Ultra Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Charmin is the best-performing ultra brand in July 2026, moving 400,000 units across 5 ASINs for 53.3% of Top 10 volume. Hefty follows with 100,000 units (13.3%), ahead of Monster on 80,000 units (10.7%).

With 6 brands splitting the Top 10 and 77.3% 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 $15.47 to $26.98, 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. On the growth side, B0753PZSV4 leads positive momentum with ▲ 200.0% MoM growth on 30K units, with B0FFPF97RV close behind at ▲ 75.0% MoM on 70K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.