Secret Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Secret sales on Amazon US totaled 303,850 units in July 2026 (▼ 15.5% vs. the prior month), generating an estimated $3,204,176 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 65.8% of unit volume and 63.9% of revenue, while a typical listing is priced at $11.24. The keyword itself pulled 29,297 Amazon queries over the same period (▲ 5.5% MoM).
Zooming out to the 12-month window ending July 2026, the secret Top 50 moved 2,876,500 units and $28,505,490 in cumulative sales — an average of 239,708 units and $2,375,457 per month. Monthly throughput topped out at 359,600 units in June 2026 and dipped to 147,350 in May 2026, leaving the latest reading 17.6% higher than August 2025.
Secret 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
303.9K
▼ 15.5% MoM
Monthly Revenue 2026/07
$3.2M
▼ 17.4% MoM
Top 10 Market Share 2026/07
65.8%
Secret Market Share & Sales Concentration on Amazon US — July 2026
The most-sold secret listing on Amazon US in July 2026 is ASIN B00HF3XSO0 (Brand: Secret), which sold 60,000 units at $13.97 apiece — equal to 19.7% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 200,000 units and $2,046,700 in July 2026 — 65.8% of unit volume and 63.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Secret' on Amazon
July 2026
Is 65.8% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B00HF3XSO0
Secret Clinical Strength Invisible Solid Antiperspirant Deodorant for Women, 100HR Sweat & Odor Protection, 3X Stress Protection with Hyaluronic Acid, PH Balanced, Completely Clean Scent, 2.6 oz
60K
▼ 14.3%vs. prior month
$837K
latest month
12-month trend
B006MD1OHM
Secret Outlast Antiperspirant Deodorant for Women, 72hr Sweat & Odor Protection, PH Balancing Minerals, Invisible Solid, Completely Clean Scent, Travel Size, 0.5 oz
30K
▲ 0.0%vs. prior month
$56.7K
latest month
12-month trend
B008CC3SMK
Secret Outlast Antiperspirant Deodorant for Women, 72hr Sweat & Odor Protection, PH Balancing Minerals, Pro-Hyaluronic Acid, Clear Gel, Completely Clean Scent, 2.6 oz (Pack of 2)
20K
▼ 50.0%vs. prior month
$276.8K
latest month
12-month trend
B008I2IKPE
Secret Anti-Perspirant Deodorant Invisible Solid Powder Fresh Twin Pack 5.20 oz
20K
▲ 0.0%vs. prior month
$159.4K
latest month
12-month trend
B00HF3XTUS
Secret Clinical Strength 100HR Sweat & Odor, Clear Gel Antiperspirant Deodorant for Women, 3X Stress Protection with Hyaluronic Acid, PH Balancing Minerals, Completely Clean Scent, 2.6 oz
20K
▼ 33.3%vs. prior month
$278.6K
latest month
12-month trend
B0BK9W7MRJ
Secret Clinical Strength 100HR Sweat & Odor, Stress Response Invisible Solid Antiperspirant Deodorant for Women, 3X Stress Protection with Hyaluronic Acid, PH Balancing Minerals, 2.6 oz
10K
▼ 50.0%vs. prior month
$139.5K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Trending Secret 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. On the growth side, B00BFYOB5K leads positive momentum with ▲ 100.0% MoM growth on 2K units, with B01LTI08YY close behind at ▲ 80.0% MoM 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.
B00BFYOB5K
Secret Fresh Antiperspirant Deodorant for Women, 72hr Breathable Sweat & Odor Protection, Instant Freshness & Gentle, PH Balancing Minerals, Clear Gel, Sweet Nectarine Scent, 2.6 oz
Price
$6.97
Rating
4.7
Reviews
10.6K
Latest month sales
B01LTI08YY
Secret Fresh Antiperspirant Deodorant for Women, 72hr Breathable Sweat & Odor Protection, Instant Freshness & Gentle, PH Balancing Minerals, Clear Gel, Refreshing Berry Scent, 2.6 oz (Pack of 6)
Price
$35.97
Rating
4.8
Reviews
2.3K
Latest month sales
B00I412YPG
Secret Outlast Antiperspirant Deodorant for Women, 72hr Sweat & Odor Protection, PH Balancing Minerals, Invisible Solid, Completely Clean Scent, 2.6 oz (Pack of 2)
Unlock to view ASIN details and product titles
Price
$11.97
Rating
4.7
Reviews
2K
Latest month sales
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