Top 100 · Oct 9, 2026

Who’s winning right now.

The 100 highest-graded of the 182 brands we rank by Brand Tested Score, with the quote behind every point. Every other brand has its own page and its category rank.

Brands marked custom build run storefronts our scan can only partly read; their overall score leaves Tech Stack out (why). Scores are our opinion under the v2.0 methodology. No brand listed has endorsed or sponsored Brand Tested.

What the best do differently

Patterns from the top 20

Top 20 vs. bottom 20 by Brand Tested Score, from the same quotes.

100%

of the top 20 show a guarantee

Only 70% of the bottom 20 do. Risk reversal is the cheapest conversion lever in DTC, and the best brands never skip it.

85%

lead with real review proof

Versus 10% of the bottom 20. A number next to the stars does more than any adjective.

100%

repeat one clear offer everywhere

Versus 20% of the bottom 20. Same offer on the homepage and the PDP, no hunting.

66%

of scored brands lack a clear H1

The single most common miss. Most homepages open on a promo or a logo instead of the promise.

Fame is not a funnel

The icons average 68. The challengers average 69.

Household names lean on awareness: launch-banner H1s, missing review counts, guarantees tucked away on the PDP. Smaller brands have to earn every click, and it shows. Newly added brands average 65, mostly on thin proof.

Read the breakdown →

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The Brand Tested Score measures how well a brand’s own online store sells, from the first impression to checkout. Scores are Brand Tested’s opinion, built from public storefront pages and the apps we detected on the scan date and our published v2.0 methodology. They aren’t statements of fact about any company. See something wrong? Request a correction.