Squishy Baby Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Squishy Baby sales on Amazon US totaled 239,400 units in July 2026 (▲ 2.7% vs. the prior month), generating an estimated $2,666,631 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 52.6% of unit volume and 37.9% of revenue, while a typical listing is priced at $13.22. The keyword itself pulled 26,432 Amazon queries over the same period (▼ 12.7% MoM).
Zooming out to the 12-month window ending July 2026, the squishy baby Top 50 moved 1,897,400 units and $21,278,082 in cumulative sales — an average of 158,117 units and $1,773,174 per month. Monthly throughput topped out at 260,800 units in December 2025 and dipped to 74,250 in September 2025, leaving the latest reading 205.9% higher than August 2025.
Squishy Baby 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
239.4K
▲ 2.7% MoM
Monthly Revenue 2026/07
$2.7M
▲ 2.8% MoM
Top 10 Market Share 2026/07
52.6%
Squishy Baby Market Share & Sales Concentration on Amazon US — July 2026
The most-sold squishy baby listing on Amazon US in July 2026 is ASIN B0DG2VRFV7 (Brand: Mantyplay), which sold 30,000 units at $8.99 apiece — equal to 12.5% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 126,000 units and $1,011,200 in July 2026 — 52.6% of unit volume and 37.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Squishy Baby' on Amazon
July 2026
Is 52.6% 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
B0DG2VRFV7
30 Pack Squishy Toys, Kawaii Squishies Party Favors for Kids 4-8 8-12 Treasure Box Toys for Classroom Birthday Xmas Gifts Goodie Bag Mini Animals Mochi Squishy Stress Relief Sensory Toys Random
30K
▲ 0.0%vs. prior month
$261.9K
latest month
12-month trend
B0D9ZTW7PS
Schylling NeeDoh Nice Ice Baby - 1.25" Cube - Color May Vary (Pack of 1) | Sensory Squeeze Toy with Super Solid Squish
20K
▲ 0.0%vs. prior month
$140.2K
latest month
12-month trend
B0GH7H2GZF
Midou Slow Rising Dumpling Squishy Butter Squeeze Toy Sensory Stress Relief Squishies Soft & Stretchy Fidget Toys for Anxiety Relief Party Favors 1Pcs with Smile Face
10K
▼ 66.7%vs. prior month
$53.7K
latest month
12-month trend
B00ZRD99C0
Bright Starts Oball Easy Grasp Classic Ball BPA-Free Infant Toy in Red, Yellow, Green, Blue, Age Newborn and up, 4 Inches
10K
▲ 0.0%vs. prior month
$47.4K
latest month
12-month trend
B0G2GS1PJT
4 Pack Squishy Fidget Toys Stress Cube Bulk, Squishies Slow Rising Stress Balls for Adults Kids, Sensory Fidget Toys for Anxiety Relief, Small Squishy Toys for Classroom Prizes Party Favors
10K
▲ 11.1%vs. prior month
$99.9K
latest month
12-month trend
B0D91CWH9V
3pcs Squishy Textured Stress Balls Silky Fidget Toys for Anxiety Relief | Soft Squeeze Squishies Sensory Party Favors for Kids/Adults Hand Exercises 1.85inch
10K
▲ 150.0%vs. prior month
$72.5K
latest month
12-month trend
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Best Squishy Baby Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Mantyplay is the best-performing squishy baby brand in July 2026, moving 30,000 units across 1 ASIN for 23.8% of Top 10 volume. Schylling follows with 20,000 units (15.9%), ahead of Midou on 10,000 units (7.9%).
Volume is spread across 10 brands, with the top three holding 47.6% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $5.88 to $9.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Mantyplay
1 ASIN in Top 10
23.8%
Units
30K
Revenue
$261.9K
Avg. price
$8.99
B0DG2VRFV7
$8.99·★4.6·4.7K revs30 Pack Squishy Toys, Kawaii Squishies Party Favors for Kids 4-8 8-12 Treasure Box Toys for Classroom Birthday Xmas Gifts Goodie Bag Mini Animals Mochi Squishy Stress Relief Sensory Toys Random
Units sold30K
Schylling
1 ASIN in Top 10
15.9%
Units
20K
Revenue
$140.2K
Avg. price
$9.99
B0D9ZTW7PS
$9.99·★4.1·4.7K revsSchylling NeeDoh Nice Ice Baby - 1.25" Cube - Color May Vary (Pack of 1) | Sensory Squeeze Toy with Super Solid Squish
Units sold20K
Midou
1 ASIN in Top 10
7.9%
Units
10K
Revenue
$53.7K
Avg. price
$5.88
B0GH7H2GZF
$5.88·★3.7·1.1K revsMidou Slow Rising Dumpling Squishy Butter Squeeze Toy Sensory Stress Relief Squishies Soft & Stretchy Fidget Toys for Anxiety Relief Party Favors 1Pcs with Smile Face
Units sold10K
Trending Squishy Baby 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: B0D91CWH9V booked 10K units at $7.99, with ▲ 150.0% 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.
B0D91CWH9V
3pcs Squishy Textured Stress Balls Silky Fidget Toys for Anxiety Relief | Soft Squeeze Squishies Sensory Party Favors for Kids/Adults Hand Exercises 1.85inch
Price
$7.99
Rating
4.0
Reviews
1.1K
Latest month sales
B0G22BHS13
Toymendous Squishy Carrot – Jumbo 11.5 Inch Squishy Vegetable | Giant Stress Relief Toy | Fidget Sensory Food Fun for Kids, Teens & Adults
Price
$9.99
Rating
4.4
Reviews
426
Latest month sales
B071LHQQLT
Squishy Gold Mango Colossal Slow Rising Scented Fruit Squishies
Unlock to view ASIN details and product titles
Price
$12.99
Rating
4.4
Reviews
2.3K
Latest month sales
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