GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence data tracking Amazon, Lowes.com, and HomeDepot.com from January to February 2026, Murphy's Naturals — a Raleigh, NC-based innovative outdoor products and lifestyle brand — shows a heavily Amazon-dependent online retail footprint, with the marketplace commanding 93.6% of the brand's total e-commerce revenue share. The remaining revenue is split between Lowes.com at 5.2% and HomeDepot.com at just 1.2%, signaling limited diversification across home improvement channels. The brand's average product price sits at $19.30, though pricing has trended downward with an 8.3% overall decrease during the tracked period. Revenue has also seen a notable contraction, dropping 60.7% over the observed timeframe, which likely reflects seasonal demand patterns typical of the outdoor and insect repellent category heading into winter months. As a Certified B Corporation, Murphy's Naturals carries strong brand equity in the growing conscious-consumer segment, but its online revenue concentration on Amazon presents both an opportunity and a strategic risk worth monitoring.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 61% from Dec to Feb.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 8% from Dec to Feb.
REVENUE SHARE
Revenue distribution across product categories for Murphy's Naturals on Amazon.
REVENUE SHARE
Revenue distribution across tracked retailers for Murphy's Naturals.
BY REVENUE
$19.90
Price
$40K
Revenue
$16.99
Price
$33K
Revenue
TO MURPHY'S NATURALS
