AI Shelf Index · 2026 holiday shopping season
KONG AI shopping shelf share
🐾 Pet Supplies · 🇦🇺 AU · updated 12 Oct 2026
Standing
#7
Pet Supplies · AU
Shelf-share
4.0%
of AU answers
Sentiment
98%
positive
No week-to-week change larger than the variation between readings.
Who's on the pet supplies shelf
Royal Canin
8.3%
Hill's
7.8%
Lyka Pet Food
7.5%
Black Hawk
6.1%
Purina
6.0%
ADVANCE
5.0%
KONG
4.0%
The shoppers KONG wins
The same answers, sliced by the shopper the question implies — where KONG ranks best.
Where KONG wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
#3
8.3%
Research
#33
0.3%
Comparison
#37
0.5%
Validation
#17
1.2%
Purchase
#2
6.6%
Where the engines differ
What AI says about KONG
Observed from the answers themselves — not a score.
Sentiment
98% positive · no negative mentions
Price framing
framed budget
75% budget, 25% mid
“The Kong Puppy Rubber Toy is the best durable, budget-friendly chew toy available in Australia, costing around $15 to $20 and lasting through the heavy teething phase.”
Google AI Mode
“🐶 My budget starter kit [KONG Puppy]() $11.13 [KONG Puppy Goodie Bone with Rope]() $10.99 [KONG Puppy Rubber Toy]() $8.17 [Chuckit!”
ChatGPT
“Ultra Ball]() $38.99 - 🥇 Puppy KONG — the one I'd buy first. It's designed specifically for puppy teeth and gums and can be stuffed with some of her normal kibble, making it both a chew toy and enrichment toy.”
ChatGPT
“(Petbarn) - 🦴 KONG Puppy Goodie Bone — useful for chewing and giving her something appropriate to grab instead of your furniture.”
ChatGPT
Products AI names
The specific KONG items the engines put in front of AU shoppers.
Shelved alongside
Brands the engines recommend in the same answers as KONG.
How to read this
Bar is how often that brand is recommended in the same answer as KONG, relative to the rest.
KONG on other shelves
Slingso Managed Outcomes
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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with KONG.