Sugar Swaps Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Sugar Swaps sales on Amazon US totaled 40,100 units in July 2026 (▲ 45.3% vs. the prior month), generating an estimated $462,091 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 57.4% of unit volume and 57.0% of revenue, while a typical listing is priced at $12.09. The keyword itself pulled 29,445 Amazon queries over the same period (▼ 1.7% MoM).
Zooming out to the 12-month window ending July 2026, the sugar swaps Top 50 moved 191,800 units and $2,370,054 in cumulative sales — an average of 15,983 units and $197,505 per month. Monthly throughput topped out at 40,100 units in July 2026 and dipped to 5,350 in August 2025, leaving the latest reading 649.5% higher than August 2025.
Sugar Swaps 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
40.1K
▲ 45.3% MoM
Monthly Revenue 2026/07
$462.1K
▲ 31.1% MoM
Top 10 Market Share 2026/07
57.4%
Sugar Swaps Market Share & Sales Concentration on Amazon US — July 2026
The most-sold sugar swaps listing on Amazon US in July 2026 is ASIN B0G36WHC28 (Brand: Horizon Group USA), which sold 7,000 units at $8.99 apiece — equal to 17.5% of every unit tracked in this report and 2.3× the volume of the No. 2 listing.
The Top 10 ASINs account for 23,000 units and $263,250 in July 2026 — 57.4% of unit volume and 57.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Sugar Swaps' on Amazon
July 2026
Is 57.4% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B0G36WHC28
Horizon Group USA Slimygloop Gelli Gels, Cinnamoroll | Slow-Flow Glitter Squishy Sensory Toys, Squeeze Stress Ball for Kids and Teens, Satisfying Sugar Squish Fidget
7K
▲ 600.0%vs. prior month
$62.9K
latest month
12-month trend
B0GS2VFYT1
Glitter Axolotls Squishies Toy, Stretchy Axolotls Stress Ball, Soft Squeeze Sensory Fidget Toys for Kids Adults, Cute Easter Basket Stuffers Party Favors Classroom Prizes （Pink）
3K
▲ 50.0%vs. prior month
$27.2K
latest month
12-month trend
B077BJC36S
Nutty Toys Squishy Cat Set - 2" Soft Silicone Kawaii Kitties, Top Stress Relief Toy 2026 Unique Gifts for Teens Kids Women Men Adults Best Teenage Girls Teen Boy Tween Christmas Stocking Stuffers Idea
2K
▲ 0.0%vs. prior month
$13.2K
latest month
12-month trend
B0DKXBNWTK
VISCOO 8 Pack Slow Rising Stress Ball,Stress Balls for Adults,Fidget Toys | Hand Therapy Sensory Squishy Ball for Stress Relief, Squishy Toys,Treasure Prize Box Toys for Kids Classroom
2K
▲ 100.0%vs. prior month
$20.6K
latest month
12-month trend
B005F9XFN0
NOW Foods BetterStevia Organic Zero-Calorie Extract Powder, Keto Friendly, Suitable for Diabetics, No Erythritol, 4-Ounce
2K
▲ 100.0%vs. prior month
$40.5K
latest month
12-month trend
B0F8QHNF7M
12 Pcak Fidget Stress Balls, Slow Rising Stress Ball for Adults | Hand Therapy Squishy Ball,Bulk Squishy Squeeze Ball Set and Birthday Party
2K
▲ 100.0%vs. prior month
$33.7K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Sugar Swaps Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Horizon Group USA is the best-performing sugar swaps brand in July 2026, moving 7,000 units across 1 ASIN for 30.4% of Top 10 volume. CUCURLE follows with 3,000 units (13.0%), ahead of VESPRO on 3,000 units (13.0%).
Volume is spread across 9 brands, with the top three holding 56.5% 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 $8.99 to $17.49, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Horizon Group USA
1 ASIN in Top 10
30.4%
Units
7K
Revenue
$62.9K
Avg. price
$8.99
B0G36WHC28
$8.99·★4.2·770 revsHorizon Group USA Slimygloop Gelli Gels, Cinnamoroll | Slow-Flow Glitter Squishy Sensory Toys, Squeeze Stress Ball for Kids and Teens, Satisfying Sugar Squish Fidget
Units sold7K
CUCURLE
1 ASIN in Top 10
13.0%
Units
3K
Revenue
$27.2K
Avg. price
$9.95
B0GS2VFYT1
$9.95·★4.2·364 revsGlitter Axolotls Squishies Toy, Stretchy Axolotls Stress Ball, Soft Squeeze Sensory Fidget Toys for Kids Adults, Cute Easter Basket Stuffers Party Favors Classroom Prizes （Pink）
Units sold3K
VESPRO
2 ASINs in Top 10
13.0%
Units
3K
Revenue
$57K
Avg. price
$17.49
B0F8QHNF7M
$14.99·★3.8·666 revs12 Pcak Fidget Stress Balls, Slow Rising Stress Ball for Adults | Hand Therapy Squishy Ball,Bulk Squishy Squeeze Ball Set and Birthday Party
Units sold2KB0F8QKCCP3
$19.99·★4.3·148 revs8 Pack Slow Rising Stress Ball, Cute Axolotl Fidget Toys for Kids Adults | Glitter Stretchy Squishies Balls,Slow Rebound Gel Squishy Squeeze Balls for Hand Tactile Play, Ideal for Autistic Kids
Units sold1K
Trending Sugar Swaps 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: B0GW7WJPBS booked 1K units at $15.99, with ▲ 400.0% MoM change. On the growth side, B0G36WHC28 leads positive momentum with ▲ 600.0% MoM growth on 7K units, with B0DKXBNWTK close behind at ▲ 100.0% MoM on 2K 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.
B0GW7WJPBS
12 Pack Squishy Toy Balls Cute Stress Relief Stress Ball Fidget Toys Bulk Squishy Squeeze Ball Set for Adult Party Favors (Axolotl)
Price
$15.99
Rating
4.5
Reviews
70
Latest month sales
B0G36WHC28
Horizon Group USA Slimygloop Gelli Gels, Cinnamoroll | Slow-Flow Glitter Squishy Sensory Toys, Squeeze Stress Ball for Kids and Teens, Satisfying Sugar Squish Fidget
Price
$8.99
Rating
4.2
Reviews
770
Latest month sales
B0DKXBNWTK
VISCOO 8 Pack Slow Rising Stress Ball,Stress Balls for Adults,Fidget Toys | Hand Therapy Sensory Squishy Ball for Stress Relief, Squishy Toys,Treasure Prize Box Toys for Kids Classroom
Unlock to view ASIN details and product titles
Price
$9.99
Rating
3.9
Reviews
1.5K
Latest month sales
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