Face Towel Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Face Towel sales on Amazon US totaled 707,000 units in July 2026 (▼ 18.8% vs. the prior month), generating an estimated $9,931,060 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 62.2% of unit volume and 62.8% of revenue, while a typical listing is priced at $14.63. The keyword itself pulled 21,132 Amazon queries over the same period (▲ 14.3% MoM).
Zooming out to the 12-month window ending July 2026, the face towel Top 50 moved 8,187,700 units and $114,098,760 in cumulative sales — an average of 682,308 units and $9,508,230 per month. Monthly throughput topped out at 870,400 units in June 2026 and dipped to 514,500 in May 2026, leaving the latest reading 6.7% higher than August 2025.
Face Towel 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
707K
▼ 18.8% MoM
Monthly Revenue 2026/07
$9.9M
▼ 19.1% MoM
Top 10 Market Share 2026/07
62.2%
Face Towel Market Share & Sales Concentration on Amazon US — July 2026
The most-sold face towel listing on Amazon US in July 2026 is ASIN B00U2VQZDS (Brand: Neutrogena), which sold 100,000 units at $9.97 apiece — equal to 14.1% of every unit tracked in this report.
The Top 10 ASINs account for 440,000 units and $6,232,900 in July 2026 — 62.2% of unit volume and 62.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Face Towel' on Amazon
July 2026
Is 62.2% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00U2VQZDS
Neutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
100K
▲ 0.0%vs. prior month
$997K
latest month
12-month trend
B07PBXXNCY
Clean Skin Club Clean Towels XL®, 100% USDA Biobased Face Towel, Disposable Face Towelette, Eczema Association Accepted, Makeup Remover Dry Wipes, Ultra Soft, 1 Pack, 50 Ct
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B07GKVBQDG
Neutrogena Makeup Remover Towelettes, Daily Single Face Towelettes, 20 Ct | Makeup Remover, Makeup Removing Cleansing Wipes, Suitable for Dirt & Oil Removal, Alcohol-Free
50K
▼ 50.0%vs. prior month
$320.5K
latest month
12-month trend
B00BFUSDO4
Kleenex Disposable Paper Hand Towels, 6 Boxes, 60 Tissues per Box (360 Total Tissues), Packaging May Vary | 6 Boxes, 60 Tissues per Box
50K
▲ 0.0%vs. prior month
$850.5K
latest month
12-month trend
B009FUF6DM
Amazon Basics Microfiber Cleaning Cloths, Ultra Absorbent, Lint Free, Streak Free, Non-Abrasive, Reusable and Washable, 16" x 12", Blue/White/Yellow, Pack of 24
30K
▲ 50.0%vs. prior month
$304.2K
latest month
12-month trend
B07XC569XF
Neutrogena Hydro Boost Cleansing Wipes Makeup Remover, 25 Ct | Micellar Cleansing Cloths, Gently Removes Oil, Dirt, Waterproof Makeup, Hydrating Hyaluronic Acid
30K
▼ 40.0%vs. prior month
$359.1K
latest month
12-month trend
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Best Face Towel Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Neutrogena is the best-performing face towel brand in July 2026, moving 180,000 units across 3 ASINs for 40.9% of Top 10 volume. CLEAN SKIN CLUB follows with 150,000 units (34.1%), ahead of Kleenex on 50,000 units (11.4%).
With 6 brands splitting the Top 10 and 86.4% 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 $9.80 to $23.93, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Neutrogena
3 ASINs in Top 10
40.9%
Units
180K
Revenue
$1.7M
Avg. price
$9.80
B00U2VQZDS
$9.97·★4.8·121.3K revsNeutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
Units sold100KB07GKVBQDG
$7.47·★4.8·74.7K revsNeutrogena Makeup Remover Towelettes, Daily Single Face Towelettes, 20 Ct | Makeup Remover, Makeup Removing Cleansing Wipes, Suitable for Dirt & Oil Removal, Alcohol-Free
Units sold50KB07XC569XF
$11.97·★4.7·18.3K revsNeutrogena Hydro Boost Cleansing Wipes Makeup Remover, 25 Ct | Micellar Cleansing Cloths, Gently Removes Oil, Dirt, Waterproof Makeup, Hydrating Hyaluronic Acid
Units sold30K
CLEAN SKIN CLUB
3 ASINs in Top 10
34.1%
Units
150K
Revenue
$3.1M
Avg. price
$23.93
B07PBXXNCY
$17.95·★4.8·44.4K revsClean Skin Club Clean Towels XL®, 100% USDA Biobased Face Towel, Disposable Face Towelette, Eczema Association Accepted, Makeup Remover Dry Wipes, Ultra Soft, 1 Pack, 50 Ct
Units sold100KB0F4GPMC2M
$17.95·★4.5·6.1K revsReduces Fine Lines and Wrinkles in 6 weeks or Less, CLEAN SKIN CLUB Healthy Aging Clean Towels® XL, Disposable Face Towels, XL - 1 Pack (50 count)
Units sold30KB0812B1FMQ
$35.90·★4.8·44.4K revsClean Skin Club Clean Towels XL®, 100% USDA Biobased Face Towel, Disposable Face Towelette, Eczema Association Accepted, Makeup Remover Dry Wipes, Ultra Soft, 50 ct per pack, 2 Packs, 100 Ct Total
Units sold20K
Kleenex
1 ASIN in Top 10
11.4%
Units
50K
Revenue
$850.5K
Avg. price
$17.69
B00BFUSDO4
$17.69·★4.8·28K revsKleenex Disposable Paper Hand Towels, 6 Boxes, 60 Tissues per Box (360 Total Tissues), Packaging May Vary | 6 Boxes, 60 Tissues per Box
Units sold50K
Trending Face Towel 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: B073F1TBMR booked 10K units at $13.99, with ▲ 0.0% MoM change. On the growth side, B07C42JWNT leads positive momentum with ▲ 900.0% MoM growth on 4K units, with B082HNFVVZ close behind at ▲ 66.7% MoM on 10K 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.
B073F1TBMR
Sukeen 4 Pack Cooling Towels (40"x 12"), Cooling Neck Wraps, Soft Ice Towel | Lightweight,Absorb moisture,Long Last,Mesh Breathable for Sports,Outdoors,Yoga,Tennis,Golf,Running,Gym,Camping,Campus,Travel
Price
$13.99
Rating
4.5
Reviews
28.4K
Latest month sales
B07C42JWNT
Amazon Basics Highly Absorbent Cotton Washcloths for Face, Soft, Machine Washable, Fade Resistant, 12 x 12 in, Black, 12-Pack
Price
$10.49
Rating
4.6
Reviews
75.6K
Latest month sales
B082HNFVVZ
YQXCC 4 Pack Cooling Towels (47"x12"), Ice Cool Towels for Neck & Face | Soft Breathable Microfiber, Instant Cooling Neck Wraps, Ideal for Yoga, Golf, Gym, Running, Camping & Hot Weather
Unlock to view ASIN details and product titles
Price
$10.01
Rating
4.5
Reviews
17.1K
Latest month sales
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