Kinetics of shale oil generation in a fixed bed retort is modeled using a second order rate equation. Samples from Ellajjun oil shale deposits are tested in 350-550 degrees C temperatures range. In each run, 400 g are charged to reactor and heated in a range of 2.2-10 degrees C min(-1). Shale oil liquid is condensed at 0 +/- 2 degrees C and its rate measured as function of time and temperature. Increasing heating rate from 2.2 to 10 degrees C min(-1) decreased activation energy from 115 to 71.2 kJ mol(-1) and frequency factor from 2.85 x 10(7) to 9.0 x 10(3) correspondingly. The generated data are modeled using Coats and Redfern differential and integral models. Good agreement has been obtained. (C) 2010 Elsevier Ltd. All rights reserved.