Serum Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Serum sales on Amazon US totaled 1,222,000 units in July 2026 (▼ 30.8% vs. the prior month), generating an estimated $20,640,000 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 51.6% of unit volume and 43.3% of revenue, while a typical listing is priced at $18.58. The keyword itself pulled 75,267 Amazon queries over the same period (▲ 18.9% MoM).
Zooming out to the 12-month window ending July 2026, the serum Top 50 moved 14,007,500 units and $234,630,360 in cumulative sales — an average of 1,167,292 units and $19,552,530 per month. Monthly throughput topped out at 1,766,000 units in June 2026 and dipped to 720,000 in May 2026, leaving the latest reading 43.9% higher than August 2025.
Serum 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
1.2M
▼ 30.8% MoM
Monthly Revenue 2026/07
$20.6M
▼ 35.2% MoM
Top 10 Market Share 2026/07
51.6%
Serum Market Share & Sales Concentration on Amazon US — July 2026
The most-sold serum listing on Amazon US in July 2026 is ASIN B01MDTVZTZ (Brand: The Ordinary), which sold 100,000 units at $6.00 apiece — equal to 8.2% of every unit tracked in this report.
The Top 10 ASINs account for 630,000 units and $8,938,700 in July 2026 — 51.6% of unit volume and 43.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Serum' on Amazon
July 2026
Is 51.6% 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
B01MDTVZTZ
The Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
100K
▲ 0.0%vs. prior month
$600K
latest month
12-month trend
B01MYEZPC8
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
100K
▲ 0.0%vs. prior month
$990K
latest month
12-month trend
B0DG4WXBCF
MEDITHERAPY Retinal Skin Booster Serum 5.07 fl oz | Retinaldehyde, Niacinamide, Cica | Korean Hydrating Face & Body Serum for Dull, Uneven Skin, All Skin Types, K-Beauty
100K
▲ 0.0%vs. prior month
$2M
latest month
12-month trend
B0DBF65JYY
medicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum - Peptides & Niacinamide for Hydration & Firm-Looking Skin, Uneven Tone Care, Korean Skincare, 1.01 fl. Oz
70K
▼ 30.0%vs. prior month
$1.3M
latest month
12-month trend
B0DG1DQ2S7
Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum, 1.01 fl oz | Facial Serum for Blemish-Prone & Oily-Prone Skin, Lightweight & Hydrating Blemish Care, Hyaluronic Acid, Korean Skincare
70K
▼ 30.0%vs. prior month
$1.5M
latest month
12-month trend
B0C3PCJ6SD
The Ordinary Salicylic Acid 2% Solution, Acne-Fighting Serum for Blemish-Prone Skin
50K
▲ 0.0%vs. prior month
$335K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Serum Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Ordinary is the best-performing serum brand in July 2026, moving 310,000 units across 5 ASINs for 49.2% of Top 10 volume. MEDITHERAPY follows with 100,000 units (15.9%), ahead of medicube on 70,000 units (11.1%).
With 6 brands splitting the Top 10 and 76.2% 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 $9.34 to $18.90, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Ordinary
5 ASINs in Top 10
49.2%
Units
310K
Revenue
$2.6M
Avg. price
$9.34
B01MDTVZTZ
$6.00·★4.7·63.5K revsThe Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
Units sold100KB01MYEZPC8
$9.90·★4.7·39.8K revsThe Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
Units sold100KB0C3PCJ6SD
$6.70·★4.7·12.7K revsThe Ordinary Salicylic Acid 2% Solution, Acne-Fighting Serum for Blemish-Prone Skin
Units sold50KB01MUZVE1C
$9.20·★4.4·18.9K revsThe Ordinary Caffeine Solution 5% + EGCG Eye Serum, Depuffing Eye Serum for Dark Circles and Tired Eyes
Units sold30KB0B5DYY1HQ
$14.90·★4.2·6.8K revsThe Ordinary Multi-Peptide Lash and Brow Serum, Peptide-Powered Formula for Thicker, Fuller Looking Lashes & Brows
Units sold30K
MEDITHERAPY
1 ASIN in Top 10
15.9%
Units
100K
Revenue
$2M
Avg. price
$17.49
B0DG4WXBCF
$17.49·★4.3·10.2K revsMEDITHERAPY Retinal Skin Booster Serum 5.07 fl oz | Retinaldehyde, Niacinamide, Cica | Korean Hydrating Face & Body Serum for Dull, Uneven Skin, All Skin Types, K-Beauty
Units sold100K
medicube
1 ASIN in Top 10
11.1%
Units
70K
Revenue
$1.3M
Avg. price
$18.90
B0DBF65JYY
$18.90·★4.6·20.6K revsmedicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum - Peptides & Niacinamide for Hydration & Firm-Looking Skin, Uneven Tone Care, Korean Skincare, 1.01 fl. Oz
Units sold70K
Trending Serum 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, 3 ASINs forced its way in: B0C3PCJ6SD booked 50K units at $6.70, with ▲ 0.0% MoM change.
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.
B0C3PCJ6SD
The Ordinary Salicylic Acid 2% Solution, Acne-Fighting Serum for Blemish-Prone Skin
Price
$6.70
Rating
4.7
Reviews
12.7K
Latest month sales
B01MUZVE1C
The Ordinary Caffeine Solution 5% + EGCG Eye Serum, Depuffing Eye Serum for Dark Circles and Tired Eyes
Price
$9.20
Rating
4.4
Reviews
18.9K
Latest month sales
B0B5DYY1HQ
The Ordinary Multi-Peptide Lash and Brow Serum, Peptide-Powered Formula for Thicker, Fuller Looking Lashes & Brows
Unlock to view ASIN details and product titles
Price
$14.90
Rating
4.2
Reviews
6.8K
Latest month sales
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