Liquid Soap Refill Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Dawn is the best-performing liquid soap refill brand in July 2026, moving 230,000 units across 3 ASINs for 45.1% of Top 10 volume. Mrs. MEYER'S follows with 120,000 units (23.5%), ahead of Amazon Basics on 90,000 units (17.6%).

With 5 brands splitting the Top 10 and 86.3% 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 $4.59 to $7.04, which frames the price band a competing listing has to justify.

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: B09HHBP46X booked 30K units at $4.28, with ▲ 50.0% MoM change. On the growth side, B0FCG7RB2T leads positive momentum with ▲ 1233.3% MoM growth on 4K units, with B07SGNKW9B close behind at ▲ 300.0% MoM 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.