Shea Moisture Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Shea Moisture sales on Amazon US totaled 322,000 units in July 2026 (▼ 14.8% vs. the prior month), generating an estimated $4,030,590 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 65.9% of revenue, while a typical listing is priced at $12.60. The keyword itself pulled 49,402 Amazon queries over the same period (▼ 6.2% MoM).
Zooming out to the 12-month window ending July 2026, the shea moisture Top 50 moved 4,017,950 units and $50,904,436 in cumulative sales — an average of 334,829 units and $4,242,036 per month. Monthly throughput topped out at 388,050 units in November 2025 and dipped to 200,300 in May 2026, leaving the latest reading 5.0% lower than August 2025.
Shea Moisture 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
322K
▼ 14.8% MoM
Monthly Revenue 2026/07
$4M
▼ 16.5% MoM
Top 10 Market Share 2026/07
65.8%
Shea Moisture Market Share & Sales Concentration on Amazon US — July 2026
The most-sold shea moisture listing on Amazon US in July 2026 is ASIN B08KT2Z93D (Brand: eos), which sold 100,000 units at $9.12 apiece — equal to 31.1% of every unit tracked in this report and 2.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 212,000 units and $2,657,470 in July 2026 — 65.8% of unit volume and 65.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Shea Moisture' on Amazon
July 2026
Is 65.8% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B08KT2Z93D
eos Shea Better Body Lotion- Vanilla Cashmere, 24-Hour Moisture, 16 fl oz
100K
▲ 0.0%vs. prior month
$939K
latest month
12-month trend
B003QXZWYW
La Roche-Posay Lipikar AP+MAX Triple Repair Moisturizing Body Cream | Face and body lotion for dry skin with shea butter and niacinamide. Gentle on very dry, rough, sensitive skin.
40K
▼ 20.0%vs. prior month
$867.6K
latest month
12-month trend
B07NQCBRK3
SheaMoisture Curl Mousse Coconut and Hibiscus for Frizz Control Styling Mousse with Shea Butter 7.5 oz | Curl enhancing mousse with Coconut Oil, Neem Oil & Silk Protein to instantly hydrate, reduce frizz, and add shine.
10K
▼ 50.0%vs. prior month
$100.5K
latest month
12-month trend
B07NQLWYXW
Shea Moisture Jamaican Black Castor Oil Strengthen & Grow Leave-In Conditioner, 11 Ounce | For damaged hair - softens, detangles and helps reduce breakage with Jamaican Black Castor Oil.
10K
▲ 0.0%vs. prior month
$89.7K
latest month
12-month trend
B07NSZHMWD
Shea Moisture Intensive Hydration Hair Masque Manuka Honey & Mafura Oil For Dry, Damaged Hair Deep Conditioning Hair Treatment 11.5 oz | For dry, damaged hair - deeply conditions, restores moisture, and improves softness with Manuka Honey and Mafura Oil.
10K
▲ 0.0%vs. prior month
$129.7K
latest month
12-month trend
B0CR3458QW
eos Shea Better 24H Moisture Body Lotion- Pink Champagne, 16 fl oz
10K
▲ 0.0%vs. prior month
$92.6K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Shea Moisture Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
eos is the best-performing shea moisture brand in July 2026, moving 110,000 units across 2 ASINs for 51.9% of Top 10 volume. Shea Moisture follows with 52,000 units (24.5%), ahead of La Roche-Posay on 40,000 units (18.9%).
With 4 brands splitting the Top 10 and 95.3% 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 $9.54 to $21.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
eos
2 ASINs in Top 10
51.9%
Units
110K
Revenue
$1M
Avg. price
$9.54
B08KT2Z93D
$9.12·★4.7·73.8K revseos Shea Better Body Lotion- Vanilla Cashmere, 24-Hour Moisture, 16 fl oz
Units sold100KB0CR3458QW
$9.97·★4.7·73.9K revseos Shea Better 24H Moisture Body Lotion- Pink Champagne, 16 fl oz
Units sold10K
Shea Moisture
6 ASINs in Top 10
24.5%
Units
52K
Revenue
$543.1K
Avg. price
$10.33
B07NQCBRK3
$9.87·★4.3·23.6K revsSheaMoisture Curl Mousse Coconut and Hibiscus for Frizz Control Styling Mousse with Shea Butter 7.5 oz | Curl enhancing mousse with Coconut Oil, Neem Oil & Silk Protein to instantly hydrate, reduce frizz, and add shine.
Units sold10KB07NQLWYXW
$8.57·★4.6·18.2K revsShea Moisture Jamaican Black Castor Oil Strengthen & Grow Leave-In Conditioner, 11 Ounce | For damaged hair - softens, detangles and helps reduce breakage with Jamaican Black Castor Oil.
Units sold10KB07NSZHMWD
$12.97·★4.6·21.4K revsShea Moisture Intensive Hydration Hair Masque Manuka Honey & Mafura Oil For Dry, Damaged Hair Deep Conditioning Hair Treatment 11.5 oz | For dry, damaged hair - deeply conditions, restores moisture, and improves softness with Manuka Honey and Mafura Oil.
Units sold10KB07NQHWHLM
$8.96·★4.5·18.2K revsShea Moisture 100% Virgin Coconut Oil Leave-in Treatment, 8 Ounce | For dry hair and curls - hydrates, softens, detangles, and improves manageability with 100% Virgin Coconut Oil.
Units sold8KB09HCYF8MS
$15.60·★4.6·18.2K revsSHEA MOISTURE JBCO LEAVE IN COND STRNGTH+RESTORE 20 FL.OZ. | For damaged hair - reduces breakage, improves elasticity, and controls frizz with Jamaican Black Castor Oil and Shea Butter.
Units sold7KB005C2N8IC
$5.98·★4.6·12.8K revsSheaMoisture Bar Soap for Troubled Skin African Black Soap Cleanser with Shea Butter 8 oz
Units sold7K
La Roche-Posay
1 ASIN in Top 10
18.9%
Units
40K
Revenue
$867.6K
Avg. price
$21.99
B003QXZWYW
$21.99·★4.6·41.9K revsLa Roche-Posay Lipikar AP+MAX Triple Repair Moisturizing Body Cream | Face and body lotion for dry skin with shea butter and niacinamide. Gentle on very dry, rough, sensitive skin.
Units sold40K
Trending Shea Moisture 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: B005C2N8IC booked 7K units at $5.98, with ▼ 12.5% MoM change. On the growth side, B0157K2GZO leads positive momentum with ▲ 100.0% MoM growth on 2K units, with B00OVQO66S close behind at ▲ 66.7% MoM on 5K 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.
B005C2N8IC
SheaMoisture Bar Soap for Troubled Skin African Black Soap Cleanser with Shea Butter 8 oz
Price
$5.98
Rating
4.6
Reviews
12.8K
Latest month sales
B0157K2GZO
SheaMoisture Shampoo & Conditioner Set, Jamaican Black Castor Oil | Strengthen & Restore Repair Treatment for Dry, Damaged Hair | Wavy, Coily, Kinky & Curly Hair | Shea Butter, Peppermint & ACV
Price
$25.98
Rating
4.5
Reviews
13K
Latest month sales
B00OVQO66S
SheaMoisture 100% Pure Shea Oil for Hair & Skin 1.6oz | For dry hair and skin - deeply nourishes and softens with lightweight 100% Pure Shea Oil.
Unlock to view ASIN details and product titles
Price
$9.82
Rating
4.5
Reviews
13.4K
Latest month sales
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