Natto Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Natto sales on Amazon US totaled 83,100 units in July 2026 (▲ 6.1% vs. the prior month), generating an estimated $2,170,454 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 66.2% of unit volume and 63.3% of revenue, while a typical listing is priced at $27.64. The keyword itself pulled 22,939 Amazon queries over the same period (▼ 7.2% MoM).
Zooming out to the 12-month window ending July 2026, the natto Top 50 moved 735,400 units and $17,567,763 in cumulative sales — an average of 61,283 units and $1,463,980 per month. Monthly throughput topped out at 83,100 units in July 2026 and dipped to 44,500 in May 2026, leaving the latest reading 65.7% higher than August 2025.
Natto 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
83.1K
▲ 6.1% MoM
Monthly Revenue 2026/07
$2.2M
▲ 8.4% MoM
Top 10 Market Share 2026/07
66.2%
Natto Market Share & Sales Concentration on Amazon US — July 2026
The most-sold natto listing on Amazon US in July 2026 is ASIN B0B6CQ9ZVJ (Brand: Double Wood Supplements), which sold 10,000 units at $19.95 apiece — equal to 12.0% of every unit tracked in this report.
The Top 10 ASINs account for 55,000 units and $1,372,930 in July 2026 — 66.2% of unit volume and 63.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Natto' on Amazon
July 2026
Is 66.2% 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
B0B6CQ9ZVJ
Nattokinase 4,000 FU, Supports Healthy Circulation, 120 Capsules | Blood Flow + Circulation Support, Fibrinolytic Enzyme, Nattokinase Supplement, Two Capsules for 4000 FU, Third-Party Tested
10K
▲ 0.0%vs. prior month
$199.5K
latest month
12-month trend
B09LRLLGCZ
Nutricost Nattokinase 2,000FU, 120 Capsules, Gluten Free, GMO-Free | Vegetarian Friendly
10K
▲ 11.1%vs. prior month
$149.5K
latest month
12-month trend
B0CKZL4CXM
Luma Nutrition Nattokinase Supplement 4000 FU Per Serving - 60 Capsules
8K
▲ 0.0%vs. prior month
$159.9K
latest month
12-month trend
B0G2N6TFRD
Micro Ingredients Nattokinase 10,000 FU Per Serving, 240 Veggie Capsules | Natural Natto Enzyme with CoQ10, Turmeric, Aged Garlic & Pine Bark. Non-GMO, Gluten Free
6K
▲ 200.0%vs. prior month
$179.9K
latest month
12-month trend
B0051M9DKU
Doctor's BEST Nattokinase 2000 FU Supplement for Men & Women - Supports Blood Flow, Heart Health, & Healthy Circulation, Nattokinase Enzyme Sourced from Japanese Natto, Capsule Form - 270 Veg Caps
5K
▲ 0.0%vs. prior month
$166.4K
latest month
12-month trend
B0F5MHP4Q8
Micro Ingredients Nattokinase 240 Softgels, 200mg (4,000 FU) Per Serving | 7-in-1 Nattokinase Enzyme Supplement with CoQ10, Bromelain, Turmeric, Ginger, Olive Leaf & White Willow Bark, Non-GMO
4K
▲ 100.0%vs. prior month
$109.1K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Natto Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Double Wood Supplements is the best-performing natto brand in July 2026, moving 13,000 units across 2 ASINs for 23.6% of Top 10 volume. Nutricost follows with 10,000 units (18.2%), ahead of Micro Ingredients on 10,000 units (18.2%).
With 7 brands splitting the Top 10 and 60.0% 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 $14.95 to $28.49, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Double Wood Supplements
2 ASINs in Top 10
23.6%
Units
13K
Revenue
$304.4K
Avg. price
$27.45
B0B6CQ9ZVJ
$19.95·★4.6·3.7K revsNattokinase 4,000 FU, Supports Healthy Circulation, 120 Capsules | Blood Flow + Circulation Support, Fibrinolytic Enzyme, Nattokinase Supplement, Two Capsules for 4000 FU, Third-Party Tested
Units sold10KB0FK6YGMYT
$34.95·★4.6·3.7K revsNattokinase 4,000 FU, Supports Healthy Circulation, 240 Capsules | Blood Flow + Circulation Support, Fibrinolytic Enzyme, Nattokinase Supplement, Two Capsules for 4000 FU, Third-Party Tested
Units sold3K
Nutricost
1 ASIN in Top 10
18.2%
Units
10K
Revenue
$149.5K
Avg. price
$14.95
B09LRLLGCZ
$14.95·★4.7·2.7K revsNutricost Nattokinase 2,000FU, 120 Capsules, Gluten Free, GMO-Free | Vegetarian Friendly
Units sold10K
Micro Ingredients
2 ASINs in Top 10
18.2%
Units
10K
Revenue
$289K
Avg. price
$28.49
B0G2N6TFRD
$29.99·★4.4·280 revsMicro Ingredients Nattokinase 10,000 FU Per Serving, 240 Veggie Capsules | Natural Natto Enzyme with CoQ10, Turmeric, Aged Garlic & Pine Bark. Non-GMO, Gluten Free
Units sold6KB0F5MHP4Q8
$26.99·★4.6·608 revsMicro Ingredients Nattokinase 240 Softgels, 200mg (4,000 FU) Per Serving | 7-in-1 Nattokinase Enzyme Supplement with CoQ10, Bromelain, Turmeric, Ginger, Olive Leaf & White Willow Bark, Non-GMO
Units sold4K
Trending Natto 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: B00FKT9XTU booked 3K units at $49.99, with ▲ 50.0% MoM change. On the growth side, B0G2N6TFRD leads positive momentum with ▲ 200.0% MoM growth on 6K units, with B0D9JTRMFK close behind at ▲ 150.0% MoM on 500 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.
B00FKT9XTU
Arthur Andrew Medical, Nattovena, Pure Nattokinase 4000 FU, 180 Capsules | Double Strength Pure Nattokinase 4000 FU. Cardiovascular Support, & Healthy Blood Viscosity. Soy Free, Non-GMO, Vegan
Price
$49.99
Rating
4.7
Reviews
963
Latest month sales
B0G2N6TFRD
Micro Ingredients Nattokinase 10,000 FU Per Serving, 240 Veggie Capsules | Natural Natto Enzyme with CoQ10, Turmeric, Aged Garlic & Pine Bark. Non-GMO, Gluten Free
Price
$29.99
Rating
4.4
Reviews
280
Latest month sales
B0D9JTRMFK
JAYUSS Japanese Natto Freeze Dried Natto Beans 4 Oz, Non-GMO Fermented Soybean, 0 Additives, Simply Rehydrate for Fresh Natto or Ready to Eat Snack, Topping, Made in Japan 114g
Unlock to view ASIN details and product titles
Price
$9.98
Rating
4.1
Reviews
272
Latest month sales
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