Benefit Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Benefit sales on Amazon US totaled 747,000 units in July 2026 (▼ 42.4% vs. the prior month), generating an estimated $12,108,320 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 58.9% of unit volume and 47.6% of revenue, while a typical listing is priced at $20.09. The keyword itself pulled 13,895 Amazon queries over the same period (▼ 1.4% MoM).
Zooming out to the 12-month window ending July 2026, the benefit Top 50 moved 10,481,050 units and $177,608,907 in cumulative sales — an average of 873,421 units and $14,800,742 per month. Monthly throughput topped out at 1,297,100 units in June 2026 and dipped to 561,850 in May 2026, leaving the latest reading 1.7% lower than August 2025.
Benefit 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
747K
▼ 42.4% MoM
Monthly Revenue 2026/07
$12.1M
▼ 54.8% MoM
Top 10 Market Share 2026/07
58.9%
Benefit Market Share & Sales Concentration on Amazon US — July 2026
The most-sold benefit listing on Amazon US in July 2026 is ASIN B01MDTVZTZ (Brand: The Ordinary), which sold 100,000 units at $6.00 apiece — equal to 13.4% of every unit tracked in this report.
The Top 10 ASINs account for 440,000 units and $5,764,400 in July 2026 — 58.9% of unit volume and 47.6% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Benefit' on Amazon
July 2026
Is 58.9% 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
B01MDTVZTZ
The Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
100K
▲ 0.0%vs. prior month
$600K
latest month
12-month trend
B09V7Z4TJG
medicube Toner Pads Zero Pore Pad 2.0 for Exfoliation and Pore Care | Dual-Textured Facial Pad with 4.5% AHA Lactic Acid, 0.45% BHA Salicylic Acid - For All, Korean Skin Care, 70 Pads, 1 Pack
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B00T0C9XRK
essence Lash Princess False Lash Effect Mascara, Black (Pack of 1) | Volumizing & Lengthening, Clump-Free Fiber Brush, Defines and Separates; Vegan, Cruelty Free, Paraben Free, Oil Free
80K
▼ 20.0%vs. prior month
$395.2K
latest month
12-month trend
B082WZTJV5
Grande Cosmetics GrandeLASH-MD Lash Enhancing Serum - Peptide & Vitamin Infused Formula for Longer, Thicker, Fuller Looking Lashes - Ophthalmologist Tested, Cruelty-Free, 6 Week Supply (1mL)
30K
▼ 40.0%vs. prior month
$1M
latest month
12-month trend
B0DM4D187H
Palladio Under Eye Brightener, Conceal, Brightens, Reduces Appearance of Dark Circles, With Caffeine Peptides & Vitamin E, Tired Skin Color Correcting Brightener & Primer, Light to Medium (Soft Pink)
30K
▲ 200.0%vs. prior month
$367.5K
latest month
12-month trend
B07BKV4B6Q
Babe Original Lash Serum - Fuller & Longer Looking Eyelashes, Advanced Lash Enhancing Treatment for Natural Lashes, Extensions & Eyebrows, Vegan & Cruelty-Free
20K
▼ 33.3%vs. prior month
$523.8K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Benefit Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Ordinary is the best-performing benefit brand in July 2026, moving 100,000 units across 1 ASIN for 22.7% of Top 10 volume. medicube follows with 100,000 units (22.7%), ahead of Essence Cosmetics on 80,000 units (18.2%).
With 9 brands splitting the Top 10 and 63.6% 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 $4.97 to $15.12, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Ordinary
1 ASIN in Top 10
22.7%
Units
100K
Revenue
$600K
Avg. price
$6.00
B01MDTVZTZ
$6.00·★4.7·63.8K revsThe Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
Units sold100K
medicube
1 ASIN in Top 10
22.7%
Units
100K
Revenue
$1.8M
Avg. price
$15.12
B09V7Z4TJG
$15.12·★4.6·30.5K revsmedicube Toner Pads Zero Pore Pad 2.0 for Exfoliation and Pore Care | Dual-Textured Facial Pad with 4.5% AHA Lactic Acid, 0.45% BHA Salicylic Acid - For All, Korean Skin Care, 70 Pads, 1 Pack
Units sold100K
Essence Cosmetics
1 ASIN in Top 10
18.2%
Units
80K
Revenue
$395.2K
Avg. price
$4.97
B00T0C9XRK
$4.97·★4.3·401.9K revsessence Lash Princess False Lash Effect Mascara, Black (Pack of 1) | Volumizing & Lengthening, Clump-Free Fiber Brush, Defines and Separates; Vegan, Cruelty Free, Paraben Free, Oil Free
Units sold80K
Trending Benefit 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: B0DM4D187H booked 30K units at $12.59, with ▲ 200.0% 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.
B0DM4D187H
Palladio Under Eye Brightener, Conceal, Brightens, Reduces Appearance of Dark Circles, With Caffeine Peptides & Vitamin E, Tired Skin Color Correcting Brightener & Primer, Light to Medium (Soft Pink)
Price
$12.59
Rating
4.1
Reviews
7K
Latest month sales
B07BKV4B6Q
Babe Original Lash Serum - Fuller & Longer Looking Eyelashes, Advanced Lash Enhancing Treatment for Natural Lashes, Extensions & Eyebrows, Vegan & Cruelty-Free
Price
$24.65
Rating
4.1
Reviews
23.3K
Latest month sales
B00WAJAKOU
e.l.f. Instant Lift Brow Pencil, Dual-Sided, Precise, Fine Tip, Shapes, Defines, Fills Brows, Contours, Combs, Tames, Neutral Brown, 0.006 Oz
Unlock to view ASIN details and product titles
Price
$3.49
Rating
4.5
Reviews
71.5K
Latest month sales
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