AI Shelf Index · 2026 holiday shopping season
KONG AI shopping shelf share
🐾 Pet Supplies · 🇬🇧 UK · updated 12 Oct 2026
Standing
#2
Pet Supplies · UK
Shelf-share
6.0%
of UK answers
Sentiment
100%
positive
No week-to-week change larger than the variation between readings.
Who's on the pet supplies shelf
Butternut Box
8.4%
KONG
6.0%
Royal Canin
5.3%
Purina
4.8%
Harringtons
4.2%
Hill's
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
7.3%
Research
#12
2.0%
Comparison
#5
5.4%
Validation
#5
6.6%
Purchase
#3
4.5%
Where the engines differ
What AI says about KONG
Observed from the answers themselves — not a score.
Sentiment
100% positive · no negative mentions
Price framing
framed budget
97% budget, 3% mid
“Black Kong (Extreme)** : Get the puppy-sized or small black Kong (the extreme rubber version, though the pink/blue puppy rubber is good for teething teeth).”
Google AI Mode
“The Catch:** Once he hits 8–9 months and gets his adult teeth, you’ll likely need to upgrade to the black KONG Extreme .”
Google AI Mode
“KONG Puppy Rubber Toy (Small/Medium)** Made of softer rubber specifically for teething puppies.”
Google AI Mode
“Skip the cheap plush toys from the supermarket aisles for now and look for these budget-friendly durability champions: KONG Puppy Rubber Toy (Small/Medium):** The holy grail.”
Google AI Mode
Products AI names
The specific KONG items the engines put in front of UK 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
How would KONG grow its revenue from the AI Shopping Channel?
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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with KONG.