Concepts and technologies disclosed herein are directed to aspects of in-store field-of-view merchandising and analytics. According to one aspect disclosed herein, a system receives a message from a user device. The message can include an orientation of the user device and a location of the user device within an environment, such as a store. The system can obtain a potential field-of-view of a user associated with the user device. The system can determine, based upon the orientation, the location of the user device and the potential field-of-view of the user, an estimated field-of-view of the user. The system can query a database to look-up items located within the estimated field-of-view. The system can receive, in response to the query, a query response identifying an item located within the estimated field-of-view of the user within the environment.