Rainbow Butter Squishy Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Generic is the best-performing rainbow butter squishy brand in July 2026, moving 18,000 units across 2 ASINs for 24.3% of Top 10 volume. Midou follows with 10,000 units (13.5%), ahead of LYPMWKMWH on 8,000 units (10.8%).

Volume is spread across 9 brands, with the top three holding 48.6% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $4.89 to $7.99, 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: B0GYKYVNNL booked 8K units at $6.79, with ▲ 700.0% MoM change. On the growth side, B0GY4L838W leads positive momentum with ▲ 300.0% MoM growth on 4K units, with B0GRH4LDJT close behind at ▲ 233.3% 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.