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

Horizon Group USA is the best-performing squishmallows brand in July 2026, moving 10,000 units across 5 ASINs for 52.6% of Top 10 volume. Squishmallows follows with 5,000 units (26.3%), ahead of MerryXD on 2,000 units (10.5%).

With 4 brands splitting the Top 10 and 89.5% 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 $12.65 to $26.99, 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, 3 ASINs forced its way in: B0GZ4QWVS5 booked 1K units at $21.99, 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.