ENDCAPS™ / Digital Merchandising Awards of Distinction
The ENDCAPS™ are independent, unbiased industry awards celebrating and elevating brands for best-in-class digital merchandising activation, but also providing a platform to share the latest best practices in order to empower all industry leaders to elevate their digital merchandising standards.
Check out our 2025 Household Playbook and Awards below:
2025 Healthcare PLAYBOOK
for PDP Awards & Insights
Complete the form below to access your FREE copy of our 2025 Household Playbook for PDP Awards & Insights and the recording of the 2025 Household PDP Awards & Insights Summit!
*required fields
Congratulations to our 2025 Household Best-In-Class PDP Award Winners!
Congratulations to our 2025 Household PDP Finalists!
2025 AMAZON PDP FINALISTS
2025 WALMART PDP FINALISTS
2025 TARGET PDP FINALISTS
Want to learn how they won and how you can win, too?
Complete the form below to access your FREE copy of our 2025 Household Playbook for PDP Awards & Insights and the recording of the 2025 Household PDP Awards & Insights Summit!
*required fields
Overview
Our 2025 Household Awards Program recognizes U.S. brands with outstanding Product Detail Pages (PDPs) on Amazon.com, Walmart.com and Target.com across eight key household sub-categories.
Brands, agencies and/or solution providers are permitted to nominate up to two PDPs per household sub-category by retailer for review to ensure no deserving products are left out for consideration.
Both nominated and top-selling product PDPs in each household sub-category on Amazon.com, Walmart.com and Target.com will be reviewed for a chance to be shortlisted as top 10 PDP Finalists by retailer and then ultimately, top 3 Best-In-Class PDPs by retailer.
Diapers
& Wipes
Laundry
Care
Paper
Goods
Household
Cleaners
Dish
Care
Air
Fresheners
Food Storage
& Trash Bags
Pantry
"Wild Card"
*Sub-categories were selected as an evaluation criterion to provide consistency in scoring across the top three retailers and across PDP capabilities. The specific sub-categories for the 2025 Household Awards were selected based on POS sales and digital merchandising maturity from top omnichannel categories.
To allow for as much inclusivity in the Awards as possible, the Pantry “Wild Card” category was created to include nominations for products outside of the primary awards sub-categories. Pantry “Wild Card” nominations are eligible for both top 10 PDP Finalist distinctions and top 3 Best-in-Class PDP Awards by retailer.
Categories considered for inclusion will be continually evaluated for future awards programs.
Through ENDCAPS™, brands, agencies, and solution providers gain recognition for digital merchandising excellence and have the unique opportunity to inspire the industry by setting a new standard of PDP activation.
Top 10 PDP Finalist Distinction
All winning team members for Top 10 PDP Finalists will be eligible to receive exclusive digital badges to display their achievements on professional platforms, reinforcing their standing as leaders in digital merchandising excellence.
Top 3 Best-In-Class PDP Awards
In addition to a special digital ENDCAPS™ Best-In-Class PDP Award badge, each winning team for the Best-In-Class PDP Award by retailer will receive a physical award as a symbol of their accomplishment and commitment to digital merchandising excellence.
Evaluation Process
All nominated and top-selling products’ PDPs will be initially reviewed and scored across specific PDP criteria to select a shortlist of top 10 PDP Finalists by retailer.
Content
Completness
Shopper
Centricity
Mobile
Readiness
SEO
Optimization
Social
Integration
Growth
Incrementality
The shortlisted Top 10 PDP Finalists by retailer for the 2025 Household Awards program will be notified by March 14, 2025.
The Jury will then review the shortlist of finalists to select the top 3 Best-In-Class PDPs by retailer.
In cases where a judge’s affiliated organization is also nominated for an award, any conflicts of interest will be resolved by having judges recuse themselves from any Awards sub-categories where their organization’s PDPs are competing.
This thorough process ensures that the PDP Finalists and Best-In-Class PDPs are objectively recognized and awarded, setting the latest benchmark for the industry.
The top 3 Best-In-Class PDPs by retailer for the 2025 Household Awards program will be announced at the Summit on March 26, 2025.
Jury
Our distinguished panel of judges includes experienced professionals from eCommerce, digital shelf, omnichannel, marketing and beyond.
With a keen eye for best practices, these judges will bring an unbiased and knowledgeable perspective to selecting PDPs that exemplify top performance across the chosen sub-categories.
Chris Perry
firstmovr
Lauren Livak Gilbert
Digital Shelf Institute
Oskar Kaszubski
firstmovr
Amanda Wolff
firstmovr
Julie Spear
Acadia
Eli Orkin
Vizit
Megan Lippert
OneSpace
Adam Hutchinson
Medium
Todd Hassenfelt
Colgate
Oliver Bradley
Neem