GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked from January 1 to July 31, 2026 across Amazon, Lowe's, Menards, Ace Hardware and Home Depot, Hercules — an in-house brand of privately held Harbor Freight Tools — maintained an average product price of $12.55. Amazon accounted for nearly half of tracked revenue at 49.5%, making it the brand's dominant channel by a wide margin. Lowe's and Menards followed at 19.4% and 16.2% respectively, while Ace Hardware contributed 10.0% and Home Depot trailed at just 4.5%. Revenue trends were mixed over the May–July window, rising 1.5% month-over-month in the most recent period but declining 5.4% across the quarter overall. Average selling price proved more stable, ticking up 1.2% month-over-month to $12.78 while remaining essentially flat, down 0.3%, over the full timeseries.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 5% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 0% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Hercules on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Hercules.
BY REVENUE
Hercules sells 59% online and 41% offline. Online runs through 3 channels; offline through 3.
Online
59%
41%
Offline
Online channels
59%
Offline channels
41%
BY REVIEW COUNT
Across 647K ratings on 5 channels, Hercules averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 5
From 647K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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