GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked across Amazon, acehardware.com, lowes.com and menards.com from January 1 to July 31, 2026, Murphy — a brand under Colgate-Palmolive (NYSE: CL) — maintained an average product price of $11.34. Amazon dominates the brand's sales mix at 62.7% of year-to-date revenue, leaving the three home-improvement and hardware retailers to split the remaining 37.3%. Among those, acehardware.com leads with a 14.2% share, ahead of lowes.com at 12.0% and menards.com at 10.1%. Momentum has softened over the May 1 to July 31 window, with revenue down 13.8% overall despite a modest 1.3% month-over-month uptick in the most recent period. Pricing has also drifted lower, with the average price easing 1.7% to $10.61, suggesting a promotional or mix-driven shift rather than a premium repositioning.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 14% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 2% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Murphy on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Murphy.
BY REVENUE
Murphy sells 64% online and 36% offline. Online runs through 2 channels; offline through 3.
Online
64%
36%
Offline
Online channels
64%
Offline channels
36%
BY REVIEW COUNT
Across 243K ratings on 4 channels, Murphy averages 4.7★. Most reviews for the products are in the 4.8–5.0 range.
BRAND AVERAGE
4.7
/ 5
From 243K 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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