Mens Briefs Underwear Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Hanes is the best-performing mens briefs underwear brand in July 2026, moving 42,000 units across 6 ASINs for 63.6% of Top 10 volume. BAMBOO COOL follows with 12,000 units (18.2%), ahead of Fruit of the Loom on 6,000 units (9.1%).

With 4 brands splitting the Top 10 and 90.9% 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 $22.98 to $37.73, 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, 2 ASINs forced its way in: B09G4X7H85 booked 4K units at $35.19, with ▲ 0.0% MoM change. On the growth side, B06XWR89JY leads positive momentum with ▲ 800.0% MoM growth on 900 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.