Toothpaste Squishy Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

ACT is the best-performing toothpaste squishy brand in July 2026, moving 10,000 units across 1 ASIN for 17.9% of Top 10 volume. hello follows with 9,000 units (16.1%), ahead of KUBEIJIA on 9,000 units (16.1%).

Volume is spread across 10 brands, with the top three holding 50.0% 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 $2.89 to $12.65, 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, one ASIN forced its way in: B0GY4L838W booked 4K units at $17.98, with ▲ 300.0% MoM change. On the growth side, B0GYPPF9RF leads positive momentum with ▲ 1900.0% MoM growth on 1K units, with B0H28MRTGV 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.