Liquid Fabric Softener Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Liquid Fabric Softener sales on Amazon US totaled 618,050 units in July 2026 (▼ 9.4% vs. the prior month), generating an estimated $7,814,499 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 56.6% of unit volume and 60.2% of revenue, while a typical listing is priced at $12.16. The keyword itself pulled 16,195 Amazon queries over the same period (▲ 0.3% MoM).
Zooming out to the 12-month window ending July 2026, the liquid fabric softener Top 50 moved 5,254,100 units and $67,552,552 in cumulative sales — an average of 437,842 units and $5,629,379 per month. Monthly throughput topped out at 682,000 units in June 2026 and dipped to 311,250 in August 2025, leaving the latest reading 98.6% higher than August 2025.
Liquid Fabric Softener 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
618K
▼ 9.4% MoM
Monthly Revenue 2026/07
$7.8M
▼ 11.7% MoM
Top 10 Market Share 2026/07
56.6%
Liquid Fabric Softener Market Share & Sales Concentration on Amazon US — July 2026
The most-sold liquid fabric softener listing on Amazon US in July 2026 is ASIN B0FGDT2PWW (Brand: Downy), which sold 60,000 units at $15.97 apiece — equal to 9.7% of every unit tracked in this report.
The Top 10 ASINs account for 350,000 units and $4,707,000 in July 2026 — 56.6% of unit volume and 60.2% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Liquid Fabric Softener' on Amazon
July 2026
Is 56.6% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B0FGDT2PWW
Downy Unstopables Unlimited Collection In Wash Laundry Scent Booster Beads, No. 26, Fine Fragrance, Long Lasting Fresh Scent Beads, 21.1 oz
60K
▼ 25.0%vs. prior month
$958.2K
latest month
12-month trend
B0C8XBKZYG
Downy Liquid Fabric Softener, April Fresh 2-in-1 Fresh & Soft, 140 Fl Oz, 190 Loads, Fabric Conditioner For Freshness And Softness
60K
▲ 0.0%vs. prior month
$778.2K
latest month
12-month trend
B0GSPD9FZ6
Arm & Hammer Plus OxiClean with Odor Blasters Liquid Laundry Detergent | Laundry Odor Remover, Attacks Stains, Fresh Burst Scent, 154 Loads, 200.2 Fl Oz
50K
▲ 66.7%vs. prior month
$718.5K
latest month
12-month trend
B0B7CQKP5Z
Bounce Pet Hair and Lint Guard Mega Dryer Sheets with 3X Pet Hair Fighters, Fresh Scent, 180 Count
40K
▼ 20.0%vs. prior month
$448.8K
latest month
12-month trend
B0FG9GRFYT
Bounce Dryer Sheets, 330 count, Outdoor Fresh Scent, Fabric Softener Sheets, Reduces Static, Softens and Fights Wrinkles
30K
▲ 0.0%vs. prior month
$388.2K
latest month
12-month trend
B0G4KCCQN2
Arm & Hammer Liquid Laundry Detergent, Clean Burst Scent, 174 Fl Oz | Concentrated Formula, Powerful Clean, Clean Burst Scent, With 4 More Loads, 174 Fl Oz, 174 Loads
30K
▼ 25.0%vs. prior month
$417.3K
latest month
12-month trend
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Best Liquid Fabric Softener Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Downy is the best-performing liquid fabric softener brand in July 2026, moving 160,000 units across 4 ASINs for 45.7% of Top 10 volume. Arm & Hammer follows with 80,000 units (22.9%), ahead of Bounce on 70,000 units (20.0%).
With 5 brands splitting the Top 10 and 88.6% 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 $12.98 to $14.18, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Downy
4 ASINs in Top 10
45.7%
Units
160K
Revenue
$2.2M
Avg. price
$13.22
B0FGDT2PWW
$15.97·★4.8·5.9K revsDowny Unstopables Unlimited Collection In Wash Laundry Scent Booster Beads, No. 26, Fine Fragrance, Long Lasting Fresh Scent Beads, 21.1 oz
Units sold60KB0C8XBKZYG
$12.97·★4.8·38.1K revsDowny Liquid Fabric Softener, April Fresh 2-in-1 Fresh & Soft, 140 Fl Oz, 190 Loads, Fabric Conditioner For Freshness And Softness
Units sold60KB0C8X2Z37V
$12.97·★4.8·30.6K revsDowny Soft, 2 in 1 Soft and Fresh Liquid Fabric Softener, Cool Cotton, 140 fl oz, 190 Loads, Fabric Conditioner Liquid provides softness and freshness for fabrics
Units sold20KB0CCK41736
$10.97·★4.8·38.1K revsDowny Fabric Softener Liquid, April Fresh Scent, 111 fl oz, 150 Loads
Units sold20K
Arm & Hammer
2 ASINs in Top 10
22.9%
Units
80K
Revenue
$1.1M
Avg. price
$14.18
B0GSPD9FZ6
$14.37·★4.7·3.4K revsArm & Hammer Plus OxiClean with Odor Blasters Liquid Laundry Detergent | Laundry Odor Remover, Attacks Stains, Fresh Burst Scent, 154 Loads, 200.2 Fl Oz
Units sold50KB0G4KCCQN2
$13.98·★4.6·1.9K revsArm & Hammer Liquid Laundry Detergent, Clean Burst Scent, 174 Fl Oz | Concentrated Formula, Powerful Clean, Clean Burst Scent, With 4 More Loads, 174 Fl Oz, 174 Loads
Units sold30K
Bounce
2 ASINs in Top 10
20.0%
Units
70K
Revenue
$837K
Avg. price
$12.98
B0B7CQKP5Z
$12.99·★4.8·36.4K revsBounce Pet Hair and Lint Guard Mega Dryer Sheets with 3X Pet Hair Fighters, Fresh Scent, 180 Count
Units sold40KB0FG9GRFYT
$12.97·★4.9·4.1K revsBounce Dryer Sheets, 330 count, Outdoor Fresh Scent, Fabric Softener Sheets, Reduces Static, Softens and Fights Wrinkles
Units sold30K
Trending Liquid Fabric Softener 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: B0CCK41736 booked 20K units at $10.97, with ▲ 0.0% MoM change. On the growth side, B0CCK3WPR7 leads positive momentum with ▲ 100.0% MoM growth on 20K units, with B0G6MNK9ZF close behind at ▲ 100.0% MoM on 6K 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.
B0CCK41736
Downy Fabric Softener Liquid, April Fresh Scent, 111 fl oz, 150 Loads
Price
$10.97
Rating
4.8
Reviews
38.1K
Latest month sales
B0CCK3WPR7
Downy 2 in 1 Liquid Fabric Softener, April Fresh, 44 fl oz, 60 Loads, Fabric Conditioner Liquid Provides Softness and Freshness for Fabrics
Price
$4.97
Rating
4.8
Reviews
3.7K
Latest month sales
B0G6MNK9ZF
Downy Boutique Botanicals In Wash Laundry Scent Booster Beads, Boutique Fragrances inspired by the Artistry of Nature, PEONIA Scent, 21.1 oz
Unlock to view ASIN details and product titles
Price
$15.97
Rating
4.8
Reviews
1.1K
Latest month sales
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