It's not just height, it's the positioning at the end of aisles too, and the large 'sales' stickers to draw attention. IIRC they would request an all-or-nothing

It's not just height, it's the positioning at the end of aisles too, and the large 'sales' stickers to draw attention. IIRC they would request an all-or-nothing for your product line, so if it was something like dog food or sauces where you might have multiple variations you had to pay the fee per SKU to be featured, you didn't get to pick and choose. They decided. Similarly at least one large pharmacy chain supposedly made a significant chunk of profit from charging for catalogue placement. I don't know about shelf height specifically though, I do know this is an important factor in sales but not sure if there is ongoing 'rent' to pay. There would be a lot of indirect negotiation around wholesale rates that would influence these decisions too.