The Duchess of Sussex’s As Ever brand has ‘exceeded everyone’s expectations’ despite a recent online error that exposed her confusing sales figures
11:24, 07 Jan 2026Updated 11:24, 07 Jan 2026
Meghan Markle’s inventory figures for her As Ever brand were exposed by an online glitch(Image: Anadolu via Getty Images)
Less than a year after Meghan Markle launched her lifestyle brand As Ever, a source has claimed that the brand has “exceeded everyone’s expectations”, despite a recent online glitch leading many to believe that the Duchess of Sussex’s business was struggling.
While neither Meghan or the As Ever team have released official sales figures, a glitch on her online shop exposed the numbers of remaining stock for most items. The error revealed that since launching in March 2025, Meghan has sold almost a million jars of her famous jam. A source familiar with Meghan’s business said that the Christmas period proved to be particularly successful for the brand.
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An online glitch exposed Meghan Markle’s sales figures for her brand As Ever(Image: Netflix)
Speaking to Newsweek, the source said: “It’s exceeded everybody’s expectations in terms of how well it’s gone, I would say, across the holiday period. That period has been incredibly successful.”
The remarks come after social media sleuths claimed they were able to discover inventory numbers by attempting to add unusually large quantities of products to their online baskets. These actions would trigger the site to display the maximum quantity available.
Commenting on the online glitch on As Ever’s site, which has now been fixed, the source added that the figures have been misrepresented, and the items for sale are only a portion left of what was ordered to sell.
They said: “People are attempting to paint a negative narrative and are choosing how they present things, choosing how they share information to fit a particular narrative to perpetuate certain negative story lines and this is just another example of how people have to be really discerning with the way that they not only consume media, but the way that they interpret data and facts that are shared with them, because they often don’t present the whole picture.”
A source said despite the glitch, Meghan’s brand has “exceeded everyone’s expectations”(Image: Getty Images for Fortune Media)
The sentiment was echoed by another industry source who told The Sun : “I think it’s fair to say business isn’t just successful, it’s flying off the shelf. Meghan inadvertently revealed that one million jars were ordered for that one product, and has only 130,000 left. It doesn’t take a genius to work out that 87 per cent of what has been ordered has sold.”
The apparent glitch on the As Ever website has since been resolved, with the site introducing purchase limits and restrictions on bulk orders, with customers now limited to 50 spread gift boxes or 20 bottles of wine per transaction.
The glitch sparked a major conversation online, as many claimed the duchess had been lumbered with 137,435 jars of her famous jam, before it emerged this was the number left over from an order for one million.
According to the insider source, Meghan is planning on introducing new products to her As Ever range and restocking fan favourites, with rumours also swirling that she could be expanding her business to countries outside the US.
Meghan Markle may be planning on expanding her business to countries outside the US(Image: JAKE ROSENBERG/NETFLIX)
The source said: “That large stock order was obviously part of the international expansion plans that Meghan has for As Ever. Given how much has gone after a hugely successful festive period, it’s likely they’ll have to beef up the stockroom to meet demand when the product is made available in other international territories.”
Meghan has previously spoken about the difficulty of stock planning when early releases sell out quickly. In an interview with Bloomberg’s The Circuit in August, she described sell-outs as a “double-edged sword”. The duchess also said As Ever increased inventory tenfold ahead of a subsequent drop, only for it to sell out within hours.
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