In May 2026 we tracked the UK consumer-electronics digital shelf across 15 retailers as part of a wider 7.4-million-listing dataset spanning the UK, Poland and South Africa. Three things stood out: the sponsored shelf is still a steep tax concentrated on a handful of retailers, A+ content has quietly become table stakes, and product video is the one content lever almost nobody is pulling.
Ranked by total product appearances across the 15 UK retailers we monitor (share = average share of the category page where the brand appears):
| Brand | May Appearances | Avg Share of Page |
|---|---|---|
| ASUS | 411,215 | 18.41% |
| Acer | 298,685 | 14.05% |
| HP | 257,814 | 14.20% |
| Lenovo | 221,499 | 12.74% |
| MSI | 207,482 | 15.62% |
| Apple | 151,902 | 18.18% |
| Samsung | 136,844 | 11.67% |
| Medion | 73,084 | 11.33% |
| Gigabyte | 68,955 | 9.33% |
| STORMFORCE | 63,782 | 19.67% |
ASUS leads on organic depth, with Acer and HP trading the #2 slot month to month. The top five brands command roughly 60% of credible UK CE shelf visibility — the rest is a long tail of system builders (CyberPower, PCSpecialist, StormForce) and accessory brands.
Sponsored penetration is the share of category-page listings carrying a paid label. In May it was wildly uneven:
| Retailer | Sponsored Share (May) |
|---|---|
| Amazon UK | 27.2% |
| Currys | 8.5% |
| Very | 5.2% |
| Argos | 4.3% |
| John Lewis | 2% |
| Box, Scan, AO, Overclockers, Ebuyer, EE | 0% |
On Amazon UK, more than one in four listings a shopper sees is paid. Currys sits near 8.5%, and a whole tier of UK retailers (Box, Scan, AO, Overclockers, Ebuyer) run no retail-media programme at all. The same media budget buys radically different shelf share depending on the retailer — and on the non-sponsored tier, brand position is a clean read of organic strength.
We score every product page daily on photos, A+ enhanced content and video. In May, A+ coverage was near-universal on the major UK retailers — it is no longer a differentiator. Video is:
| Retailer | A+ Coverage | Video Coverage |
|---|---|---|
| laptopsdirect | 98.3% | 100.0% |
| Amazon UK | 66.7% | 43.0% |
| Very | 99.1% | 43.2% |
| Argos | 100.0% | 42.2% |
| Currys | 97.0% | 30.3% |
| box | 89.2% | 16.1% |
| scan | 76.6% | 0.0% |
| overclockers | 98.0% | 0.0% |
Laptops Direct sits at 100% video; most of the shelf is under 45%, and several retailers (Scan, Overclockers, Ebuyer) are at zero. Product video is the cheapest conversion lever most brands are ignoring — and the one place A+ parity hasn't yet flattened the field.
If you only track Amazon, Currys and Argos, you miss the non-sponsored tier entirely — the retailers where your position is a true signal rather than a function of spend. And if your content scorecard stops at A+, you're measuring a solved problem while the video gap quietly costs conversion.
The full brand-by-brand and retailer-by-retailer breakdown — including Poland and South Africa side by side — is in the free May report below.
Data covers 1–31 May 2026 from fact_brand_pct_daily_total (visibility), canonical_products (sponsored) and content_quality_snapshots (content). Sponsored detection uses retailer-specific markers. A "listing" is one product in one position on one category-page scrape — what shoppers actually see, not unique SKU counts.
7.4 million listings, 34 retailers across the UK, Poland and South Africa. Free monthly report — brand rankings, sponsored split, content benchmarks.
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