Abstract: A shelf for use in a display assembly for displaying one or more objects, such as sports balls, wherein the display assembly includes a main panel with a front face having one or more horizontal grooves formed therein. The shelf is formed of a transparent plastic material and includes dish-like cradles disposed at spaced intervals along the top side for holding the objects on the shelf. Transverse reinforcing ribs on opposite sides of each cradle provide strength and rigidity to the shelf. The ribs further provide an increased thickness to the shelf, creating a snug friction fit of a rear peripheral zone within the groove in the back panel, so that the shelf is held in perpendicular relation to the front face of the panel, defining an installed position, whereby the objects are supported within the cradles in a preferred viewing orientation for display.