Not Your Mothers Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Not Your Mothers sales on Amazon US totaled 78,750 units in July 2026 (▲ 7.1% vs. the prior month), generating an estimated $1,390,580 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 73.7% of unit volume and 72.9% of revenue, while a typical listing is priced at $16.84. The keyword itself pulled 34,840 Amazon queries over the same period (▼ 4.2% MoM).
Zooming out to the 12-month window ending July 2026, the not your mothers Top 50 moved 704,650 units and $13,453,744 in cumulative sales — an average of 58,721 units and $1,121,145 per month. Monthly throughput topped out at 78,750 units in July 2026 and dipped to 37,800 in May 2026, leaving the latest reading 25.2% higher than August 2025.
Not Your Mothers 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
78.8K
▲ 7.1% MoM
Monthly Revenue 2026/07
$1.4M
▲ 5.3% MoM
Top 10 Market Share 2026/07
73.7%
Not Your Mothers Market Share & Sales Concentration on Amazon US — July 2026
The most-sold not your mothers listing on Amazon US in July 2026 is ASIN B093466RZG (Brand: Not Your Mother's), which sold 8,000 units at $17.58 apiece — equal to 10.2% of every unit tracked in this report.
The Top 10 ASINs account for 58,000 units and $1,013,860 in July 2026 — 73.7% of unit volume and 72.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Not Your Mothers' on Amazon
July 2026









Is 73.7% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown

B093466RZG
Not Your Mother's Curl Talk Frizz Control Sculpting Gel & Defining Cream | 2 Pack - 6 fl oz Each - Tames Hair Frizz, Maximizes Definition, & Adds Shine for All Curly Hair Types - Citrus Jasmine Scent
8K
▲ 33.3%vs. prior month
$146.8K
latest month
12-month trend

B0DP5NMSQB
Not Your Mother's All Eyes On Me 3-in-1 Hair Styling Cream, 5.5 oz | Styling Cream with UV Protection and up to 450 Degree Heat Protection - For All Hair Types - Berry Vanilla Scent
8K
▲ 60.0%vs. prior month
$62.7K
latest month
12-month trend

B0127JMJK0
UNITE Hair 7SECONDS Detangler Leave-In Conditioner Spray for Frizz Control & Heat Protection
7K
▼ 30.0%vs. prior month
$98K
latest month
12-month trend

B07MRLMTLX
Not Your Mother's Curl Talk Shampoo and Conditioner for Frizz Control | 12 fl oz Each - Cleanse, Hydrate, Moisturize, & Enhance Curls - Long-Lasting Frizz Control - All Curly Hair - Citrus Jasmine
6K
▼ 14.3%vs. prior month
$101.9K
latest month
12-month trend

B0C76NC2WP
Not Your Mother's Curl Talk Defining Cream, Styling Gel, & Mousse - 3 Pack | Defining Cream, Frizz Control Gel, & Activating Mousse - 9.7 oz Each - Maximize Definition & Control Frizz - Citrus Jasmine
6K
▲ 20.0%vs. prior month
$164.9K
latest month
12-month trend

B0CRJR1H9T
Aussie Miracle Curls Shampoo for Curly Hair with Coconut Oil, Paraben Free, 26.2 Fl Oz
6K
▲ 20.0%vs. prior month
$47.8K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Not Your Mothers Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Not Your Mother's is the best-performing not your mothers brand in July 2026, moving 45,000 units across 8 ASINs for 77.6% of Top 10 volume. UNITE follows with 7,000 units (12.1%), ahead of Aussie on 6,000 units (10.3%).
With 3 brands splitting the Top 10 and 100.0% 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 $7.97 to $20.46, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Not Your Mother's
8 ASINs in Top 10
77.6%
Units
45K
Revenue
$868K
Avg. price
$20.46

B093466RZG
$17.58·★4.5·5.1K revsNot Your Mother's Curl Talk Frizz Control Sculpting Gel & Defining Cream | 2 Pack - 6 fl oz Each - Tames Hair Frizz, Maximizes Definition, & Adds Shine for All Curly Hair Types - Citrus Jasmine Scent
Units sold8K
B0DP5NMSQB
$7.49·★4.5·858 revsNot Your Mother's All Eyes On Me 3-in-1 Hair Styling Cream, 5.5 oz | Styling Cream with UV Protection and up to 450 Degree Heat Protection - For All Hair Types - Berry Vanilla Scent
Units sold8K
B07MRLMTLX
$16.99·★4.5·5.1K revsNot Your Mother's Curl Talk Shampoo and Conditioner for Frizz Control | 12 fl oz Each - Cleanse, Hydrate, Moisturize, & Enhance Curls - Long-Lasting Frizz Control - All Curly Hair - Citrus Jasmine
Units sold6K
B0C76NC2WP
$27.49·★4.6·1.7K revsNot Your Mother's Curl Talk Defining Cream, Styling Gel, & Mousse - 3 Pack | Defining Cream, Frizz Control Gel, & Activating Mousse - 9.7 oz Each - Maximize Definition & Control Frizz - Citrus Jasmine
Units sold6K
B07KQ24CZS
$16.99·★4.3·7.3K revsNot Your Mother's Naturals Curl Defining Shampoo and Conditioner | 15.2 fl oz Each - Tahitian Gardenia & Mango Butter - Suflate-Free Hair Products - For All Hair Types
Units sold5K
B0DHJ88DG1
$27.49·★4.4·930 revsNot Your Mother's Curl Talk Sculpting Gel, Curl Defining Cream, & Curl Foam | Frizz Control Gel, Defining Cream, & Refreshing Curl Foam - 6 & 8 fl oz - Formulated with Rice Curl Complex - Citrus Jasmine
Units sold5K
B0BBP4HWY9
$23.76·★4.4·9.4K revsNot Your Mother's Beach Babe Texturizing Sea Salt Spray, 3 Pack | 8 fl oz Each - Texturizing Spray for Tousled Hair - Add Texture and Grit to Hair with a Matte Finish - Toasted Coconut Scent
Units sold4K
B0CHHJW5RC
$25.88·★4.7·1.8K revsNot Your Mother's Value Pack Clean Freak Refreshing Jumbo Dry Shampoo | 2 Pack - 12 oz Each - 70% More to Instantly Absorb Oil and Refresh Hair Between Washes - For All Hair Types - Fresh Citrus
Units sold3K
UNITE
1 ASIN in Top 10
12.1%
Units
7K
Revenue
$98K
Avg. price
$11.20

B0127JMJK0
$11.20·★4.7·14.3K revsUNITE Hair 7SECONDS Detangler Leave-In Conditioner Spray for Frizz Control & Heat Protection
Units sold7K
Aussie
1 ASIN in Top 10
10.3%
Units
6K
Revenue
$47.8K
Avg. price
$7.97

B0CRJR1H9T
$7.97·★4.7·4K revsAussie Miracle Curls Shampoo for Curly Hair with Coconut Oil, Paraben Free, 26.2 Fl Oz
Units sold6K
Trending Not Your Mothers 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: B0CHHJW5RC booked 3K units at $25.88, with ▲ 200.0% MoM change. On the growth side, B0DMBR8J8J leads positive momentum with ▲ 200.0% MoM growth on 900 units, with B07KQ24CZS close behind at ▲ 150.0% MoM on 5K 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.

B0CHHJW5RC
Not Your Mother's Value Pack Clean Freak Refreshing Jumbo Dry Shampoo | 2 Pack - 12 oz Each - 70% More to Instantly Absorb Oil and Refresh Hair Between Washes - For All Hair Types - Fresh Citrus
Price
$25.88
Rating
4.7
Reviews
1.8K
Latest month sales

B0DMBR8J8J
Not Your Mother's Beach Babe Texturizing Dry Finish Spray, 2 Pack | 7 oz Each - Add Instant, Buildable Texture to Dry Hair - Essentials for All Hair Types - Toasted Coconut Scent
Price
$15.84
Rating
4.3
Reviews
307
Latest month sales

B07KQ24CZS
Not Your Mother's Naturals Curl Defining Shampoo and Conditioner | 15.2 fl oz Each - Tahitian Gardenia & Mango Butter - Suflate-Free Hair Products - For All Hair Types
Unlock to view ASIN details and product titles
Price
$16.99
Rating
4.3
Reviews
7.3K
Latest month sales
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