The present invention provides a luminous shelf, comprising: a shelf plate made of a transparent material, having an upper surface formed as a carrying plane of the luminous shelf; and a luminous strip lamp provided on one side of the shelf plate, a plurality of lamp beads being arranged in the luminous strip lamp at intervals in a length direction thereof, the luminous strip lamp having a mounting plane, and the plural lamp beads being arranged in a direction perpendicular to the mounting plane; the luminous strip lamp is placed obliquely relative to the shelf plate, such that an comprised angle is formed between the mounting plane and the carrying plane.