GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence, Shell Rotella commanded an average product price of $54.96 across tracked retailers during the January to April 2026 period. Amazon dominated as the brand's primary retail channel, capturing an overwhelming 91.7% of revenue share, with Ace Hardware and Home Depot trailing at 5.2% and 2.3% respectively. The brand demonstrated strong momentum with revenue growing 29.3% over the tracked period, signaling increasing consumer demand. Notably, Shell Rotella's average price decreased by 10.8% during this window, suggesting a strategic pricing adjustment that may have fueled the revenue surge. This combination of aggressive pricing and dominant Amazon presence positions Shell Rotella as a highly competitive force in its category across major retailers.
OVER TIME
Over the last three months, revenue on tracked retailers has grew by 29% from Feb to Apr.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 11% from Feb to Apr.
REVENUE SHARE
Revenue distribution across product categories for Shell Rotella on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked retailers for Shell Rotella.
BY REVENUE
Shell Rotella sells 95% online and 5% offline. Online runs through 2 retailers; offline through 1.
Online
95%
5%
Offline
Online channels
95%
Offline channels
5%
BY REVIEW COUNT
Across 285K ratings on 3 retailers, Shell Rotella averages 4.7★. Most reviews sit on products in the 4.6–4.8★ range.
BRAND AVERAGE
4.7
/ 5
From 285K ratings
Brackets group products by their displayed average rating; each product's reviews are credited to its product-average bracket. This is not a per-star customer breakdown.
