The Shelf — occupancy of the AI recommendation surface
The shelf is every moment an AI hands a shopper a recommendation: 15 consumer queries × 4 models = 60 moments. A moment is claimed when a model names any brand in the cohort. This quarter 58 are claimed and 2 sit empty.
Awareness affordable luxury
Coolest trendiest
Boll & Branch
Brooklinen
Quince
Brooklinen
The White Company
Yves Delorme
Upgrade first try
Luxury sheets where
Yves Delorme
Boll & Branch
Duvet cover set
Linen bedding
Sleeps hot
Throws blankets
Quality to value
Hotel bed at home
Satisfaction repeat
Gift
Sustainability
Design trends
Buy online unseen
Claimed
15 / 15
15 / 15
13 / 15
15 / 15
Tile size = position in the answer (largest = named first) unclaimed moment
The Shelf
The Full Shelf view captures the top seven brands in each query, across each model regardless of the cohort frame. This is a true, moment in time, snapshot of the shelf set AI is choosing from.
Awareness affordable luxury
Brooklinen
Brooklyn Bedding
Quince
Parachute
Cozy Earth
Saatva
Coolest trendiest
Crisp Sheets
HAY
Piglet in Bed
Lovely Linen
Brooklinen
Sijo
Luxome
Coyuchi
Piglet in Bed
Bed Threads
The Citizenry
Hommey
Brooklinen
Parachute
Baina
Slowdown Studio
Upgrade first try
Parachute
Rough Linen
Target
L.L.Bean
Boll & Branch
Matouk
Frette
Yves Delorme
Luxury sheets where
Libeco
Gingerlily
Boll & Branch
Parachute
Parachute
Boll & Branch
Pure Parima
Sferra
Pratesi
The Company Store
Brooklinen
LILYSILK
Yves Delorme
Boll & Branch
Cozy Earth
Cultiver
Duvet cover set
Mellanni
Boll & Branch
Frette
Matouk
Brooklinen
Quince
Cozy Earth
Ettitude
Linen bedding
Coyuchi
Parachute
Flax Sleep
Brooklinen
Parachute
Brooklinen
Quince
MagicLinen
Bed Threads
The Citizenry
Linoto
Sleeps hot
Buffy
ettitude
Cozy Earth
Saatva
Luxome
Boll & Branch
Saatva
Sijo
Buffy
Brooklinen
Boll & Branch
Quince
Throws blankets
Loro Piana
Faribault Woolen Mill Co.
Brooklinen
Parachute
Cozy Earth
Sunday Citizen
Lola Blankets
Pendleton
Pendleton
Swans Island
Oyuna
Barefoot Dreams
Boll & Branch
Coyuchi
Parachute
ChappyWrap
Sferra
Quality to value
California Design Den
Quince
Boll & Branch
Mellanni
Bedsure
Threshold
Hotel bed at home
Parachute
Brooklinen
Saatva
Boll & Branch
Four Seasons at Home
Westin Store
Marriott
Sobel at Home
Peacock Alley
The Company Store
Satisfaction repeat
Brooklinen
Parachute
Boll & Branch
Cozy Earth
Sealy
Purple
Ashley Sleep
Beautyrest
Ettitude
Boll & Branch
Quince
L.L.Bean
Gift
Matouk
Cozy Earth
Saatva
Lilysilk
Parachute
Boll & Branch
Peacock Alley
Frette
Parachute
Matouk
Frette
Slip
Sustainability
Sijo
Brentwood Home
Bhumi
Brooklinen
Ettitude
Parachute
Saatva
Quince
Design trends
Frette
Sferra
Cozy Earth
Quince
Buy online unseen
Quince
Boll & Branch
Avocado
Ettitude
Tile size = position in the answer (largest = named first) unclaimed moment
The long tail
The chart shows the first 7 brands in each answer. 142 further recommendations sit below that line, and 67 brands appear nowhere else — they were never named in the top 7 of any single answer. 60 of those were named exactly once. The most persistent of them are Ferm Living, IKEA, Bloomingdale's, Neiman Marcus, Slumber Cloud — none frequent enough to reach the chart, all real recommendations given to someone asking. The tail is the finding: below the leaders this category has no consensus at all, and the brands filling that space are not the ones any incumbent is watching.
Ferm Living · IKEA · Bloomingdale's · Neiman Marcus · Slumber Cloud · Sophie Lou Jacobsen · Utopia Bedding · Apparis · Audo Copenhagen · Bearaby · Birch · Block Shop · Bolé Road Textiles · Brahms Mount · Cariloha · Casaluna · Casper · Cecilie Manz / Fritz Hansen · Cold Picnic · East Fork · Faribault · Great Bay Home · Gustaf Westman · H&M Home · HKliving · Hawkins New York · Heather Taylor Home · House of Hackney · India Hicks · Klippan · L'Objet · LOOK Lifestyle · La DoubleJ · Lilah Silk · LinenMe · Maison Balzac · Mango Home · Menu · Morris & Co. · Morrow Soft Goods · Naturepedic · Nordstrom · Oak Essentials · Original Mattress Factory · Our Place · Pottery Barn · Rise & Fall · Rowen & Wren · SFERRA · Saks · Saru & Co. · Seek & Swoon · Sheex · Shenouk · Silvery · Simmons · Society of Lifestyle / House Doctor · Sofia's Edit · Soho Home · St. Frank · String Furniture · Tuft & Needle · UGG · Welspun Living · West Elm · Williams Sonoma · Yinka Ilori
