Diapers Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Diapers sales on Amazon US totaled 742,000 units in July 2026 (▼ 13.4% vs. the prior month), generating an estimated $23,154,260 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 48.5% of unit volume and 37.1% of revenue, while a typical listing is priced at $35.44. The keyword itself pulled 361,029 Amazon queries over the same period (▼ 5.8% MoM).
Zooming out to the 12-month window ending July 2026, the diapers Top 50 moved 8,228,500 units and $270,723,719 in cumulative sales — an average of 685,708 units and $22,560,310 per month. Monthly throughput topped out at 857,000 units in June 2026 and dipped to 444,900 in May 2026, leaving the latest reading 13.5% higher than August 2025.
Diapers 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
742K
▼ 13.4% MoM
Monthly Revenue 2026/07
$23.2M
▼ 15.0% MoM
Top 10 Market Share 2026/07
48.5%
Diapers Market Share & Sales Concentration on Amazon US — July 2026
The most-sold diapers listing on Amazon US in July 2026 is ASIN B07SCL613T (Brand: HUGGIES), which sold 70,000 units at $21.99 apiece — equal to 9.4% of every unit tracked in this report and 17% ahead of the No. 2 listing.
The Top 10 ASINs account for 360,000 units and $8,587,400 in July 2026 — 48.5% of unit volume and 37.1% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Diapers' on Amazon
July 2026
Is 48.5% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B07SCL613T
HUGGIES Natural Care Sensitive Baby Wipes, Unscented, Hypoallergenic, 99% Purified Water, 12 Flip-Top Packs (768 Wipes Total), Packaging May Vary
70K
▼ 30.0%vs. prior month
$1.5M
latest month
12-month trend
B08QRKY3NJ
HUGGIES Simply Clean Baby Wipes, Unscented, 11 Packs, 704 Wipes
60K
▼ 14.3%vs. prior month
$991.2K
latest month
12-month trend
B07C22NTL4
HONEY CARE All-Absorb A26 Male Dog Wrap, 50 Count, Small
50K
▲ 0.0%vs. prior month
$885K
latest month
12-month trend
B008KJEYLO
WaterWipes Sensitive+ Newborn & Baby Wipes, 3-In-1 Cleans, Cares, Protects, 99.9% Water, Unscented & Hypoallergenic, 720 Count (12 Packs)
40K
▼ 50.0%vs. prior month
$1.8M
latest month
12-month trend
B00KXUW72G
Always Discreet Adult Diapers for Women, Incontinence Underwear, Postpartum Essentials, Disposable Briefs, Max Absorbency, Bladder Leak Protection, Small/Medium, 32ct
30K
▲ 0.0%vs. prior month
$582.6K
latest month
12-month trend
B0795WF49L
Pampers Swim Diapers - Splashers - Size 4, 18 Count, Gap-Free Disposable Baby Swimming Pants
30K
▼ 25.0%vs. prior month
$299.1K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Diapers Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
HUGGIES is the best-performing diapers brand in July 2026, moving 130,000 units across 2 ASINs for 36.1% of Top 10 volume. Pampers follows with 70,000 units (19.4%), ahead of HONEY CARE on 50,000 units (13.9%).
With 7 brands splitting the Top 10 and 69.4% 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 $14.98 to $29.07, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
HUGGIES
2 ASINs in Top 10
36.1%
Units
130K
Revenue
$2.5M
Avg. price
$14.98
B07SCL613T
$21.99·★4.8·127.6K revsHUGGIES Natural Care Sensitive Baby Wipes, Unscented, Hypoallergenic, 99% Purified Water, 12 Flip-Top Packs (768 Wipes Total), Packaging May Vary
Units sold70KB08QRKY3NJ
$7.98·★4.8·79.5K revsHUGGIES Simply Clean Baby Wipes, Unscented, 11 Packs, 704 Wipes
Units sold60K
Pampers
3 ASINs in Top 10
19.4%
Units
70K
Revenue
$1.8M
Avg. price
$29.07
B0795WF49L
$9.97·★4.7·31.5K revsPampers Swim Diapers - Splashers - Size 4, 18 Count, Gap-Free Disposable Baby Swimming Pants
Units sold30KB010OVZO64
$49.77·★4.8·129.6K revsPampers Swaddlers Diapers, Size 5 (20-37 lbs), 132 Count, Fragrance Free, Hypoallergenic, Absorbent, Pediatrician Recommended, Skin Safe
Units sold20KB07CVBTN3N
$27.47·★4.8·129.6K revsPampers Swaddlers Newborn Diapers, Size Newborn (<10 lbs), 84 Count, Fragrance Free, Hypoallergenic, Absorbent, Pediatrician Recommended, Skin Safe
Units sold20K
HONEY CARE
1 ASIN in Top 10
13.9%
Units
50K
Revenue
$885K
Avg. price
$17.99
B07C22NTL4
$17.99·★4.6·49.9K revsHONEY CARE All-Absorb A26 Male Dog Wrap, 50 Count, Small
Units sold50K
Trending Diapers 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: B0B9H62YYZ booked 20K units at $27.99, with ▲ 0.0% MoM change. On the growth side, B073NYN74F leads positive momentum with ▲ 25.0% MoM growth on 10K units, with B08VL3DH4S close behind at ▲ 16.7% 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.
B0B9H62YYZ
Diaper Genie Easy Roll Refill | 30 Bags Per Refill | Holds Up to 1410 Newborn Diapers | Odor Control | Diaper Pail Refill Bags | Fits Diaper Genie Signature & Platinum Pails
Price
$27.99
Rating
4.8
Reviews
3.5K
Latest month sales
B073NYN74F
Paw Inspired 32ct Disposable Dog Diapers | Female Dog Diapers Ultra Protection | Diapers for Dogs in Heat, Excitable Urination, or Incontinence (Small) | Ultra Protection, Adjustable Fasteners, Comfortable Fit, Leakproof Core, For Dogs in Heat, Excitable Urination, Incontinence
Price
$17.99
Rating
4.2
Reviews
21.1K
Latest month sales
B08VL3DH4S
Pampers ZZZ Overnight Diapers, Size 6 (35+ lbs), 72 Count, Nighttime Protection Disposable Baby Diaper, Night Time Leak and Skin Protection
Unlock to view ASIN details and product titles
Price
$44.99
Rating
4.7
Reviews
29.6K
Latest month sales
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