GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence data covering January–February 2026 across Amazon, acehardware.com, and homedepot.com, Shell Rotella commands a dominant retail presence with Amazon accounting for 92.3% of its total revenue share. The brand's average product price during this period stood at $59.44, though pricing trended downward with a 6.4% overall decrease observed since December 2025. Revenue also experienced a notable decline of 14.9% over the same timeframe, signaling potential softening in demand or shifting competitive dynamics. Despite this, Shell Rotella's overwhelmingly concentrated footprint on Amazon suggests the marketplace remains the critical channel for the brand's online performance. Smaller retailers like Ace Hardware (5.0%) and Home Depot (2.3%) represent minimal but notable secondary channels worth monitoring for diversification trends.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 15% from Dec to Feb.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 6% from Dec to Feb.
REVENUE SHARE
Revenue distribution across product categories for Shell Rotella on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked retailers for Shell Rotella.
