In retail marketing, an endcap, or end cap, is a display for a product placed at the end of an aisle. It is perceived to give a brand a competitive advantage. It is often available for lease to a manufacturer in a retail environment. Products placed on an end cap for sale will sell at a much faster pace than products not on the end cap. The display of products on the end cap is sometimes also called a feature. (Sector speaking : Point of sales or point or purchase display)

In addition to products displayed on the end of an aisle, promoted space on a retail shelf can be referred to as a store fixtures. Companies will oftentimes purchase a smaller amount of shelf space before making the move to an endcap at the end of an aisle.

End cap can be made of different kind of materials: Most of them was made of wood, metal or cardboard, or their combined. The top always a banner to show the products feature (point of sales displays), the shelves is adjustable height and front with price tag, and can be a stock inside and bottom. See bellow image for better understanding