> ## Documentation Index
> Fetch the complete documentation index at: https://docs.echod.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Competitors

> Choose which brands to compare yourself against, and manage the brands Echod discovers in AI answers.

Echod finds every brand an AI answer names, whether you asked it to or not. Competitors are the brands you choose to put next to your own in charts and comparisons.

Manage them in **Project Settings > Competitors**.

![Project Settings, Competitors tab with the Tracked and Discovered lists side by side](https://mintcdn.com/sherpas-design/qmEl5MUhXLHMeD6J/images/setup/competitors-tab.png?fit=max\&auto=format\&n=qmEl5MUhXLHMeD6J\&q=85\&s=61df2bc80e1ec8391037418689ff3e6e)

## Tracked and discovered brands

The tab has two lists:

| List | What it holds | How it is used |
| - | - | - |
| **Tracked** | Up to 20 brands you chose | Shown in every comparison chart and table: Visibility, Share of Voice, Position, Sentiment, Competitor Rankings |
| **Discovered** | Brands Echod found in AI answers on its own | Still measured and counted in Share of Voice and Position, but not charted |

After each crawl, Echod adds newly found brands to **Discovered**. You can sort that list by **Newest**, **Most mentions**, **Rising** or **Name A-Z**, and search it by name or domain. Each row shows how often the brand was mentioned and how that compares with the previous period.

## Add a competitor

There are three ways to start tracking a brand:

* **Promote a discovered brand.** Find it in **Discovered** and move it to **Tracked**. This is the most reliable option, because Echod has already seen how AI platforms write its name.
* **Add your own.** Click add in the **Tracked** list and enter the brand's name and domain.
* **Use AI Suggest.** Echod proposes competitors based on your brand profile. Pick the ones you want from **AI suggested competitors**.

When all 20 slots are used, untrack a brand to make room.

## Edit how a competitor is matched

Click a competitor to open its details:

* **Website**: the competitor's domain. It is matched as a suffix, so `shop.example.com` also counts as `example.com`. Each website can belong to only one competitor.
* **Aliases**: other spellings or names AI platforms use for the brand, such as abbreviations or former names. Type one and press Enter. Remove a spelling to stop counting it.

Good aliases matter: a competitor that AI platforms call by a short name will look less visible than it is if that name is missing.

## Untrack or remove a brand

* **Untrack** moves a brand back to **Discovered**. It stays measured but leaves your charts.
* **Remove** is only available in **Discovered**. To remove a tracked brand, untrack it first.

## Choosing the right competitors

* **Start with the brands you already compete with.** These are the companies your buyers usually compare you against before they decide.
* **Then add brands that AI answers keep naming.** After the first few crawls, open **Discovered** and sort by **Most mentions** or **Rising**. AI platforms often name brands you might not see as competitors, such as marketplaces, review sites or adjacent tools. If a brand appears often, or more and more, buyers hear about it next to you.


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