Pur

Pur Market Overview

Pur, a division of Helen of Troy Limited (NASDAQ: HELE), demonstrates extreme Amazon dependence with 94.8% of revenue concentrated on the platform during the January-August 2026 period, according to data from Grips Intelligence. The brand commands an average product price of $15.84 across in-store channels, though pricing has trended upward with a 7.9% increase since the beginning of the tracked period. Despite rising average prices reaching $17.08 in the most recent month, overall revenue declined 4.5% across the measurement window, indicating potential pressure on sales volume. Secondary retail distribution remains minimal, with Lowe's, Ace Hardware, and Menards collectively capturing just 5% of total revenue share. The significant pricing increases paired with revenue contraction suggest Pur may be navigating challenging demand dynamics or strategic repositioning in the market.