Blade Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Gillette is the best-performing blade brand in July 2026, moving 70,000 units across 4 ASINs for 46.7% of Top 10 volume. Norelco follows with 40,000 units (26.7%), ahead of ASTRA on 10,000 units (6.7%).

With 6 brands splitting the Top 10 and 80.0% 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 $8.20 to $34.93, which frames the price band a competing listing has to justify.

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: B001JQLNHS booked 10K units at $39.78, with ▲ 400.0% MoM change. On the growth side, B0F8W6WNKK leads positive momentum with ▲ 200.0% MoM growth on 6K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.