GRIPS CUSTOMERS & RESEARCH PARTNERS
Brillo, owned by Armaly Brands, a private family-owned company based in Walled Lake, Michigan, shows significant online retail concentration with Amazon commanding 57.9% of revenue share according to Grips Intelligence data from January to August 2026. The brand faced headwinds during the tracked period, with overall revenue declining 11.4% and average prices dropping 10.9% across in-store channels. Beyond Amazon's dominant position, Brillo maintains meaningful distribution through Lowe's (21.9% share), Home Depot (10.2%), and Ace Hardware (9.9%), indicating broad retail penetration. The average product price of $7.14 reflects positioning in the value segment, though pricing pressure is evident with recent months showing continued price erosion of 9.0%.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 19% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 10% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Brillo on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Brillo.
BY REVENUE
Brillo sells 69% online and 31% offline. Online runs through 3 channels; offline through 2. Online share has moved from 24% in Apr to 67% in Aug.
Online
69%
31%
Offline
Online channels
69%
Offline channels
31%
BY REVIEW COUNT
Across 56K ratings on 4 channels, Brillo averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 56K 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
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