Base Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Base sales on Amazon US totaled 353,000 units in July 2026 (▼ 13.3% vs. the prior month), generating an estimated $6,147,840 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 45.3% of unit volume and 34.6% of revenue, while a typical listing is priced at $19.59. The keyword itself pulled 16,435 Amazon queries over the same period (▼ 36.4% MoM).
Zooming out to the 12-month window ending July 2026, the base Top 50 moved 3,734,950 units and $63,544,057 in cumulative sales — an average of 311,246 units and $5,295,338 per month. Monthly throughput topped out at 407,000 units in June 2026 and dipped to 222,800 in May 2026, leaving the latest reading 16.9% higher than August 2025.
Base 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
353K
▼ 13.3% MoM
Monthly Revenue 2026/07
$6.1M
▼ 21.0% MoM
Top 10 Market Share 2026/07
45.3%
Base Market Share & Sales Concentration on Amazon US — July 2026
The most-sold base listing on Amazon US in July 2026 is ASIN B09XMYFTB7 (Brand: e.l.f.), which sold 30,000 units at $10.00 apiece — equal to 8.5% of every unit tracked in this report.
The Top 10 ASINs account for 160,000 units and $2,128,000 in July 2026 — 45.3% of unit volume and 34.6% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Base' on Amazon
July 2026
Is 45.3% 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
B09XMYFTB7
e.l.f. Power Grip Primer, Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup, Moisturizing & Priming, Vegan & Cruelty-Free, 0.811 Fl Oz
30K
▼ 25.0%vs. prior month
$300K
latest month
12-month trend
B07F12SZDS
Beetles 2 Pcs 15ml No Wipe Gel Top Coat and Base Coat Set | Long Lasting Soak Off LED Nail Lamp Gel Base Top Coat Stay Lock Shine Duo Finish Nail Art Design Manicure Gifts for Women
30K
▲ 0.0%vs. prior month
$234.6K
latest month
12-month trend
B0CXLYHYHN
BASED Hair Texturizing Powder, Lightweight & Volumizing Hair Styling Powder with Matte Finish, Add Texture to Hair with Medium Hold, For Short to Medium Hair, (1.69oz Bottle, 2.5 Gram Fill, Pack of 1)
20K
▼ 50.0%vs. prior month
$354.6K
latest month
12-month trend
B0G1VBDXYF
Luxe Color Changing Foundation – Medium
20K
▼ 33.3%vs. prior month
$601K
latest month
12-month trend
B0DCWLLKRS
BASED Sea Salt Spray, Natural Finish Sea Salt Spray for Hair, Volume & Texture, Infused with Kelp & Vitamin B5, Light & Non-Greasy, Paraben Free, No Drying Alcohols, 8.5 oz (Pack of 1)
10K
▲ 0.0%vs. prior month
$202.3K
latest month
12-month trend
B000AADEP8
Sally Hansen Double Duty™, Base and Top Coat, Quick Dry, Long Lasting, Streak-Free Shine, Clear Nail Polish
10K
▲ 0.0%vs. prior month
$39.6K
latest month
12-month trend
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Best Base Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing base brand in July 2026, moving 30,000 units across 1 ASIN for 18.8% of Top 10 volume. beetles Gel Polish follows with 30,000 units (18.8%), ahead of BASED BODYWORKS on 30,000 units (18.8%).
Volume is spread across 8 brands, with the top three holding 56.3% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $7.99 to $17.87, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
e.l.f.
1 ASIN in Top 10
18.8%
Units
30K
Revenue
$300K
Avg. price
$10.00
B09XMYFTB7
$10.00·★4.6·43K revse.l.f. Power Grip Primer, Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup, Moisturizing & Priming, Vegan & Cruelty-Free, 0.811 Fl Oz
Units sold30K
beetles Gel Polish
1 ASIN in Top 10
18.8%
Units
30K
Revenue
$234.6K
Avg. price
$7.99
B07F12SZDS
$7.99·★4.6·104K revsBeetles 2 Pcs 15ml No Wipe Gel Top Coat and Base Coat Set | Long Lasting Soak Off LED Nail Lamp Gel Base Top Coat Stay Lock Shine Duo Finish Nail Art Design Manicure Gifts for Women
Units sold30K
BASED BODYWORKS
2 ASINs in Top 10
18.8%
Units
30K
Revenue
$556.9K
Avg. price
$17.87
B0CXLYHYHN
$17.73·★4.5·5.8K revsBASED Hair Texturizing Powder, Lightweight & Volumizing Hair Styling Powder with Matte Finish, Add Texture to Hair with Medium Hold, For Short to Medium Hair, (1.69oz Bottle, 2.5 Gram Fill, Pack of 1)
Units sold20KB0DCWLLKRS
$18.00·★4.4·2K revsBASED Sea Salt Spray, Natural Finish Sea Salt Spray for Hair, Volume & Texture, Infused with Kelp & Vitamin B5, Light & Non-Greasy, Paraben Free, No Drying Alcohols, 8.5 oz (Pack of 1)
Units sold10K
Trending Base 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. On the growth side, B000VUT39S leads positive momentum with ▲ 100.0% MoM growth on 4K units, with B0D4NGDCT8 close behind at ▲ 100.0% MoM on 2K 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.
B000VUT39S
Orly Bonder | Nail Polish Base Coat | Rubberized Basecoat for Long-Lasting Manicures & Pedicures | Non-Toxic | 0.6 fl oz
Price
$8.09
Rating
4.6
Reviews
5K
Latest month sales
B0D4NGDCT8
BASED Hair Texturizing Powder, Lightweight & Volumizing Hair Styling Powder with Matte Finish, Add Texture to Hair with Medium Hold, For Short to Medium Hair, (1.69oz Bottle, 2.5 Gram Fill, Pack of 2)
Price
$35.00
Rating
4.5
Reviews
5.8K
Latest month sales
B0BJP9KWRR
JelloJello Peel-Off Base coat Gel (10ml) + OneKillGelRemover (30ml) Set Peelable Nail Base, Easy Removal, Self Nail, UV/LED Cure
Unlock to view ASIN details and product titles
Price
$26.35
Rating
4.4
Reviews
383
Latest month sales
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