Serum For Face Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Serum For Face sales on Amazon US totaled 1,720,000 units in July 2026 (▼ 26.8% vs. the prior month), generating an estimated $30,746,700 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 51.7% of unit volume and 46.3% of revenue, while a typical listing is priced at $19.86. The keyword itself pulled 27,989 Amazon queries over the same period (▼ 45.9% MoM).
Zooming out to the 12-month window ending July 2026, the serum for face Top 50 moved 18,396,000 units and $323,651,880 in cumulative sales — an average of 1,533,000 units and $26,970,990 per month. Monthly throughput topped out at 2,350,000 units in June 2026 and dipped to 977,000 in May 2026, leaving the latest reading 48.4% higher than August 2025.
Serum For Face 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
1.7M
▼ 26.8% MoM
Monthly Revenue 2026/07
$30.7M
▼ 29.5% MoM
Top 10 Market Share 2026/07
51.7%
Serum For Face Market Share & Sales Concentration on Amazon US — July 2026
The most-sold serum for face listing on Amazon US in July 2026 is ASIN B01MDTVZTZ (Brand: The Ordinary), which sold 100,000 units at $6.00 apiece — equal to 5.8% of every unit tracked in this report.
The Top 10 ASINs account for 890,000 units and $14,250,600 in July 2026 — 51.7% of unit volume and 46.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Serum For Face' on Amazon
July 2026
Is 51.7% 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
B01N9SPQHQ
La Roche-Posay Toleriane Double Repair Face Moisturizer
100K
▲ 0.0%vs. prior month
$2.5M
latest month
12-month trend
B071914GGL
The Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
100K
▲ 0.0%vs. prior month
$1.4M
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
B0DK4Y2YP3
celimax The Vita A Retinal Shot Tightening Booster (0.51 fl.oz) | 0.1% Retinal, 3% Matryxyl, High-Strength Retinoid, Anti Aging, Pore Minimizer, Fine Lines, Skin Firming, Korean Skin Care
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Serum For Face Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Ordinary is the best-performing serum for face brand in July 2026, moving 300,000 units across 3 ASINs for 33.7% of Top 10 volume. CeraVe follows with 150,000 units (16.9%), ahead of La Roche-Posay on 100,000 units (11.2%).
With 7 brands splitting the Top 10 and 61.8% 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 $9.80 to $24.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Ordinary
3 ASINs in Top 10
33.7%
Units
300K
Revenue
$2.9M
Avg. price
$9.80
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 sold100KB071914GGL
$13.50·★4.7·60.9K revsThe Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
Units sold100K
CeraVe
2 ASINs in Top 10
16.9%
Units
150K
Revenue
$2.3M
Avg. price
$13.71
B00365DABC
$11.99·★4.7·62.9K revsCeraVe PM Facial Moisturizing Lotion, Skin Care for Dry Skin, Oil-Free, 3oz | Travel Sized Face Lotion with Hyaluronic Acid, Niacinamide & Ceramides, Face Moisturizer for Men & Women, Skin Barrier Repair
Units sold90KB00SNPCSUY
$15.44·★4.6·56.9K revsCeraVe Night Cream, Face Moisturizer, Skin Care for Dry Skin, 1.7oz | Skin Renewing Face Moisturizer with Hyaluronic Acid & Peptides, Night Cream For Men & Women, Anti-Aging Face Cream, Daily Use
Units sold60K
La Roche-Posay
1 ASIN in Top 10
11.2%
Units
100K
Revenue
$2.5M
Avg. price
$24.99
B01N9SPQHQ
$24.99·★4.6·80.2K revsLa Roche-Posay Toleriane Double Repair Face Moisturizer
Units sold100K
Trending Serum For Face 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: B00SNPCSUY booked 60K units at $15.44, with ▼ 14.3% MoM change. On the growth side, B08R994Q1L leads positive momentum with ▲ 100.0% MoM growth on 20K units, with B0GCC2JV65 close behind at ▲ 33.3% MoM on 40K 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.
B00SNPCSUY
CeraVe Night Cream, Face Moisturizer, Skin Care for Dry Skin, 1.7oz | Skin Renewing Face Moisturizer with Hyaluronic Acid & Peptides, Night Cream For Men & Women, Anti-Aging Face Cream, Daily Use
Price
$15.44
Rating
4.6
Reviews
56.9K
Latest month sales
B08R994Q1L
Good Molecules Niacinamide Serum 10%, Pore & Texture Serum, 1 fl oz | 10% niacinamide serum to refine skin texture and minimize the look of pores. Non-comedogenic.
Price
$5.97
Rating
4.6
Reviews
11.4K
Latest month sales
B0GCC2JV65
medicube NAD EGF Firming Serum for Face & Neck | Anti-Aging Serum with EGF Peptide, NAD & Collagen - Wrinkle Appearance, Elasticity & Pore Care, Korean Skincare, 1.01 fl.oz
Unlock to view ASIN details and product titles
Price
$21.80
Rating
4.6
Reviews
1.5K
Latest month sales
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