A "best of" list. A listicle. Is a ranked roundup like "the 10 best moisturizers for dry skin." For AI shopping answers, it's a disproportionately important page type: independent research (Ahrefs, 2026) found "best X" lists made up roughly 44% of the page types ChatGPT cited in its analysis.
Engines favor them because they read as neutral, comparative, and comprehensive. A pre-digested shortlist the model can lift directly. The catch for brands: these citations overwhelmingly go to third-party lists (publishers, reviewers), not to a brand's own "why we're the best" page.
That shapes strategy. Writing your own self-serving roundup rarely earns citations and can read as promotional. The durable play is earned placement: getting included in the independent lists engines already trust, and keeping that coverage fresh (the same research found recently-updated lists were cited far more). Owned content should instead target educational and brand/feature questions, where your own pages legitimately win the citation.