A shelf display apparatus for absorbent articles which are packaged in a flexible film. The apparatus has a substantially horizontal bottom wall and a support structure which together provide a storage region adapted to store substantially upright the absorbent articles. The support structure may include an upstanding side wall which may have ribs to improve package stability, windows to improve product visibility and/or magnets to improve apparatus stability. Another support structure may include a plurality of partitions and a plurality of recesses. The apparatus may also have an advertising panel adapted to display product information relating to the absorbent articles. The product information may refer to a particular product version of the absorbent articles which are stored in close proximity to a plurality of similarly stored absorbent articles. Absorbent articles may include disposable diapers, sanitary napkins, tampons, and pantiliners.