Guitar Fetish is an online retailer and house-brand operation founded in 2004 by Jay Abend, offering affordable pickups, guitars, and parts sold exclusively through its website under the GF Sales LLC umbrella. The company is best known for its GFS pickup line — humbuckers, single-coils, P-90s, and active systems sold at a fraction of boutique prices — along with pre-wired harnesses and a wide catalog of hardware, bodies, and necks aimed at builders and modders.

In addition to pickups, Guitar Fetish sells complete instruments under a handful of in-house brands: Xaviere (vintage-style electrics), Slick (relic'd T-style and offset guitars associated with producer Earl Slick-inspired branding), and SBS. Parts are split between the XGP line (USA-spec premium components) and Lido (import-spec necks and bodies). The REDactives line covers active pickup systems.

The brand's reputation in the guitar community centers on value: GFS pickups and parts are a common starting point for modders upgrading budget guitars, and the catalog is frequently referenced on forums like The Gear Page, TalkBass, and various Strat and Tele communities. Products are spec'd by Guitar Fetish and manufactured overseas, with pickups historically built by Korean OEM Artec.

Guitar Fetish has 77 products cataloged on Equipboard, including Solid Body Electric Guitars, Steel-string Acoustic Guitars, and Electric Guitar Pickups. Their gear is featured by 3 artists, with the strongest followings in Rock, Metal, and Pop. Notable users include Manuel Gardner Fernandes, Pat Cassidy, and Ignacio Castillo. Most Guitar Fetish products sit on the budget-friendly end of the spectrum.