Bone Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Bone sales on Amazon US totaled 225,400 units in July 2026 (▼ 12.2% vs. the prior month), generating an estimated $3,158,124 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 73.2% of unit volume and 69.5% of revenue, while a typical listing is priced at $15.38. The keyword itself pulled 42,786 Amazon queries over the same period (▲ 17.0% MoM).
Zooming out to the 12-month window ending July 2026, the bone Top 50 moved 2,696,350 units and $37,678,966 in cumulative sales — an average of 224,696 units and $3,139,914 per month. Monthly throughput topped out at 278,300 units in December 2025 and dipped to 127,100 in May 2026, leaving the latest reading 13.0% higher than August 2025.
Bone 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
225.4K
▼ 12.2% MoM
Monthly Revenue 2026/07
$3.2M
▼ 14.4% MoM
Top 10 Market Share 2026/07
73.2%
Bone Market Share & Sales Concentration on Amazon US — July 2026
The most-sold bone listing on Amazon US in July 2026 is ASIN B000I82DTU (Brand: Milk-Bone), which sold 40,000 units at $14.97 apiece — equal to 17.7% of every unit tracked in this report and 33% ahead of the No. 2 listing.
The Top 10 ASINs account for 165,000 units and $2,194,600 in July 2026 — 73.2% of unit volume and 69.5% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Bone' on Amazon
July 2026
Is 73.2% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B000I82DTU
Milk-Bone Original Medium Dog Biscuits, 10 lb Box | 280+ treats, classic meaty taste, crunchy dog treats for dogs 20-50lbs, 15% protein, 12 vitamins & minerals, made in the USA
40K
▲ 0.0%vs. prior month
$599.2K
latest month
12-month trend
B0018CLXTG
Milk-Bone Original Biscuits Large Dog Treats, 10 Lb.
30K
▲ 0.0%vs. prior month
$449.4K
latest month
12-month trend
B00CPDWT2M
Benebone Wishbone Durable Dog Chew Toy for Aggressive Chewers, Real Bacon, Made in USA, Medium | Durable, Super Chewer, Made in USA, Dog Bones, Long-Lasting, A Size for Every Dog, Keeps Them Busy
30K
▲ 0.0%vs. prior month
$327.3K
latest month
12-month trend
B0718YFR4K
DreamBone Twist Sticks Rawhide-Free Dog Treats With Real Protein, 50 Count | Daily Chew, Digests Safely and Completely, Made With Real Chicken and Veggies, For Adult Dogs
20K
▼ 33.3%vs. prior month
$208.2K
latest month
12-month trend
B07T15BBGP
Bare Bones Beef Bone Broth Instant Powder Mix Packets 16 Pack | 5g Collagen | 10g Protein | Sipping Broth/Bouillon | Keto & Paleo | No Artificial Flavors | Gluten & Dairy Free | On-the-go
10K
▼ 50.0%vs. prior month
$206.5K
latest month
12-month trend
B000BYAEDS
Cadet Stuffed Shin Bones for Dogs, Peanut Butter Flavor, Large, 5-6" | Long lasting dog chew bone for aggressive chewers, supports dental health, dog bones for large dogs, keeps dogs busy
8K
▼ 20.0%vs. prior month
$46.2K
latest month
12-month trend
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Best Bone Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Milk-Bone is the best-performing bone brand in July 2026, moving 70,000 units across 2 ASINs for 42.4% of Top 10 volume. Benebone follows with 30,000 units (18.2%), ahead of DreamBone on 27,000 units (16.4%).
With 8 brands splitting the Top 10 and 77.0% 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 $10.87 to $14.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Milk-Bone
2 ASINs in Top 10
42.4%
Units
70K
Revenue
$1M
Avg. price
$14.97
B000I82DTU
$14.97·★4.8·81.8K revsMilk-Bone Original Medium Dog Biscuits, 10 lb Box | 280+ treats, classic meaty taste, crunchy dog treats for dogs 20-50lbs, 15% protein, 12 vitamins & minerals, made in the USA
Units sold40KB0018CLXTG
$14.97·★4.8·81.8K revsMilk-Bone Original Biscuits Large Dog Treats, 10 Lb.
Units sold30K
Benebone
1 ASIN in Top 10
18.2%
Units
30K
Revenue
$327.3K
Avg. price
$10.87
B00CPDWT2M
$10.87·★4.5·109.4K revsBenebone Wishbone Durable Dog Chew Toy for Aggressive Chewers, Real Bacon, Made in USA, Medium | Durable, Super Chewer, Made in USA, Dog Bones, Long-Lasting, A Size for Every Dog, Keeps Them Busy
Units sold30K
DreamBone
2 ASINs in Top 10
16.4%
Units
27K
Revenue
$296.5K
Avg. price
$11.55
B0718YFR4K
$10.49·★4.6·33.2K revsDreamBone Twist Sticks Rawhide-Free Dog Treats With Real Protein, 50 Count | Daily Chew, Digests Safely and Completely, Made With Real Chicken and Veggies, For Adult Dogs
Units sold20KB085FLFL49
$12.61·★4.8·11.6K revsDreamBone Mini Bone Rawhide-Free Dog Treats With Real Protein, 50 Count | Daily Chew, Digests Safely and Completely, Made With Real Chicken and Veggies, For Adult Dogs
Units sold7K
Trending Bone 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: B0083BRFHY booked 6K units at $3.99, with ▲ 0.0% MoM change. On the growth side, B071X7WFS1 leads positive momentum with ▲ 100.0% MoM growth on 2K units, with B0107M2CRE close behind at ▲ 50.0% MoM on 3K 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.
B0083BRFHY
Grillerz Pork Femur Bone, Rawhide-Free, 1 Count | An all-natural, rawhide-free chew that's long-lasting and helps support healthy teeth, for dogs
Price
$3.99
Rating
4.0
Reviews
10.4K
Latest month sales
B071X7WFS1
K9 Connoisseur Beef Marrow Large Dog Bones Long Lasting for Aggressive Chew | USA Made Single Ingredient Champ Bones for Large Dogs Over 50 Pounds - 3 Pack
Price
$28.99
Rating
4.2
Reviews
3.3K
Latest month sales
B0107M2CRE
Pork Chomps Rawhide Free Pork Skin Dog Chew Bone, 7in, 1ct | Roasted, pressed pork skin chew. Long-lasting, high protein, low fat, healthy & delicious.
Unlock to view ASIN details and product titles
Price
$3.49
Rating
4.4
Reviews
5.6K
Latest month sales
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