Face Towels Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Face Towels sales on Amazon US totaled 528,000 units in July 2026 (▼ 20.8% vs. the prior month), generating an estimated $7,957,760 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 58.7% of unit volume and 61.0% of revenue, while a typical listing is priced at $14.88. The keyword itself pulled 257,808 Amazon queries over the same period (▲ 34.9% MoM).
Zooming out to the 12-month window ending July 2026, the face towels Top 50 moved 6,359,500 units and $94,773,594 in cumulative sales — an average of 529,958 units and $7,897,800 per month. Monthly throughput topped out at 666,400 units in June 2026 and dipped to 370,100 in May 2026, leaving the latest reading 7.6% higher than August 2025.
Face Towels 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
528K
▼ 20.8% MoM
Monthly Revenue 2026/07
$8M
▼ 21.0% MoM
Top 10 Market Share 2026/07
58.7%
Face Towels Market Share & Sales Concentration on Amazon US — July 2026
The most-sold face towels listing on Amazon US in July 2026 is ASIN B07PBXXNCY (Brand: CLEAN SKIN CLUB), which sold 100,000 units at $17.95 apiece — equal to 18.9% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 310,000 units and $4,851,100 in July 2026 — 58.7% of unit volume and 61.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Face Towels' on Amazon
July 2026
Is 58.7% 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
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
B0F4GPMC2M
Reduces 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)
30K
▼ 62.5%vs. prior month
$538.5K
latest month
12-month trend
B0F8P3GXXH
Cliganic Clean Face Towels XL, Disposable, Ultra-Absorbent, Hypoallergenic & Soft - Makeup Remover Dry Wipes, Pamper Your Face, Feel Fresh & Radiant, Hygienic Towelettes, for All Skin Types (50 Ct)
20K
▲ 0.0%vs. prior month
$190.8K
latest month
12-month trend
B0812B1FMQ
Clean 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
20K
▼ 33.3%vs. prior month
$718K
latest month
12-month trend
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Best Face Towels Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
CLEAN SKIN CLUB is the best-performing face towels brand in July 2026, moving 150,000 units across 3 ASINs for 48.4% of Top 10 volume. Neutrogena follows with 50,000 units (16.1%), ahead of Kleenex on 50,000 units (16.1%).
With 8 brands splitting the Top 10 and 80.6% 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 $7.47 to $23.93, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
CLEAN SKIN CLUB
3 ASINs in Top 10
48.4%
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·★4.5·5.9K 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
Neutrogena
1 ASIN in Top 10
16.1%
Units
50K
Revenue
$320.5K
Avg. price
$7.47
B07GKVBQDG
$7.47·★4.8·74.4K revsNeutrogena Makeup Remover Towelettes, Daily Single Face Towelettes, 20 Ct | Makeup Remover, Makeup Removing Cleansing Wipes, Suitable for Dirt & Oil Removal, Alcohol-Free
Units sold50K
Kleenex
1 ASIN in Top 10
16.1%
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 Towels 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: B09ZYRCNJH booked 10K units at $11.99, with ▲ 42.9% MoM change. On the growth side, B07C42JWNT leads positive momentum with ▲ 900.0% MoM growth on 4K units, with B0BN393YV1 close behind at ▲ 66.7% MoM on 5K 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.
B09ZYRCNJH
Utopia Towels 12 Pack Washcloths, 12x12 in, 100% Cotton, White | Premium 100% Ring Spun Cotton Face Cloths - Highly Absorbent, Fast Drying Soft Feel Fingertip Towels for Daily Use
Price
$11.99
Rating
4.6
Reviews
74.9K
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
B0BN393YV1
HOMEXCEL Face Towels, Disposable Face Towelette Ultra Soft & Absorbent | Biodegradable Makeup Remover Dry Wipes, Facial Wash Cloth for All Skin, Lint-Free for Skincare & Cleansing, 100 Count (2 Box)
Unlock to view ASIN details and product titles
Price
$9.99
Rating
4.4
Reviews
3.4K
Latest month sales
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