GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence for Q1 2026 (January–March), Shell Rotella commands a dominant presence on Amazon, capturing 92.0% of its tracked revenue share across Amazon, acehardware.com, and homedepot.com. The brand's average product price during this period stood at $58.04, though pricing trended downward with an overall 8.4% decrease in average price over the quarter. Ace Hardware accounted for 5.3% of revenue share, while Home Depot represented 2.3%, indicating a highly concentrated distribution strategy favoring Amazon. Despite modest monthly revenue growth of 3.9% in the most recent month, Shell Rotella experienced a slight overall revenue decline of 1.6% across the quarter. These dynamics suggest that while Shell Rotella maintains strong marketplace dominance, its pricing adjustments and minor revenue softening are key trends worth monitoring heading into Q2 2026.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 2% from Jan to Mar.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 8% from Jan to Mar.
REVENUE SHARE
Revenue distribution across product categories for Shell Rotella on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked retailers for Shell Rotella.
