GRIPS CUSTOMERS & RESEARCH PARTNERS
Based on in-store and online performance data tracked by Grips Intelligence from January through August 2026, Backbone demonstrates a heavily concentrated distribution strategy with Amazon commanding 87.8% of revenue share, while Best Buy accounts for the remaining 12.2%. The brand maintains an average product price point of $111.05 across channels, though recent performance shows headwinds with overall revenue declining 10.3% since the start of the tracked period. Despite revenue pressures, average pricing has increased 3.4% year-to-date, suggesting the company is pursuing a value-focused positioning even as sales volumes contract. As a venture-backed independent company founded in 2018, Backbone's reliance on a single dominant channel creates both distribution efficiency and market vulnerability.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 10% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 1% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Backbone on Best Buy.
REVENUE SHARE
Revenue distribution across tracked channels for Backbone.
BY REVENUE
Backbone sells 87% online and 13% offline. Online runs through 1 channel; offline through 1.
Online
87%
13%
Offline
Online channels
87%
Offline channels
13%
BY REVIEW COUNT
Across 48K ratings on 2 channels, Backbone averages 4.3★. Most reviews for the products are in the 4.2–4.4 range.
BRAND AVERAGE
4.3
/ 5
From 48K 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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