Ordinary Serum Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Ordinary Serum sales on Amazon US totaled 1,365,000 units in July 2026 (▼ 21.8% vs. the prior month), generating an estimated $20,212,170 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 53.5% of unit volume and 47.9% of revenue, while a typical listing is priced at $15.13. The keyword itself pulled 14,939 Amazon queries over the same period (▲ 14.6% MoM).
Zooming out to the 12-month window ending July 2026, the ordinary serum Top 50 moved 15,053,300 units and $222,562,700 in cumulative sales — an average of 1,254,442 units and $18,546,892 per month. Monthly throughput topped out at 1,745,000 units in June 2026 and dipped to 787,000 in May 2026, leaving the latest reading 38.7% higher than August 2025.
Ordinary Serum 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
1.4M
▼ 21.8% MoM
Monthly Revenue 2026/07
$20.2M
▼ 28.7% MoM
Top 10 Market Share 2026/07
53.5%
Ordinary Serum Market Share & Sales Concentration on Amazon US — July 2026
The most-sold ordinary serum listing on Amazon US in July 2026 is ASIN B01MDTVZTZ (Brand: The Ordinary), which sold 100,000 units at $6.00 apiece — equal to 7.3% of every unit tracked in this report.
The Top 10 ASINs account for 730,000 units and $9,685,400 in July 2026 — 53.5% of unit volume and 47.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Ordinary Serum' on Amazon
July 2026
Is 53.5% 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
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
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
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
B0DBF65JYY
medicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum - Peptides & Niacinamide for Hydration & Firm-Looking Skin, Uneven Tone Care, Korean Skincare, 1.01 fl. Oz
70K
▼ 30.0%vs. prior month
$1.3M
latest month
12-month trend
B0DG1DQ2S7
Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum, 1.01 fl oz | Facial Serum for Blemish-Prone & Oily-Prone Skin, Lightweight & Hydrating Blemish Care, Hyaluronic Acid, Korean Skincare
70K
▼ 30.0%vs. prior month
$1.5M
latest month
12-month trend
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Best Ordinary Serum Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Ordinary is the best-performing ordinary serum brand in July 2026, moving 490,000 units across 6 ASINs for 67.1% of Top 10 volume. ANUA follows with 120,000 units (16.4%), ahead of medicube on 70,000 units (9.6%).
With 4 brands splitting the Top 10 and 93.2% 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 $21.50, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Ordinary
6 ASINs in Top 10
67.1%
Units
490K
Revenue
$4.8M
Avg. price
$9.55
B01MDTVZTZ
$6.00·★4.7·63.8K 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·★4.5·8.8K revsThe Ordinary Azelaic Acid Suspension 10%, Formula for Uneven and Blemish-Prone Skin
Units sold80KB0DMTDN158
$9.00·★4.7·61.3K 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
ANUA
2 ASINs in Top 10
16.4%
Units
120K
Revenue
$2.5M
Avg. price
$21.50
B0DG1DQ2S7
$22.00·★4.5·6.2K revsAnua Azelaic Acid 10 Hyaluron Redness Soothing Serum, 1.01 fl oz | Facial Serum for Blemish-Prone & Oily-Prone Skin, Lightweight & Hydrating Blemish Care, Hyaluronic Acid, Korean Skincare
Units sold70KB0FVT77ZLL
$21.00·★4.5·6K revsANUA PDRN Collagen Glow Facial Serum Spray, 3.38 fl oz | Hydrating Face Mist, Hyaluronic Acid, dewy glass finish, All Skin Types, Instant Plumping, Firming Care, Korean Skincare
Units sold50K
medicube
1 ASIN in Top 10
9.6%
Units
70K
Revenue
$1.3M
Avg. price
$15.12
B0DBF65JYY
$15.12·★4.6·20.9K revsmedicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum - Peptides & Niacinamide for Hydration & Firm-Looking Skin, Uneven Tone Care, Korean Skincare, 1.01 fl. Oz
Units sold70K
Trending Ordinary Serum 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. On the growth side, B08R994Q1L leads positive momentum with ▲ 100.0% MoM growth on 20K units, with B076611KCY close behind at ▲ 80.0% MoM on 9K 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.
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
B08R994Q1L
Good Molecules Niacinamide Serum 10%, Pore & Texture Serum, 1 fl oz | 10% niacinamide serum to refine skin texture and minimize the look of pores. Non-comedogenic.
Price
$5.97
Rating
4.6
Reviews
11.5K
Latest month sales
B076611KCY
Vitamin C Serum For Face – Anti Aging Face Serum with Vitamin C, Hyaluronic Acid, Vitamin E. Brightening Formula. Improve Appearance of Dark Spots, Tone, Fine Lines & Wrinkles, Glowing Skin 2 Fl Oz
Unlock to view ASIN details and product titles
Price
$9.99
Rating
4.4
Reviews
133.1K
Latest month sales
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