Butternut Squash Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Fresh Produce (Brands May Vary) is the best-performing butternut squash brand in July 2026, moving 160,000 units across 4 ASINs for 36.4% of Top 10 volume. Amazon Grocery follows with 110,000 units (25.1%), ahead of 365 by Whole Foods Market on 109,000 units (24.8%).

With 4 brands splitting the Top 10 and 86.3% 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 $1.69 to $2.99, 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, one ASIN forced its way in: B074H64C9C booked 9K units at $2.79, with ▲ 12.5% MoM change. On the growth side, B00104FG3Q leads positive momentum with ▲ 100.0% MoM growth on 2K units, with B0C223BF9D close behind at ▲ 100.0% MoM on 200 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.