they point to, and how many answers each link appeared in.
* **Prompts:** See the tracked prompts where AI platforms linked to the merchant.

![Screenshot 2026 11 04 At 3 39 27 AM](https://mintcdn.com/writesonic/C1oYwia6Ur1ALDp9/images/Screenshot-2026-11-04-at-3.39.27-AM.png?fit=max\&auto=format\&n=C1oYwia6Ur1ALDp9\&q=85\&s=fa15d721efe25acec5d516530053221e)

## How to use All Merchants

### Understand where shoppers are directed

If you're a brand selling through your website and third-party retailers, compare where buy links lead.

A low Direct buy link % can indicate that AI platforms are recommending your products but directing shoppers to other retailers.

### Compare competing merchants

If you're a merchant, use Buy link % and Avg. merchant rank to compare your performance with other retailers.

Look for merchants receiving more buy links or appearing higher among buying options.

### Identify product coverage gaps

Review the products and categories covered by competing merchants.

Use these insights to identify potential gaps in your product listings, availability, or category coverage.

### Investigate individual buy links

Open the **Buy links** and **Prompts** tabs to see which products and shopping questions lead AI platforms to recommend particular merchants.

Use these findings to prioritize improvements to your product information and shopping pages.

***


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