Downy Fabric Softener Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Downy Fabric Softener sales on Amazon US totaled 697,000 units in July 2026 (▼ 14.1% vs. the prior month), generating an estimated $9,371,270 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 54.5% of unit volume and 60.0% of revenue, while a typical listing is priced at $12.59. The keyword itself pulled 86,931 Amazon queries over the same period (▲ 6.7% MoM).
Zooming out to the 12-month window ending July 2026, the downy fabric softener Top 50 moved 7,406,050 units and $99,853,928 in cumulative sales — an average of 617,171 units and $8,321,161 per month. Monthly throughput topped out at 811,100 units in June 2026 and dipped to 412,300 in May 2026, leaving the latest reading 25.2% higher than August 2025.
Downy Fabric Softener 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
697K
▼ 14.1% MoM
Monthly Revenue 2026/07
$9.4M
▼ 16.9% MoM
Top 10 Market Share 2026/07
54.5%
Downy Fabric Softener Market Share & Sales Concentration on Amazon US — July 2026
The most-sold downy fabric softener listing on Amazon US in July 2026 is ASIN B0FGDT2PWW (Brand: Downy), which sold 60,000 units at $15.97 apiece — equal to 8.6% of every unit tracked in this report.
The Top 10 ASINs account for 380,000 units and $5,624,800 in July 2026 — 54.5% of unit volume and 60.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Downy Fabric Softener' on Amazon
July 2026
Is 54.5% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B0FGDT2PWW
Downy Unstopables Unlimited Collection In Wash Laundry Scent Booster Beads, No. 26, Fine Fragrance, Long Lasting Fresh Scent Beads, 21.1 oz
60K
▼ 25.0%vs. prior month
$958.2K
latest month
12-month trend
B0BNWCTNYN
Tide Liquid Laundry Detergent, Original Scent, 125 fl oz, 100 Loads, Boosted Clean Even in Cold Water with Concentrated Washing Soap
60K
▼ 40.0%vs. prior month
$1.2M
latest month
12-month trend
B0C8XBKZYG
Downy Liquid Fabric Softener, April Fresh 2-in-1 Fresh & Soft, 140 Fl Oz, 190 Loads, Fabric Conditioner For Freshness And Softness
60K
▲ 0.0%vs. prior month
$778.2K
latest month
12-month trend
B0CCGJ1DY8
Downy Unstopables in Wash Scent Booster Beads, Fresh Scent, 24 oz, White, Laundry Beads for Odor Protection, Scent Booster Beads, Laundry Scent Boosters
50K
▼ 37.5%vs. prior month
$781.5K
latest month
12-month trend
B003FULBQ4
Bounce Fabric Softener Sheets, Outdoor Fresh Scent, 240 Count
40K
▲ 0.0%vs. prior month
$398.8K
latest month
12-month trend
B0CCG6N52J
Downy Light Laundry Scent Booster Beads, Ocean Mist Scent, 24 OZ, In-Wash Fabric Beads Designed To Be Gentle With A Light Boost Of Scent, No Heavy Perfumes
30K
▼ 25.0%vs. prior month
$478.5K
latest month
12-month trend
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Best Downy Fabric Softener Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Downy is the best-performing downy fabric softener brand in July 2026, moving 260,000 units across 7 ASINs for 68.4% of Top 10 volume. Tide follows with 60,000 units (15.8%), ahead of Bounce on 40,000 units (10.5%).
With 4 brands splitting the Top 10 and 94.7% 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 $9.97 to $17.94, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Downy
7 ASINs in Top 10
68.4%
Units
260K
Revenue
$3.9M
Avg. price
$14.96
B0FGDT2PWW
$15.97·★4.8·5.7K revsDowny Unstopables Unlimited Collection In Wash Laundry Scent Booster Beads, No. 26, Fine Fragrance, Long Lasting Fresh Scent Beads, 21.1 oz
Units sold60KB0C8XBKZYG
$12.97·★4.8·37.9K revsDowny Liquid Fabric Softener, April Fresh 2-in-1 Fresh & Soft, 140 Fl Oz, 190 Loads, Fabric Conditioner For Freshness And Softness
Units sold60KB0CCGJ1DY8
$15.94·★4.8·127.5K revsDowny Unstopables in Wash Scent Booster Beads, Fresh Scent, 24 oz, White, Laundry Beads for Odor Protection, Scent Booster Beads, Laundry Scent Boosters
Units sold50KB0CCG6N52J
$15.95·★4.8·20.5K revsDowny Light Laundry Scent Booster Beads, Ocean Mist Scent, 24 OZ, In-Wash Fabric Beads Designed To Be Gentle With A Light Boost Of Scent, No Heavy Perfumes
Units sold30KB0C8X2Z37V
$12.97·★4.8·30.6K revsDowny Soft, 2 in 1 Soft and Fresh Liquid Fabric Softener, Cool Cotton, 140 fl oz, 190 Loads, Fabric Conditioner Liquid provides softness and freshness for fabrics
Units sold20KB0CCG8V1DM
$14.94·★4.9·5.6K revsDowny April Fresh In-Wash Laundry Scent Booster Beads, 24 oz, laundry scent beads, Long-lasting Freshness
Units sold20KB0CCGC1V3N
$15.97·★4.9·6K revsDowny Calm In Wash Laundry Scent Booster Beads, Soothing Lavender And Vanilla Bean Scent, 24.0 OZ, Laundry Scent Beads, Long Lasting Freshness
Units sold20K
Tide
1 ASIN in Top 10
15.8%
Units
60K
Revenue
$1.2M
Avg. price
$17.94
B0BNWCTNYN
$17.94·★4.8·72.2K revsTide Liquid Laundry Detergent, Original Scent, 125 fl oz, 100 Loads, Boosted Clean Even in Cold Water with Concentrated Washing Soap
Units sold60K
Bounce
1 ASIN in Top 10
10.5%
Units
40K
Revenue
$398.8K
Avg. price
$9.97
B003FULBQ4
$9.97·★4.8·113.9K revsBounce Fabric Softener Sheets, Outdoor Fresh Scent, 240 Count
Units sold40K
Trending Downy Fabric Softener 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: B0CCGC1V3N booked 20K units at $15.97, with ▲ 0.0% MoM change. On the growth side, B0C8X76GWZ leads positive momentum with ▲ 2900.0% MoM growth on 3K units, with B06XDNB19H close behind at ▲ 250.0% 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.
B0CCGC1V3N
Downy Calm In Wash Laundry Scent Booster Beads, Soothing Lavender And Vanilla Bean Scent, 24.0 OZ, Laundry Scent Beads, Long Lasting Freshness
Price
$15.97
Rating
4.9
Reviews
6K
Latest month sales
B0C8X76GWZ
Downy Light Mega Dryer Sheets, Fabric Softener Dryer Sheets, Ocean Mist, 180 Count
Price
$12.97
Rating
4.8
Reviews
3.7K
Latest month sales
B06XDNB19H
Arm & Hammer Clean Scentsations Laundry Scent Booster, Tropical, 24 Oz | In-Wash Laundry Fragrance, Tropical Paradise Scent, Lasting Freshness for Clothes and Towels, Laundry Additive
Unlock to view ASIN details and product titles
Price
$5.99
Rating
4.7
Reviews
8.1K
Latest month sales
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