Playdoh Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Playdoh sales on Amazon US totaled 231,800 units in July 2026 (▲ 9.7% vs. the prior month), generating an estimated $3,351,649 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 63.4% of unit volume and 55.6% of revenue, while a typical listing is priced at $16.62. The keyword itself pulled 479,752 Amazon queries over the same period (▲ 64.3% MoM).
Zooming out to the 12-month window ending July 2026, the playdoh Top 50 moved 2,885,900 units and $42,353,014 in cumulative sales — an average of 240,492 units and $3,529,418 per month. Monthly throughput topped out at 495,450 units in December 2025 and dipped to 93,550 in May 2026, leaving the latest reading 18.5% lower than August 2025.
Playdoh 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
231.8K
▲ 9.7% MoM
Monthly Revenue 2026/07
$3.4M
▼ 1.1% MoM
Top 10 Market Share 2026/07
63.4%
Playdoh Market Share & Sales Concentration on Amazon US — July 2026
The most-sold playdoh listing on Amazon US in July 2026 is ASIN B00JM5GW10 (Brand: Play-Doh), which sold 50,000 units at $7.99 apiece — equal to 21.6% of every unit tracked in this report and 2.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 147,000 units and $1,864,090 in July 2026 — 63.4% of unit volume and 55.6% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Playdoh' on Amazon
July 2026
Is 63.4% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00JM5GW10
Play Doh Modeling Compound 10-Pack Case of Assorted Colors, Non-Toxic 2 oz. Cans, Back to School Gifts, Prizes, & Party Favors, Preschool Toys for Kids, Ages 2+ (Amazon Exclusive)
50K
▲ 66.7%vs. prior month
$399.5K
latest month
12-month trend
B07BC44JFC
Play-Doh Jewel Colors Bulk 12-Pack of 4-Ounce Cans
20K
▲ 100.0%vs. prior month
$231.2K
latest month
12-month trend
B00JM5GZGW
Play-Doh Modeling Compound 36-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
10K
▼ 50.0%vs. prior month
$273K
latest month
12-month trend
B087N9N6HH
Play Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans, Back to School Gifts, Prizes, & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
10K
▲ 25.0%vs. prior month
$165.1K
latest month
12-month trend
B009CAPYR8
Play-Doh Modeling Compound 24-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
10K
▲ 25.0%vs. prior month
$219.9K
latest month
12-month trend
B08HD89CX6
Rock Painting Kit- Glow in The Dark Rock Kit, Arts and Crafts for Kids Ages 6-12, Art Supplies Toy, Kids Craft Paint Kits, Arts & Crafts for Boys Girls Birthday Party Gift Toy
10K
▼ 50.0%vs. prior month
$149.9K
latest month
12-month trend
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Best Playdoh Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Play-Doh is the best-performing playdoh brand in July 2026, moving 108,000 units across 6 ASINs for 73.5% of Top 10 volume. JOYIN follows with 10,000 units (6.8%), ahead of LAWOHO on 10,000 units (6.8%).
With 5 brands splitting the Top 10 and 87.1% 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 $12.90 to $16.49, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Play-Doh
6 ASINs in Top 10
73.5%
Units
108K
Revenue
$1.4M
Avg. price
$16.49
B00JM5GW10
$7.99·★4.7·69K revsPlay Doh Modeling Compound 10-Pack Case of Assorted Colors, Non-Toxic 2 oz. Cans, Back to School Gifts, Prizes, & Party Favors, Preschool Toys for Kids, Ages 2+ (Amazon Exclusive)
Units sold50KB07BC44JFC
$13.49·★4.8·25.5K revsPlay-Doh Jewel Colors Bulk 12-Pack of 4-Ounce Cans
Units sold20KB00JM5GZGW
$28.99·★4.8·28.7K revsPlay-Doh Modeling Compound 36-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold10KB087N9N6HH
$16.99·★4.9·17.4K revsPlay Doh Bulk Handout 42-Pack of 1-Ounce Modeling Compound Cans, Back to School Gifts, Prizes, & Party Favors, Kids Arts & Crafts, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold10KB009CAPYR8
$21.99·★4.8·27.9K revsPlay-Doh Modeling Compound 24-Pack Case of Colors, Non-Toxic, 3 Oz Cans of Assort. Colors, Back to School Classroom Supplies, Preschool Toys, Ages 2+ (Amazon Exclusive)
Units sold10KB00TPMDNSU
$9.49·★4.8·10.1K revsPlay-Doh Starter Set 9-Piece Kit with Storage Tote & 4 Modeling Compound Cans, Ages 3+, Presentation May Vary | 4 Modeling Compound Cans, Arts and Crafts for Kids, Back to School Classroom Supplies, Preschool Toys, Ages 3+
Units sold8K
JOYIN
1 ASIN in Top 10
6.8%
Units
10K
Revenue
$149.9K
Avg. price
$14.99
B08HD89CX6
$14.99·★4.7·10.5K revsRock Painting Kit- Glow in The Dark Rock Kit, Arts and Crafts for Kids Ages 6-12, Art Supplies Toy, Kids Craft Paint Kits, Arts & Crafts for Boys Girls Birthday Party Gift Toy
Units sold10K
LAWOHO
1 ASIN in Top 10
6.8%
Units
10K
Revenue
$134.3K
Avg. price
$12.90
B0CYT6D2ZS
$12.90·★4.5·3.4K revs6-Pack Pink Slime Kit for Girls, Cloud Butter Squishy Birthday Gift Set | Party favor, goodie bag stuffer, Easter basket filler and sensory toy for kids ages 4-10
Units sold10K
Trending Playdoh 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: B00TPMDNSU booked 8K units at $9.49, with ▲ 100.0% MoM change. On the growth side, B07KRL84G5 leads positive momentum with ▲ 1900.0% MoM growth on 1K units, with B06ZZ9ZLLM close behind at ▲ 900.0% MoM on 1K 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.
B00TPMDNSU
Play-Doh Starter Set 9-Piece Kit with Storage Tote & 4 Modeling Compound Cans, Ages 3+, Presentation May Vary | 4 Modeling Compound Cans, Arts and Crafts for Kids, Back to School Classroom Supplies, Preschool Toys, Ages 3+
Price
$9.49
Rating
4.8
Reviews
10.1K
Latest month sales
B07KRL84G5
Play-Doh 4 Pack of Wild Non-Toxic Colors for Kids 2 Years and Up, 4-Ounce Cans (Dark Blue, Bright Green, Orange, Green)
Price
$12.75
Rating
4.7
Reviews
9.1K
Latest month sales
B06ZZ9ZLLM
Play-Doh 4-PACK OF SECONDARY COLORS, Net WT 16oz
Unlock to view ASIN details and product titles
Price
$13.49
Rating
4.5
Reviews
153
Latest month sales
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