Paper Towels Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Bounty is the best-performing paper towels brand in July 2026, moving 500,000 units across 5 ASINs for 51.5% of Top 10 volume. Scott follows with 200,000 units (20.6%), ahead of Amazon Basics on 100,000 units (10.3%).

With 5 brands splitting the Top 10 and 82.5% 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 $6.26 to $24.97, 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: B074CR89QG booked 70K units at $26.41, with ▲ 0.0% MoM change. On the growth side, B0FN4VKRWW leads positive momentum with ▲ 800.0% MoM growth on 9K units, with B0DQLN5PFY close behind at ▲ 133.3% MoM on 7K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.