Retailers place products at eye level or slightly below because they are easier to notice and sell better. However, eye level is not the natural “buy level.” According to The Nielsen Company, eye level in the retail world is not the eye’s exact height, but slightly lower. That’s because people mostly buy from waist level, where they can easily grab products.
Overall, the best shelf location falls between waist level and eye level. It’s especially important to place new items at eye or waist level so customers don’t overlook an unfamiliar product.