May 2026 Monthly Amazon Top Sellers

The Amazon private-label leaderboard just flipped — and if you sell on the platform, the shifts happening this month matter more than the headline rankings suggest.

Every month, SellerSnooper tracks the top 10,000 D2C sellers on Amazon.com, and the May 2026 data tells a story that's equal parts seasonal surge, category disruption, and quiet correction. Here's what you need to know:

Outdoors Is the Hottest Category Right Now

May's clearest signal: warm weather arrived and sellers who were ready for it got paid. JOE Authorized — the storefront behind Snow Joe, Sun Joe, and Aqua Joe — posted a jaw-dropping +205% month-over-month revenue jump, going from roughly $5.8M to $17.85M in a single 30-day window. Pool and lawn brands EcoClean (+114%), PoolPure (+96%), and Save More On Pool Supplies (+56%) followed close behind.

The takeaway here isn't just that outdoor sells in spring — it's that focused sellers dominate the seasonal sprint. Every one of these brands runs a narrow, category-specific catalog. None of them diversified. When the weather window opened, they captured it almost entirely.

K-Beauty Just Became a Category, Not a Trend

The most talked-about story in the May data is Anua, a Korean skincare brand that surged +82% to crack the top 5 D2C sellers for the first time — the first Korean private-label brand to ever reach that position. With $414M in trailing 12-month revenue, Anua isn't a niche play anymore.

Combined with COSRX (+48%) and SaynBeauty (+25%), K-beauty brands now hold an estimated $950M+ in T12M revenue — larger than the entire pet-supplies top five. U.S. beauty brands competing on traditional positioning are losing share to ingredient-led, Korean-formulated alternatives, and distribution alone won't close that gap.

The Supplement Boom Is Taking a Breather

Q1's hottest supplement sellers are resetting. Sports Research dropped −54% month-over-month, MaryRuth Organics fell −21.6%, and Clean Nutra and Nutrafol both slid into negative territory. This doesn't mean the supplement category is broken — Bayland Health, which holds the #1 overall D2C spot at $1.13B in T12M revenue, grew +21% in May. But the GLP-1-adjacent, weight-management wave that dominated Q1 appears to have moved on.

If you're planning inventory or ad spend based on Q1 supplement momentum, it's time to re-baseline.

The Bigger Picture

At the top of the leaderboard, the U.S./China duopoly holds firm; American and Chinese sellers together account for 93.5% of all top D2C revenue. But Chinese seller share has quietly dipped from 44.4% in March to 42.8% in May, a trend worth watching heading into summer.

The full May 2026 report includes the complete D2C top-15 leaderboard with revenue figures, the top ASINs by 30-day revenue, a full category dashboard, a deep-dive on JOE Authorized, and six strategic takeaways for sellers.

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