To utilize the area of the display window of the automatic vending machine by 100 percent and to securely hold a display card.

The automatic vending machine, provided with a display part for articles and selection buttons 4 corresponding to them in its front, has transparent window hole parts 22 provided on a front panel 21 in array so that article parts are made present. On the reverse surface side of the front panel 21, channel-sectioned support members 5 which support the selection buttons 51 along the top and bottom sides of the window hole parts 22 are provided having the center sides 51 in contact with the reverse surface of the front panel 21 along the top and bottom sides of the window hole parts 22, and the channel- sectioned article cards 32 on which article representations are drawn on the external surfaces of the center sides 32A have both sides 32B fitted along between the side walls 52 while having the representation parts directed to the reverse surfaces of the support members 5. Both side pieces 32B of each article card 32 are elastically fitted to the edges of both the side pieces 52 of the support members 5, by engaging the edges with engagenent claws 53 projected at proper intervals matching the width of the cards.