Water Toys Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Water Toys sales on Amazon US totaled 344,000 units in July 2026 (▼ 26.0% vs. the prior month), generating an estimated $6,543,340 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 32.0% of unit volume and 36.6% of revenue, while a typical listing is priced at $18.81. The keyword itself pulled 39,445 Amazon queries over the same period (▼ 50.4% MoM).
Zooming out to the 12-month window ending July 2026, the water toys Top 50 moved 3,176,750 units and $62,893,277 in cumulative sales — an average of 264,729 units and $5,241,106 per month. Monthly throughput topped out at 465,000 units in June 2026 and dipped to 133,700 in January 2026, leaving the latest reading 55.0% higher than August 2025.
Water Toys 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
344K
▼ 26.0% MoM
Monthly Revenue 2026/07
$6.5M
▼ 42.8% MoM
Top 10 Market Share 2026/07
32.0%
Water Toys Market Share & Sales Concentration on Amazon US — July 2026
The most-sold water toys listing on Amazon US in July 2026 is ASIN B0796JVBJ8 (Brand: MAX LIQUIDATOR), which sold 20,000 units at $22.93 apiece — equal to 5.8% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 110,000 units and $2,397,100 in July 2026 — 32.0% of unit volume and 36.6% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Water Toys' on Amazon
July 2026
Is 32.0% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B0796JVBJ8
Max Liquidator 6-Pack Water Blaster Set, Multicolor
20K
▲ 0.0%vs. prior month
$358K
latest month
12-month trend
B01K1K0K6M
Step2 Rain Showers Splash Pond Toddler Water Table, Outdoor Kids Water Sensory Table, Ages 18+ Months, 13 Piece Water Toy Accessories, Blue & Green
10K
▼ 80.0%vs. prior month
$814.1K
latest month
12-month trend
B06XV1LW52
Fun Stuff Banzai Spring and Summer 3 Piece Magical Mermaid Dolls, in Assorted Colors
10K
▲ 0.0%vs. prior month
$85.9K
latest month
12-month trend
B07DM86Z43
Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine, Newborn and up
10K
▲ 0.0%vs. prior month
$359.9K
latest month
12-month trend
B07XC6YCC5
Infinno Inflatable Tummy Time Water Mat, Baby Sensory Toys 3-24 Months | Leakproof play surface, builds neck and core strength, fills and drains fast, portable design, easy travel
10K
▼ 50.0%vs. prior month
$99.8K
latest month
12-month trend
B09PGVGCH5
Horizon Group USA Bluey Aqua Art - Reusable Water Reveal Activity Pages With Water Pen for No-Mess Drawing and Coloring | Reusable Water Reveal Activity with Activity Pages and Water Pen, Mess Free Coloring for Travel and Road Trips
10K
▲ 0.0%vs. prior month
$40.9K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Water Toys Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
MAX LIQUIDATOR is the best-performing water toys brand in July 2026, moving 20,000 units across 1 ASIN for 18.2% of Top 10 volume. Tub Works follows with 20,000 units (18.2%), ahead of Step2 on 10,000 units (9.1%).
Volume is spread across 9 brands, with the top three holding 45.5% 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 $14.49 to $84.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
MAX LIQUIDATOR
1 ASIN in Top 10
18.2%
Units
20K
Revenue
$358K
Avg. price
$22.93
B0796JVBJ8
$22.93·★4.7·10.6K revsMax Liquidator 6-Pack Water Blaster Set, Multicolor
Units sold20K
Tub Works
2 ASINs in Top 10
18.2%
Units
20K
Revenue
$289.8K
Avg. price
$14.49
B0C7JCXX7K
$12.99·★4.5·5.5K revsTub Works® Bath Color Fizzies, 150 Count | Nontoxic & Fragrance-Free | Fizzy, Bath Color Tablets for Kids | Create Colorful Water Water Tablets in 7 Colors for Variety | Bath Bombs for Kids Bathtub
Units sold10KB0G5WBGTWK
$15.99·★4.3·713 revsTub Works® Ocean Rescue™ Vehicles Light Up Bath Toys, 6 Pack | Water-Activated Light Up Toys Flash & Change Color | Easy-Grip Baby & Toddler Bath Toys | Sensory Toys with Bath Lights for Kids Bath
Units sold10K
Step2
1 ASIN in Top 10
9.1%
Units
10K
Revenue
$814.1K
Avg. price
$84.99
B01K1K0K6M
$84.99·★4.7·23.9K revsStep2 Rain Showers Splash Pond Toddler Water Table, Outdoor Kids Water Sensory Table, Ages 18+ Months, 13 Piece Water Toy Accessories, Blue & Green
Units sold10K
Trending Water Toys 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, 2 ASINs forced its way in: B0G5WBGTWK booked 10K units at $15.99, with ▲ 25.0% MoM change. On the growth side, B08BXHC57D leads positive momentum with ▲ 50.0% MoM growth on 6K 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.
B0G5WBGTWK
Tub Works® Ocean Rescue™ Vehicles Light Up Bath Toys, 6 Pack | Water-Activated Light Up Toys Flash & Change Color | Easy-Grip Baby & Toddler Bath Toys | Sensory Toys with Bath Lights for Kids Bath
Price
$15.99
Rating
4.3
Reviews
713
Latest month sales
B0BRC8HPHB
DISHIO Diving Gem Pool Toy 10PCS Big Colorful Diamond Diving Toy for Kids | Toddlers Pirate Chest Treasure Box Pool Toys Underwater Sinking Dive Gemstone for Swimming Bath Birthday Party Decoration
Price
$8.98
Rating
4.2
Reviews
1.2K
Latest month sales
B08BXHC57D
Gigilli Baby Bath Toys, Light Up Pool Water Bathtub Toy for Toddlers Babies | Bath Toys for Kids Boy Girl Gifts, Whale Bath Toy Sprinkler, Birthday Fountain Toy
Unlock to view ASIN details and product titles
Price
$14.99
Rating
4.2
Reviews
9.3K
Latest month sales
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