To provide a merchandise display shelf without deterioration of merchandise caused by heat or light irradiated from an illumination tool, constituted so as to be able to easily change a location of shelf plates and maintain the illumination tool.

A shelf plate or a frame plate, formed by arranging an end face of a transparent plate-shaped member so as to face a light-emitting end part of light emitting diodes, is used, by fitting an illumination means using light-emitting diodes arranged with a prescribed distance as light sources at an end face of the transparent plate-shaped member, on one face of which a prescribed light diffusion pattern is printed.