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

Makartt is the best-performing charm brand in July 2026, moving 20,000 units across 1 ASIN for 26.7% of Top 10 volume. Lucky Charms follows with 18,000 units (24.0%), ahead of KODAK on 10,000 units (13.3%).

With 9 brands splitting the Top 10 and 64.0% 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 $5.93 to $34.99, 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: B0F5QJY53V booked 3K units at $6.98, with ▲ 50.0% MoM change. On the growth side, B0GS3NKN36 leads positive momentum with ▲ 200.0% MoM growth on 600 units, with B07Z4D6MGD close behind at ▲ 200.0% MoM on 300 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.