The Ordinary Retinol Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
The Ordinary Retinol sales on Amazon US totaled 1,079,000 units in July 2026 (▼ 9.6% vs. the prior month), generating an estimated $17,011,840 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 64.9% of unit volume and 57.5% of revenue, while a typical listing is priced at $18.16. The keyword itself pulled 27,986 Amazon queries over the same period (▼ 0.3% MoM).
Zooming out to the 12-month window ending July 2026, the the ordinary retinol Top 50 moved 10,255,000 units and $151,045,584 in cumulative sales — an average of 854,583 units and $12,587,132 per month. Monthly throughput topped out at 1,194,000 units in June 2026 and dipped to 580,200 in May 2026, leaving the latest reading 64.0% higher than August 2025.
The Ordinary Retinol 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
1.1M
▼ 9.6% MoM
Monthly Revenue 2026/07
$17M
▼ 13.3% MoM
Top 10 Market Share 2026/07
64.9%
The Ordinary Retinol Market Share & Sales Concentration on Amazon US — July 2026
The most-sold the ordinary retinol listing on Amazon US in July 2026 is ASIN B01MDTVZTZ (Brand: The Ordinary), which sold 100,000 units at $6.00 apiece — equal to 9.3% of every unit tracked in this report.
The Top 10 ASINs account for 700,000 units and $9,785,100 in July 2026 — 64.9% of unit volume and 57.5% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'The Ordinary Retinol' on Amazon
July 2026
Is 64.9% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B01MDTVZTZ
The Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
100K
▲ 0.0%vs. prior month
$600K
latest month
12-month trend
B01MYEZPC8
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
100K
▲ 0.0%vs. prior month
$990K
latest month
12-month trend
B0DG4WXBCF
MEDITHERAPY Retinal Skin Booster Serum 5.07 fl oz | Retinaldehyde, Niacinamide, Cica | Korean Hydrating Face & Body Serum for Dull, Uneven Skin, All Skin Types, K-Beauty
100K
▲ 0.0%vs. prior month
$2M
latest month
12-month trend
B0DK4Y2YP3
celimax The Vita A Retinal Shot Tightening Booster (0.51 fl.oz) | 0.1% Retinal, 3% Matryxyl, High-Strength Retinoid, Anti Aging, Pore Minimizer, Fine Lines, Skin Firming, Korean Skin Care
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B06WD5J8KY
The Ordinary Azelaic Acid Suspension 10%, Formula for Uneven and Blemish-Prone Skin
80K
▲ 0.0%vs. prior month
$976K
latest month
12-month trend
B0DBF65JYY
medicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum - Peptides & Niacinamide for Hydration & Firm-Looking Skin, Uneven Tone Care, Korean Skincare, 1.01 fl. Oz
70K
▼ 30.0%vs. prior month
$1.3M
latest month
12-month trend
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Best The Ordinary Retinol Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Ordinary is the best-performing the ordinary retinol brand in July 2026, moving 360,000 units across 5 ASINs for 51.4% of Top 10 volume. medicube follows with 110,000 units (15.7%), ahead of MEDITHERAPY on 100,000 units (14.3%).
With 5 brands splitting the Top 10 and 81.4% 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 $9.92 to $17.49, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Ordinary
5 ASINs in Top 10
51.4%
Units
360K
Revenue
$3.4M
Avg. price
$9.92
B01MDTVZTZ
$6.00·★4.7·63.9K revsThe Ordinary Niacinamide 10% + Zinc 1%, Smoothing Serum for Blemish-Prone Skin
Units sold100KB01MYEZPC8
$9.90·★4.7·40.1K revsThe Ordinary Hyaluronic Acid 2% + B5 (with Ceramides), Multi-Depth Hydration Serum for Plumper, Smoother Skin
Units sold100KB06WD5J8KY
$12.20·★4.5·8.8K revsThe Ordinary Azelaic Acid Suspension 10%, Formula for Uneven and Blemish-Prone Skin
Units sold80KB0DMTDN158
$9.00·★4.7·61.6K revsThe Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
Units sold60KB07N74F8NP
$12.50·★4.6·25.6K revsThe Ordinary Natural Moisturizing Factors + Hyaluronic Acid, Lightweight Hydrator for Skin Barrier Support & Hydration
Units sold20K
medicube
2 ASINs in Top 10
15.7%
Units
110K
Revenue
$2.1M
Avg. price
$15.12
B0DBF65JYY
$15.12·★4.6·21K revsmedicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum - Peptides & Niacinamide for Hydration & Firm-Looking Skin, Uneven Tone Care, Korean Skincare, 1.01 fl. Oz
Units sold70KB0GCC2JV65
$15.12·★4.6·1.7K revsmedicube NAD EGF Firming Serum for Face & Neck | Anti-Aging Serum with EGF Peptide, NAD & Collagen - Wrinkle Appearance, Elasticity & Pore Care, Korean Skincare, 1.01 fl.oz
Units sold40K
MEDITHERAPY
1 ASIN in Top 10
14.3%
Units
100K
Revenue
$2M
Avg. price
$17.49
B0DG4WXBCF
$17.49·★4.3·10.7K revsMEDITHERAPY Retinal Skin Booster Serum 5.07 fl oz | Retinaldehyde, Niacinamide, Cica | Korean Hydrating Face & Body Serum for Dull, Uneven Skin, All Skin Types, K-Beauty
Units sold100K
Trending The Ordinary Retinol 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: B07N74F8NP booked 20K units at $12.50, with ▲ 0.0% MoM change. On the growth side, B0FB5WKLRM leads positive momentum with ▲ 150.0% MoM growth on 5K units, with B08R994Q1L close behind at ▲ 100.0% MoM on 20K 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.
B07N74F8NP
The Ordinary Natural Moisturizing Factors + Hyaluronic Acid, Lightweight Hydrator for Skin Barrier Support & Hydration
Price
$12.50
Rating
4.6
Reviews
25.6K
Latest month sales
B0FB5WKLRM
The Ordinary UV Filters SPF 45 Serum Sunscreen for Face, Lightweight Hydrating Broad-Spectrum Sunscreen, UVA/UVB Protection, Non-Comedogenic, No White Cast, 2 Fl Oz
Price
$19.00
Rating
4.6
Reviews
827
Latest month sales
B08R994Q1L
Good Molecules Niacinamide Serum 10%, Pore & Texture Serum, 1 fl oz | 10% niacinamide serum to refine skin texture and minimize the look of pores. Non-comedogenic.
Unlock to view ASIN details and product titles
Price
$5.97
Rating
4.6
Reviews
11.5K
Latest month sales
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