Squishy Butter Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Squishy Butter sales on Amazon US totaled 164,800 units in July 2026 (▼ 13.2% vs. the prior month), generating an estimated $1,565,595 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 51.6% of unit volume and 43.5% of revenue, while a typical listing is priced at $9.90. The keyword itself pulled 60,501 Amazon queries over the same period (▲ 6.1% MoM).
Zooming out to the 12-month window ending July 2026, the squishy butter Top 50 moved 549,750 units and $5,463,758 in cumulative sales — an average of 45,813 units and $455,313 per month. Monthly throughput topped out at 189,600 units in June 2026 and dipped to 1,550 in August 2025, leaving the latest reading 10532.3% higher than August 2025.
Squishy Butter 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
164.8K
▼ 13.2% MoM
Monthly Revenue 2026/07
$1.6M
▼ 8.2% MoM
Top 10 Market Share 2026/07
51.6%
Squishy Butter Market Share & Sales Concentration on Amazon US — July 2026
The most-sold squishy butter listing on Amazon US in July 2026 is ASIN B0GH7H2GZF (Brand: Midou), which sold 10,000 units at $4.98 apiece — equal to 6.1% of every unit tracked in this report.
The Top 10 ASINs account for 85,000 units and $680,990 in July 2026 — 51.6% of unit volume and 43.5% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Squishy Butter' on Amazon
July 2026
Is 51.6% 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
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
B0GY7YN8BZ
Cheese Squishy Stress Relief Original Sensory Food Squishy Stress Relief Fidget Toy Stress Balls for Adults (Yellow-1PC)
10K
▲ 0.0%vs. prior month
$95.1K
latest month
12-month trend
B0GZR1J7K1
Toymendous Squeeze Butter, Jumbo Squishy Stress Toy, Children Ages 3+, 10.5 inches Long, Stretch & Squish
10K
▲ 900.0%vs. prior month
$90.9K
latest month
12-month trend
B0F7M16P52
Butter Slow Rising Squishy，Squishy Toy,Dumpling Stress Balls,Fidget Toy | butter squishy Party Favor Gift squeeze toy back to school
9K
▼ 55.0%vs. prior month
$54.2K
latest month
12-month trend
B0GSZGPFYQ
QHPOQU 2 Packs Slow Rising Squishy Butter Squeeze Toys Pack Sensory Stress Relief Squishies Soft & Stretchy Fidget Toys for Anxiety Relief Party Favors Squishy Butter
9K
▲ 28.6%vs. prior month
$84.9K
latest month
12-month trend
B0GXLGV5ZX
Butter Squishy Fidget Toys Slow Rising Stress Relief Toy - Realistic Butter Stick Squeeze, Soft PU Foam Fidget for Anxiety & Sensory Relief, Cute Desk Decor for Kids, School
8K
▼ 11.1%vs. prior month
$45.5K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Squishy Butter Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Generic is the best-performing squishy butter brand in July 2026, moving 33,000 units across 4 ASINs for 38.8% of Top 10 volume. Midou follows with 10,000 units (11.8%), ahead of QPNGKT on 10,000 units (11.8%).
With 7 brands splitting the Top 10 and 62.4% 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 $4.98 to $8.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Generic
4 ASINs in Top 10
38.8%
Units
33K
Revenue
$285.6K
Avg. price
$8.73
B0F7M16P52
$5.99·★3.9·1.8K revsButter Slow Rising Squishy，Squishy Toy,Dumpling Stress Balls,Fidget Toy | butter squishy Party Favor Gift squeeze toy back to school
Units sold9KB0GSZGPFYQ
$9.98·★4.1·350 revsQHPOQU 2 Packs Slow Rising Squishy Butter Squeeze Toys Pack Sensory Stress Relief Squishies Soft & Stretchy Fidget Toys for Anxiety Relief Party Favors Squishy Butter
Units sold9KB0DPV6Q119
$9.98·★3.9·1.8K revsButter Slow Rising Squishy，Squishy Toy,Dumpling Stress Balls,Fidget Toy | butter squishy Party Favor Gift squeeze toy back to school
Units sold8KB0FMRQ4B3W
$8.98·★4.4·771 revsBread Butter Squishy,Slow Rising Squishy，Stress Balls，Fidget Toy | Party Favor Gift squeeze toy Stress Relief back to school cheese squishy
Units sold7K
Midou
1 ASIN in Top 10
11.8%
Units
10K
Revenue
$53.7K
Avg. price
$4.98
B0GH7H2GZF
$4.98·★3.7·1K 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
QPNGKT
1 ASIN in Top 10
11.8%
Units
10K
Revenue
$95.1K
Avg. price
$8.99
B0GY7YN8BZ
$8.99·★2.4·647 revsCheese Squishy Stress Relief Original Sensory Food Squishy Stress Relief Fidget Toy Stress Balls for Adults (Yellow-1PC)
Units sold10K
Trending Squishy Butter 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: B0GZR1J7K1 booked 10K units at $9.99, with ▲ 900.0% 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.
B0GZR1J7K1
Toymendous Squeeze Butter, Jumbo Squishy Stress Toy, Children Ages 3+, 10.5 inches Long, Stretch & Squish
Price
$9.99
Rating
4.1
Reviews
132
Latest month sales
B0DPV6Q119
Butter Slow Rising Squishy，Squishy Toy,Dumpling Stress Balls,Fidget Toy | butter squishy Party Favor Gift squeeze toy back to school
Price
$9.98
Rating
3.9
Reviews
1.8K
Latest month sales
B0GYKYVNNL
Rainbow Butter Squishy Toys Set of 2, Cute Butter Squishy Toy, Soft Slow Rising Squeeze Toys for Stress Relief, Sensory Fidget Toys for Desk, Office, Party Favors, Gift Basket Stuffers
Unlock to view ASIN details and product titles
Price
$6.79
Rating
4.1
Reviews
178
Latest month sales
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