Liquid Soap Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Liquid Soap sales on Amazon US totaled 1,871,000 units in July 2026 (▼ 12.0% vs. the prior month), generating an estimated $21,334,410 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 41.7% of unit volume and 43.1% of revenue, while a typical listing is priced at $11.51. The keyword itself pulled 21,241 Amazon queries over the same period (▲ 5.4% MoM).
Zooming out to the 12-month window ending July 2026, the liquid soap Top 50 moved 17,315,150 units and $209,471,570 in cumulative sales — an average of 1,442,929 units and $17,455,964 per month. Monthly throughput topped out at 2,127,000 units in June 2026 and dipped to 921,200 in May 2026, leaving the latest reading 44.5% higher than August 2025.
Liquid Soap 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
1.9M
▼ 12.0% MoM
Monthly Revenue 2026/07
$21.3M
▼ 16.8% MoM
Top 10 Market Share 2026/07
41.7%
Liquid Soap Market Share & Sales Concentration on Amazon US — July 2026
The most-sold liquid soap listing on Amazon US in July 2026 is ASIN B00MEDOY2G (Brand: Dove), which sold 100,000 units at $10.99 apiece — equal to 5.3% of every unit tracked in this report.
The Top 10 ASINs account for 780,000 units and $9,190,000 in July 2026 — 41.7% of unit volume and 43.1% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Liquid Soap' on Amazon
July 2026
Is 41.7% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00MEDOY2G
Dove Body Wash Body Wash Deep Moisture 30.6 oz Pump, Sulfate Free | Dove Deep Moisture Body Wash hydrates dry skin for 24 hours with a sulfate-free formula and MicroMoisture technology.
100K
▲ 0.0%vs. prior month
$1.1M
latest month
12-month trend
B09NF7RLYH
Dawn EZ-Squeeze Ultra Dish Soap, Dishwashing Liquid, Original, Dish Soap Refill, 22 fl oz
100K
▲ 0.0%vs. prior month
$278K
latest month
12-month trend
B0FX5X647R
Dawn Ultra Dish Soap Refill Jug, Large Size Original Blue Liquid Dishwashing Detergent, Powerful Dish Soap for Grease, 51.5 oz
100K
▲ 0.0%vs. prior month
$685K
latest month
12-month trend
B0BBPNPZTC
Dawn Dishwashing Liquid, Original Scent, 38 fl oz
80K
▲ 0.0%vs. prior month
$324K
latest month
12-month trend
B01NCJSM2T
Cascade Complete Dishwasher Pods - Fresh Scent ActionPacs, Dishwasher Detergent, Dishwasher Soap, Detergent Pods, 78 Count
70K
▲ 0.0%vs. prior month
$1.4M
latest month
12-month trend
B0BJMV9BXJ
Tide PODS laundry detergent pacs, 3-in-1 Stain Remover, Odor Fighter, Color Protector, 112 Count, HE compatible, Spring Meadow Scent
70K
▲ 0.0%vs. prior month
$1.9M
latest month
12-month trend
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Best Liquid Soap Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Dawn is the best-performing liquid soap brand in July 2026, moving 280,000 units across 3 ASINs for 35.9% of Top 10 volume. Dove follows with 230,000 units (29.5%), ahead of Tide on 200,000 units (25.6%).
With 4 brands splitting the Top 10 and 91.0% 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 $5.62 to $17.16, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Dawn
3 ASINs in Top 10
35.9%
Units
280K
Revenue
$1.3M
Avg. price
$5.62
B09NF7RLYH
$3.54·★4.8·25.1K revsDawn EZ-Squeeze Ultra Dish Soap, Dishwashing Liquid, Original, Dish Soap Refill, 22 fl oz
Units sold100KB0FX5X647R
$7.64·★4.8·123.4K revsDawn Ultra Dish Soap Refill Jug, Large Size Original Blue Liquid Dishwashing Detergent, Powerful Dish Soap for Grease, 51.5 oz
Units sold100KB0BBPNPZTC
$5.67·★4.8·123.4K revsDawn Dishwashing Liquid, Original Scent, 38 fl oz
Units sold80K
Dove
3 ASINs in Top 10
29.5%
Units
230K
Revenue
$2.5M
Avg. price
$10.98
B00MEDOY2G
$10.99·★4.8·86.2K revsDove Body Wash Body Wash Deep Moisture 30.6 oz Pump, Sulfate Free | Dove Deep Moisture Body Wash hydrates dry skin for 24 hours with a sulfate-free formula and MicroMoisture technology.
Units sold100KB09DDD6YGJ
$10.97·★4.8·6.6K revsDove Body Wash Antibacterial For All Skin Types 30.6 oz Pump, Sulfate Free | Dove Antibacterial Body Wash eliminates 99% of bacteria while nourishing skin with a sulfate-free formula
Units sold70KB00SK71SAG
$10.97·★4.8·63.7K revsDove Sensitive Skin Body Wash, 24hr Lotion-Soft Skin, 30.6 oz | Dove Sensitive Skin Body Wash soothes dry, sensitive skin with 24-hour hydration and a hypoallergenic formula.
Units sold60K
Tide
3 ASINs in Top 10
25.6%
Units
200K
Revenue
$4M
Avg. price
$17.16
B0BJMV9BXJ
$20.57·★4.8·277.1K revsTide PODS laundry detergent pacs, 3-in-1 Stain Remover, Odor Fighter, Color Protector, 112 Count, HE compatible, Spring Meadow Scent
Units sold70KB085V5PPP8
$12.97·★4.8·72.4K revsTide Laundry Detergent Liquid, Original Scent, 64 Loads, 80 FL OZ, Works on 100% of Common Stains, Laundry Soap, Liquid Laundry Detergent
Units sold70KB0BNWCTNYN
$17.94·★4.8·72.4K revsTide Liquid Laundry Detergent, Original Scent, 125 fl oz, 100 Loads, Boosted Clean Even in Cold Water with Concentrated Washing Soap
Units sold60K
Trending Liquid Soap 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: B01NCJSM2T booked 70K units at $19.94, with ▲ 0.0% 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.
B01NCJSM2T
Cascade Complete Dishwasher Pods - Fresh Scent ActionPacs, Dishwasher Detergent, Dishwasher Soap, Detergent Pods, 78 Count
Price
$19.94
Rating
4.8
Reviews
101.6K
Latest month sales
B0BJMV9BXJ
Tide PODS laundry detergent pacs, 3-in-1 Stain Remover, Odor Fighter, Color Protector, 112 Count, HE compatible, Spring Meadow Scent
Price
$20.57
Rating
4.8
Reviews
277.1K
Latest month sales
B085V5PPP8
Tide Laundry Detergent Liquid, Original Scent, 64 Loads, 80 FL OZ, Works on 100% of Common Stains, Laundry Soap, Liquid Laundry Detergent
Unlock to view ASIN details and product titles
Price
$12.97
Rating
4.8
Reviews
72.4K
Latest month sales
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