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

PUR is the best-performing pura brand in July 2026, moving 36,000 units across 4 ASINs for 43.4% of Top 10 volume. PURA D'OR follows with 26,000 units (31.3%), ahead of Pura Vida Moringa on 10,000 units (12.0%).

With 5 brands splitting the Top 10 and 86.7% 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 $24.83 to $34.99, 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: B07MLSVLZH booked 7K units at $27.59, with ▲ 40.0% MoM change. On the growth side, B0GQSKB2ZJ leads positive momentum with ▲ 1100.0% MoM growth on 600 units, with B0GQSDLQ55 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.