Underwear For Men Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Hanes is the best-performing underwear for men brand in July 2026, moving 52,000 units across 7 ASINs for 76.5% of Top 10 volume. Fruit of the Loom follows with 6,000 units (8.8%), ahead of Champion on 6,000 units (8.8%).

With 4 brands splitting the Top 10 and 94.1% 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 $22.91 to $30.60, 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, 2 ASINs forced its way in: B09G4MCLF2 booked 5K units at $35.19, with ▼ 16.7% MoM change. On the growth side, B074JHRN98 leads positive momentum with ▲ 250.0% MoM growth on 700 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.