Going Delulu for Labubu: How a Viral Doll Spawned a New Amazon Gold Rush

Labubu dolls, with their mischievous expressions and hand-crafted aesthetic, have become one of the unlikeliest viral sensations in the past few months. Originally designed by Hong Kong-based artist Kasing Lung as part of the “The Monsters” series under collectible art toy brand Pop Mart, Labubu has captivated social media over the past year, but has seen a surge in the past few months.

On TikTok, unboxings, outfit reveals, and fan-made accessories have drawn millions of views, transforming Labubu from cult curiosity to mainstream must-have.

But the true story isn’t just about the dolls themselves – it’s about what’s happening around them. As demand has surged, a mini-industry has rapidly emerged to feed Labubu mania. A wave of Amazon sellers have sold $348,000 worth of Labubu accessories in the past month alone. According to data gathered by Omnisend, 84 different sellers are now offering Labubu-themed clothes and accessories on Amazon. Many of them had nothing to do with toys or dolls until recently.

Two brands – Bladopia and Denewisi – were able to generate the most revenue. These two previously unrelated brands were able to spot the spike in demand and pivoted fast. Each has already pulled in $25K+ in revenue by offering made-to-fit Labubu outfits. Neither had ever sold toy accessories before.

Searches for “Labubu” on Amazon rose by a staggering 584% from March to May, while Google searches in the US have surged by 103% hitting 6.6M monthly searches, with 29M worldwide.

Marty Bauer, ecommerce expert at Omnisend, comments: “It used to take months to build and test a product line. But in today’s platform-driven retail world, sellers can respond to TikTok trends in real time, and Labubu is a textbook case. 

“Google searches for the doll have soared by over 103% in the US alone, and Amazon sellers are riding that wave too, with a four-figure increase in people looking to shop. 

“Two ecommerce brands that had never even dabbled in toys are now generating significant revenue purely by reacting faster than traditional players. It’s a fascinating moment for ecommerce — marketplaces like Amazon are amplifying viral trends on social media. 

“Last year, we saw millions of Jellycat soft toys fly off the shelves, with the industry worth millions and even leading to a surge in counterfeit products and many retailers seeing a spike in theft for cuddly creatures.

“Consumer attention is fragmenting, and trend cycles are accelerating — and that’s turning platforms like Amazon, Etsy, and even TikTok Shop into frontline laboratories for retail innovation. The Labubu craze is more than a fad – it’s a signal that retail is becoming more decentralised, faster-moving, and creator-driven. The next wave of ecommerce success stories won’t come from the biggest brands — they’ll come from the quickest.”