Electronics and appliances in the UK: which brands and retailers ChatGPT, Gemini and Google AI Mode recommend

We asked ChatGPT, Gemini and Google AI Mode 12 questions UK shoppers ask about electronics and appliances: an integrated washing machine under £500, a laptop for a student, an OLED TV for console gaming, a phone for an elderly relative, a thermostat for a combi boiler. The answers name 55 brands and retailers. Brands lead, question by question, and retailers are named in fewer than half the answers.

• 15 · 42%Name a retailer
• 21 · 58%Name electronics and appliance brands only
• 0 · 0%Name none of the brands and retailers

Retailers are named in 15 answers of 36

A retailer is named in 15 of the 36 answers. Amazon is named most, in 8, and every one of them is a Google AI Mode answer: its product cards list the shops that sell each product, and Amazon is the shop listed most. Currys is named in 7 answers, by Google AI Mode and ChatGPT; Argos and John Lewis in 4 each, AO.com in 2.

Gemini names a retailer in 1 answer of 12. It recommends products and leaves the shop to the shopper.

1. Amazon8 · 22%
2. Currys7 · 19%
3. Argos4 · 11%
4. John Lewis4 · 11%
5. AO.com2 · 6%
6. eBay2 · 6%
7. Very1 · 3%
8. Appliances Direct1 · 3%
9. Box.co.uk1 · 3%
10. Screwfix1 · 3%
11. Marks Electrical1 · 3%

Name a retailerName electronics and appliance brands onlyName none of the brands and retailers

1. ChatGPT57
2. Gemini111
3. Google AI Mode93

Each question has its own brands

Samsung is the brand named most, in 10 answers, across TVs, fridge freezers, laptops, phones and microwaves. Every other brand belongs to one or two questions. Sony is named in all 6 answers on TVs and headphones. Epson is the first name in the three answers about printers, Doro in two of the three about a phone for an elderly relative, and tado° and Hive are in all three answers about smart thermostats.

The three models largely agree. Twenty-one names are named by all three: on headphones, ChatGPT and Gemini name the same four brands, Sony, Bose, Sennheiser and Apple.

1. Samsung10 · 28%
2. LG6 · 17%
3. Sony6 · 17%
4. AMD5 · 14%
5. NVIDIA4 · 11%
6. Russell Hobbs4 · 11%
7. Beko4 · 11%
8. Apple4 · 11%
9. Google4 · 11%
10. Epson3 · 8%
11. Hoover3 · 8%
12. Dyson3 · 8%
13. Panasonic3 · 8%
14. Shark3 · 8%
15. Doro3 · 8%
16. tado°3 · 8%
17. Ninja3 · 8%
18. Bose3 · 8%
19. Hive3 · 8%
20. Lenovo3 · 8%
21. Bosch3 · 8%
22. Intel3 · 8%

Also named, in fewer than 3 answers each: 22 other electronics and appliance brands.

ChatGPT, Gemini and Google AI Mode, October 22, 2026. One answer can name several electronics and appliance brands.

Small appliances bring the retailers in

On vacuum cleaners, air fryers and microwaves, retailers are named almost as often as brands: Currys, Amazon and Argos in 3 answers each, next to Russell Hobbs (4), Dyson, Shark and Ninja (3 each). On computing (a laptop, a 4K editing PC, a printer), Argos and Box.co.uk are the only retailers named, once each, against 12 brand and chip names.

RetailerElectronics or appliance brand

A bigger bubble is more answers on the theme. Small bubbles without a name are named in one answer: hover them to read it.

Where the three models differ

Google AI Mode names the most, 4.9 brands or retailers per answer, and the most retailers, in 9 of its 12 answers. ChatGPT names a retailer in 5, Gemini in 1. A retailer that wants to be named should look first at Google AI Mode and the product listings it shows.

Named in 3 answers or more	ChatGPT	Gemini	Google AI Mode
Samsung	4	3	3
Amazon	·	·	8
Currys	3	·	4
LG	2	2	2
Sony	2	2	2
AMD	2	2	1
NVIDIA	1	2	1
Russell Hobbs	1	1	2
Beko	1	1	2
Argos	2	1	1
Apple	2	2	·
Google	1	2	1
John Lewis	2	·	2
Epson	1	1	1
Hoover	1	1	1
Dyson	1	1	1
Panasonic	1	1	1
Shark	1	1	1
Doro	1	1	1
tado°	1	1	1
Ninja	1	1	1
Bose	1	1	1
Hive	1	1	1
Lenovo	1	1	1
Bosch	2	1	·
Intel	1	1	1

Reviews are the sources

TechRadar and Which? are the websites cited most, in 6 answers each, then currys.co.uk and RTINGS in 4. Expert Reviews, The Independent, Mumsnet, Tom's Guide, What Hi-Fi? and amazon.co.uk follow with 3 answers each. Currys is the only retailer among the four websites cited most.

Retailer websiteBrand websiteOther website

1. techradar.com6 · 17%
2. which.co.uk6 · 17%
3. currys.co.uk4 · 11%
4. rtings.com4 · 11%
5. amazon.co.uk3 · 8%
6. expertreviews.co.uk3 · 8%
7. independent.co.uk3 · 8%
8. mumsnet.com3 · 8%
9. tomsguide.com3 · 8%
10. whathifi.com3 · 8%

What this means for electronics retailers and brands

• The product is the answer. The assistants answer with a model and its brand. A retailer is named when it sells that model at a price the answer can show.
• Product listings feed Google AI Mode. Amazon is named only there, through its listings. Complete product feeds, with price and stock, are how a retailer enters those answers.
• Reviews decide the brands. TechRadar, Which? and RTINGS are cited more than any brand's site. Being in their buying guides counts as much as a brand's own pages.
• Small appliances are the open ground. On vacuums, air fryers and microwaves, retailers are named as often as brands.

Method

12 questions in English, written as UK shoppers would ask them, across large and small appliances, TV and audio, computing, phones and smart home. Each question was asked once to ChatGPT (with web search), Gemini and Google AI Mode, from the UK, on October 22, 2026: 36 answers. We looked in each answer for 59 electronics retailers and brands (names and common spellings), counted the answers naming each, their position among those names in the answer, and the websites cited.

This is a snapshot: three models, one day and 12 questions. AI answers vary from one session to the next, so a difference of one or two answers between two names is not significant. Google's Nest and Pixel products are counted for Google, Numatic's Henry vacuums for Numatic.