GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked from January 1 to August 31, 2026 across Amazon, acehardware.com, menards.com, homedepot.com and lowes.com, Shell Rotella — a brand of Shell plc (NYSE: SHEL) — remains heavily concentrated in a single channel. Amazon alone accounted for 84.3% of year-to-date revenue, leaving Ace Hardware (6.0%), Menards (5.0%), Home Depot (3.1%) and Lowe's (1.6%) to split the remaining sixth of sales. The brand's average price point sat at $43.29 for the period, though the most recent month came in materially lower at $38.42, a 9.4% decline over the June–August trend window. Revenue momentum has been the bigger story, falling 27.6% month over month and 36.6% across the summer timeseries. That combination of softening pricing and contracting revenue, set against near-total Amazon dependence, marks the brand's key vulnerability heading into the back half of the year.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 37% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 9% from Jun to Aug.
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 90% online and 10% offline. Online runs through 3 channels; offline through 2. Online share has moved from 92% in Apr to 79% in Aug.
Online
90%
10%
Offline
Online channels
90%
Offline channels
10%
BY REVIEW COUNT
Across 323K 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 323K 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
