Ordinary Moisturizer Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Ordinary Moisturizer sales on Amazon US totaled 1,207,000 units in July 2026 (▼ 16.5% vs. the prior month), generating an estimated $17,678,790 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 65.5% of unit volume and 60.5% of revenue, while a typical listing is priced at $16.26. The keyword itself pulled 26,845 Amazon queries over the same period (▲ 7.7% MoM).
Zooming out to the 12-month window ending July 2026, the ordinary moisturizer Top 50 moved 13,968,800 units and $203,114,960 in cumulative sales — an average of 1,164,067 units and $16,926,247 per month. Monthly throughput topped out at 1,446,000 units in June 2026 and dipped to 731,000 in May 2026, leaving the latest reading 27.7% higher than August 2025.
Ordinary Moisturizer 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
1.2M
▼ 16.5% MoM
Monthly Revenue 2026/07
$17.7M
▼ 20.3% MoM
Top 10 Market Share 2026/07
65.5%
Ordinary Moisturizer Market Share & Sales Concentration on Amazon US — July 2026
The most-sold ordinary moisturizer listing on Amazon US in July 2026 is ASIN B01MDTVZTZ (Brand: The Ordinary), which sold 100,000 units at $6.00 apiece — equal to 8.3% of every unit tracked in this report.
The Top 10 ASINs account for 790,000 units and $10,704,000 in July 2026 — 65.5% of unit volume and 60.5% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Ordinary Moisturizer' on Amazon
July 2026
Is 65.5% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B01MDTVZTZ
The Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
100K
▲ 0.0%vs. prior month
$600K
latest month
12-month trend
B01MYEZPC8
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
100K
▲ 0.0%vs. prior month
$990K
latest month
12-month trend
B01N9SPQHQ
La Roche-Posay Toleriane Double Repair Face Moisturizer
100K
▲ 0.0%vs. prior month
$2.5M
latest month
12-month trend
B071914GGL
The Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
100K
▲ 0.0%vs. prior month
$1.4M
latest month
12-month trend
B08BW46XXK
Vanicream Daily Facial Moisturizer, Lightweight, Non-Greasy, 3 Fl Oz | Formulated Without Common Irritants for Sensitive Skin, Moisturizing Face Cream with 5 Key Cermides and Hyaluronic Acid
100K
▲ 0.0%vs. prior month
$1.4M
latest month
12-month trend
B06WD5J8KY
The Ordinary Azelaic Acid Suspension 10%, Formula for Uneven and Blemish-Prone Skin
80K
▲ 0.0%vs. prior month
$976K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Ordinary Moisturizer Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Ordinary is the best-performing ordinary moisturizer brand in July 2026, moving 490,000 units across 6 ASINs for 62.0% of Top 10 volume. Vanicream follows with 150,000 units (19.0%), ahead of La Roche-Posay on 100,000 units (12.7%).
With 4 brands splitting the Top 10 and 93.7% 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 $9.55 to $24.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Ordinary
6 ASINs in Top 10
62.0%
Units
490K
Revenue
$4.8M
Avg. price
$9.55
B01MDTVZTZ
$6.00·★4.7·63.7K revsThe Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
Units sold100KB01MYEZPC8
$9.90·★4.7·40K revsThe Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
Units sold100KB071914GGL
$13.50·★4.7·61.3K revsThe Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
Units sold100KB06WD5J8KY
$12.20·★4.5·8.7K revsThe Ordinary Azelaic Acid Suspension 10%, Formula for Uneven and Blemish-Prone Skin
Units sold80KB0DMTDN158
$9.00·★4.7·61.2K revsThe Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
Units sold60KB0C3PCJ6SD
$6.70·★4.7·12.8K revsThe Ordinary Salicylic Acid 2% Solution, Acne-Fighting Serum for Blemish-Prone Skin
Units sold50K
Vanicream
2 ASINs in Top 10
19.0%
Units
150K
Revenue
$2.1M
Avg. price
$13.77
B08BW46XXK
$13.97·★4.6·25.5K revsVanicream Daily Facial Moisturizer, Lightweight, Non-Greasy, 3 Fl Oz | Formulated Without Common Irritants for Sensitive Skin, Moisturizing Face Cream with 5 Key Cermides and Hyaluronic Acid
Units sold100KB000NWGCZ2
$13.56·★4.6·49.9K revsVanicream Moisturizing Cream, Body & Face Moisturizer, 16 Oz Pump Dispenser | Formulated without Common Irritants for Sensitive Skin, Restores Moisture and Soothes Irritated, Cracked or Itchy Skin
Units sold50K
La Roche-Posay
1 ASIN in Top 10
12.7%
Units
100K
Revenue
$2.5M
Avg. price
$24.99
B01N9SPQHQ
$24.99·★4.6·51.3K revsLa Roche-Posay Toleriane Double Repair Face Moisturizer
Units sold100K
Trending Ordinary Moisturizer 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: B0C3PCJ6SD booked 50K units at $6.70, with ▲ 0.0% MoM change.
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.
B0C3PCJ6SD
The Ordinary Salicylic Acid 2% Solution, Acne-Fighting Serum for Blemish-Prone Skin
Price
$6.70
Rating
4.7
Reviews
12.8K
Latest month sales
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