Doll Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Doll sales on Amazon US totaled 116,800 units in July 2026 (▲ 139.5% vs. the prior month), generating an estimated $3,304,772 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 60.8% of unit volume and 65.2% of revenue, while a typical listing is priced at $27.53. The keyword itself pulled 33,334 Amazon queries over the same period (▲ 10.3% MoM).
Zooming out to the 12-month window ending July 2026, the doll Top 50 moved 998,950 units and $25,196,013 in cumulative sales — an average of 83,246 units and $2,099,668 per month. Monthly throughput topped out at 257,300 units in December 2025 and dipped to 22,850 in May 2026, leaving the latest reading 131.1% higher than August 2025.
Doll 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
116.8K
▲ 139.5% MoM
Monthly Revenue 2026/07
$3.3M
▲ 131.5% MoM
Top 10 Market Share 2026/07
60.8%
Doll Market Share & Sales Concentration on Amazon US — July 2026
The most-sold doll listing on Amazon US in July 2026 is ASIN B07QTZ8238 (Brand: Disney Store), which sold 10,000 units at $39.88 apiece — equal to 8.6% of every unit tracked in this report.
The Top 10 ASINs account for 71,000 units and $2,154,130 in July 2026 — 60.8% of unit volume and 65.2% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Doll' on Amazon
July 2026
Is 60.8% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B07QTZ8238
Disney Store Official Sheriff Woody Talking Action Figure from Toy Story, Features Sounds and Phrases from the Movies, Interacts with Other Figures and Toys
10K
▲ 0.0%vs. prior month
$398.8K
latest month
12-month trend
B0GC8W5HHN
Mattel Kpop Demon Hunters HUNTR/X Mira Fashion Doll | Wearing “How It’s Done” Performance Look, Sword Accessory, Inspired by the Movie
10K
vs. prior month
$267.3K
latest month
12-month trend
B0GCBV5MZT
Mattel Kpop Demon Hunters HUNTR/X Rumi Fashion Doll | Wearing “How It’s Done” Performance Look, Sword Accessory, Inspired by the Movie
10K
vs. prior month
$269.8K
latest month
12-month trend
B0GCC4HQRP
Mattel Mattel Kpop Demon Hunters HUNTR/X Rumi “Golden” Singing Doll | Wearing Removable Signature Outfit, 5 Posable Joints, Inspired by the Movie
9K
vs. prior month
$295.4K
latest month
12-month trend
B0GCCHQ77Z
Mattel Mattel Kpop Demon Hunters HUNTR/X Zoey Fashion Doll | Wearing “How It’s Done” Performance Look, Spirit Blades Accessory, Inspired by the Movie
9K
vs. prior month
$242.8K
latest month
12-month trend
B0GC8THCC8
Mattel Kpop Demon Hunters HUNTR/X Mira “Golden” Singing Doll | Wearing Removable Signature Outfit, 5 Posable Joints, Inspired by the Movie
5K
vs. prior month
$164.8K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Doll Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Mattel is the best-performing doll brand in July 2026, moving 57,000 units across 8 ASINs for 80.3% of Top 10 volume. Disney Store follows with 10,000 units (14.1%), ahead of Barbie on 4,000 units (5.6%).
With 3 brands splitting the Top 10 and 100.0% 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 $27.78 to $39.88, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Mattel
8 ASINs in Top 10
80.3%
Units
57K
Revenue
$1.6M
Avg. price
$27.78
B0GC8W5HHN
$26.97·★4.7·258 revsMattel Kpop Demon Hunters HUNTR/X Mira Fashion Doll | Wearing “How It’s Done” Performance Look, Sword Accessory, Inspired by the Movie
Units sold10KB0GCBV5MZT
$26.98·★4.8·296 revsMattel Kpop Demon Hunters HUNTR/X Rumi Fashion Doll | Wearing “How It’s Done” Performance Look, Sword Accessory, Inspired by the Movie
Units sold10KB0GCC4HQRP
$31.98·★4.4·230 revsMattel Mattel Kpop Demon Hunters HUNTR/X Rumi “Golden” Singing Doll | Wearing Removable Signature Outfit, 5 Posable Joints, Inspired by the Movie
Units sold9KB0GCCHQ77Z
$26.97·★4.8·225 revsMattel Mattel Kpop Demon Hunters HUNTR/X Zoey Fashion Doll | Wearing “How It’s Done” Performance Look, Spirit Blades Accessory, Inspired by the Movie
Units sold9KB0GC8THCC8
$31.98·★4.6·146 revsMattel Kpop Demon Hunters HUNTR/X Mira “Golden” Singing Doll | Wearing Removable Signature Outfit, 5 Posable Joints, Inspired by the Movie
Units sold5KB0GCBV6M3Y
$31.98·★4.7·153 revsMattel Mattel Kpop Demon Hunters HUNTR/X Zoey “Golden” Singing Doll | Wearing Removable Signature Outfit, 5 Posable Joints, Inspired by the Movie
Units sold5KB0GCBFNB5Z
$26.97·★4.9·201 revsMattel Mattel Kpop Demon Hunters Saja Boys Jinu Fashion Doll | Wearing “Soda Pop” Performance Look, 2 Accessories, Inspired by the Movie
Units sold5KB0D7PTSD1X
$18.39·★4.7·2.4K revsMattel Disney Princess & Friends Set with 5 Posable Small Dolls in Removable Skirts or Pants & 5 Friend Figures, Inspired by the Disney Movies
Units sold4K
Disney Store
1 ASIN in Top 10
14.1%
Units
10K
Revenue
$398.8K
Avg. price
$39.88
B07QTZ8238
$39.88·★4.7·49.4K revsDisney Store Official Sheriff Woody Talking Action Figure from Toy Story, Features Sounds and Phrases from the Movies, Interacts with Other Figures and Toys
Units sold10K
Barbie
1 ASIN in Top 10
5.6%
Units
4K
Revenue
$127.9K
Avg. price
$31.97
B0CB6JWL75
$31.97·★4.8·3.6K revsBarbie Gymnastics Doll & Accessories Playset | Blonde Fashion Doll, C-Clip for Flipping Action, Balance Beam, Warm-Up Suit & More
Units sold4K
Trending Doll 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, 3 ASINs forced its way in: B0GC8W5HHN booked 10K units at $26.97.
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.
B0GC8W5HHN
Mattel Kpop Demon Hunters HUNTR/X Mira Fashion Doll | Wearing “How It’s Done” Performance Look, Sword Accessory, Inspired by the Movie
Price
$26.97
Rating
4.7
Reviews
258
Latest month sales
B0GCBV5MZT
Mattel Kpop Demon Hunters HUNTR/X Rumi Fashion Doll | Wearing “How It’s Done” Performance Look, Sword Accessory, Inspired by the Movie
Price
$26.98
Rating
4.8
Reviews
296
Latest month sales
B0GCC4HQRP
Mattel Mattel Kpop Demon Hunters HUNTR/X Rumi “Golden” Singing Doll | Wearing Removable Signature Outfit, 5 Posable Joints, Inspired by the Movie
Unlock to view ASIN details and product titles
Price
$31.98
Rating
4.4
Reviews
230
Latest month sales
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