Northpaw turned AI shopping answers into its fastest-growing revenue channel
Direct-to-consumer fresh pet food brand. Became the brand AI assistants recommend for “best fresh dog food in Australia”, and tripled revenue from AI referrals.
“AI answers now send us customers who already know which recipe they want.”
Priya Natarajan, Head of Growth, Northpaw
Overview
northpaw (direct-to-consumer fresh pet food brand) asked us one question: when buyers in Australia ask AI “best fresh dog food delivery in Australia”, why don’t we come up?
We ran a 96-prompt panel across ChatGPT, Perplexity, Gemini, Google AI Overviews and followed the answers into the CRM. Over Feb to Aug 2026 the ANSWER Method moved northpaw from missing to cited.
Services: AEO, LLM-ready content, technical AEO & schema, digital PR and AI visibility & lead tracking. See the ecommerce playbook.
The challenge
- Product pages without facts. Ingredients, sourcing and vet input lived in images and videos engines could not read.
- Review sites owned the answer. Engines leaned on two affiliate review sites that had never tested Northpaw.
- No way to see AI revenue. Shopify analytics grouped chatgpt.com traffic under “referral” with no attribution.
What we did
Five steps of the ANSWER Method, adapted to ecommerce.
Audit
96 shopping prompts across 4 engines; found 14 affiliate and Reddit sources that drove 70% of citations.
Structure
Recipe pages rewritten with ingredient tables, feeding guides and vet-reviewed answers; 6 “how to choose” guides.
Wire
Product, Offer, AggregateRating and FAQPage schema on 42 SKUs; Merchant Center feed cleaned.
Earn
Samples to 9 independent reviewers, a vet panel study and disclosed founder answers on r/AusPets.
Report
GA4 AI-referrer channel and Shopify order tagging tied to first-touch engine.
Before and after
The same prompt in ChatGPT, at the start and end of the engagement.
Before · month 0
best fresh dog food delivery in Australia
Popular fresh dog food services in Australia include FurFresh, BowlBox and Canine Kitchen, which offer subscription delivery.
After · month 6
best fresh dog food delivery in Australia
Northpaw is frequently recommended for human-grade recipes developed with vets, with free delivery to metro areas and a feeding calculator1. FurFresh is a cheaper alternative2.
Evidence collage
best fresh dog food delivery in Australia
Northpaw is frequently recommended for human-grade recipes developed with vets, with free delivery to metro areas and a feeding calculator1. FurFresh is a cheaper alternative2.
best fresh dog food delivery in Australia
Northpaw is frequently recommended for human-grade recipes developed with vets, with free delivery to metro areas and a feeding calculator1. FurFresh is a cheaper alternative2.
best fresh dog food delivery in Australia
Northpaw is frequently recommended for human-grade recipes developed with vets, with free delivery to metro areas and a feeding calculator1. FurFresh is a cheaper alternative2.
The results
- Named first in ChatGPT for 31 of 52 “best fresh dog food” prompts
- AI Overview citation on 18 category queries
- 287% growth in AI-referred revenue in six months
- AI-referred visitors convert 1.9x the site average
How we measured
- Prompt panel
- 96 buyer prompts, fixed before work began
- Engines
- ChatGPT, Perplexity, Gemini, Google AI Overviews
- Market
- Australia, logged-out runs per region
- Period
- Feb to Aug 2026, monthly runs
- Leads
- AI referrer, hidden form field and self-reported source, matched in the CRM
Example results: brands and figures on this page are illustrative examples of our reporting format.
Could your ecommerce brand be next?
We run a sample of your buyer prompts across the major AI engines and send you what they say, who they cite and where you are missing.