Calm Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Calm sales on Amazon US totaled 170,400 units in July 2026 (▼ 11.4% vs. the prior month), generating an estimated $4,726,001 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 49.9% of unit volume and 48.4% of revenue, while a typical listing is priced at $26.92. The keyword itself pulled 43,427 Amazon queries over the same period (▲ 4.8% MoM).
Zooming out to the 12-month window ending July 2026, the calm Top 50 moved 1,993,700 units and $56,945,991 in cumulative sales — an average of 166,142 units and $4,745,499 per month. Monthly throughput topped out at 190,600 units in March 2026 and dipped to 104,200 in May 2026, leaving the latest reading 1.3% higher than August 2025.
Calm 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
170.4K
▼ 11.4% MoM
Monthly Revenue 2026/07
$4.7M
▼ 9.8% MoM
Top 10 Market Share 2026/07
49.9%
Calm Market Share & Sales Concentration on Amazon US — July 2026
The most-sold calm listing on Amazon US in July 2026 is ASIN B078KJLT6G (Brand: Natural Vitality), which sold 10,000 units at $25.99 apiece — equal to 5.9% of every unit tracked in this report.
The Top 10 ASINs account for 85,000 units and $2,286,050 in July 2026 — 49.9% of unit volume and 48.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Calm' on Amazon
July 2026
Is 49.9% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B078KJLT6G
Natural Vitality Calm Magnesium Gummies | 330mg Per Serving | Raspberry Lemon Flavored Supplement | Gluten-Free & Vegan | 240 Count
10K
▲ 0.0%vs. prior month
$314K
latest month
12-month trend
B000OQ2DL4
Natural Vitality Calm, Magnesium Supplement, Anti-Stress Drink Mix Powder, Gluten Free, Vegan, & Non-GMO, Original Unflavored, 16 oz | Non-GMO, Vegan & Gluten Free Formula | 16oz
10K
▲ 11.1%vs. prior month
$249.5K
latest month
12-month trend
B0BGVF6PGW
Pro Plan Veterinary Diets Calming Care Cat Supplements Probiotic Powder for Behavioral Support, 30-Count Box
10K
▲ 0.0%vs. prior month
$339.9K
latest month
12-month trend
B0BY3FDX3K
Nello Supercalm Powdered Drink Mix, Cortisol Reducer and Sleep Aid Supplement, L Theanine, Ksm-66 Ashwagandha, Magnesium Glycinate, Vitamin D 3, No Sugar, Non GMO, On The Go, 20 Ct, Raspberry Lemonade
10K
▲ 0.0%vs. prior month
$386.6K
latest month
12-month trend
B00BPUY3W0
Natural Vitality Calm Magnesium Powder | Raspberry Lemon Flavored Supplement | Non-GMO, Vegan & Gluten Free Formula | 16oz
9K
▼ 55.0%vs. prior month
$201.7K
latest month
12-month trend
B08D9MSGVQ
Aveeno Calm + Restore Oat Gel Face Moisturizer for Sensitive Skin, Fast-Absorbing & Lightweight Gel Moisturizer & Face Cream with Prebiotic Oat & Feverfew, Fragrance-Free & Hypoallergenic, 1.7 Fl Oz | For Sensitive Skin, Fast-Absorbing, Lightweight Gel Moisturizer & Face Cream, Prebiotic Oat & Feverfew, Hypoallergenic
8K
▼ 20.0%vs. prior month
$159.8K
latest month
12-month trend
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Best Calm Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Natural Vitality is the best-performing calm brand in July 2026, moving 35,000 units across 4 ASINs for 41.2% of Top 10 volume. Douxo follows with 15,000 units (17.6%), ahead of Pro Plan Veterinary Diets on 10,000 units (11.8%).
With 6 brands splitting the Top 10 and 70.6% 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 $23.07 to $33.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Natural Vitality
4 ASINs in Top 10
41.2%
Units
35K
Revenue
$904.6K
Avg. price
$23.07
B078KJLT6G
$25.99·★4.5·16.9K revsNatural Vitality Calm Magnesium Gummies | 330mg Per Serving | Raspberry Lemon Flavored Supplement | Gluten-Free & Vegan | 240 Count
Units sold10KB000OQ2DL4
$23.97·★4.5·11.7K revsNatural Vitality Calm, Magnesium Supplement, Anti-Stress Drink Mix Powder, Gluten Free, Vegan, & Non-GMO, Original Unflavored, 16 oz | Non-GMO, Vegan & Gluten Free Formula | 16oz
Units sold10KB00BPUY3W0
$19.07·★4.6·42.5K revsNatural Vitality Calm Magnesium Powder | Raspberry Lemon Flavored Supplement | Non-GMO, Vegan & Gluten Free Formula | 16oz
Units sold9KB085HK5LY2
$23.24·★4.5·3.1K revsNatural Vitality Sleep Gummies | Magnesium, Melatonin & L-Theanine Formula | Blueberry Pomegranate Flavored Supplement | Vegan, Gluten Free & Non-GMO | 120 Count
Units sold6K
Douxo
2 ASINs in Top 10
17.6%
Units
15K
Revenue
$389K
Avg. price
$26.99
B09478KGJZ
$24.99·★4.6·4.1K revsDouxo S3 Calm Dog Shampoo for Itchy Skin Relief, Dog Shampoo for Allergies and Itching, Soothes Itchy, Irritated or Allergic Skin For Dogs and Cats, 6.7 fl oz | Dog Shampoo for Allergies and Itching, Soothes Itchy, Irritated or Allergic Skin For Dogs and Cats, 6.7 fl oz
Units sold8KB0947957N5
$28.99·★4.5·2.8K revsDouxo S3 Calm Itch Soothing Mousse for Dogs & Cats | Helps Support Itchy, Irritated or Allergic Skin, Soothing Dog Skin Allergies - Itch Relief for Dogs, 5 fl oz
Units sold7K
Pro Plan Veterinary Diets
1 ASIN in Top 10
11.8%
Units
10K
Revenue
$339.9K
Avg. price
$33.99
B0BGVF6PGW
$33.99·★4.4·2.3K revsPro Plan Veterinary Diets Calming Care Cat Supplements Probiotic Powder for Behavioral Support, 30-Count Box
Units sold10K
Trending Calm 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. On the growth side, B099GYT4RV leads positive momentum with ▲ 300.0% MoM growth on 4K units, with B0CJ647S9B close behind at ▲ 150.0% MoM on 1K 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.
B099GYT4RV
Natural Vitality Calm Magnesium Powder | Raspberry Lemon Flavored Supplement | Non-GMO, Vegan & Gluten Free Formula | 8oz
Price
$20.24
Rating
4.6
Reviews
559
Latest month sales
B0CJ647S9B
Nordic Naturals Kids Calm Gummies, Magnesium L-Theanine - 60 Gummies | Calming & Relaxation Support for Kids. Strawberry Watermelon Flavor. Up to 60 Servings. Natural Stress Relief Supplement.
Price
$24.61
Rating
4.4
Reviews
343
Latest month sales
B0FDS4SZ4L
Natural Vitality MaxCalm Magnesium Glycinate Powder | Relaxing Drink Mix | Raspberry Lemonade Flavor | Non-GMO, Vegan & Gluten Free Supplement | 5oz
Unlock to view ASIN details and product titles
Price
$19.99
Rating
4.3
Reviews
162
Latest month sales
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