Birthday Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Birthday sales on Amazon US totaled 370,000 units in July 2026 (▲ 1.8% vs. the prior month), generating an estimated $3,846,940 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 47.3% of unit volume and 51.4% of revenue, while a typical listing is priced at $9.82. The keyword itself pulled 28,439 Amazon queries over the same period (▼ 14.7% MoM).
Zooming out to the 12-month window ending July 2026, the birthday Top 50 moved 4,091,100 units and $46,197,953 in cumulative sales — an average of 340,925 units and $3,849,829 per month. Monthly throughput topped out at 490,500 units in December 2025 and dipped to 212,700 in May 2026, leaving the latest reading 18.1% higher than August 2025.
Birthday 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
370K
▲ 1.8% MoM
Monthly Revenue 2026/07
$3.8M
▼ 0.5% MoM
Top 10 Market Share 2026/07
47.3%
Birthday Market Share & Sales Concentration on Amazon US — July 2026
The most-sold birthday listing on Amazon US in July 2026 is ASIN B0CTJGJL2T (Brand: GODONLIF), which sold 50,000 units at $19.99 apiece — equal to 13.5% of every unit tracked in this report and 1.7× the volume of the No. 2 listing.
The Top 10 ASINs account for 175,000 units and $1,977,660 in July 2026 — 47.3% of unit volume and 51.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Birthday' on Amazon
July 2026
Is 47.3% 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
B0CTJGJL2T
GODONLIF Candle Warmer Lamp with Timer, Birthday Gifts for Women Home Decor | 24h Cycle Timer Dimmable Wax Melt Warmer with 2 Bulbs, Fall Decor for Home Living Room Halloween Decorations Gifts for Mom
50K
▲ 25.0%vs. prior month
$799.5K
latest month
12-month trend
B0DG2VRFV7
30 Pack Squishy Toys, Kawaii Squishies Party Favors for Kids 4-8 8-12 Treasure Box Toys for Classroom Birthday Xmas Gifts Goodie Bag Mini Animals Mochi Squishy Stress Relief Sensory Toys Random
30K
▲ 0.0%vs. prior month
$261.9K
latest month
12-month trend
B0017L4PH0
Airheads Full-Size Candy Bars, Assorted Taffy Variety Pack, 60 Count Box | Individually Wrapped Bulk Candy, Assorted Fruit Flavors, Artificially Flavored
20K
▼ 33.3%vs. prior month
$196.8K
latest month
12-month trend
B0B2TKJVDH
eos Natural Shea Lip Balm- Birthday Cake, All-Day Moisture, Shea Butter, Dry Lip Care, 0.14 oz
20K
▲ 0.0%vs. prior month
$71.8K
latest month
12-month trend
B0CYT6D2ZS
6-Pack Pink Slime Kit for Girls, Cloud Butter Squishy Birthday Gift Set | Party favor, goodie bag stuffer, Easter basket filler and sensory toy for kids ages 4-10
10K
▲ 0.0%vs. prior month
$134.3K
latest month
12-month trend
B07FW8RG3Q
365 by Whole Foods Market Rainbow Sprinkles, Vegan, 2.75 Ounce
9K
▲ 350.0%vs. prior month
$26.8K
latest month
12-month trend
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Best Birthday Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
GODONLIF is the best-performing birthday brand in July 2026, moving 50,000 units across 1 ASIN for 28.6% of Top 10 volume. Mantyplay follows with 30,000 units (17.1%), ahead of Airheads on 20,000 units (11.4%).
Volume is spread across 10 brands, with the top three holding 57.1% 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 $8.99 to $19.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
GODONLIF
1 ASIN in Top 10
28.6%
Units
50K
Revenue
$799.5K
Avg. price
$19.99
B0CTJGJL2T
$19.99·★4.6·10.2K revsGODONLIF Candle Warmer Lamp with Timer, Birthday Gifts for Women Home Decor | 24h Cycle Timer Dimmable Wax Melt Warmer with 2 Bulbs, Fall Decor for Home Living Room Halloween Decorations Gifts for Mom
Units sold50K
Mantyplay
1 ASIN in Top 10
17.1%
Units
30K
Revenue
$261.9K
Avg. price
$8.99
B0DG2VRFV7
$8.99·★4.6·4.7K revs30 Pack Squishy Toys, Kawaii Squishies Party Favors for Kids 4-8 8-12 Treasure Box Toys for Classroom Birthday Xmas Gifts Goodie Bag Mini Animals Mochi Squishy Stress Relief Sensory Toys Random
Units sold30K
Airheads
1 ASIN in Top 10
11.4%
Units
20K
Revenue
$196.8K
Avg. price
$9.84
B0017L4PH0
$9.84·★4.8·81.3K revsAirheads Full-Size Candy Bars, Assorted Taffy Variety Pack, 60 Count Box | Individually Wrapped Bulk Candy, Assorted Fruit Flavors, Artificially Flavored
Units sold20K
Trending Birthday 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, 2 ASINs forced its way in: B07FW8RG3Q booked 9K units at $2.99, with ▲ 350.0% MoM change. On the growth side, B0G283489S leads positive momentum with ▲ 400.0% MoM growth on 5K 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.
B07FW8RG3Q
365 by Whole Foods Market Rainbow Sprinkles, Vegan, 2.75 Ounce
Price
$2.99
Rating
4.7
Reviews
4.6K
Latest month sales
B08X6LYL5V
PHD CAKE Gold Long Thin Metallic Birthday Candles, Cake Candles, Birthday Parties, Wedding Decorations, Party Candles, Cake Decorations
Price
$5.98
Rating
4.8
Reviews
6.7K
Latest month sales
B0G283489S
My Mini Birthday Series 1 By ZURU | 6 mini baby dolls to collect; birthday outfits & accessories; cake, balloons & party props; nurturing play; kids gift
Unlock to view ASIN details and product titles
Price
$12.97
Rating
4.7
Reviews
138
Latest month sales
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