Napkins Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Napkins sales on Amazon US totaled 693,100 units in July 2026 (▼ 4.0% vs. the prior month), generating an estimated $13,037,489 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 86.6% of unit volume and 88.5% of revenue, while a typical listing is priced at $19.27. The keyword itself pulled 489,287 Amazon queries over the same period (▲ 6.7% MoM).
Zooming out to the 12-month window ending July 2026, the napkins Top 50 moved 7,754,300 units and $140,964,423 in cumulative sales — an average of 646,192 units and $11,747,035 per month. Monthly throughput topped out at 722,000 units in June 2026 and dipped to 517,100 in May 2026, leaving the latest reading 16.7% higher than August 2025.
Napkins 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
693.1K
▼ 4.0% MoM
Monthly Revenue 2026/07
$13M
▼ 3.2% MoM
Top 10 Market Share 2026/07
86.6%
Napkins Market Share & Sales Concentration on Amazon US — July 2026
The most-sold napkins listing on Amazon US in July 2026 is ASIN B000VCFB0G (Brand: Bounty), which sold 100,000 units at $3.19 apiece — equal to 14.4% of every unit tracked in this report.
The Top 10 ASINs account for 600,000 units and $11,536,100 in July 2026 — 86.6% of unit volume and 88.5% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Napkins' on Amazon
July 2026
Is 86.6% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B000VCFB0G
Bounty Paper Napkins, White, 200 Count, Packaging may vary
100K
▲ 0.0%vs. prior month
$283K
latest month
12-month trend
B079VP6DH5
Bounty Paper Towels Quick Size, White, 16 Family Rolls = 40 Regular Rolls
100K
▲ 0.0%vs. prior month
$4.5M
latest month
12-month trend
B07MHJFRBJ
Bounty Quick Size Paper Towels, White, 8 Family Rolls
100K
▲ 0.0%vs. prior month
$2.4M
latest month
12-month trend
B09BWFX1L6
Amazon Basics 2-Ply Flex-Sheets Paper Towels, 12 Basics Rolls = 40 Regular Rolls, Everyday Value with 150 Sheets per Roll, Packaging May Vary
100K
▲ 0.0%vs. prior month
$2M
latest month
12-month trend
B00I4F1NLI
Bounty Paper Napkins, White, 400 Count
50K
▲ 0.0%vs. prior month
$287K
latest month
12-month trend
B0CTD3M2HD
Kleenex Ultra Soft Facial Tissues, 8 Flat Boxes, 180 Tissues per Box
40K
▼ 20.0%vs. prior month
$869.2K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Napkins Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Bounty is the best-performing napkins brand in July 2026, moving 350,000 units across 4 ASINs for 58.3% of Top 10 volume. Amazon Basics follows with 140,000 units (23.3%), ahead of Vanity Fair on 50,000 units (8.3%).
With 5 brands splitting the Top 10 and 90.0% 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 $4.44 to $19.21, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Bounty
4 ASINs in Top 10
58.3%
Units
350K
Revenue
$7.5M
Avg. price
$19.21
B000VCFB0G
$3.19·★4.8·41.4K revsBounty Paper Napkins, White, 200 Count, Packaging may vary
Units sold100KB079VP6DH5
$43.49·★4.8·235.7K revsBounty Paper Towels Quick Size, White, 16 Family Rolls = 40 Regular Rolls
Units sold100KB07MHJFRBJ
$24.42·★4.8·235.6K revsBounty Quick Size Paper Towels, White, 8 Family Rolls
Units sold100KB00I4F1NLI
$5.74·★4.8·41.4K revsBounty Paper Napkins, White, 400 Count
Units sold50K
Amazon Basics
2 ASINs in Top 10
23.3%
Units
140K
Revenue
$2.2M
Avg. price
$13.93
B09BWFX1L6
$22.86·★4.1·73.5K revsAmazon Basics 2-Ply Flex-Sheets Paper Towels, 12 Basics Rolls = 40 Regular Rolls, Everyday Value with 150 Sheets per Roll, Packaging May Vary
Units sold100KB0DPLRQBK4
$4.99·★4.5·2.6K revsAmazon Basics Everyday Paper Napkins, 400 Count
Units sold40K
Vanity Fair
2 ASINs in Top 10
8.3%
Units
50K
Revenue
$183.5K
Avg. price
$4.44
B0014E89WM
$2.88·★4.8·24.1K revsVanity Fair Everyday Paper Napkins, 100 Count, Disposable Napkins Made Soft And Smooth For Everyday Meals
Units sold30KB00MW3HBA0
$5.99·★4.8·24.1K revsVanity Fair Everyday Paper Napkins, 200 2-Ply Disposable Napkins
Units sold20K
Trending Napkins 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. On the growth side, B0FN4VKRWW leads positive momentum with ▲ 800.0% MoM growth on 9K units, with B07V9WKKCH close behind at ▲ 20.0% MoM on 600 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.
B0FN4VKRWW
Sparkle Pick-A-Size Paper Towels, Spirited Prints, 2 Double Rolls, Strong 2 Ply Towels for Kitchen Cleanup and Everyday Messes
Price
$3.84
Rating
4.6
Reviews
301
Latest month sales
![GUSTO White Cocktail Napkins [500 Count] 1-Ply Beverage Napkins | Absorbent & Durable, Elegant Presentation, 4.5" x 4.5" Folded, 9" x 9" Unfolded, Restaurants, Bars, Desserts & Parties](https://m.media-amazon.com/images/I/714nGKqiHEL._AC_UY512_.jpg)
B07V9WKKCH
GUSTO White Cocktail Napkins [500 Count] 1-Ply Beverage Napkins | Absorbent & Durable, Elegant Presentation, 4.5" x 4.5" Folded, 9" x 9" Unfolded, Restaurants, Bars, Desserts & Parties
Price
$11.99
Rating
4.4
Reviews
4.8K
Latest month sales
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