Emotional Support Plush Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Emotional Support Plush sales on Amazon US totaled 69,300 units in July 2026 (▼ 7.1% vs. the prior month), generating an estimated $1,047,843 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 60.6% of unit volume and 58.4% of revenue, while a typical listing is priced at $15.36. The keyword itself pulled 32,446 Amazon queries over the same period (▲ 16.6% MoM).
Zooming out to the 12-month window ending July 2026, the emotional support plush Top 50 moved 1,069,000 units and $16,205,104 in cumulative sales — an average of 89,083 units and $1,350,425 per month. Monthly throughput topped out at 257,650 units in December 2025 and dipped to 40,350 in August 2025, leaving the latest reading 71.7% higher than August 2025.
Emotional Support Plush 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
69.3K
▼ 7.1% MoM
Monthly Revenue 2026/07
$1M
▲ 5.6% MoM
Top 10 Market Share 2026/07
60.6%
Emotional Support Plush Market Share & Sales Concentration on Amazon US — July 2026
The most-sold emotional support plush listing on Amazon US in July 2026 is ASIN B0G2SZQS1C (Brand: LEGO), which sold 10,000 units at $22.95 apiece — equal to 14.4% of every unit tracked in this report and 1.7× the volume of the No. 2 listing.
The Top 10 ASINs account for 42,000 units and $612,420 in July 2026 — 60.6% of unit volume and 58.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Emotional Support Plush' on Amazon
July 2026
Is 60.6% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B0G2SZQS1C
LEGO Botanicals Rocking Plants - Building Toy for Kids, Girls & Boys, Ages 9+ - Decor for Dorm Desk or Shelf - Housewarming Gift Ideas - 11506
10K
vs. prior month
$229.6K
latest month
12-month trend
B0FL1VTHDQ
Gifts for Him Her Boyfriend Girlfriend Men Women Crochet Alien for My Love
6K
▲ 0.0%vs. prior month
$58K
latest month
12-month trend
B0CM5L2YFM
Matassari 550pcs Fidget Toy, Sensory Toys for Adults & Teens（Colour） | At work or parties, shape, stack, relax and unwind; a fun gift for birthdays, Christmas and stocking stuffers
5K
▼ 44.4%vs. prior month
$47.6K
latest month
12-month trend
B0GSZLPTL3
Slow Rising Squishy，Taba Squishy, Stress Balls，Party Favor Gift (Butter stick-2pcs)-0519 (Yellow-2pcs)
4K
▼ 55.6%vs. prior month
$39.3K
latest month
12-month trend
B082413MWQ
MerryXD Chubby Blob Seal Pillow,Stuffed Cotton Plush Animal Toy Cute Ocean Small(13 in)
4K
▲ 0.0%vs. prior month
$40K
latest month
12-month trend
B0DY1KT858
Positive Crochet Taco Christmas Birthday Gifts for Women Men Self Care Card Teacher Back to School Fall Decoration for Home Adult Kids Son Mom Dad Daughter Sister Friend Coworkers Inspirational Gift
4K
▲ 0.0%vs. prior month
$38K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Emotional Support Plush Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
LEGO is the best-performing emotional support plush brand in July 2026, moving 10,000 units across 1 ASIN for 23.8% of Top 10 volume. TKGIFTHOT follows with 6,000 units (14.3%), ahead of MerryXD on 6,000 units (14.3%).
Volume is spread across 9 brands, with the top three holding 52.4% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $9.99 to $22.95, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
LEGO
1 ASIN in Top 10
23.8%
Units
10K
Revenue
$229.6K
Avg. price
$22.95
B0G2SZQS1C
$22.95·★4.9·172 revsLEGO Botanicals Rocking Plants - Building Toy for Kids, Girls & Boys, Ages 9+ - Decor for Dorm Desk or Shelf - Housewarming Gift Ideas - 11506
Units sold10K
TKGIFTHOT
1 ASIN in Top 10
14.3%
Units
6K
Revenue
$58K
Avg. price
$9.99
B0FL1VTHDQ
$9.99·★4.8·957 revsGifts for Him Her Boyfriend Girlfriend Men Women Crochet Alien for My Love
Units sold6K
MerryXD
2 ASINs in Top 10
14.3%
Units
6K
Revenue
$93.1K
Avg. price
$19.49
B082413MWQ
$11.99·★4.5·15.3K revsMerryXD Chubby Blob Seal Pillow,Stuffed Cotton Plush Animal Toy Cute Ocean Small(13 in)
Units sold4KB08241CJN9
$26.99·★4.5·15.3K revsMerryXD Chubby Blob Seal Pillow,Stuffed Cotton Plush Animal Toy Cute Ocean Large(23.6 in)
Units sold2K
Trending Emotional Support Plush 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, 2 ASINs forced its way in: B0G2SZQS1C booked 10K units at $22.95. On the growth side, B0GKM8MF5D leads positive momentum with ▲ 200.0% MoM growth 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.
B0G2SZQS1C
LEGO Botanicals Rocking Plants - Building Toy for Kids, Girls & Boys, Ages 9+ - Decor for Dorm Desk or Shelf - Housewarming Gift Ideas - 11506
Price
$22.95
Rating
4.9
Reviews
172
Latest month sales
B0F5WNKNB9
Bunny Microwavable & Weighted Stuffed Animals - 1.5 Lbs Unscented Heating Pad for Period Cramps Pain Relief and Anxiety, Cute Bunny Plush Toys Gifts for Women Girls Adults and Kids by Happy Fuel
Price
$16.57
Rating
4.5
Reviews
1.2K
Latest month sales
B0GKM8MF5D
meekoo 4 Pcs Classroom Stationery Plush 15.7'' Stuffed Animal, Stationery | Fun Crayon Pencil Ruler Composition Notebook Plush, Stationery Collectible, Reading Room Decoration, for Party Birthday Gift
Unlock to view ASIN details and product titles
Price
$39.99
Rating
4.7
Reviews
21
Latest month sales
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