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REI in the Krillo Index

When shoppers in the United States ask ChatGPT and Gemini where to buy outdoor and camping, is REI named? This is the answer from our latest monthly measurement, October 2026.

of 44 stores measured

26/35

buying questions where AI names it; the category median is 0

questions where AI recommends it outright

Measured with ChatGPT and Gemini, the same questions for every store in this category, asked in the language of the market. Read how we measure.

Around REI

#1	REI	26/35
#2	Backcountry	25/35
#3	GarageGrownGear	9/35

See the full ranking for Outdoor and camping

What AI says about REI

In the 31 answers that name REI, AI mentions: service and advice (8x), premium (6x), trusted (6x), quality (6x), low prices (4x).

“Brands include Big Agnes, MSR, NEMO, Marmot, The North Face, and REI Co-op.”

ChatGPT, asked: where can I buy a good quality tent online in the US?

“If you want one default answer: buy from REI, especially for tents, sleeping bags, packs, stoves, footwear, and anything where fit, warranty, or reliable advice matters.”

ChatGPT, asked: what's the best American website to buy camping gear from?

“…online options for hiking boots depend on whether you prioritize fit help, price, or a particular brand: - REI, Best all-around choice.”

ChatGPT, asked: where should I shop online for hiking boots in the United States?

Quoted word for word from the answers in our measurement. What AI says about your store decides which buying questions it names you for.

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