Abstract: An in-door mounted shadow-box type display assembly for use in can vending machines by which the various items available for selection are visually displayed to the customer and identified by indicia which coordinate with the article designating indicia of the machine's selection system. The assembly comprises a unitary frame adapted to be mounted within the interior of the vending machine's front door, behind a transparent area of the door's front panel. Plural display openings or sockets are provided in a planar display panel associated with the frame for receiving full size cans in upright display position. Such openings accept the vertical can dimension, but are smaller than the diameter thereof so that only a chordal segment of each can is exposed to customer view. Springs or similar elastic members are used to engage and hold the cans in their display openings.