Abstract: A gravity-feed shelf for a display device for modular merchandise units includes a first outer wall, a second substantially parallel outer wall and a support between the first and second outer wall. The support includes an inclined rearward portion elevated at a first angle between 5 degrees and 20 degrees relative to a horizontal, a forward retaining portion and an inclined intermediate portion connecting the rearward portion and forward retaining portion. The intermediate portion is elevated at a second angle relative to the horizontal greater than the first angle and forms a third angle of substantially 90 degrees with the forward retaining portion. The support defines an unobstructed travel path for the modular merchandise unit so that when a rear surface of the modular merchandise unit is placed on the inclined rearward portion of the support, the modular merchandise unit descends by gravity and tips into a selected presentation position.