GRIPS CUSTOMERS & RESEARCH PARTNERS
Easy-Off, owned by Reckitt Benckiser Group plc (LSE: RKT), demonstrates strong online retail performance with Amazon commanding over half of revenue share at 53.1% across tracked channels during the first eight months of 2026. According to Grips Intelligence, the brand's average product price has climbed 13.8% since the beginning of the year, reaching $8.74 in the most recent measured period, reflecting significant pricing momentum. Secondary channels including Lowe's (18.8%), Ace Hardware (16.2%), and Menards (10.6%) provide meaningful diversification beyond Amazon's dominant position. Overall revenue grew 4.6% year-to-date despite a recent 4.7% month-over-month dip, indicating solid but moderating demand trends across in-store and online retail environments. The brand's pricing strength and multi-channel distribution strategy position it competitively within its category.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 11% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 14% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Easy-Off on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Easy-Off.
BY REVENUE
Easy-Off sells 60% online and 40% offline. Online runs through 3 channels; offline through 3. Online share has moved from 4% in Apr to 66% in Aug.
Online
60%
40%
Offline
Online channels
60%
Offline channels
40%
BY REVIEW COUNT
Across 328K ratings on 5 channels, Easy-Off averages 4.5★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.5
/ 5
From 328K 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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