Rilakkuma Backpack Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

JanSport is the best-performing rilakkuma backpack brand in July 2026, moving 31,000 units across 2 ASINs for 56.4% of Top 10 volume. Pusheen the Cat follows with 8,000 units (14.5%), ahead of The North Face on 6,000 units (10.9%).

With 8 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 $41.94 to $100.00, 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, 2 ASINs forced its way in: B0DJHBL16H booked 1K units at $39.19, with ▲ 900.0% MoM change. On the growth side, B0GX7HXSXD leads positive momentum with ▲ 1700.0% MoM growth on 900 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.