---
title: "baby lotion — Niche Verdict: Worth a look (57/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/baby-lotion"
last_updated: "2026-07-13T22:42:57.383Z"
locale: en
meta:
  description: "baby lotion shows low returns (0.6%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list."
  "og:description": "baby lotion shows low returns (0.6%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list."
  "og:title": "baby lotion — Niche Verdict: Worth a look (57/100) | Amazon United States - Flapen"
---

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# **baby lotion**

**Worth a look**

Shows low returns (0.6%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size 96Growth 21Conversion 87Competition 70Returns 97Price range 39Avg price 33Brand share 37Review moat 22Quality gap 16

**Returns**

**Incredible****0.6%**

return rate — above 6% kills the launch gate

**Market size**

**Incredible****$3.4M**

$3.4M/yr · 3.5M searches

**Conversion**

**Great****9.9%**

search→purchase rate — share of searches ending in a sale

**Competition**

**Good****43%**

top-5 click share — leaders hold, buyers still browse

**Price range**

**Okay****$2.01–$23.39**

cheapest to priciest tracked listing — scored on the share inside $15–$100

**Brand share**

**Okay****83%**

top-5 brand share — brands hold most of the demand

**Avg price**

**Okay****$10.01**

avg listing price — sweet spot $15–$100

**Review moat**

**Bad****10,005.66**

avg incumbent reviews — the moat a new listing must climb

**Growth**

**Bad****-7.1%**

90-day search growth — must beat 0% to launch

**Quality gap**

**Bad****4.7★**

avg incumbent rating — lower means beatable quality

## **Competition**

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**15 **▲rising

**Sellers**

**614**

**Top-5 brand share**

**83%**

**Open market**

**14%**

- Johnson's Baby34% - Aveeno Baby24% - CeraVe12% - AVEENO BABY7% - Noodle & Boo6% - Baby Dove3% - Open — no brand owns it (9 brands, 14%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%4%$138K8%$275K12%$413K16%$551K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 35 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Johnsons Baby lotion with coconut oil aloe vera & vitamin b5 72 hour hydration gentle baby moisturizer hypoallergenic safe for newborns helps protect from dryness 27.1 fl oz](https://m.media-amazon.com/images/I/31jc9Bl6IuL.jpg)**Johnsons Baby lotion with coconut oil aloe vera & vitamin b5 72 hour hydration gentle baby moisturizer hypoallergenic safe for newborns helps protect from dryness 27.1 fl oz**Johnson's Baby**$7.34**4.7★24,714 rev](https://www.amazon.com/dp/B07DGKXBD7) [2![Aveeno Baby Calming Comfort Moisturizing Body Lotion with Relaxing Lavender & Vanilla Scents Non-Greasy Baby Lotion Nourishing Prebiotic Oatmeal Paraben- & Phthalate-Free 18 fl. oz](https://m.media-amazon.com/images/I/31-hGP-51+L.jpg)**Aveeno Baby Calming Comfort Moisturizing Body Lotion with Relaxing Lavender & Vanilla Scents Non-Greasy Baby Lotion Nourishing Prebiotic Oatmeal Paraben- & Phthalate-Free 18 fl. oz**Aveeno Baby**$11.61**4.8★18,893 rev](https://www.amazon.com/dp/B00U2VQW72) [3![Aveeno Baby Daily Moisture Body Lotion for Sensitive Skin Hypoallergenic Moisturizing Baby Lotion with Nourishing Oatmeal to Deeply Moisturize Babys Skin Fragrance-Free 18 fl. oz](https://m.media-amazon.com/images/I/31vZuT89qyL.jpg)**Aveeno Baby Daily Moisture Body Lotion for Sensitive Skin Hypoallergenic Moisturizing Baby Lotion with Nourishing Oatmeal to Deeply Moisturize Babys Skin Fragrance-Free 18 fl. oz**AVEENO BABY**$11.49**4.8★22,890 rev](https://www.amazon.com/dp/B0030UF6EW) [4![CeraVe Baby Lotion Gentle Baby Skin Care with Ceramides Niacinamide & Vitamin E Fragrance Paraben Dye & Phthalates Free Lightweight Moisturizer 8 Ounce Packaging May Vary](https://m.media-amazon.com/images/I/41FGK77loUL.jpg)**CeraVe Baby Lotion Gentle Baby Skin Care with Ceramides Niacinamide & Vitamin E Fragrance Paraben Dye & Phthalates Free Lightweight Moisturizer 8 Ounce Packaging May Vary**CeraVe**$8.47**4.8★12,728 rev](https://www.amazon.com/dp/B00JF3RYPM) [5![Aveeno Baby Daily Moisture Body Lotion for Sensitive Skin Hypoallergenic Moisturizing Baby Lotion with Nourishing Oat to Deeply Moisturize Babys Skin Fragrance-Free 18 fl. oz 2 Pack](https://m.media-amazon.com/images/I/412W70PDDJL.jpg)**Aveeno Baby Daily Moisture Body Lotion for Sensitive Skin Hypoallergenic Moisturizing Baby Lotion with Nourishing Oat to Deeply Moisturize Babys Skin Fragrance-Free 18 fl. oz 2 Pack**Aveeno Baby**$23.39**4.8★22,890 rev](https://www.amazon.com/dp/B0CH1NYCV1)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Aquaphor Baby Sensitive Lotion Baby Lotion to Soothe and Moisturize Delicate Skin 8 Oz](https://m.media-amazon.com/images/I/41mg1sqzsML.jpg)**Aquaphor Baby Sensitive Lotion Baby Lotion to Soothe and Moisturize Delicate Skin 8 Oz**Aquaphor**$9.80**135 rev4mo ago](https://www.amazon.com/dp/B0GJV2JKN5) [![Jergens Baby Calming Lotion Baby Calming Lotion Lavender Baby Lotion Baby Moisturizer with Shea Butter and Lavender Oil 16.8 Fl Oz](https://m.media-amazon.com/images/I/31VYPyJVq4L.jpg)**Jergens Baby Calming Lotion Baby Calming Lotion Lavender Baby Lotion Baby Moisturizer with Shea Butter and Lavender Oil 16.8 Fl Oz**Jergens**$8.71**804 rev1y ago](https://www.amazon.com/dp/B0DR9JS7CG) [![Aveeno Baby Healthy Start Nourishing Newborn Balm Hypoallergenic Baby Skin Balm with Prebiotic Oat Leaves a Nourishing Layer to Care for Newborn Skin Fragrance-Free 5 oz](https://m.media-amazon.com/images/I/31eFok3MknL.jpg)**Aveeno Baby Healthy Start Nourishing Newborn Balm Hypoallergenic Baby Skin Balm with Prebiotic Oat Leaves a Nourishing Layer to Care for Newborn Skin Fragrance-Free 5 oz**Aveeno Baby**$9.44**912 rev2y ago](https://www.amazon.com/dp/B0CZY42VSZ) [![Aveeno Baby Daily Moisturizing Cream with Prebiotic Oat Hypoallergenic Baby Lotion with Coconut Oil & Shea Butter Moisturizes Sensitive Skin for 24 Hours Gentle Coconut Scent 12 fl. oz](https://m.media-amazon.com/images/I/31SdQunjfyL.jpg)**Aveeno Baby Daily Moisturizing Cream with Prebiotic Oat Hypoallergenic Baby Lotion with Coconut Oil & Shea Butter Moisturizes Sensitive Skin for 24 Hours Gentle Coconut Scent 12 fl. oz**Aveeno Baby**$8.82**1,719 rev3y ago](https://www.amazon.com/dp/B0BMD8SQ36) [![Aveeno Sensitive Skin Face & Body Gel Cream for Kids with Prebiotic Oat Clinically Proven 24 Hour Hydration for Soft Skin Quick Drying and Lightweight Hypoallergenic 8 oz](https://m.media-amazon.com/images/I/31mAmjJAp-L.jpg)**Aveeno Sensitive Skin Face & Body Gel Cream for Kids with Prebiotic Oat Clinically Proven 24 Hour Hydration for Soft Skin Quick Drying and Lightweight Hypoallergenic 8 oz**Aveeno Baby**$7.26**1,895 rev3y ago](https://www.amazon.com/dp/B0BLRGF4MK)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Aquaphor Baby Sensitive Lotion Baby Lotion to Soothe and Moisturize Delicate Skin 8 Oz](https://m.media-amazon.com/images/I/41mg1sqzsML.jpg)**Aquaphor Baby Sensitive Lotion Baby Lotion to Soothe and Moisturize Delicate Skin 8 Oz**Aquaphor**$9.80**4.7★**▲ 230%**](https://www.amazon.com/dp/B0GJV2JKN5) [![Amazon Basics Baby Lotion Mild & Gentle Hypoallergenic Paraben Free Phthalate Free Dye Free Lightly Scented 13.6 Fl Oz (Pack of 1) (Previously Solimo)](https://m.media-amazon.com/images/I/31uzTWj3D2L.jpg)**Amazon Basics Baby Lotion Mild & Gentle Hypoallergenic Paraben Free Phthalate Free Dye Free Lightly Scented 13.6 Fl Oz (Pack of 1) (Previously Solimo)**Amazon Basics**$4.02**4.6★**▲ 142%**](https://www.amazon.com/dp/B09HHDW5MW) [![Noodle & Boo Fragrance Free Super Soft Lotion for Baby Eczema Care 16 fl. oz.](https://m.media-amazon.com/images/I/31Yl-Cjg0NS.jpg)**Noodle & Boo Fragrance Free Super Soft Lotion for Baby Eczema Care 16 fl. oz.**Noodle & Boo**$16.79**4.8★**▲ 64%**](https://www.amazon.com/dp/B08ZKLHXSD) [![Johnsons Skin Nourish Creamy Oil Aloe Scent & Vitamin E Creamy Oil Helps Prevent Dryness & Moisturizes Babys Delicate Skin for 24 Hours Hypoallergenic & Non-Greasy 8 fl. oz](https://m.media-amazon.com/images/I/31AgS6ZGdcL.jpg)**Johnsons Skin Nourish Creamy Oil Aloe Scent & Vitamin E Creamy Oil Helps Prevent Dryness & Moisturizes Babys Delicate Skin for 24 Hours Hypoallergenic & Non-Greasy 8 fl. oz**Johnson's Baby**$5.86**4.8★**▲ 56%**](https://www.amazon.com/dp/B07KKT2SYV) [![CeraVe Baby Lotion Gentle Baby Skin Care with Ceramides Niacinamide & Vitamin E Fragrance Paraben Dye & Phthalates Free Lightweight Moisturizer 16 Ounce](https://m.media-amazon.com/images/I/41DDo-yW4OL.jpg)**CeraVe Baby Lotion Gentle Baby Skin Care with Ceramides Niacinamide & Vitamin E Fragrance Paraben Dye & Phthalates Free Lightweight Moisturizer 16 Ounce**CeraVe**$13.45**4.8★**▲ 41%**](https://www.amazon.com/dp/B097CHTCJJ)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -7.1% search growth over the last 90 days.

100K60KPrime Day '24Spike '24Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

## **Reviews**

What buyers praise and complain about, mined from review topics.

### **What buyers love **

**Smell**25%

*“light scent”*

**Moist/Dry**16%

*“moisture is good”*

**Soft Feel**12%

*“goes on smooth”*

**Quality-Overall**8%

*“An excellent quality lotion from a trusted brand”*

**Value For Money**4%

*“Good value for the money”*

**Allergies**4%

*“not irritate skin”*

**Absorbency**3%

*“Absorbes great”*

**Size-Overall**2%

*“The size was convenient for us as well”*

**Suitability Combination Skin**2%

*“Great for sensitive skin”*

**Sensitivity-Overall**1%

*“good for people who have sensitive skin”*

### **What buyers complain about **

**Smell**31%

*“Bad smell”*

**Allergies**12%

*“Skin irritation”*

**Moist/Dry**6%

*“not moisturizing enough”*

**Thickness**3%

*“It goes on thick”*

**Size-Overall**3%

*“Very small”*

**Adhesion/Stickiness**2%

*“IT IS STICKY”*

**Dilute/Watery**2%

*“Too watered down for me”*

**Oily/Greasy**2%

*“Smells horrible and is greasy”*

**Value For Money**2%

*“Not Worth the Price”*

**Sensitivity-Overall**1%

*“I will not be able to use it with my sensitive nose”*

### **Top return reasons **

**Smell**33%

**Advertised Vs Actual Product**9%

**Leak-Proof**8%

**Size-Overall**7%

**Value For Money**6%

**Motor Power**5%

**Moist/Dry**4%

**Functionality-Overall**4%

**Product Condition**3%

**Ingredients-Overall**2%