Facial Wipes Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Facial Wipes sales on Amazon US totaled 1,300,000 units in July 2026 (▼ 11.7% vs. the prior month), generating an estimated $15,770,680 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 60.8% of unit volume and 55.6% of revenue, while a typical listing is priced at $11.57. The keyword itself pulled 19,377 Amazon queries over the same period (▲ 6.0% MoM).
Zooming out to the 12-month window ending July 2026, the facial wipes Top 50 moved 15,826,000 units and $190,107,050 in cumulative sales — an average of 1,318,833 units and $15,842,254 per month. Monthly throughput topped out at 1,473,000 units in June 2026 and dipped to 961,000 in May 2026, leaving the latest reading 2.5% lower than August 2025.
Facial Wipes 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
1.3M
▼ 11.7% MoM
Monthly Revenue 2026/07
$15.8M
▼ 15.3% MoM
Top 10 Market Share 2026/07
60.8%
Facial Wipes Market Share & Sales Concentration on Amazon US — July 2026
The most-sold facial wipes listing on Amazon US in July 2026 is ASIN B00U2VQZDS (Brand: Neutrogena), which sold 100,000 units at $9.97 apiece — equal to 7.7% of every unit tracked in this report.
The Top 10 ASINs account for 790,000 units and $8,764,500 in July 2026 — 60.8% of unit volume and 55.6% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Facial Wipes' on Amazon
July 2026
Is 60.8% 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
B09542G9ZN
Amazon Essentials Hypoallergenic 100% Cotton Rounds, 100 Count (Previously Amazon Basics)
100K
▲ 0.0%vs. prior month
$304K
latest month
12-month trend
B09M5XF6JV
Kleenex Ultra Soft Facial Tissues, 4 Cube Boxes, 60 Tissues per Box
100K
▲ 42.9%vs. prior month
$590K
latest month
12-month trend
B09V7Z4TJG
medicube Toner Pads Zero Pore Pad 2.0 for Exfoliation and Pore Care | Dual-Textured Facial Pad with 4.5% AHA Lactic Acid, 0.45% BHA Salicylic Acid - For All, Korean Skin Care, 70 Pads, 1 Pack
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B0CTD36YKK
Kleenex Ultra Soft Facial Tissues, 8 Cube Boxes, 80 Tissues per Box
90K
▲ 0.0%vs. prior month
$1.5M
latest month
12-month trend
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Best Facial Wipes Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Kleenex is the best-performing facial wipes brand in July 2026, moving 260,000 units across 3 ASINs for 32.9% of Top 10 volume. Neutrogena follows with 150,000 units (19.0%), ahead of CLEAN SKIN CLUB on 100,000 units (12.7%).
With 7 brands splitting the Top 10 and 64.6% 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 $8.48 to $17.95, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Kleenex
3 ASINs in Top 10
32.9%
Units
260K
Revenue
$2.6M
Avg. price
$9.13
B09M5XF6JV
$6.58·★4.8·31K revsKleenex Ultra Soft Facial Tissues, 4 Cube Boxes, 60 Tissues per Box
Units sold100KB0CTD36YKK
$15.29·★4.8·31K revsKleenex Ultra Soft Facial Tissues, 8 Cube Boxes, 80 Tissues per Box
Units sold90KB09M6JWHV5
$5.53·★4.8·98.8K revsKleenex Ultra Soft Facial Tissues, 3 Flat Boxes, 120 Tissues per Box
Units sold70K
Neutrogena
2 ASINs in Top 10
19.0%
Units
150K
Revenue
$1.3M
Avg. price
$8.48
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
$6.99·★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 sold50K
CLEAN SKIN CLUB
1 ASIN in Top 10
12.7%
Units
100K
Revenue
$1.8M
Avg. price
$17.95
B07PBXXNCY
$17.95·★4.7·50.5K 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 sold100K
Trending Facial Wipes 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: B0777NG2DM booked 30K units at $8.99, with ▼ 25.0% MoM change. On the growth side, B09M5XF6JV leads positive momentum with ▲ 42.9% MoM growth on 100K units, with B09M6JWHV5 close behind at ▲ 40.0% MoM on 70K 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.
B0777NG2DM
Cliganic Premium Cotton Rounds for Face, Makeup Remover Pads, 300 Count | 100% Pure, Lint-Free, Hypoallergenic, Soft & Absorbent for Toner & Serum, Gentle Facial Use, No Shedding
Price
$8.99
Rating
4.6
Reviews
50.3K
Latest month sales
B09M5XF6JV
Kleenex Ultra Soft Facial Tissues, 4 Cube Boxes, 60 Tissues per Box
Price
$6.58
Rating
4.8
Reviews
31K
Latest month sales
B09M6JWHV5
Kleenex Ultra Soft Facial Tissues, 3 Flat Boxes, 120 Tissues per Box
Unlock to view ASIN details and product titles
Price
$5.53
Rating
4.8
Reviews
98.8K
Latest month sales
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