Guess Who Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Guess Who sales on Amazon US totaled 107,550 units in July 2026 (▼ 11.3% vs. the prior month), generating an estimated $1,634,481 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 69.7% of unit volume and 63.2% of revenue, while a typical listing is priced at $19.60. The keyword itself pulled 44,876 Amazon queries over the same period (▲ 0.5% MoM).
Zooming out to the 12-month window ending July 2026, the guess who Top 50 moved 1,636,100 units and $25,061,981 in cumulative sales — an average of 136,342 units and $2,088,498 per month. Monthly throughput topped out at 387,450 units in December 2025 and dipped to 41,100 in May 2026, leaving the latest reading 33.7% higher than August 2025.
Guess Who 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
107.5K
▼ 11.3% MoM
Monthly Revenue 2026/07
$1.6M
▼ 12.2% MoM
Top 10 Market Share 2026/07
69.7%
Guess Who Market Share & Sales Concentration on Amazon US — July 2026
The most-sold guess who listing on Amazon US in July 2026 is ASIN B07P6MZPK3 (Brand: Mattel Games), which sold 30,000 units at $11.26 apiece — equal to 27.9% of every unit tracked in this report and 3.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 75,000 units and $1,032,240 in July 2026 — 69.7% of unit volume and 63.2% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Guess Who' on Amazon
July 2026
Is 69.7% 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
B07P6MZPK3
Mattel Games UNO Card Game for Kid, Adult & Family Nights & Parties, Travel & Vacations, Color Blind Accessible & Customizable Deck (Amazon Exclusive) | Classic Card Game for Kids, Teens and Family Game Night, Colorblind Accessible & Customizable Cards (Amazon Exclusive)
30K
▲ 50.0%vs. prior month
$340.8K
latest month
12-month trend
B00000DMF5
Hasbro Gaming Candy Land Kingdom of Sweet Adventures Board Game for Kids, Gifts for Boys and Girls, Ages 3 & Up (Amazon Exclusive)
10K
▲ 0.0%vs. prior month
$129.8K
latest month
12-month trend
B06XY881H4
Hasbro Gaming Connect 4 Strategy Board Game for Ages 6 and Up (Amazon Exclusive)
7K
▲ 16.7%vs. prior month
$80.4K
latest month
12-month trend
B08MVWB4SC
Hasbro Gaming Guess Who? Plus Board Game with People & Pet Cards
6K
▼ 40.0%vs. prior month
$109.3K
latest month
12-month trend
B06Y1N3PTX
Hasbro Gaming Battleship with Planes Strategy Board Game for Ages 7 and Up (Amazon Exclusive)
4K
▼ 20.0%vs. prior month
$73.1K
latest month
12-month trend
B00000DMF6
Hasbro Gaming Chutes and Ladders Board Game, 2 to 4 Players, Gift for Kids, Preschool Classroom Games, Ages 3+ (Amazon Exclusive)
4K
▼ 20.0%vs. prior month
$60K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Guess Who Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Hasbro Gaming is the best-performing guess who brand in July 2026, moving 38,000 units across 7 ASINs for 50.7% of Top 10 volume. Mattel Games follows with 30,000 units (40.0%), ahead of PlayMonster on 4,000 units (5.3%).
With 4 brands splitting the Top 10 and 96.0% 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 $9.99 to $18.11, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Hasbro Gaming
7 ASINs in Top 10
50.7%
Units
38K
Revenue
$600.5K
Avg. price
$18.11
B00000DMF5
$14.16·★4.8·37.6K revsHasbro Gaming Candy Land Kingdom of Sweet Adventures Board Game for Kids, Gifts for Boys and Girls, Ages 3 & Up (Amazon Exclusive)
Units sold10KB06XY881H4
$12.65·★4.8·19.3K revsHasbro Gaming Connect 4 Strategy Board Game for Ages 6 and Up (Amazon Exclusive)
Units sold7KB08MVWB4SC
$19.99·★4.6·7.1K revsHasbro Gaming Guess Who? Plus Board Game with People & Pet Cards
Units sold6KB06Y1N3PTX
$19.99·★4.7·21.8K revsHasbro Gaming Battleship with Planes Strategy Board Game for Ages 7 and Up (Amazon Exclusive)
Units sold4KB00000DMF6
$14.99·★4.8·11.9K revsHasbro Gaming Chutes and Ladders Board Game, 2 to 4 Players, Gift for Kids, Preschool Classroom Games, Ages 3+ (Amazon Exclusive)
Units sold4KB00000DMFM
$19.99·★4.7·15.5K revsHasbro Gaming Operation Electronic Board Game, Family Games for Kids Ages 6+, Kids Board Games for 1+ Players, Funny Games for Kids, Easter Gifts for Boys and Girls (Amazon Exclusive)
Units sold4KB01H0CZ7BW
$24.99·★4.5·2.2K revsHasbro Gaming Guess Who? Disney Princess Edition Kids Board Game, Fun Game for Families and Kids Ages 5 and Up, Easter Gifts for Boys and Girls, Preschool Games (Amazon Exclusive)
Units sold3K
Mattel Games
1 ASIN in Top 10
40.0%
Units
30K
Revenue
$340.8K
Avg. price
$11.26
B07P6MZPK3
$11.26·★4.8·60.8K revsMattel Games UNO Card Game for Kid, Adult & Family Nights & Parties, Travel & Vacations, Color Blind Accessible & Customizable Deck (Amazon Exclusive) | Classic Card Game for Kids, Teens and Family Game Night, Colorblind Accessible & Customizable Cards (Amazon Exclusive)
Units sold30K
PlayMonster
1 ASIN in Top 10
5.3%
Units
4K
Revenue
$40K
Avg. price
$9.99
B003BLQG8K
$9.99·★4.6·7.2K revsSpoons in a Case Playing Card Games for Kids Deck of Cards Fun Family Games | Deck of Cards, Spoons Game, Multi-Player, Case Inc, Spoons Inc, Game Night, Travel Game
Units sold4K
Trending Guess Who 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: B0BRYH5FJ8 booked 3K units at $16.99, with ▼ 25.0% MoM change. On the growth side, B0FDF9CF1C leads positive momentum with ▲ 1100.0% MoM growth on 600 units, with B0FHHRMP66 close behind at ▲ 700.0% MoM on 800 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.
B0BRYH5FJ8
Spin Master Games Hedbanz Picture Guessing Game for Family Game Night | Hilarious Guessing Game of "What Am I?" with Easy-to-Read Picture Cards, Builds Deductive Reasoning, 2-6 Players, Ages 6+
Price
$16.99
Rating
4.8
Reviews
2.4K
Latest month sales
B0FDF9CF1C
Operation Bluey Edition Board Game for Kids – Electronic Talking Game with All-in-1 Carrying Case – 2 Ways to Play – 1+ Players – 10 Mins. – Ages 6+ (Amazon Exclusive)
Price
$24.99
Rating
4.9
Reviews
47
Latest month sales
B0FHHRMP66
Who is It? - Classic Family Guessing Board Game for Kids & Adults, Fun Puzzle Game for Travel, Parties & Game Night
Unlock to view ASIN details and product titles
Price
$16.50
Rating
4.0
Reviews
121
Latest month sales
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