Abstract: A commodity display unit has a commodity advancing device which is disposed aslant frontward along a bottom of a commodity container so as to move a column of the frontward commodities forward in the container. When the forwardmost commodity is removed from a commodity takeout position, defined at a front portion of the commodity container, the remaining commodities spontaneously move forward. The commodity advancing device is formed of a procession of rollers arranged in parallel along the display lane and inclined downwardly so as to effect forward movement of the commodities, thus permitting the commodities of be easily removed one at a time.