ENDCAPS: Digital Merchandising Awards of Distinction

2026 Call for PDP Nominations: DECEMBER 2025

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 Healthcare Playbook and Awards below:

2024 Grocery PLAYBOOK
for PDP Awards & Insights

Complete the form below to access your FREE copy of our 2025 Healthcare Playbook for PDP Awards & Insights and the recording of the 2025 Healthcare PDP Awards & Insights Summit!

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Congratulations to our 2025 Healthcare Best-In-Class PDP Award Winners!

Congratulations to our 2025 Healthcare 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 Healthcare  Playbook for PDP Awards & Insights and the recording of the 2025 Healthcare PDP Awards & Insights Summit!

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Did you receive your awards?

For PDP Finalists, all associated team members and agency partners will receive individual digital certification badges.

For Best-In-Class PDP Award Winners, each CPG team will receive one physical ENDCAP award and all associated team members and agency partners will receive individual digital certification badges.

If you are a member of the teams or agencies behind the PDP Finalists and/or Best-In-Class PDP Award Winners and have not yet received your badges or team trophy, please contact us using the form below.

Overview

Our 2025 Healthcare Awards Program recognizes U.S. brands with outstanding Product Detail Pages (PDPs) on Amazon.com, Walmart.com and Target.com across eight key healthcare sub-categories. 

Brands, agencies and/or solution providers are permitted to nominate up to two PDPs per healthcare sub-category by retailer for review to ensure no deserving products are left out for consideration.

Awards Grocery Sub-Categories*

Both nominated and top-selling product PDPs in each healthcare 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.  

Vitamins & Supplements

Upper Respiratory

Gastro-Intestinal

Pain
Relief

First
Aid

Eye
Care

Oral
Care

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 Healthcare 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.

Recognition

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 Healthcare Awards program will be notified in January 2026.

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 2026 Healthcare Awards program will be announced at the Summit in January 2026. 

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

Chief Learning Officer
firstmovr

Lauren Livak Gilbert

Executive Director
Digital Shelf Institute

Oskar Kaszubski

Chief Growth Officer
firstmovr

Amanda Wolff

Board Member & Contributor
firstmovr

Julie Spear

Partner, Head of Retail Marketplace Services
Acadia

Eli Orkin

Chief Marketing Officer
Vizit

Megan Lippert

Former COO
OneSpace

Adam Hutchinson

Chief Strategy Officer
Medium

Todd Hassenfelt

Global Sr Director
Colgate

Oliver Bradley

Digital Commerce Strategy Director
Neem