GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked across Amazon and lowes.com from January 1, 2026 through September 30, 2026, Murphy's Naturals — a privately held, veteran-owned business based in Raleigh, North Carolina — remains overwhelmingly concentrated on a single retail channel. Amazon accounts for 96.6% of year-to-date revenue, while lowes.com contributes just 2.8%, leaving the brand's performance almost entirely dependent on one marketplace. Momentum has softened over the most recent quarter, with revenue down 24.5% month-over-month and 39.0% across the July through September window. Pricing, by contrast, has held firm, with the average price reaching $18.31 in the latest month, up 0.7% sequentially and 1.4% over the quarter, against a year-to-date average of $18.49. The combination of stable pricing and falling revenue points to volume contraction rather than discounting pressure, underscoring the strategic case for channel diversification.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 39% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 1% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for Murphy's Naturals on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Murphy's Naturals.
BY REVIEW COUNT
Across 743K ratings on 2 channels, Murphy's Naturals averages 4.4★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.4
/ 5
From 743K 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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