Who makes Barbie? Amazon sales, products and sellers
Updated November 2026 with September 2026 data
At a glance
- Size
- Large
- $5.4M est./mo
- Trend
- Stable
- +7%, last 2 vs prior 2 months
- Ratings
- Strong
- 4.7 ★ · 587,475 reviews
- Who sells it
- Mostly one seller
- Top seller has 85% of units
Barbie estimated monthly revenue on Amazon
Our read on Barbie
Barbie ranks 1 of 308 brands in the Dolls category on Amazon, with an estimated 16% share of category revenue. Estimated revenue for September 2026 was $5.4M on 168,000 units, up 12% from $4.9M in June 2026, across 4 months of data. The recent trend is labeled Stable, at +7% over 2 months. The brand has 402 products selling and an average rating of 4.7 across 587,475 reviews. Sales are concentrated: Amazon accounts for 85% of units, while Kingtoys holds 2% and Priority Sales Inc holds 1%, among 132 sellers. The top product, the Barbie Gymnastics Doll & Accessories Playset, sells an estimated 7,000 units per month.
Top Barbie products on Amazon
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| Product | Rating | Est. units/mo | Amazon link |
|---|---|---|---|
| Barbie Gymnastics Doll & Accessories Playset | 4.8 ★3,667 reviews | 7,000 | Check price on Amazon |
| Barbie Mermaid Doll with Pink and Lilac Fantasy Hair and Accessory | 4.8 ★2,047 reviews | 6,400 | Check price on Amazon |
| Barbie Fashionistas Style Doll #249 | 4.8 ★310 reviews | 5,300 | Check price on Amazon |
| Barbie Skipper Babysitters Inc. Playset with Brunette Doll | 4.8 ★427 reviews | 4,100 | Check price on Amazon |
| Barbie Mermaid Doll, Malibu with Pink Hair and Pet Dolphin | 4.8 ★3,341 reviews | 3,600 | Check price on Amazon |
| Barbie Dreamland Off-Road Vehicle | 4.8 ★12,869 reviews | 3,400 | Check price on Amazon |
| Barbie Careers Baby Doctor Themed Doll and Playset | 4.9 ★372 reviews | 3,400 | Check price on Amazon |
| Barbie Chicken Farmer Doll | 4.8 ★9,951 reviews | 3,200 | Check price on Amazon |
| Barbie Dreamplane Airplane Toys Playset | 4.8 ★18,036 reviews | 3,200 | Check price on Amazon |
| Barbie Rainbow Sparkle Hair Doll and Accessories | 4.7 ★195 reviews | 3,200 | Check price on Amazon |
Who sells Barbie
- Amazon85%
- Kingtoys2%
- Priority Sales Inc1%
- BargainRanger1%
- Robert`s Fojjer1%
Share of estimated units sold in September 2026, by the seller holding the Buy Box.
Place in its category
#1 of 308
Rank 1 of 308 brands in Dolls by estimated revenue in September 2026, with 16% of the category.
Frequently asked questions
Who makes Barbie?
Barbie is the brand name on 402 products we tracked on Amazon in September 2026 mostly in Dolls (Toys & Games). The largest seller of Barbie products that month was Amazon, with 85% of estimated units. Amazon listings don't show the brand owner's legal name, so the brand's own website is the place to confirm its parent company.
How much does Barbie sell on Amazon?
Barbie sold an estimated $5.4M on Amazon in September 2026, about 168,000 units. That is +12% compared with June 2026. These are Ecominsights estimates, not figures reported by the brand.
What are Barbie's best-selling products on Amazon?
By estimated units sold in September 2026: 1. Barbie Gymnastics Doll & Accessories Playset (about 7,000 units); 2. Barbie Mermaid Doll with Pink and Lilac Fantasy Hair and Accessory (about 6,400 units); 3. Barbie Fashionistas Style Doll #249 (about 5,300 units).