Gentlease Formula Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Gentlease Formula sales on Amazon US totaled 117,900 units in July 2026 (▲ 0.4% vs. the prior month), generating an estimated $5,903,804 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 59.4% of unit volume and 48.3% of revenue, while a typical listing is priced at $65.06. The keyword itself pulled 9,355 Amazon queries over the same period (▼ 15.2% MoM).
Zooming out to the 12-month window ending July 2026, the gentlease formula Top 50 moved 1,125,900 units and $58,770,958 in cumulative sales — an average of 93,825 units and $4,897,580 per month. Monthly throughput topped out at 117,900 units in July 2026 and dipped to 68,700 in May 2026, leaving the latest reading 34.3% higher than August 2025.
Gentlease Formula 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
117.9K
▲ 0.4% MoM
Monthly Revenue 2026/07
$5.9M
▼ 13.3% MoM
Top 10 Market Share 2026/07
59.4%
Gentlease Formula Market Share & Sales Concentration on Amazon US — July 2026
The most-sold gentlease formula listing on Amazon US in July 2026 is ASIN B09DTGC3MC (Brand: Similac), which sold 20,000 units at $9.88 apiece — equal to 17.0% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 70,000 units and $2,853,810 in July 2026 — 59.4% of unit volume and 48.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Gentlease Formula' on Amazon
July 2026
Is 59.4% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B09DTGC3MC
Similac 360 Total Care Ready-to-Feed Baby Formula | 5 HMO Prebiotic Blend, Infant Formula to Support Baby’s Immune System, Brain Development & Digestive Health, 2-fl-oz, 12 pack
20K
▲ 100.0%vs. prior month
$197.6K
latest month
12-month trend
B0DCLL5XLB
Bubs Whole Goat Milk Infant Formula for 0-12 Months, Non-GMO Milk, 20 oz | Goat Milk-Based Powder with Iron, DHA, ARA, Prebiotics & Essential Nutrients to Support Gentle Digestion
10K
▲ 0.0%vs. prior month
$299.4K
latest month
12-month trend
B09F5X1JVR
Similac 360 Total Care Baby Formula Powder, Exclusive 5 Prebiotic Blend | Infant Formula Designed to Support Baby’s Immune System, Brain Development & Digestive Health, in 36 oz Value-Size Can, 3 pk
8K
▼ 20.0%vs. prior month
$1.4M
latest month
12-month trend
B0BYB2C15M
Legendairy Milk Organic Pumping Spray, Lanolin-Free Breast Lubricant, 4 oz | USDA Organic Pumping Spray with Coconut and Olive Oils. Reduces Friction Between Skin and Pump Flanges For Smoother Pumping
7K
▼ 22.2%vs. prior month
$181.9K
latest month
12-month trend
B0B2KTYW3F
Dr. Brown's Formula Mixing Pitcher, Black, 1-Pack
6K
▲ 0.0%vs. prior month
$59.9K
latest month
12-month trend
B00OJ87EHG
Similac Advance Baby Formula Powder With Iron, Inspired by Breast Milk | Nutritionally Complete Infant Formula for Babies, Support for Brain & Eye Development, Easy to Digest, 30.8 oz value-size can
4K
▼ 42.9%vs. prior month
$169.9K
latest month
12-month trend
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Best Gentlease Formula Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Similac is the best-performing gentlease formula brand in July 2026, moving 40,000 units across 5 ASINs for 57.1% of Top 10 volume. Bubs follows with 10,000 units (14.3%), ahead of Legendairy Milk on 7,000 units (10.0%).
With 6 brands splitting the Top 10 and 81.4% 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 $25.99 to $54.43, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Similac
5 ASINs in Top 10
57.1%
Units
40K
Revenue
$1.9M
Avg. price
$54.43
B09DTGC3MC
$9.88·★4.8·7.3K revsSimilac 360 Total Care Ready-to-Feed Baby Formula | 5 HMO Prebiotic Blend, Infant Formula to Support Baby’s Immune System, Brain Development & Digestive Health, 2-fl-oz, 12 pack
Units sold20KB09F5X1JVR
$170.84·★4.8·1.4K revsSimilac 360 Total Care Baby Formula Powder, Exclusive 5 Prebiotic Blend | Infant Formula Designed to Support Baby’s Immune System, Brain Development & Digestive Health, in 36 oz Value-Size Can, 3 pk
Units sold8KB00OJ87EHG
$42.97·★4.7·3.3K revsSimilac Advance Baby Formula Powder With Iron, Inspired by Breast Milk | Nutritionally Complete Infant Formula for Babies, Support for Brain & Eye Development, Easy to Digest, 30.8 oz value-size can
Units sold4KB09DTG9YRC
$9.99·★4.8·4.5K revsSimilac 360 Total Care Sensitive Ready-to-Feed Baby Formula | Infant Formula for Babies with Lactose Sensitivity Immune System, Brain Development, Digestive Health Support, 2-fl-oz, 12pk
Units sold4KB0BL41CQLL
$38.48·★4.8·2K revsSimilac 360 Total Care Sensitive Baby Formula Powder, 5 HMO Prebiotic Blend | Infant Formula for Babies with Lactose Sensitivity Immune System, Brain Development & Digestive Health Support, 20.1 oz tub
Units sold4K
Bubs
1 ASIN in Top 10
14.3%
Units
10K
Revenue
$299.4K
Avg. price
$32.69
B0DCLL5XLB
$32.69·★4.6·2.3K revsBubs Whole Goat Milk Infant Formula for 0-12 Months, Non-GMO Milk, 20 oz | Goat Milk-Based Powder with Iron, DHA, ARA, Prebiotics & Essential Nutrients to Support Gentle Digestion
Units sold10K
Legendairy Milk
1 ASIN in Top 10
10.0%
Units
7K
Revenue
$181.9K
Avg. price
$25.99
B0BYB2C15M
$25.99·★4.5·1.6K revsLegendairy Milk Organic Pumping Spray, Lanolin-Free Breast Lubricant, 4 oz | USDA Organic Pumping Spray with Coconut and Olive Oils. Reduces Friction Between Skin and Pump Flanges For Smoother Pumping
Units sold7K
Trending Gentlease Formula 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, 3 ASINs forced its way in: B09DTG9YRC booked 4K units at $9.99, with ▲ 33.3% MoM change.
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.
B09DTG9YRC
Similac 360 Total Care Sensitive Ready-to-Feed Baby Formula | Infant Formula for Babies with Lactose Sensitivity Immune System, Brain Development, Digestive Health Support, 2-fl-oz, 12pk
Price
$9.99
Rating
4.8
Reviews
4.5K
Latest month sales
B0BL41CQLL
Similac 360 Total Care Sensitive Baby Formula Powder, 5 HMO Prebiotic Blend | Infant Formula for Babies with Lactose Sensitivity Immune System, Brain Development & Digestive Health Support, 20.1 oz tub
Price
$38.48
Rating
4.8
Reviews
2K
Latest month sales
B006609HYI
Enfamil NeuroPro Ready-to-Feed Baby Formula, 8 fl oz, 24 bottles | Brain Building Duo DHA & MFGM, Exclusive Immune Supporting HuMO6* Blend, Enfamil Ready to Feed Infant Formula
Unlock to view ASIN details and product titles
Price
$70.08
Rating
4.7
Reviews
5.1K
Latest month sales
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