Live: The 2026 Holiday Shopping AI Shelf Index — which brands AI actually recommends. See the shelf

AI Shelf Index · 2026 holiday shopping season

Fellow AI shopping shelf share

🍳 Kitchen · 🇬🇧 UK · updated 12 Oct 2026

Standing

#29

Kitchen · UK

#26 #29

Shelf-share

0.4%

of UK answers

0.4% 0.4%

Sentiment

91%

positive

No week-to-week change larger than the variation between readings.

Who's on the kitchen shelf

Ninja

31.3%

De'Longhi

7.6%

Le Creuset

5.6%

Sage

5.0%

Philips

4.6%

Tower

3.2%

⋯

Fellow

0.4%

The shoppers Fellow wins

The same answers, sliced by the shopper the question implies — where Fellow ranks best.

The Empty-Nest Cook

#14

Where Fellow wins the journey

Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.

Awareness

#42

0.0%

Research

—

not surfaced

Comparison

#39

0.2%

Validation

#19

0.8%

Purchase

#35

0.2%

Where the engines differ

ChatGPT

0.3%

Google AI Mode

0.2%

What AI says about Fellow

Observed from the answers themselves — not a score.

Sentiment

91% positive · no negative mentions

Price framing

framed premium

100% premium

“Kettle: Fellow Stagg EKG if coffee is the priority; Dualit if you want matching traditional kitchen longevity.”
ChatGPT

“Kettle & Toaster: Dualit (specifically their classic heavy-duty commercial-heritage toasters with repairable elements) paired with a robust dome kettle from Dualit or Smeg / Fellow** for precision temperature control.”
Google AI Mode

“[Fellow Stagg EKG Electric Kettle]() — best if coffee is becoming a hobby [Fellow Stagg EKG Electric Kettle]() **Approx.”
ChatGPT

“(Serious Eats) But for your household: - 900ml is small if you host.”
ChatGPT

Products AI names

The specific Fellow items the engines put in front of UK shoppers.

Stagg EKG 0.1%
Corvo/Stagg 0.1%
Precision gooseneck kettle with temperature control and schedule-ahead timer 0.1%
Corvo 0.0%

Shelved alongside

Brands the engines recommend in the same answers as Fellow.

How to read this

Bar is how often that brand is recommended in the same answer as Fellow, relative to the rest.

Fellow on other shelves

🇺🇸 US Kitchen · # 🇨🇦 CA Kitchen · # All markets →

Slingso Managed Outcomes

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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with Fellow.