To provide a merchandise pushing device in which a housing is reinforced without making an automatic merchandise vending machine large.

A reinforcement housing part 6a is formed at the end parts of a mounting plane 7a at a rear side from a rear face column 3. The part 6a consists of a pair of side walls 6b extending from the mounting plane 7a on both sides with a guide opening part between them, a rear wall 6c which extends from the rear end of the plane 7a and is connected to the pair of the walls 6b and a top wall 6d blocking the upper sides of the walls 6b and 6c. The part 6a is located at the rear end part of the plane 7a that is a rear side from the column 3 and forms space whose front is open over the plane 7a and where the guide opening part exists internally. A guiding wall 6e that opens toward the front is formed in front of the pair of the walls 6b. A supporting wall 6f also extends from an almost central part side of the walls 6a and is formed on the plane 7a.