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.

Aisles in a supermarket with small sets of shelves on the end, receding from left to right. Atop each set of shelves is a large white on black sign with the price of an item for sale on those shelves. White on green signs with the types of products in the aisles hang from the high ceiling.
Endcaps at a Walmart store
Bags of flour on end cap