Endcap

It is perceived to give a brand a competitive advantage.

In addition to products displayed on the end of an aisle, promoted space on a retail shelf can be referred to as a fixture.

Companies will oftentimes purchase a smaller amount of shelf space before making the move to an endcap at the end of an aisle.

[citation needed] End caps are often built into the shelving or racks of the retail aisle system.

Many endcaps and point of purchase displays are assembled by contract packagers.