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Ekster owns the smart wallet conversation in AI answers, but the bag category is still wide open.

Here's the read on where the signal is strong for your flagship wallets and where your competitors are stealing the lead in travel gear.

Ekster®'s baseline score
76/100
GoodCatalog connected · 72 products

Ekster is a dominant force in the smart wallet category with exceptional visibility across all major AI platforms. The brand is a canonical recommendation for trackable gear, though there is a significant opportunity to expand this authority into the backpack and travel accessory segments.

What we see
  • Ekster has high visibility in 'Best Of' lists across Wirecutter, Forbes, and Wired, which heavily influences ChatGPT and Claude.
  • A massive volume of YouTube reviews and unboxings gives Gemini a very strong signal for Ekster in visual and gadget-focused queries.
  • The brand's presence on Reddit's /r/EDC is a primary data source for AI models assessing real-world user sentiment.
  • Visibility drops significantly when queries move from 'wallets' to 'travel bags', where incumbents like Osprey or Peak Design dominate the AI's mental model.
  • The use of 'Find My' compatible technology creates a strong association with the Apple ecosystem in AI responses.
Business goals Ekster® is likely trying to hit
  • Maintain dominance in the smart wallet niche against newer generic competitors
  • Increase market share in the premium backpack and travel bag category
  • Convert accessory-only buyers into multi-product bundle customers
  • Solidify brand association with the 'trackable' tech ecosystem