GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data tracked across Amazon, acehardware.com, menards.com, homedepot.com and lowes.com from January 1 to July 31, 2026 shows Shell Rotella, a brand of Shell plc (NYSE: SHEL), commanding an average product price of $45.27 year to date. Amazon dominates the brand's retail footprint with an 86.3% revenue share, leaving the remaining channels fragmented at 5.5% for acehardware.com, 3.8% for menards.com, 3.1% for homedepot.com and just 1.3% for lowes.com. Momentum has weakened through the May–July window, with revenue falling 24.4% overall and dropping a further 12.4% in the most recent month. Pricing has softened alongside volume, with the average price easing to $42.10, down 0.7% month over month and 9.2% across the tracked period. The combination of concentrated channel exposure and simultaneous price and revenue declines suggests discounting has yet to stabilize demand.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 24% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 9% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Shell Rotella on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Shell Rotella.
BY REVENUE
Shell Rotella sells 91% online and 9% offline. Online runs through 3 channels; offline through 2.
Online
91%
9%
Offline
Online channels
91%
Offline channels
9%
BY REVIEW COUNT
Across 351K ratings on 5 channels, Shell Rotella averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 5
From 351K 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
Get access to full product performance analysis
