Phase 10 Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Phase 10 sales on Amazon US totaled 203,200 units in July 2026 (▼ 6.2% vs. the prior month), generating an estimated $2,648,993 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 65.9% of unit volume and 58.1% of revenue, while a typical listing is priced at $16.05. The keyword itself pulled 17,089 Amazon queries over the same period (▼ 9.9% MoM).
Zooming out to the 12-month window ending July 2026, the phase 10 Top 50 moved 2,930,200 units and $36,693,042 in cumulative sales — an average of 244,183 units and $3,057,753 per month. Monthly throughput topped out at 772,050 units in December 2025 and dipped to 76,900 in May 2026, leaving the latest reading 25.0% higher than August 2025.
Phase 10 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
203.2K
▼ 6.2% MoM
Monthly Revenue 2026/07
$2.6M
▼ 3.8% MoM
Top 10 Market Share 2026/07
65.9%
Phase 10 Market Share & Sales Concentration on Amazon US — July 2026
The most-sold phase 10 listing on Amazon US in July 2026 is ASIN B07P6MZPK3 (Brand: Mattel Games), which sold 30,000 units at $11.22 apiece — equal to 14.8% of every unit tracked in this report.
The Top 10 ASINs account for 134,000 units and $1,538,100 in July 2026 — 65.9% of unit volume and 58.1% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Phase 10' on Amazon
July 2026
Is 65.9% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B07P6MZPK3
Mattel Games UNO Card Game for Kid, Adult & Family Nights & Parties, Travel & Vacations, Color Blind Accessible & Customizable Deck (Amazon Exclusive)
30K
▲ 50.0%vs. prior month
$340.8K
latest month
12-month trend
B0DWGVM7RY
USAOPOLY Flip 7 Card Game, The Ultimate Blend of Press Your Luck Strategy | Fast-Paced Addictive Card Game, Quick to Learn & Easy to Teach, 3+ Players, Ages 8+
30K
▲ 0.0%vs. prior month
$239.1K
latest month
12-month trend
B00000IV35
Five Crowns Rummy Style Card Game for Kids and Adults, Family Game Night | Family Game Night, Travel Games, Screen-Free, Holiday Game, Playing Cards, Award-Winning
10K
▲ 0.0%vs. prior month
$99.9K
latest month
12-month trend
B06XZ9K244
magilano SKYJO, Fun Card Game for Young and Least Young, Fun Game Parties in The Circle of Friends and Family.
10K
▲ 0.0%vs. prior month
$190.6K
latest month
12-month trend
B077Z1R28P
Taco Cat Goat Cheese Pizza Card Game by Taco Cat Games, Age 7+, 2-8 Players | 10 min rounds, Slap pile when word matches card, Action cards add twists, Builds reflexes, Fun for all ages
10K
▼ 50.0%vs. prior month
$88.8K
latest month
12-month trend
B07JQ5W878
Regal Games Card Games for Kids - Go Fish, Crazy 8's, Old Maid, Slap Jack, Garbage Monster, War - Simple & Fun Classic Family Table Games - Games May Vary (6 Set)
10K
▲ 0.0%vs. prior month
$127K
latest month
12-month trend
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Best Phase 10 Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Mattel Games is the best-performing phase 10 brand in July 2026, moving 38,000 units across 2 ASINs for 28.4% of Top 10 volume. USAOPOLY follows with 30,000 units (22.4%), ahead of Hasbro Gaming on 17,000 units (12.7%).
With 8 brands splitting the Top 10 and 63.4% 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 $7.97 to $13.30, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Mattel Games
2 ASINs in Top 10
28.4%
Units
38K
Revenue
$464K
Avg. price
$13.30
B07P6MZPK3
$11.22·★4.8·60.8K revsMattel Games UNO Card Game for Kid, Adult & Family Nights & Parties, Travel & Vacations, Color Blind Accessible & Customizable Deck (Amazon Exclusive)
Units sold30KB0CBT2N7N1
$15.39·★4.8·8.4K revsMattel Games UNO Show ‘em No Mercy Card Game in Storage Tin,Ages 7+ | Extra Cards, Special Rules & Tougher Penalties for Kids, Teens & Family Game Night, 2-6 Players (Amazon Exclusive)
Units sold8K
USAOPOLY
1 ASIN in Top 10
22.4%
Units
30K
Revenue
$239.1K
Avg. price
$7.97
B0DWGVM7RY
$7.97·★4.9·5.1K revsUSAOPOLY Flip 7 Card Game, The Ultimate Blend of Press Your Luck Strategy | Fast-Paced Addictive Card Game, Quick to Learn & Easy to Teach, 3+ Players, Ages 8+
Units sold30K
Hasbro Gaming
2 ASINs in Top 10
12.7%
Units
17K
Revenue
$148.8K
Avg. price
$8.98
B00NQQTZCO
$7.99·★4.8·36.5K revsMonopoly Deal Card Game | Quick-Playing Card Game | Fun Games for Families and Kids | Ages 8 and Up | 2 to 5 Players | 15 Mins. | Travel Games
Units sold9KB0FHKZ4BP1
$9.97·★4.8·253 revsOfficial Hasbro Games Connect 4 Game (2025 Edition) | All-in-1 Storage, Carrying Case, Score Tracker | Ages 6+ | 2 Players | Family Games for Kids
Units sold8K
Trending Phase 10 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: B0FHKZ4BP1 booked 8K units at $9.97, with ▲ 60.0% MoM change. On the growth side, B0G2TCTPK9 leads positive momentum with ▲ 500.0% MoM growth on 600 units, with B0FT4212X7 close behind at ▲ 100.0% MoM on 2K 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.
B0FHKZ4BP1
Official Hasbro Games Connect 4 Game (2025 Edition) | All-in-1 Storage, Carrying Case, Score Tracker | Ages 6+ | 2 Players | Family Games for Kids
Price
$9.97
Rating
4.8
Reviews
253
Latest month sales
B0G2TCTPK9
Monopoly Deal Fourth Wing Edition Game in Collectible Tin Box | Officially Licensed Card Game Inspired by the Empyrean Series | 2-5 Players I Ages 8+
Price
$14.97
Rating
4.8
Reviews
43
Latest month sales
B0FT4212X7
Automatic Card Shuffler|1-2 Deck Electric Card Shuffle Machine|Portable Rechargeable Batteries of Poker,Blackjack,Uno,Skip-Bo,Phase 10 More Playing Shuffler for Home Game,Travel
Unlock to view ASIN details and product titles
Price
$23.99
Rating
4.2
Reviews
480
Latest month sales
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