Hydrating Serum Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Hydrating Serum sales on Amazon US totaled 1,606,000 units in July 2026 (▼ 29.5% vs. the prior month), generating an estimated $29,332,520 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 55.4% of unit volume and 47.5% of revenue, while a typical listing is priced at $21.09. The keyword itself pulled 22,622 Amazon queries over the same period (▲ 8.2% MoM).
Zooming out to the 12-month window ending July 2026, the hydrating serum Top 50 moved 17,524,000 units and $316,886,630 in cumulative sales — an average of 1,460,333 units and $26,407,219 per month. Monthly throughput topped out at 2,279,000 units in June 2026 and dipped to 951,000 in May 2026, leaving the latest reading 46.9% higher than August 2025.
Hydrating Serum 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
1.6M
▼ 29.5% MoM
Monthly Revenue 2026/07
$29.3M
▼ 32.3% MoM
Top 10 Market Share 2026/07
55.4%
Hydrating Serum Market Share & Sales Concentration on Amazon US — July 2026
The most-sold hydrating serum listing on Amazon US in July 2026 is ASIN B01MDTVZTZ (Brand: The Ordinary), which sold 100,000 units at $6.00 apiece — equal to 6.2% of every unit tracked in this report.
The Top 10 ASINs account for 890,000 units and $13,919,000 in July 2026 — 55.4% of unit volume and 47.5% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Hydrating Serum' on Amazon
July 2026
Is 55.4% 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
B01MDTVZTZ
The Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
100K
▲ 0.0%vs. prior month
$600K
latest month
12-month trend
B01MYEZPC8
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
100K
▲ 0.0%vs. prior month
$990K
latest month
12-month trend
B08BW46XXK
Vanicream Daily Facial Moisturizer, Lightweight, Non-Greasy, 3 Fl Oz | Formulated Without Common Irritants for Sensitive Skin, Moisturizing Face Cream with 5 Key Cermides and Hyaluronic Acid
100K
▲ 0.0%vs. prior month
$1.4M
latest month
12-month trend
B0B2RM68G2
BIODANCE Bio-Collagen Real Deep Mask, Hydrating Overnight Hydrogel Face Mask, Pore Minimizing, Elasticity, Plumping, Travel Essentials & Self Care Gifts for Women, Korean Skin Care | 1.19oz(34g) x 4ea
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B0DG4WXBCF
MEDITHERAPY Retinal Skin Booster Serum 5.07 fl oz | Retinaldehyde, Niacinamide, Cica | Korean Hydrating Face & Body Serum for Dull, Uneven Skin, All Skin Types, K-Beauty
100K
▲ 0.0%vs. prior month
$2M
latest month
12-month trend
B0DK4Y2YP3
celimax The Vita A Retinal Shot Tightening Booster (0.51 fl.oz) | 0.1% Retinal, 3% Matryxyl, High-Strength Retinoid, Anti Aging, Pore Minimizer, Fine Lines, Skin Firming, Korean Skin Care
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
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Best Hydrating Serum Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Ordinary is the best-performing hydrating serum brand in July 2026, moving 200,000 units across 2 ASINs for 22.5% of Top 10 volume. Vanicream follows with 100,000 units (11.2%), ahead of BIODANCE on 100,000 units (11.2%).
Volume is spread across 9 brands, with the top three holding 44.9% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $7.95 to $19.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Ordinary
2 ASINs in Top 10
22.5%
Units
200K
Revenue
$1.6M
Avg. price
$7.95
B01MDTVZTZ
$6.00·★4.7·64K revsThe Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
Units sold100KB01MYEZPC8
$9.90·★4.7·40.1K revsThe Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
Units sold100K
Vanicream
1 ASIN in Top 10
11.2%
Units
100K
Revenue
$1.4M
Avg. price
$13.97
B08BW46XXK
$13.97·★4.6·25.5K revsVanicream Daily Facial Moisturizer, Lightweight, Non-Greasy, 3 Fl Oz | Formulated Without Common Irritants for Sensitive Skin, Moisturizing Face Cream with 5 Key Cermides and Hyaluronic Acid
Units sold100K
BIODANCE
1 ASIN in Top 10
11.2%
Units
100K
Revenue
$1.8M
Avg. price
$19.00
B0B2RM68G2
$19.00·★4.5·46.2K revsBIODANCE Bio-Collagen Real Deep Mask, Hydrating Overnight Hydrogel Face Mask, Pore Minimizing, Elasticity, Plumping, Travel Essentials & Self Care Gifts for Women, Korean Skin Care | 1.19oz(34g) x 4ea
Units sold100K
Trending Hydrating Serum 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: B01N7T7JKJ booked 60K units at $19.97, with ▼ 25.0% MoM change. On the growth side, B0GCC2JV65 leads positive momentum with ▲ 33.3% MoM growth on 40K 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.
B01N7T7JKJ
La Roche-Posay Toleriane Hydrating Gentle Facial Cleanser, with Niacinamide | Face cleanser with niacinamide & ceramides, safe for sensitive skin. Daily face wash for normal to dry skin, fragrance free.
Price
$19.97
Rating
4.6
Reviews
39.5K
Latest month sales
B0GCC2JV65
medicube NAD EGF Firming Serum for Face & Neck | Anti-Aging Serum with EGF Peptide, NAD & Collagen - Wrinkle Appearance, Elasticity & Pore Care, Korean Skincare, 1.01 fl.oz
Price
$15.12
Rating
4.6
Reviews
1.7K
Latest month sales
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