Figures Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Mattel is the best-performing figures brand in July 2026, moving 27,000 units across 4 ASINs for 44.3% of Top 10 volume. Disney Store follows with 10,000 units (16.4%), ahead of Paw Patrol on 6,000 units (9.8%).

With 7 brands splitting the Top 10 and 70.5% 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 $12.33 to $39.88, which frames the price band a competing listing has to justify.

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: B0FQ2YKHK5 booked 4K units at $12.99, with ▲ 100.0% MoM change. On the growth side, B0CWSMSTYC leads positive momentum with ▲ 400.0% MoM growth on 500 units, with B0G1TXHCM1 close behind at ▲ 233.3% MoM on 1K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.