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

Pampers is the best-performing diaper brand in July 2026, moving 90,000 units across 5 ASINs for 33.3% of Top 10 volume. HUGGIES follows with 60,000 units (22.2%), ahead of HONEY CARE on 50,000 units (18.5%).

With 6 brands splitting the Top 10 and 74.1% 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 $15.86 to $43.45, 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. On the growth side, B0DFNRLHVY leads positive momentum with ▲ 75.0% MoM growth on 7K units, with B0CKV2ZL1Y close behind at ▲ 40.0% MoM on 7K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.