GRIPS CUSTOMERS & RESEARCH PARTNERS
Shell Rotella (NYSE: SHEL) demonstrates significant dominance in in-store retail channels, with Amazon capturing 84.3% of revenue share year-to-date, according to Grips Intelligence data from January through August 2026. The brand faces notable headwinds, with overall revenue declining 36.6% during the analysis period and average product pricing decreasing 9.4%, though prices stabilized around $43.29 on average across the tracked timeframe. Beyond Amazon's overwhelming market control, secondary channels including Ace Hardware (6.0%), Menards (5.0%), and Home Depot (3.1%) represent significantly smaller revenue contributions, reflecting a highly concentrated distribution strategy. The most recent month showed a steeper 27.6% revenue drop paired with an 8.7% price decline, suggesting intensifying competitive or demand pressures in the category.
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 87% online and 13% offline. Online runs through 3 channels; offline through 2. Online share has moved from 32% in Apr to 79% in Aug.
Online
87%
13%
Offline
Online channels
87%
Offline channels
13%
BY REVIEW COUNT
Across 250K 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 250K 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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