Paper Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Paper sales on Amazon US totaled 2,429,000 units in July 2026 (▲ 3.2% vs. the prior month), generating an estimated $57,694,540 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 41.2% of unit volume and 37.4% of revenue, while a typical listing is priced at $24.73. The keyword itself pulled 283,135 Amazon queries over the same period (▲ 60.9% MoM).
Zooming out to the 12-month window ending July 2026, the paper Top 50 moved 25,460,450 units and $598,335,008 in cumulative sales — an average of 2,121,704 units and $49,861,251 per month. Monthly throughput topped out at 2,429,000 units in July 2026 and dipped to 1,610,750 in May 2026, leaving the latest reading 15.6% higher than August 2025.
Paper 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
2.4M
▲ 3.2% MoM
Monthly Revenue 2026/07
$57.7M
▲ 2.1% MoM
Top 10 Market Share 2026/07
41.2%
Paper Market Share & Sales Concentration on Amazon US — July 2026
The most-sold paper listing on Amazon US in July 2026 is ASIN B01FV0F8H8 (Brand: Amazon Basics), which sold 100,000 units at $6.97 apiece — equal to 4.1% of every unit tracked in this report.
The Top 10 ASINs account for 1,000,000 units and $21,567,000 in July 2026 — 41.2% of unit volume and 37.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Paper' on Amazon
July 2026
Is 41.2% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B01FV0F8H8
Amazon Basics Multipurpose Copy Printer Paper, 8.5 x 11 Inches, 20 lb, 92 Bright, White, 1 Ream (500 Sheets), Jam-Free
100K
▲ 0.0%vs. prior month
$697K
latest month
12-month trend
B074PY4Y8Y
Dixie Large Paper Plates, 10 Inch, 150 Count, 2X Stronger*, Microwave-Safe, Soak-Proof, Cut Resistant, Disposable Plates For Everyday Breakfast, Lunch, & Dinner Meals
100K
▲ 11.1%vs. prior month
$1.4M
latest month
12-month trend
B0798DVT68
Charmin Ultra Soft Cushiony Touch Toilet Paper, 24 Family Mega = 123 Regular Rolls, White
100K
▲ 0.0%vs. prior month
$3.5M
latest month
12-month trend
B079VP6DH5
Bounty Paper Towels Quick Size, White, 16 Family Rolls = 40 Regular Rolls
100K
▲ 0.0%vs. prior month
$4.5M
latest month
12-month trend
B07BGLT25K
Scott ComfortPlus Toilet Paper, 12 Triple Rolls, 231 Sheets per Roll, Septic-Safe, 1-Ply Toilet Tissue
100K
▲ 0.0%vs. prior month
$568K
latest month
12-month trend
B095CN96JS
Amazon Basics 2-Ply Soft Toilet Paper, 30 Rolls (5 Packs of 6), 350 Sheets per Roll, Septic Safe, Equivalent to 185 Regular Rolls
100K
▲ 0.0%vs. prior month
$2.5M
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Paper Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Amazon Basics is the best-performing paper brand in July 2026, moving 400,000 units across 4 ASINs for 40.0% of Top 10 volume. Bounty follows with 200,000 units (20.0%), ahead of Dixie on 100,000 units (10.0%).
With 6 brands splitting the Top 10 and 70.0% 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 $14.48 to $36.74, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Amazon Basics
4 ASINs in Top 10
40.0%
Units
400K
Revenue
$5.7M
Avg. price
$15.25
B01FV0F8H8
$6.97·★4.8·226.5K revsAmazon Basics Multipurpose Copy Printer Paper, 8.5 x 11 Inches, 20 lb, 92 Bright, White, 1 Ream (500 Sheets), Jam-Free
Units sold100KB095CN96JS
$25.21·★4.4·102.5K revsAmazon Basics 2-Ply Soft Toilet Paper, 30 Rolls (5 Packs of 6), 350 Sheets per Roll, Septic Safe, Equivalent to 185 Regular Rolls
Units sold100KB09BWFX1L6
$22.86·★4.1·73.5K revsAmazon Basics 2-Ply Flex-Sheets Paper Towels, 12 Basics Rolls = 40 Regular Rolls, Everyday Value with 150 Sheets per Roll, Packaging May Vary
Units sold100KB0C2CY22B8
$5.97·★4.7·58.9K revsAmazon Basics Everyday Disposable Paper Plates, 8.62 Inch, Microwave-Safe, Cut Resistant, Soak-Proof, 100 Count, Packaging May Vary
Units sold100K
Bounty
2 ASINs in Top 10
20.0%
Units
200K
Revenue
$7.6M
Avg. price
$36.74
B079VP6DH5
$43.49·★4.8·235.7K revsBounty Paper Towels Quick Size, White, 16 Family Rolls = 40 Regular Rolls
Units sold100KB0DQYP1L95
$29.99·★4.8·235.7K revsBounty Quick-Size Paper Towels, White, 8 Family Triple Rolls = 27 Regular Rolls
Units sold100K
Dixie
1 ASIN in Top 10
10.0%
Units
100K
Revenue
$1.4M
Avg. price
$14.48
B074PY4Y8Y
$14.48·★4.8·65.4K revsDixie Large Paper Plates, 10 Inch, 150 Count, 2X Stronger*, Microwave-Safe, Soak-Proof, Cut Resistant, Disposable Plates For Everyday Breakfast, Lunch, & Dinner Meals
Units sold100K
Trending Paper 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: B074PY4Y8Y booked 100K units at $14.48, with ▲ 11.1% MoM change. On the growth side, B08KF9RD4T leads positive momentum with ▲ 1150.0% MoM growth on 10K units, with B0BWF8W8XD close behind at ▲ 1150.0% MoM on 10K 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.
B074PY4Y8Y
Dixie Large Paper Plates, 10 Inch, 150 Count, 2X Stronger*, Microwave-Safe, Soak-Proof, Cut Resistant, Disposable Plates For Everyday Breakfast, Lunch, & Dinner Meals
Price
$14.48
Rating
4.8
Reviews
65.4K
Latest month sales
B08KF9RD4T
Rosmonde 450 Sheets Loose Leaf Paper, 3 Pack, Wide Ruled Filler Paper | Bulk Office Filler Paper, 8" x 10.5", 3 Hole Punched, 150 Sheets/Pack, Wide Ruled Notebook Paper for Binder, White
Price
$14.99
Rating
4.8
Reviews
760
Latest month sales
B0BWF8W8XD
Rosmonde 450 Sheets Loose Leaf Paper, 3 Pack, College Ruled Filler Paper | Bulk Office Filler Paper, 8" x 10.5", 3 Hole Punched, 150 Sheets/Pack, College Ruled Notebook Paper for Binder, White
Unlock to view ASIN details and product titles
Price
$14.99
Rating
4.8
Reviews
913
Latest month sales
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