The Naruto manga series has become one of Viz's top properties, accounting for nearly 10% of all manga sales in 2006. The seventh volume of Viz's release became the first manga to ever win a Quill Award when it claimed the award for "Best Graphic Novel" in 2006. As of volume 36, the manga has sold over 71 million copies in Japan.
The manga also appeared in the USA Today Booklist with volume 11 holding the title of the highest ranked manga series on the list, until it was surpassed by volume 28, which claimed the 17th rank in its first week of release in March 2008. Volume 28 also had one of the biggest debut weeks of any manga in years and is currently the top selling manga title of 2008. During its release, volume 29 ranked #57, while the volume 28 had dropped to #139. In April 2007, volume 14 earned Viz the "Manga Trade Paperback of the Year" Gem Award from Diamond Comic Distributors.
The designs of the series characters have been praised, since every one shows their unique way of acting and appearance, praising Kishimoto for being able to turn a the goofiest character into one of the coolest ones. Other reviewers noted that the primary focus of the series was on the fighting since they consider that the fight scenes are more dedicated than backgrounds. The series has also been criticized for dragging the fights, but they also noted that most of them break the "stereotypical shōnen concepts.
The Naruto anime adaptation won the "Best Full-Length Animation Program Award" in the Third UStv Awards held in the University of Santo Tomas in Manila, Philippines. In TV Asahi's latest top 100 Anime Ranking, Naruto ranked 17th on the list.