Bluey Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Bluey sales on Amazon US totaled 109,150 units in July 2026 (▼ 4.2% vs. the prior month), generating an estimated $1,647,832 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 72.4% of unit volume and 62.4% of revenue, while a typical listing is priced at $20.77. The keyword itself pulled 373,034 Amazon queries over the same period (▼ 1.0% MoM).
Zooming out to the 12-month window ending July 2026, the bluey Top 50 moved 1,800,650 units and $27,234,041 in cumulative sales — an average of 150,054 units and $2,269,503 per month. Monthly throughput topped out at 341,700 units in November 2025 and dipped to 65,300 in May 2026, leaving the latest reading 4.1% lower than August 2025.
Bluey 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
109.2K
▼ 4.2% MoM
Monthly Revenue 2026/07
$1.6M
▼ 5.4% MoM
Top 10 Market Share 2026/07
72.4%
Bluey Market Share & Sales Concentration on Amazon US — July 2026
The most-sold bluey listing on Amazon US in July 2026 is ASIN B09ZVJN941 (Brand: Organic Valley), which sold 30,000 units at $7.49 apiece — equal to 27.5% of every unit tracked in this report and 3.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 79,000 units and $1,027,940 in July 2026 — 72.4% of unit volume and 62.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Bluey' on Amazon
July 2026
Is 72.4% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B09ZVJN941
Organic Valley Stringles Bluey Organic Mozzarella String Cheese, 8 oz
30K
▲ 0.0%vs. prior month
$239.1K
latest month
12-month trend
B09PGVGCH5
Horizon Group USA Bluey Aqua Art - Reusable Water Reveal Activity Pages With Water Pen for No-Mess Drawing and Coloring | Reusable Water Reveal Activity with Activity Pages and Water Pen, Mess Free Coloring for Travel and Road Trips
10K
▲ 0.0%vs. prior month
$40.9K
latest month
12-month trend
B08SNLW94K
Pampers Training Pants - Easy Ups Boys & Girls Bluey - Size 5T-6T, 84 Count, Children's Potty Underwear (Packaging May Vary)
9K
▲ 0.0%vs. prior month
$443.4K
latest month
12-month trend
B0BZTM3LWD
Bluey Fruit Flavored Snacks, 17.6 oz, 22 Pouches | Gluten Free, Fat Free, 80 Calories Per Serving, No Colors From Artificial Sources, Excellent Source Of Vitamin C
7K
▲ 0.0%vs. prior month
$34.8K
latest month
12-month trend
B083XNCRS3
Bluey Family Figure 4-Pack, Poseable Toys with Bingo & Bandit | Movable arms & legs, portable size for on-the-go play; toddler figurine toys for kids ages 3+, thoughtful gift
5K
▲ 25.0%vs. prior month
$62.3K
latest month
12-month trend
B09HR1Q6DP
Crayola Bluey Color Wonder Coloring Set, 18 Mess Free Toddler Coloring Pages & 5 Markers, Bluey Activity Set for Kids, Gift for Toddlers, Ages 3+
5K
▲ 25.0%vs. prior month
$44.9K
latest month
12-month trend
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Best Bluey Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Organic Valley is the best-performing bluey brand in July 2026, moving 30,000 units across 1 ASIN for 38.0% of Top 10 volume. Horizon Group USA follows with 14,000 units (17.7%), ahead of Pampers on 9,000 units (11.4%).
With 9 brands splitting the Top 10 and 67.1% 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 $5.99 to $49.27, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Organic Valley
1 ASIN in Top 10
38.0%
Units
30K
Revenue
$239.1K
Avg. price
$7.49
B09ZVJN941
$7.49·★4.8·826 revsOrganic Valley Stringles Bluey Organic Mozzarella String Cheese, 8 oz
Units sold30K
Horizon Group USA
2 ASINs in Top 10
17.7%
Units
14K
Revenue
$64.9K
Avg. price
$5.99
B09PGVGCH5
$5.99·★4.7·13.3K revsHorizon Group USA Bluey Aqua Art - Reusable Water Reveal Activity Pages With Water Pen for No-Mess Drawing and Coloring | Reusable Water Reveal Activity with Activity Pages and Water Pen, Mess Free Coloring for Travel and Road Trips
Units sold10KB09PGVZ5TJ
$5.99·★4.4·5.2K revsHorizon Group USA Bluey Sticker Playset, 2 Sticker Play Scenes, 35+ Reusable Puffy Bluey Repositionable Stickers for Kids, Perfect for Travel, Screen-Free Fun | Activity Book for Kids with Reusable Puffy Stickers, No Mess Travel and Car Toys and Games, 2-Sided Play Scenes
Units sold4K
Pampers
1 ASIN in Top 10
11.4%
Units
9K
Revenue
$443.4K
Avg. price
$49.27
B08SNLW94K
$49.27·★4.7·46.2K revsPampers Training Pants - Easy Ups Boys & Girls Bluey - Size 5T-6T, 84 Count, Children's Potty Underwear (Packaging May Vary)
Units sold9K
Trending Bluey 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, one ASIN forced its way in: B0D18QPYN9 booked 3K units at $14.99, with ▲ 200.0% MoM change. On the growth side, B09GYSJ47D leads positive momentum with ▲ 200.0% MoM growth on 300 units, with B0FC2K7YQX 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.
B0D18QPYN9
Bluey Toy Music Player, Toddler Toy with Built-in Music and Lights (Bluey)
Price
$14.99
Rating
4.7
Reviews
2.5K
Latest month sales
B09GYSJ47D
Bluey Matching Family Short Sleeve T-Shirt
Price
$19.99
Rating
4.6
Reviews
709
Latest month sales
B0FC2K7YQX
VTech Bluey Game Time Laptop
Unlock to view ASIN details and product titles
Price
$27.99
Rating
4.8
Reviews
396
Latest month sales
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