Highlighters Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Highlighters sales on Amazon US totaled 453,000 units in July 2026 (▲ 79.8% vs. the prior month), generating an estimated $3,076,980 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 55.2% of unit volume and 42.8% of revenue, while a typical listing is priced at $7.79. The keyword itself pulled 3,019,534 Amazon queries over the same period (▲ 139.4% MoM).
Zooming out to the 12-month window ending July 2026, the highlighters Top 50 moved 3,116,050 units and $23,825,660 in cumulative sales — an average of 259,671 units and $1,985,472 per month. Monthly throughput topped out at 639,800 units in August 2025 and dipped to 101,400 in May 2026, leaving the latest reading 29.2% lower than August 2025.
Highlighters 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
453K
▲ 79.8% MoM
Monthly Revenue 2026/07
$3.1M
▲ 61.3% MoM
Top 10 Market Share 2026/07
55.2%
Highlighters Market Share & Sales Concentration on Amazon US — July 2026
The most-sold highlighters listing on Amazon US in July 2026 is ASIN B000Q5ZGIA (Brand: BIC), which sold 90,000 units at $1.79 apiece — equal to 19.9% of every unit tracked in this report and 3.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 250,000 units and $1,316,500 in July 2026 — 55.2% of unit volume and 42.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Highlighters' on Amazon
July 2026
Is 55.2% 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
B000Q5ZGIA
BIC Brite Liner Highlighters, Chisel Tip, 5-Count Pack, Assorted Colors
90K
▲ 125.0%vs. prior month
$173.7K
latest month
12-month trend
B000J09CO6
Paper Mate Flair Felt Tip Pens, Medium Point (0.7mm), 12 Count - For Arts & Crafts, Note-Taking, Journaling, School Supplies for Teachers & Students
30K
▲ 50.0%vs. prior month
$217.2K
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
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 Highlighters Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
BIC is the best-performing highlighters brand in July 2026, moving 110,000 units across 3 ASINs for 44.0% of Top 10 volume. Sharpie follows with 110,000 units (44.0%), ahead of Paper Mate on 30,000 units (12.0%).
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 $4.48 to $9.79, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
BIC
3 ASINs in Top 10
44.0%
Units
110K
Revenue
$337.4K
Avg. price
$4.48
B000Q5ZGIA
$1.79·★4.8·43.3K revsBIC Brite Liner Highlighters, Chisel Tip, 5-Count Pack, Assorted Colors
Units sold90KB01JHMVG5O
$7.44·★4.8·38.1K revsBIC Xtra Smooth Mechanical Pencil, 0.7 mm Medium Point, 40-Count Pack | Refillable and Retractable Design | Break-Resistant Lead for Durability | Ideal for Students and Teachers
Units sold10KB0891Y35JM
$4.22·★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 sold10K
Sharpie
6 ASINs in Top 10
44.0%
Units
110K
Revenue
$761.9K
Avg. price
$6.26
B019QROV9S
$10.49·★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·★4.8·6.4K revsSharpie Accent Tank-Style Highlighters, Assorted Colors, 4 Count - Back to School, Desk Supplies
Units sold20KB09Y2KJ2KX
$8.99·★4.6·3.4K revsSharpie Pocket Highlighters, Mild Pastel Colors, Assorted, Chisel Tip, 12 Count - School, Home, and Office Use, Teacher Supplies
Units sold10KB002BA5WLE
$6.26·★4.8·20K revsSharpie Tank Highlighters, Assorted Colors, Chisel Tip, Back to School Essentials, Teacher & Office Supplies, Smear-Resistant, 12-Pack
Units sold10K
Paper Mate
1 ASIN in Top 10
12.0%
Units
30K
Revenue
$217.2K
Avg. price
$9.79
B000J09CO6
$9.79·★4.8·78.7K revsPaper Mate Flair Felt Tip Pens, Medium Point (0.7mm), 12 Count - For Arts & Crafts, Note-Taking, Journaling, School Supplies for Teachers & Students
Units sold30K
Trending Highlighters 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, 2 ASINs forced its way in: B0891Y35JM booked 10K units at $4.22, with ▲ 233.3% MoM change. On the growth side, B0000CD0C8 leads positive momentum with ▲ 900.0% MoM growth on 4K 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.
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
$4.22
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
$6.26
Rating
4.8
Reviews
20K
Latest month sales
B0000CD0C8
Avery Hi-Liter Desk-Style Highlighters, Smear Safe Ink, Chisel Tip, 4 Assorted Color Highlighters (24063)
Unlock to view ASIN details and product titles
Price
$6.79
Rating
4.8
Reviews
667
Latest month sales
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