Pura Refills Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Pura Refills sales on Amazon US totaled 96,500 units in July 2026 (▼ 26.2% vs. the prior month), generating an estimated $2,677,378 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 68.4% of unit volume and 60.7% of revenue, while a typical listing is priced at $32.57. The keyword itself pulled 14,839 Amazon queries over the same period (▲ 3.7% MoM).
Zooming out to the 12-month window ending July 2026, the pura refills Top 50 moved 1,123,600 units and $29,933,486 in cumulative sales — an average of 93,633 units and $2,494,457 per month. Monthly throughput topped out at 130,700 units in June 2026 and dipped to 58,800 in May 2026, leaving the latest reading 9.0% higher than August 2025.
Pura Refills 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
96.5K
▼ 26.2% MoM
Monthly Revenue 2026/07
$2.7M
▼ 24.9% MoM
Top 10 Market Share 2026/07
68.4%
Pura Refills Market Share & Sales Concentration on Amazon US — July 2026
The most-sold pura refills listing on Amazon US in July 2026 is ASIN B07QPRV62S (Brand: Air Wick), which sold 20,000 units at $21.85 apiece — equal to 20.7% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 66,000 units and $1,625,130 in July 2026 — 68.4% of unit volume and 60.7% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Pura Refills' on Amazon
July 2026
Is 68.4% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B07QPRV62S
Air Wick Plug In Refills, Lavender & Chamomile, Essential Oils,10 count | A 10-count Lavender & Chamomile plug-in air freshener refill pack, infused with essential oils. Air Wick air fresheners.
20K
▼ 33.3%vs. prior month
$445K
latest month
12-month trend
B07WWB1MLN
PUR Water Pitcher & Dispenser Replacement Filter 4-Pack | Genuine PUR Water Filter, 2-in-1 Powerful and Faster Filtration, 8-Month Value
10K
▲ 0.0%vs. prior month
$254.9K
latest month
12-month trend
B0009G6MLQ
PUR PLUS Faucet Mount Replacement Filter 2-Pack, Lead Reduction, RF99992 | Mineral core technology, filters water over natural minerals, crisp taste, up to 6-month supply
9K
▲ 0.0%vs. prior month
$241.7K
latest month
12-month trend
B0C4F38XJC
AQUA CREST Filter Replacement for PUR® Plus Water Filter Replacement | Compatible with All PUR® Water Filter Replacement, PUR® Faucet Filter Replacement RF9999®, NSF 42 Certified, 600-Gallon 2Pack
7K
▼ 12.5%vs. prior month
$84.6K
latest month
12-month trend
B0BSRGVFGF
Pura Home Diffuser Refill, 2 Pack, Linens & Surf | Scent Refill for Pura Home Smart Plug-In Wall Diffusers, Clean and Safe, Long-Lasting Fragrance for Home and Office
5K
▼ 44.4%vs. prior month
$136.7K
latest month
12-month trend
B07WV6CH9X
PUR Water Pitcher & Dispenser Filter Replacement 2-Pack, 4-Month Value | Filter Replacement for cleaner water, water pitcher filter, 2-in-1 filtration, faster filtration, 4-month value
4K
▼ 33.3%vs. prior month
$68K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Pura Refills Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
PUR is the best-performing pura refills brand in July 2026, moving 26,000 units across 4 ASINs for 39.4% of Top 10 volume. Air Wick follows with 20,000 units (30.3%), ahead of Pura on 8,000 units (12.1%).
With 6 brands splitting the Top 10 and 81.8% 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 $21.85 to $38.52, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
PUR
4 ASINs in Top 10
39.4%
Units
26K
Revenue
$701.7K
Avg. price
$38.52
B07WWB1MLN
$24.31·★4.7·20.4K revsPUR Water Pitcher & Dispenser Replacement Filter 4-Pack | Genuine PUR Water Filter, 2-in-1 Powerful and Faster Filtration, 8-Month Value
Units sold10KB0009G6MLQ
$27.85·★4.6·12.5K revsPUR PLUS Faucet Mount Replacement Filter 2-Pack, Lead Reduction, RF99992 | Mineral core technology, filters water over natural minerals, crisp taste, up to 6-month supply
Units sold9KB07WV6CH9X
$23.18·★4.7·20.4K revsPUR Water Pitcher & Dispenser Filter Replacement 2-Pack, 4-Month Value | Filter Replacement for cleaner water, water pitcher filter, 2-in-1 filtration, faster filtration, 4-month value
Units sold4KB000S964A8
$78.72·★4.7·18.6K revsPUR Plus Faucet Mount Water Filter Replacement with Mineral Core for Great Taste, 6 Pack
Units sold3K
Air Wick
1 ASIN in Top 10
30.3%
Units
20K
Revenue
$445K
Avg. price
$21.85
B07QPRV62S
$21.85·★4.7·44.1K revsAir Wick Plug In Refills, Lavender & Chamomile, Essential Oils,10 count | A 10-count Lavender & Chamomile plug-in air freshener refill pack, infused with essential oils. Air Wick air fresheners.
Units sold20K
Pura
2 ASINs in Top 10
12.1%
Units
8K
Revenue
$220.6K
Avg. price
$25.46
B0BSRGVFGF
$27.98·★4.5·868 revsPura Home Diffuser Refill, 2 Pack, Linens & Surf | Scent Refill for Pura Home Smart Plug-In Wall Diffusers, Clean and Safe, Long-Lasting Fragrance for Home and Office
Units sold5KB0C1PRRQNC
$22.95·★4.6·583 revsPura Home Diffuser Refill, 2 Pack, White Tea No. 1 | Scent Refill for Pura Home Smart Plug-In Wall Diffusers, Clean and Safe, Long-Lasting Fragrance for Home and Office
Units sold3K
Trending Pura Refills 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: B01MG2SWFK booked 2K units at $26.99, with ▼ 33.3% MoM change. On the growth side, B0GRWPXF7L leads positive momentum with ▲ 300.0% MoM growth on 400 units, with B0BWCC9B11 close behind at ▲ 166.7% MoM on 800 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.
B01MG2SWFK
Waterdrop Faucet Filter Replacement for PUR® Water Filter Replacement | Compatible with All PUR® Water Filter, PUR® PLUS RF9999® Faucet Water Filter, NSF 42 Certified, 18-Month, 1800-Gallon, 6 Pack
Price
$26.99
Rating
4.6
Reviews
7.8K
Latest month sales
B0GRWPXF7L
Capri Blue x Pura 5 Diffuser Kit - Volcano Pura Diffuser Plug in | Includes 1 Pura Diffuser + 2 Fragrance Refill Vials - Long Lasting Scents
Price
$94.00
Rating
4.5
Reviews
31
Latest month sales
B0BWCC9B11
Capri Blue Pura Smart Home Plug-in Diffuser Refills – Includes 2 Capri Blue Pura Refills for Plug in Diffusers for Home - Long Lasting Luxury Scents - Havana Vanilla (Pack of 2)
Unlock to view ASIN details and product titles
Price
$40.00
Rating
4.7
Reviews
121
Latest month sales
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