Squashies Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

MENTOS is the best-performing squashies brand in July 2026, moving 8,000 units across 1 ASIN for 28.6% of Top 10 volume. SweeTARTS follows with 6,000 units (21.4%), ahead of MTHAPJZ on 3,000 units (10.7%).

With 9 brands splitting the Top 10 and 60.7% 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 $4.47 to $16.89, 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: B07NHR5JKQ booked 2K units at $5.99, with ▲ 100.0% MoM change. On the growth side, B0FKZFLSF3 leads positive momentum with ▲ 700.0% MoM growth on 400 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.