Baby Powder Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Baby Powder sales on Amazon US totaled 172,400 units in July 2026 (▼ 10.1% vs. the prior month), generating an estimated $2,172,715 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 71.9% of unit volume and 51.0% of revenue, while a typical listing is priced at $20.71. The keyword itself pulled 223,166 Amazon queries over the same period (▲ 7.3% MoM).
Zooming out to the 12-month window ending July 2026, the baby powder Top 50 moved 1,731,150 units and $25,629,139 in cumulative sales — an average of 144,263 units and $2,135,762 per month. Monthly throughput topped out at 191,800 units in June 2026 and dipped to 105,450 in May 2026, leaving the latest reading 20.3% higher than August 2025.
Baby Powder Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
172.4K
▼ 10.1% MoM
Monthly Revenue 2026/07
$2.2M
▼ 13.0% MoM
Top 10 Market Share 2026/07
71.9%
Baby Powder Market Share & Sales Concentration on Amazon US — July 2026
The most-sold baby powder listing on Amazon US in July 2026 is ASIN B0009STDJW (Brand: Johnson's Baby), which sold 40,000 units at $4.53 apiece — equal to 23.2% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 124,000 units and $1,107,130 in July 2026 — 71.9% of unit volume and 51.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Baby Powder' on Amazon
July 2026
Is 71.9% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B0009STDJW
Johnson's Baby Powder with Cornstarch, Aloe & Vitamin E, 15 oz | Hypoallergenic, No Added Parabens & Dyes, Designed for Delicate Skin, For Babies, Kids, & Adults
40K
▲ 0.0%vs. prior month
$198K
latest month
12-month trend
B005IHT880
Johnson's Baby Naturally Derived Cornstarch Baby Powder, 1.5 oz
20K
▲ 0.0%vs. prior month
$40.2K
latest month
12-month trend
B071L7WHNH
Caldesene Medicated Protecting Body Powder with Zinc & Cornstarch, 5 Oz | Talc-Free Baby Powder, Soothes & Protects, Made with zinc oxide, aloe, and chamomile, Pampers Skin
10K
▼ 50.0%vs. prior month
$51.4K
latest month
12-month trend
B0DCLL5XLB
Bubs Whole Goat Milk Infant Formula for 0-12 Months, Non-GMO Milk, 20 oz | Goat Milk-Based Powder with Iron, DHA, ARA, Prebiotics & Essential Nutrients to Support Gentle Digestion
10K
▲ 0.0%vs. prior month
$299.4K
latest month
12-month trend
B000UVX7KE
Burt's Bees Baby Dusting Powder, 7.5 Ounces | Talc-Free, Pediatrician Tested, Baby Skin Care Essential, Helps Keep Skin Soft and Dry, 100 Percent Natural Origin
10K
▲ 0.0%vs. prior month
$85.8K
latest month
12-month trend
B004Z4MNGQ
Johnson's Baby Powder, Naturally Derived Cornstarch, Hypoallergenic, 9 oz | Aloe & Vitamin E for Delicate Skin, Parabens, Phthalates & Dyes, Silky for Gentle Baby Skin Care
8K
▲ 14.3%vs. prior month
$31.9K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Baby Powder Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Johnson's Baby is the best-performing baby powder brand in July 2026, moving 68,000 units across 3 ASINs for 54.8% of Top 10 volume. Caldesene follows with 15,000 units (12.1%), ahead of Bubs on 10,000 units (8.1%).
With 7 brands splitting the Top 10 and 75.0% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $3.51 to $33.29, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Johnson's Baby
3 ASINs in Top 10
54.8%
Units
68K
Revenue
$270.1K
Avg. price
$3.51
B0009STDJW
$4.53·★4.8·32.7K revsJohnson's Baby Powder with Cornstarch, Aloe & Vitamin E, 15 oz | Hypoallergenic, No Added Parabens & Dyes, Designed for Delicate Skin, For Babies, Kids, & Adults
Units sold40KB005IHT880
$2.00·★4.6·19.9K revsJohnson's Baby Naturally Derived Cornstarch Baby Powder, 1.5 oz
Units sold20KB004Z4MNGQ
$3.99·★4.6·19.9K revsJohnson's Baby Powder, Naturally Derived Cornstarch, Hypoallergenic, 9 oz | Aloe & Vitamin E for Delicate Skin, Parabens, Phthalates & Dyes, Silky for Gentle Baby Skin Care
Units sold8K
Caldesene
2 ASINs in Top 10
12.1%
Units
15K
Revenue
$76.2K
Avg. price
$5.09
B071L7WHNH
$5.22·★4.8·25.8K revsCaldesene Medicated Protecting Body Powder with Zinc & Cornstarch, 5 Oz | Talc-Free Baby Powder, Soothes & Protects, Made with zinc oxide, aloe, and chamomile, Pampers Skin
Units sold10KB07H5M4ST4
$4.96·★4.8·3.7K revsCaldesene Dry & Comfy Baby Powder with Zinc Oxide & Cornstarch, 5 Oz | Talc-Free Baby Powder, Helps Treat & Prevent Diaper Rash, Protects Against Chafed Skin
Units sold5K
Bubs
1 ASIN in Top 10
8.1%
Units
10K
Revenue
$299.4K
Avg. price
$33.29
B0DCLL5XLB
$33.29·★4.7·2.2K revsBubs Whole Goat Milk Infant Formula for 0-12 Months, Non-GMO Milk, 20 oz | Goat Milk-Based Powder with Iron, DHA, ARA, Prebiotics & Essential Nutrients to Support Gentle Digestion
Units sold10K
Trending Baby Powder Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B07H5M4ST4 booked 5K units at $4.96, with ▲ 25.0% MoM change. On the growth side, B0BG653CLC leads positive momentum with ▲ 200.0% MoM growth on 300 units, with B00G4EQJME close behind at ▲ 100.0% MoM on 200 units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B07H5M4ST4
Caldesene Dry & Comfy Baby Powder with Zinc Oxide & Cornstarch, 5 Oz | Talc-Free Baby Powder, Helps Treat & Prevent Diaper Rash, Protects Against Chafed Skin
Price
$4.96
Rating
4.8
Reviews
3.7K
Latest month sales
B0BG653CLC
1 Fl Oz Baby Perfume Fragrance Body Oil, Luxury Unisex Oil | Perfume With Long Lasting Baby Powder Scent, Uncut Perfume Oil, Scented Body Oil For Women & Men
Price
$8.99
Rating
4.4
Reviews
1.1K
Latest month sales
B00G4EQJME
JOHNSON'S Aloe & Vitamin E Baby Powder 15 oz (Pack of 3)
Unlock to view ASIN details and product titles
Price
$25.98
Rating
4.7
Reviews
253
Latest month sales
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