Barbies Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Barbies sales on Amazon US totaled 59,500 units in July 2026 (▲ 17.6% vs. the prior month), generating an estimated $1,398,676 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 53.8% of unit volume and 40.4% of revenue, while a typical listing is priced at $27.63. The keyword itself pulled 51,493 Amazon queries over the same period (▲ 13.1% MoM).
Zooming out to the 12-month window ending July 2026, the barbies Top 50 moved 971,150 units and $23,840,783 in cumulative sales — an average of 80,929 units and $1,986,732 per month. Monthly throughput topped out at 244,650 units in December 2025 and dipped to 25,450 in May 2026, leaving the latest reading 4.2% lower than August 2025.
Barbies 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
59.5K
▲ 17.6% MoM
Monthly Revenue 2026/07
$1.4M
▲ 9.2% MoM
Top 10 Market Share 2026/07
53.8%
Barbies Market Share & Sales Concentration on Amazon US — July 2026
The most-sold barbies listing on Amazon US in July 2026 is ASIN B082N2TFZG (Brand: BYMORE), which sold 5,000 units at $15.29 apiece — equal to 8.4% of every unit tracked in this report.
The Top 10 ASINs account for 32,000 units and $564,410 in July 2026 — 53.8% of unit volume and 40.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Barbies' on Amazon
July 2026
Is 53.8% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B082N2TFZG
138 Pcs Doll Clothes and Accessories, 5 Wedding Gowns 9 Fashion Dresses 3 Tops 3 Pants 3 Bikini Swimsuits 20 Shoes for 11.5 inch Doll Christmas Stocking Stuffers Girls Gift Age 5-7 8-10
5K
▲ 0.0%vs. prior month
$88.2K
latest month
12-month trend
B09JBNHVFZ
Horizon Group USA Makeup Artist Magazine Kit, Barbie | Makeup Coloring Book for Kids, Includes Cosmetic Brushes, Crayons, and Pretend Eyeshadow for Practicing Makeup
5K
▲ 0.0%vs. prior month
$89.2K
latest month
12-month trend
B0CB6JWL75
Barbie Gymnastics Doll & Accessories Playset | Blonde Fashion Doll, C-Clip for Flipping Action, Balance Beam, Warm-Up Suit & More
4K
▲ 0.0%vs. prior month
$127.9K
latest month
12-month trend
B0CB6KFXH3
Barbie Fantasy Mermaid Doll and Fashions | Pink Fantasy Hair and Headband Accessory, Toy with Starfish-Inspired Bodice and Soft Orange Tail, Ages 3+
4K
▲ 300.0%vs. prior month
$63.9K
latest month
12-month trend
B0CB6NGRGS
Barbie Mermaid Doll with Pink & Lilac Fantasy Hair & Headband Accessory, Toy with Shell-Inspired Bodice & Lavender Tail
3K
▲ 275.0%vs. prior month
$32.9K
latest month
12-month trend
B0DLBWLCFH
Barbie Fashionistas Ken Doll #241 with Blonde Hair | Wearing Red and White Striped Polo Shirt with Pink Shorts, White Crew Socks and Sneakers
3K
▲ 200.0%vs. prior month
$22.3K
latest month
12-month trend
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Best Barbies Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Barbie is the best-performing barbies brand in July 2026, moving 20,000 units across 7 ASINs for 62.5% of Top 10 volume. BYMORE follows with 5,000 units (15.6%), ahead of Horizon Group USA on 5,000 units (15.6%).
With 4 brands splitting the Top 10 and 93.8% 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 $15.29 to $18.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Barbie
7 ASINs in Top 10
62.5%
Units
20K
Revenue
$367K
Avg. price
$18.97
B0CB6JWL75
$31.97·★4.8·3.6K revsBarbie Gymnastics Doll & Accessories Playset | Blonde Fashion Doll, C-Clip for Flipping Action, Balance Beam, Warm-Up Suit & More
Units sold4KB0CB6KFXH3
$16.44·★4.8·1.9K revsBarbie Fantasy Mermaid Doll and Fashions | Pink Fantasy Hair and Headband Accessory, Toy with Starfish-Inspired Bodice and Soft Orange Tail, Ages 3+
Units sold4KB0CB6NGRGS
$10.97·★4.8·1.9K revsBarbie Mermaid Doll with Pink & Lilac Fantasy Hair & Headband Accessory, Toy with Shell-Inspired Bodice & Lavender Tail
Units sold3KB0DLBWLCFH
$13.40·★4.8·811 revsBarbie Fashionistas Ken Doll #241 with Blonde Hair | Wearing Red and White Striped Polo Shirt with Pink Shorts, White Crew Socks and Sneakers
Units sold3KB07XD6F2XD
$19.88·★4.8·12.8K revsBarbie Off-Road Vehicle, Purple with Pink Seats and Rolling Wheels, 2 Seats, Gift for 3 to 7 Year Olds
Units sold2KB07FFXXTMY
$29.15·★4.8·13.2K revsBarbie Playet with Blonde Fashion Doll in Riding Outfit | Light Brown Horse with Saddle, Bridle & Reins (Amazon Exclusive)
Units sold2KB0FDH2DSJD
$10.97·★4.8·400 revsBarbie Careers Doctor Fashion Doll Wearing Removable Look with White Coat, Dress & Shoes, Plus Stethoscope Accessory
Units sold2K
BYMORE
1 ASIN in Top 10
15.6%
Units
5K
Revenue
$88.2K
Avg. price
$15.29
B082N2TFZG
$15.29·★4.5·21.3K revs138 Pcs Doll Clothes and Accessories, 5 Wedding Gowns 9 Fashion Dresses 3 Tops 3 Pants 3 Bikini Swimsuits 20 Shoes for 11.5 inch Doll Christmas Stocking Stuffers Girls Gift Age 5-7 8-10
Units sold5K
Horizon Group USA
1 ASIN in Top 10
15.6%
Units
5K
Revenue
$89.2K
Avg. price
$17.89
B09JBNHVFZ
$17.89·★4.7·2.5K revsHorizon Group USA Makeup Artist Magazine Kit, Barbie | Makeup Coloring Book for Kids, Includes Cosmetic Brushes, Crayons, and Pretend Eyeshadow for Practicing Makeup
Units sold5K
Trending Barbies 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, 3 ASINs forced its way in: B0CB6NGRGS booked 3K units at $10.97, with ▲ 275.0% MoM change.
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.
B0CB6NGRGS
Barbie Mermaid Doll with Pink & Lilac Fantasy Hair & Headband Accessory, Toy with Shell-Inspired Bodice & Lavender Tail
Price
$10.97
Rating
4.8
Reviews
1.9K
Latest month sales
B07FFXXTMY
Barbie Playet with Blonde Fashion Doll in Riding Outfit | Light Brown Horse with Saddle, Bridle & Reins (Amazon Exclusive)
Price
$29.15
Rating
4.8
Reviews
13.2K
Latest month sales
B0C2364ML1
10 Sets Doll Clothes Hooded Sports Suit Tops and Pants for 11.5 inch Dolls | Tracksuit Set, Sportswear, Sports Clothes, Activewear, Running Apparel, Casual Outfits
Unlock to view ASIN details and product titles
Price
$9.99
Rating
4.2
Reviews
1.6K
Latest month sales
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