AI search is transforming how headphone brands are discovered, recommended, and trusted. As the holiday gifting season approaches, visibility in AI-powered rankings—from ChatGPT to Google’s AI Overviews and Perplexity—is becoming the new shelf space. In an industry-first report, Avenue Z analyzed how 89 leading headphone brands in the U.S. are referenced and ranked across top AI search platforms—revealing which brands are most likely to end up in a cart, a conversation, or under the tree.

The U.S. headphone market is worth over $13 billion and growing fast. With holiday shopping around the corner, headphones are once again at the top of many consumers’ wish lists. The big question for brands isn’t just who sells the most, but who shows up in AI search results when people ask for the “best headphones for gifts” or “top headphones in 2025.”

We studied 89 headphone brands across ChatGPT, Google AI Overviews, and Perplexity, weighting results at 50%, 30%, and 20%. The findings reveal which brands AI trusts enough to recommend most often. With gifting season being a prime buying moment, the brands at the top of AI rankings are positioned to capture not only mindshare but also the lion’s share of gift-driven sales.

Being a household name helps, but it is not everything. As shoppers hunt for holiday gifts, AI is steering them toward brands that balance visibility with trust. Sony, Bose, and Apple are consistently surfaced in top positions, reinforcing their role as “safe bets” for gifting. Meanwhile, Soundcore and JBL are emerging as go-to budget-friendly recommendations, perfect for holiday shoppers looking for value without sacrificing quality.

• 88% visibility score for Sony, making it the brand most often cited as a safe, high-quality choice for gift buyers.
  
• 93% positive sentiment for Sonos, signaling consumer excitement for its new headphones as a potential premium holiday gift.
  
• 20,000 units of Anker’s Soundcore Life Q20 sold in a single month on Amazon, a stat that resonates with holiday bargain hunters, and upcoming Amazon Prime Days.

From the data, four factors stand out as especially relevant during the holiday season:

Credible Reviews

Brands backed by trusted editorial coverage (RTINGS, Wired) get recommended most often, making them feel like a “safe gift choice.”

Star Ratings

Holiday shoppers rely on ratings, and AI heavily weighs them. Products like Soundcore Q20 (4.5★) surface repeatedly.

Cultural Relevance

Beats gets frequent mentions, boosted by its Apple connection and fashion-forward appeal, making it a popular gift for younger buyers.

Feature Recognition

Shoppers prioritize clear benefits (ANC, long battery life). Brands like Sony and Bose show up most in AI when these features are requested in gifting contexts.

Together, these show that AI visibility is a reflection of both brand popularity and content presence across multiple ecosystems.

There’s a gap between brand love and brand visibility in AI.

• Audiophile brands like Focal and Bowers & Wilkins earn glowing sentiment but rarely appear in AI recommendations, meaning they risk missing out on the holiday surge.
  
• Mainstream favorites like Beats and JBL achieve strong visibility even with mid-tier sentiment, proving that accessibility and retail momentum matter more when shoppers buy for others.
  
• Positioning counts double during gifting season: the brands that appear in the first 1–3 AI slots are most likely to translate to purchases, since buyers are often buying gifts outside of their personal expertise.

Different LLMs amplify different source types, which impacts which brands consumers think of first during the holidays:

• Editorial Expertise (ChatGPT): Emphasizes tech reviewers, boosting Sony, Bose, and Sennheiser.
  
• Retail & Corporate (Google AI Overviews): Pushes Amazon listings and product pages, highlighting top-selling gift brands like Soundcore and JBL.
  
• UGC (Perplexity): Surfaces Reddit and forums, where niche brands like HiFiMan or Grado may pop up as “hidden gem” gifts for enthusiasts.

This mix of sources mirrors how consumers shop during holidays: reviews for confidence, retail for convenience, and communities for unique finds.

• Sony, Bose, and Apple are poised to capture premium holiday sales as top-of-mind “safe” gifts.
  
• Beats and JBL are likely to be stocking-stuffer stars thanks to strong visibility, wide availability, and approachable price points.
  
• Soundcore is the brand to watch, as AI repeatedly pushes it as the best budget gift option.

The holiday gifting season is when AI visibility translates directly into sales. This research shows that brands surfacing at the top of AI recommendations will not only shape consumer trust but also drive gift-buying decisions in real time.

For headphone marketers, this is the moment to double down on being where AI looks: in expert reviews, on retail platforms, and in community conversations. As families and friends shop for the perfect audio gift this season, the winners of AI visibility are also the winners at checkout.