Face Serum Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Face Serum sales on Amazon US totaled 1,682,000 units in July 2026 (▼ 26.7% vs. the prior month), generating an estimated $29,027,600 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 52.3% of unit volume and 44.8% of revenue, while a typical listing is priced at $18.48. The keyword itself pulled 36,359 Amazon queries over the same period (▲ 4.6% MoM).
Zooming out to the 12-month window ending July 2026, the face serum Top 50 moved 17,855,000 units and $302,720,220 in cumulative sales — an average of 1,487,917 units and $25,226,685 per month. Monthly throughput topped out at 2,296,000 units in June 2026 and dipped to 1,003,000 in May 2026, leaving the latest reading 51.9% higher than August 2025.
Face Serum 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
1.7M
▼ 26.7% MoM
Monthly Revenue 2026/07
$29M
▼ 30.2% MoM
Top 10 Market Share 2026/07
52.3%
Face Serum Market Share & Sales Concentration on Amazon US — July 2026
The most-sold face serum listing on Amazon US in July 2026 is ASIN B01MDTVZTZ (Brand: The Ordinary), which sold 100,000 units at $6.00 apiece — equal to 5.9% of every unit tracked in this report.
The Top 10 ASINs account for 880,000 units and $13,008,200 in July 2026 — 52.3% of unit volume and 44.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Face Serum' on Amazon
July 2026
Is 52.3% 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
B01MDTVZTZ
The Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
100K
▲ 0.0%vs. prior month
$600K
latest month
12-month trend
B01MYEZPC8
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
100K
▲ 0.0%vs. prior month
$990K
latest month
12-month trend
B071914GGL
The Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
100K
▲ 0.0%vs. prior month
$1.4M
latest month
12-month trend
B0B2RM68G2
BIODANCE Bio-Collagen Real Deep Mask, Hydrating Overnight Hydrogel Face Mask, Pore Minimizing, Elasticity, Plumping, Travel Essentials & Self Care Gifts for Women, Korean Skin Care | 1.19oz(34g) x 4ea
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B0DG4WXBCF
MEDITHERAPY Retinal Skin Booster Serum 5.07 fl oz | Retinaldehyde, Niacinamide, Cica | Korean Hydrating Face & Body Serum for Dull, Uneven Skin, All Skin Types, K-Beauty
100K
▲ 0.0%vs. prior month
$2M
latest month
12-month trend
B0DK4Y2YP3
celimax The Vita A Retinal Shot Tightening Booster (0.51 fl.oz) | 0.1% Retinal, 3% Matryxyl, High-Strength Retinoid, Anti Aging, Pore Minimizer, Fine Lines, Skin Firming, Korean Skin Care
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Face Serum Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Ordinary is the best-performing face serum brand in July 2026, moving 350,000 units across 4 ASINs for 39.8% of Top 10 volume. BIODANCE follows with 100,000 units (11.4%), ahead of MEDITHERAPY on 100,000 units (11.4%).
With 7 brands splitting the Top 10 and 62.5% 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 $9.03 to $19.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Ordinary
4 ASINs in Top 10
39.8%
Units
350K
Revenue
$3.3M
Avg. price
$9.03
B01MDTVZTZ
$6.00·★4.7·63.6K revsThe Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
Units sold100KB01MYEZPC8
$9.90·★4.7·39.9K revsThe Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
Units sold100KB071914GGL
$13.50·★4.7·61.1K revsThe Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
Units sold100KB0C3PCJ6SD
$6.70·★4.7·12.7K revsThe Ordinary Salicylic Acid 2% Solution, Acne-Fighting Serum for Blemish-Prone Skin
Units sold50K
BIODANCE
1 ASIN in Top 10
11.4%
Units
100K
Revenue
$1.8M
Avg. price
$19.00
B0B2RM68G2
$19.00·★4.5·45.9K revsBIODANCE Bio-Collagen Real Deep Mask, Hydrating Overnight Hydrogel Face Mask, Pore Minimizing, Elasticity, Plumping, Travel Essentials & Self Care Gifts for Women, Korean Skin Care | 1.19oz(34g) x 4ea
Units sold100K
MEDITHERAPY
1 ASIN in Top 10
11.4%
Units
100K
Revenue
$2M
Avg. price
$17.49
B0DG4WXBCF
$17.49·★4.3·10.4K revsMEDITHERAPY Retinal Skin Booster Serum 5.07 fl oz | Retinaldehyde, Niacinamide, Cica | Korean Hydrating Face & Body Serum for Dull, Uneven Skin, All Skin Types, K-Beauty
Units sold100K
Trending Face Serum 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: B0C3PCJ6SD booked 50K units at $6.70, with ▲ 0.0% MoM change. On the growth side, B08R994Q1L leads positive momentum with ▲ 100.0% MoM growth on 20K units, with B0GCC2JV65 close behind at ▲ 33.3% MoM on 40K 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.
B0C3PCJ6SD
The Ordinary Salicylic Acid 2% Solution, Acne-Fighting Serum for Blemish-Prone Skin
Price
$6.70
Rating
4.7
Reviews
12.7K
Latest month sales
B08R994Q1L
Good Molecules Niacinamide Serum 10%, Pore & Texture Serum, 1 fl oz | 10% niacinamide serum to refine skin texture and minimize the look of pores. Non-comedogenic.
Price
$5.97
Rating
4.6
Reviews
11.4K
Latest month sales
B0GCC2JV65
medicube NAD EGF Firming Serum for Face & Neck | Anti-Aging Serum with EGF Peptide, NAD & Collagen - Wrinkle Appearance, Elasticity & Pore Care, Korean Skincare, 1.01 fl.oz
Unlock to view ASIN details and product titles
Price
$21.80
Rating
4.6
Reviews
1.5K
Latest month sales
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