Compare · Google taxonomy #632
Hardware
Bricolaje
n = 1,378 answers1,378 promptsOct 28, 2026Mexico
Bricolaje
n = 344 answers344 promptsOct 28, 2026Leader Truper4.4%
United States
Hardware
n = 678 answers678 promptsOct 28, 2026Leader DeWalt2.4%
Spain
Bricolaje
n = 356 answers356 promptsOct 28, 2026Leader Makita2.4%
What's different
Generated from the numbers below; each line only appears when both sides have enough data.
Auto-generated
- AI demand is 12× higher in the US (8.1M asks a month) than in Spain (696.9K).
- ChatGPT shows ads in 37.5% of these answers in the US vs 0% in Spain.
- A different brand leads in each country: Truper in Mexico, DeWalt in the US and Makita in Spain.
- Shopping carousels show up 2.3× more often in the US (30.4% of answers) than in Spain (13.3%).
- Only Makita makes the top 5 in all three countries; the rest of each ranking is local.
- Best opportunity: Mexico, scoring 88 (high) against 75 in the US.
Side by side
Metric
MXMexico
USUnited States
ESSpain
AI asks / month
1.1M
8.1M
696.9K
Google searches / month
2.6M
19.5M
1.7M
Search trend
up +4%
Peak: Dec 2025
up +1%
Peak: Apr 2026
down −5%
Peak: Dec 2025
Cost per click
MX$3.86
High competition
$2.43
High competition
€0.33
High competition
Shopping carousel
18.6%
AI Mode 24.3% · ChatGPT 12.8%
30.4%
AI Mode 27.5% · ChatGPT 33.3%
13.3%
AI Mode 11.9% · ChatGPT 14.6%
Ads in answers
26.7%
46 ads seen
37.5%
146 ads seen
0%
0 ads seen
Brands named
248
Top 3 hold 9.5%
797
Top 3 hold 6.9%
223
Top 3 hold 5.6%
Concentration
Fragmented
HHI 75
Fragmented
HHI 31
Fragmented
HHI 55
Products in carousels
271
Median MX$725
816
Median $68.36
477
Median €115
Opportunity
High88
High75
High81
Brands AI recommends
Top 5 per country, by share of brand mentions.
United States
797 brands
Stores in the shopping carousels
Who sells the products AI shows, by share of product cards.
Mexico
271 products
- 1Amazon19.9%37
- 2Mercado Libre18.8%41
- 3Home Depot14.7%41
United States
816 products
- 1Home Depot32.2%183
- 2Lowe's9.2%72
- 3Walmart5.5%42
Spain
477 products
- 1Leroy Merlin20.8%68
- 2Amazon16.7%38
- 3Pavimentos Arquiservi3.5%2
Every sampled niche gets the same two prompts in every country, in its language: a short product search in Google AI Mode and a buying question in ChatGPT. Money stays in each country's currency. CPCs for Spain and the United States are converted from MXN with the European Central Bank reference rate of 2026-10-28. How we measure