Mustela Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Mustela sales on Amazon US totaled 476,000 units in July 2026 (▼ 12.0% vs. the prior month), generating an estimated $8,959,590 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 56.7% of unit volume and 55.2% of revenue, while a typical listing is priced at $20.35. The keyword itself pulled 66,190 Amazon queries over the same period (▼ 14.0% MoM).
Zooming out to the 12-month window ending July 2026, the mustela Top 50 moved 5,424,100 units and $108,406,326 in cumulative sales — an average of 452,008 units and $9,033,861 per month. Monthly throughput topped out at 541,000 units in June 2026 and dipped to 289,000 in May 2026, leaving the latest reading 6.9% higher than August 2025.
Mustela 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
476K
▼ 12.0% MoM
Monthly Revenue 2026/07
$9M
▼ 17.6% MoM
Top 10 Market Share 2026/07
56.7%
Mustela Market Share & Sales Concentration on Amazon US — July 2026
The most-sold mustela listing on Amazon US in July 2026 is ASIN B00ZQXT4EY (Brand: Desitin), which sold 90,000 units at $7.97 apiece — equal to 18.9% of every unit tracked in this report and 2.3× the volume of the No. 2 listing.
The Top 10 ASINs account for 270,000 units and $4,942,000 in July 2026 — 56.7% of unit volume and 55.2% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Mustela' on Amazon
July 2026
Is 56.7% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00ZQXT4EY
Desitin Maximum Strength Diaper Rash Paste, 40% Zinc Oxide, 4.8 oz | Helps Treat, Relieve & Prevent Diaper Rash, 40% Zinc Oxide, Immediate Relief, Protects up to 12 Hours, Hypoallergenic
90K
▲ 0.0%vs. prior month
$699.3K
latest month
12-month trend
B008KJEYLO
WaterWipes Sensitive+ Newborn & Baby Wipes, 3-In-1 Cleans, Cares, Protects, 99.9% Water, Unscented & Hypoallergenic, 720 Count (12 Packs)
40K
▼ 50.0%vs. prior month
$1.8M
latest month
12-month trend
B005UEB96K
Aquaphor Baby Healing Ointment for Diaper Rash and More, 14 OZ | Baby Skin Protectant with Petrolatum for Chapped or Dry Skin, Drool Rash and Diaper Rash, Hypoallergenic, Fragrance Free
30K
▲ 0.0%vs. prior month
$548.1K
latest month
12-month trend
B0107QP1VE
Aquaphor Baby Healing Ointment for Diaper Rash and More, 7 OZ | Baby Skin Protectant with Petrolatum for Chapped or Dry Skin, Drool Rash and Diaper Rash, Hypoallergenic, Fragrance Free
30K
▲ 0.0%vs. prior month
$387.6K
latest month
12-month trend
B00569GU18
Boudreaux’s Butt Paste Maximum Strength Diaper Rash Cream, 4 Oz | Diaper Cream for Baby, Ointment With Zinc Oxide, Fast Relief, Overnight Protection, Moderate to Irritated Diaper Rash
20K
▼ 33.3%vs. prior month
$139.4K
latest month
12-month trend
B01H20MA62
Cetaphil Moisturizing Cream, Dry Sensitive Skin, Fragrance Free, 16oz 2Pk | 2-pack value, face and body hydration, non-comedogenic, fragrance free, dermatologist recommended, very dry sensitive skin
20K
▲ 0.0%vs. prior month
$360.8K
latest month
12-month trend
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Best Mustela Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Desitin is the best-performing mustela brand in July 2026, moving 90,000 units across 1 ASIN for 33.3% of Top 10 volume. Aquaphor follows with 60,000 units (22.2%), ahead of WaterWipes on 50,000 units (18.5%).
With 8 brands splitting the Top 10 and 74.1% 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 $7.97 to $39.62, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Desitin
1 ASIN in Top 10
33.3%
Units
90K
Revenue
$699.3K
Avg. price
$7.97
B00ZQXT4EY
$7.97·★4.8·51.2K revsDesitin Maximum Strength Diaper Rash Paste, 40% Zinc Oxide, 4.8 oz | Helps Treat, Relieve & Prevent Diaper Rash, 40% Zinc Oxide, Immediate Relief, Protects up to 12 Hours, Hypoallergenic
Units sold90K
Aquaphor
2 ASINs in Top 10
22.2%
Units
60K
Revenue
$935.7K
Avg. price
$14.75
B005UEB96K
$16.53·★4.8·97.3K revsAquaphor Baby Healing Ointment for Diaper Rash and More, 14 OZ | Baby Skin Protectant with Petrolatum for Chapped or Dry Skin, Drool Rash and Diaper Rash, Hypoallergenic, Fragrance Free
Units sold30KB0107QP1VE
$12.97·★4.8·97.4K revsAquaphor Baby Healing Ointment for Diaper Rash and More, 7 OZ | Baby Skin Protectant with Petrolatum for Chapped or Dry Skin, Drool Rash and Diaper Rash, Hypoallergenic, Fragrance Free
Units sold30K
WaterWipes
2 ASINs in Top 10
18.5%
Units
50K
Revenue
$2.1M
Avg. price
$39.62
B008KJEYLO
$44.97·★4.7·60.2K revsWaterWipes Sensitive+ Newborn & Baby Wipes, 3-In-1 Cleans, Cares, Protects, 99.9% Water, Unscented & Hypoallergenic, 720 Count (12 Packs)
Units sold40KB008KJQMA0
$34.27·★4.7·29.5K revsWaterWipes Sensitive+ Newborn & Baby Wipes, 3-In-1 Cleans, Cares, Protects, 99.9% Water, Unscented & Hypoallergenic, 540 Count (9 Packs)
Units sold10K
Trending Mustela 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: B01HI7VY84 booked 10K units at $19.68, with ▲ 0.0% MoM change. On the growth side, B07JVK3FBY leads positive momentum with ▲ 100.0% MoM growth on 6K units, with B07ZQVVP87 close behind at ▲ 33.3% 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.
B01HI7VY84
Aveeno Baby Eczema Therapy Nighttime Body Balm, Hypoallergenic, 11 oz | Made with Colloidal Oat & Ceramides, Soothes Dry, Itchy Skin Due to Eczema, HSA/FSA Eligible, No Added Fragrances or Steroids
Price
$19.68
Rating
4.7
Reviews
28K
Latest month sales
B07JVK3FBY
ATTITUDE Baby 2-in-1 Shampoo & Body Wash, EWG Verified, Fragrance Free & Dermatologically Tested, Vegan, Unscented, 16 Fl Oz
Price
$10.00
Rating
4.6
Reviews
1.7K
Latest month sales
B07ZQVVP87
Mustela Cicastela Moisture Recovery Cream - Multipurpose Baby Ointment for Skin Discomfort - with Natural Avocado & Hyaluronic Acid - Fragrance-Free - 1.35 fl. Oz
Unlock to view ASIN details and product titles
Price
$18.00
Rating
4.7
Reviews
10.8K
Latest month sales
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