GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence covering January to May 2026, Zippo generates the vast majority of its revenue through Amazon, which accounts for 92.2% of total revenue share, followed by acehardware.com at 6.5% and menards.com at 1.1%. The brand's average product price during this period stood at $12.42, reflecting an 11.9% overall decrease in average pricing. Zippo's revenue has also seen a notable decline of 23.0% over the tracked period, signaling potential headwinds in consumer demand or shifting competitive dynamics. Among its top-selling products on Amazon, the Zippo Butane Fuel 75 Milliliter 2-Pack and Chrome Lighters are key contributors, priced at $9.24 and $19.43 respectively. These trends suggest Zippo may be leaning into value-oriented pricing strategies to maintain volume across its retail channels.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 22% from Mar to May.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 14% from Mar to May.
REVENUE SHARE
Revenue distribution across product categories for Zippo on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Zippo.
BY REVENUE
Zippo sells 90% online and 10% offline. Online runs through 1 channel; offline through 2. Online share has moved from 0% in Jan to 90% in May.
Online
90%
10%
Offline
Online channels
90%
Offline channels
10%
BY REVIEW COUNT
Across 2.45M ratings on 3 channels, Zippo averages 4.5★. Most reviews for the products are in the 4.2–4.4 range.
BRAND AVERAGE
4.5
/ 5
From 2.45M 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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