Overtone Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

MAREE is the best-performing overtone brand in July 2026, moving 10,000 units across 1 ASIN for 22.7% of Top 10 volume. KERACOLOR follows with 7,000 units (15.9%), ahead of milk_shake on 6,000 units (13.6%).

Volume is spread across 9 brands, with the top three holding 52.3% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $21.99 to $28.00, which frames the price band a competing listing has to justify.

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: B07K45PS19 booked 2K units at $12.95, with ▲ 100.0% MoM change. On the growth side, B0B7KJZSFY leads positive momentum with ▲ 233.3% MoM growth on 1K units, with B0DRPTT55L close behind at ▲ 40.0% MoM on 700 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.