The Rules.
The Shelf
endcap.lol is a single, public leaderboard for CPG and E-commerce brands. Your position is decided by a single number: the dollar amount attached to your listing.
Nothing else is weighed — not your revenue, not your social following, not who you know.
Ranking & Bidding
Bids are whole US dollars. A new listing starts at $5. Amounts can move in steps of $1.
To take any spot — including the coveted Endcap at #1 — you only need to match the amount sitting there. Bidding less is fine too: you simply land wherever your amount fits in the order. When two listings hold the same amount, the newer bid ranks ahead, meaning matching a price successfully steals that place.
Already listed? Paste the same URL again to raise your own listing. Your new total has to be at least $1 above what you already hold, and you are charged only the gap between the two. Nobody else can leapfrog you by paying that gap; a different brand always pays its full bid.
What can be listed
Any legitimate consumer product, physical good, or e-commerce brand. Drop in the direct link to your website or product page.
After you check out, you will be redirected to a success page to finalize your listing. We will attempt to automatically pull your brand name and description from your website, but you are free to edit the copy. You will also upload your own 1x1 product image.
Brands that sell illegal, hateful, or explicit materials will be wiped from the board immediately without a refund. Keep it clean.
Once you have paid
Your rank is claimed the moment the payment completes.
The listing is public. Every click on your product goes straight to your URL through a counted redirect, and your click totals are permanently displayed on the board.
Bids are not refundable when you get outranked. Being passed is the entire point of the game; raise your bid to climb back up.
Payments & Disputes
Checkout is securely handled by Stripe. By finishing a checkout, you confirm that you chose the amount yourself, understood that it buys a temporary position on a public competitive board rather than a lasting product or service, and authorize the charge.
A position can be overtaken at any time by a higher bid. That is how the board works, and it is not grounds for a refund or a payment dispute.
If a genuine error occurred — such as a double charge or a listing that failed to appear — we will resolve it quickly. A chargeback filed without contacting us first will result in your listing being permanently banned.