Highlighter Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Highlighter sales on Amazon US totaled 437,000 units in July 2026 (▲ 56.1% vs. the prior month), generating an estimated $3,142,680 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 54.9% of unit volume and 42.2% of revenue, while a typical listing is priced at $8.35. The keyword itself pulled 122,534 Amazon queries over the same period (▲ 92.7% MoM).
Zooming out to the 12-month window ending July 2026, the highlighter Top 50 moved 3,076,550 units and $25,700,091 in cumulative sales — an average of 256,379 units and $2,141,674 per month. Monthly throughput topped out at 532,800 units in August 2025 and dipped to 98,700 in May 2026, leaving the latest reading 18.0% lower than August 2025.
Highlighter 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
437K
▲ 56.1% MoM
Monthly Revenue 2026/07
$3.1M
▲ 25.8% MoM
Top 10 Market Share 2026/07
54.9%
Highlighter Market Share & Sales Concentration on Amazon US — July 2026
The most-sold highlighter listing on Amazon US in July 2026 is ASIN B000Q5ZGIA (Brand: BIC), which sold 90,000 units at $1.79 apiece — equal to 20.6% of every unit tracked in this report and 3.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 240,000 units and $1,325,000 in July 2026 — 54.9% of unit volume and 42.2% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Highlighter' on Amazon
July 2026
Is 54.9% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
Powered by ASINSIGHT MCP · Grounded in ASINSIGHT Amazon data
Top 5 Volume Share breakdown
B000Q5ZGIA
BIC Brite Liner Highlighters, Chisel Tip, 5-Count Pack, Assorted Colors | Ideal for Students and Teachers | Perfect for Notes and Textbooks | Bright Fluorescent Ink, Smudge Resistant, ACMI Approved
90K
▲ 125.0%vs. prior month
$173.7K
latest month
12-month trend
B019QROV9S
Sharpie Clear View Highlighter Sticks, Chisel Tip Highlighter Market Set, Essential School & Teacher Supplies, Smear Resistant, Assorted Color Highlighters, 8-Pack
30K
▲ 50.0%vs. prior month
$359.4K
latest month
12-month trend
B0C1HQZ4VY
Sharpie Pocket Highlighters, Chisel Tip, Assorted Colored Highlighters, Essential Teacher and Office Supplies, Classroom Must Haves, Smear-Resistant, 12-Pack
20K
▲ 100.0%vs. prior month
$138.8K
latest month
12-month trend
B074PTZCNX
L'Oreal Paris Makeup True Match Lumi Glotion, Natural Glow Enhancer, Illuminator Highlighter, Bronzing Drops For a Sun-Kissed Glow, 903 Medium
20K
▼ 50.0%vs. prior month
$299.4K
latest month
12-month trend
B0017P0LLA
Sharpie Tank Yellow Highlighters Marker Set, Study Essentials, Chisel Tip, Ideal for Back to School and Teacher Supplies, Smear-Resistant, 4-Pack
20K
▲ 122.2%vs. prior month
$48.8K
latest month
12-month trend
B001MSD8C6
Sharpie Accent Tank-Style Highlighters, Assorted Colors, 4 Count - Back to School, Desk Supplies
20K
▲ 122.2%vs. prior month
$48.8K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Highlighter Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
BIC is the best-performing highlighter brand in July 2026, moving 110,000 units across 3 ASINs for 45.8% of Top 10 volume. Sharpie follows with 110,000 units (45.8%), ahead of L'Oreal Paris on 20,000 units (8.3%).
With 3 brands splitting the Top 10 and 100.0% 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 $3.92 to $14.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
BIC
3 ASINs in Top 10
45.8%
Units
110K
Revenue
$263.7K
Avg. price
$3.92
B000Q5ZGIA
$1.79·★4.8·43.4K revsBIC Brite Liner Highlighters, Chisel Tip, 5-Count Pack, Assorted Colors | Ideal for Students and Teachers | Perfect for Notes and Textbooks | Bright Fluorescent Ink, Smudge Resistant, ACMI Approved
Units sold90KB0891Y35JM
$4.97·★4.7·6.5K revsBIC Brite Liner Grip Pastel Highlighter Set, Chisel Tip, 6-Count Pack | Assorted Pastel Colors, Ideal for Bullet Journaling and Note Taking | Soft Comfort Grip for Easy Use
Units sold10KB003NAYP1E
$4.99·★4.8·2.1K revsBIC Brite Liner Grip Highlighters, Chisel Tip, 5-Count Pack, Yellow
Units sold10K
Sharpie
6 ASINs in Top 10
45.8%
Units
110K
Revenue
$761.9K
Avg. price
$7.13
B019QROV9S
$11.99·★4.8·16.4K revsSharpie Clear View Highlighter Sticks, Chisel Tip Highlighter Market Set, Essential School & Teacher Supplies, Smear Resistant, Assorted Color Highlighters, 8-Pack
Units sold30KB0C1HQZ4VY
$6.94·★4.8·1.1K revsSharpie Pocket Highlighters, Chisel Tip, Assorted Colored Highlighters, Essential Teacher and Office Supplies, Classroom Must Haves, Smear-Resistant, 12-Pack
Units sold20KB0017P0LLA
$2.44·★4.8·9.8K revsSharpie Tank Yellow Highlighters Marker Set, Study Essentials, Chisel Tip, Ideal for Back to School and Teacher Supplies, Smear-Resistant, 4-Pack
Units sold20KB001MSD8C6
$2.44·★4.8·6.5K revsSharpie Accent Tank-Style Highlighters, Assorted Colors, 4 Count - Back to School, Desk Supplies
Units sold20KB09Y2KJ2KX
$11.99·★4.6·3.5K revsSharpie Pocket Highlighters, Mild Pastel Colors, Assorted, Chisel Tip, 12 Count - School, Home, and Office Use, Teacher Supplies
Units sold10KB002BA5WLE
$6.99·★4.8·20K revsSharpie Tank Highlighters, Assorted Colors, Chisel Tip, Back to School Essentials, Teacher & Office Supplies, Smear-Resistant, 12-Pack
Units sold10K
L'Oreal Paris
1 ASIN in Top 10
8.3%
Units
20K
Revenue
$299.4K
Avg. price
$14.97
B074PTZCNX
$14.97·★4.6·22.8K revsL'Oreal Paris Makeup True Match Lumi Glotion, Natural Glow Enhancer, Illuminator Highlighter, Bronzing Drops For a Sun-Kissed Glow, 903 Medium
Units sold20K
Trending Highlighter 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: B0891Y35JM booked 10K units at $4.97, with ▲ 233.3% 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.
B0891Y35JM
BIC Brite Liner Grip Pastel Highlighter Set, Chisel Tip, 6-Count Pack | Assorted Pastel Colors, Ideal for Bullet Journaling and Note Taking | Soft Comfort Grip for Easy Use
Price
$4.97
Rating
4.7
Reviews
6.5K
Latest month sales
B002BA5WLE
Sharpie Tank Highlighters, Assorted Colors, Chisel Tip, Back to School Essentials, Teacher & Office Supplies, Smear-Resistant, 12-Pack
Price
$6.99
Rating
4.8
Reviews
20K
Latest month sales
B003NAYP1E
BIC Brite Liner Grip Highlighters, Chisel Tip, 5-Count Pack, Yellow
Unlock to view ASIN details and product titles
Price
$4.99
Rating
4.8
Reviews
2.1K
Latest month sales
One Amazon dataset. Two ways to use it.
Every number in this highlighter report comes from the Amazon market data ASINSIGHT tracks. Pick how you want to work with it.
Explore the full data
Browse the complete, structured picture in a ready-made interface — and keep tracking it as the market moves.
- Organic vs. ad traffic shifts per product
- Hourly rank and search-volume tracking
- Competitor ASINs and historical trends
Starts with a free ASINSIGHT account
Analyze the data your way
Connect the same data to ChatGPT, Claude or Cursor, then combine any dimensions to answer your own questions.
- Combine product, keyword, sales & ranking data freely
- Follow up in your own words, no fixed reports
- Works in ChatGPT, Claude & Cursor
20,000 credits/mo free, no credit card