What changed
Oh My Mahjong revenue rose from $1M in 2023 to $40M in 2025
When
Reported October 29, 2026; the brand launched in 2022
Who it affects
Oh My Mahjong, Jonathan Adler, plus Amazon, Walmart and Temu sellers
What to do
Brands: size stock for holiday and test premium bundles in rising niches

Key takeaways

  • Oh My Mahjong grew revenue from $1 million in 2023 to $40 million in 2025 and has already passed that in 2026.
  • US Google searches for mahjong are up 70% year over year, but Amazon search for sets is still a niche.
  • The brand entered through mats and bags, a reminder that accessories can be the way into a rising hobby.

How the mahjong boom built

  1. Oh My Mahjong launches from a Dallas garage

  2. Oh My Mahjong revenue reaches $1M

  3. Revenue hits $40M, Jonathan Adler launches $695 sets

  4. About 3,885 weekly Amazon US searches for mahjong sets

  5. LoveShackFancy collaboration sells out in under five minutes

  6. Oh My Mahjong passes its 2025 revenue

What happened in the mahjong category

Founder and CEO Megan Trottier relearned the game during Covid and started Oh My Mahjong in 2022 from her garage in Dallas, selling designer mats and storage bags. According to Modern Retail, revenue reached $1 million in 2023 and $40 million in 2025, and the brand has already passed the 2025 total in 2026. That is a 40 times jump in two years.

The brand now sells in more than 2,000 retail doors, with a split of 60% direct to consumer and 40% wholesale. It recently opened an 80,000 square foot warehouse in Texas, and a LoveShackFancy collaboration released in early October sold out in under five minutes. "You were begging people to carry you, and now, they're coming to you," Trottier told Modern Retail.

Oh My Mahjong revenue

  • 20231$M
  • 202540$M
Source: Modern Retail, 2026

Why demand jumped

Modern Retail ties the boom to a wider revival of analog hobbies, alongside vinyl records and crocheting. Per Google Trends figures in its report, US searches for mahjong are up 70% year over year, and global searches are up 50% since 2021. More than 150,000 TikTok posts use #mahjong, and hotels have turned the game into an event: the St. Regis New York ran weekly Mahjong Mondays that sold out, according to Forbes as cited by Modern Retail.

Bigger names have followed. Jonathan Adler launched mahjong sets in 2025 at $695, after about a year of development, and president Alison Bergen calls mahjong the brand's fastest growing games category. "Our biggest challenge has been keeping [the sets] in stock," Bergen said.

Where Amazon fits: big price gap, modest search

The category now runs across Amazon, Walmart, Crate and Barrel, West Elm, Hot Topic and Temu, and the price spread is wide. Oh My Mahjong tile sets retail for up to $400 and Jonathan Adler's cost $695. On Amazon, an AsInsight report from June 2026 put the top 10 products at an average of $60.61, with the best seller at $22.09 and an estimated 4,000 monthly sales.

Keep the size in perspective. The same report counted about 3,885 Amazon US searches for "mahjong sets" in the week of June 14 to 20, 2026,. Those sales figures are third party estimates, not Amazon data. This is a fast growing niche, not a mass category, and much of the premium money appears to sit with lifestyle brands and department stores rather than in Amazon search.

What this means for sellers and brands

The lesson is not to go and sell mahjong. It is how Oh My Mahjong entered: it started with mats and bags, the accessories around the game, rather than competing head on with existing sets, then added dozens of SKUs. A rising hobby creates demand for everything around it.

Trend brands also carry real supply risk. Oh My Mahjong makes its acrylic tiles overseas and raised prices in 2025 because of higher manufacturing costs, and Jonathan Adler makes its tiles in China. Both cite import duties among their challenges. Our Amazon Q4 strategy guide covers how to plan stock and ad budgets when holiday demand is hard to call, and our DTC marketing strategy examples show how brands build demand they own.

Before you chase a hobby trend

  • Compare social buzz with real search demand
  • Look at accessories first
  • Offer two price tiers
  • Confirm landed cost after duties
  • Plan stock before peak season

What sellers should do

If you sell in a hobby or gifting niche that is heating up, work through these steps before peak season.

  • Check Google Trends and Amazon search frequency rank together, because social buzz can run ahead of purchase demand
  • Look at accessories and add-ons around the trend, where competition may be lighter than in the core product
  • Offer at least two price tiers, such as a giftable premium set and an entry option
  • Confirm landed cost after duties before you set prices or target ACoS
  • Use FBA inventory management planning so a stockout does not waste your holiday ad spend
  • Run a free Amazon audit to see which search terms already convert for you

Where PPC Spider helps

PPC Spider runs Amazon, Walmart and D2C growth for consumer brands, with SpiderOS watching bids, budgets, search terms and stock every day, and target ACoS set from product margin after fees. Our Shopify and DTC agency team builds the owned channel. More brand stories are on the Shopify and ecommerce news channel.

Sources

  • Modern Retail: 'Our biggest challenge has been keeping them in stock': Mahjong sets are big business for brands (modernretail.co/operations/our-biggest-challenge-has-been-keeping-them-in-stock-mahjong-sets-are-big-business-for-brands/)
  • AsInsight: Best Selling Mahjong Sets, Top 10 Ranked by Real Sales 2026 (asinsight.com/report/US/mahjong-sets)
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