baby oil
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 6% kills the launch gate
Conversion
Incredible12.4%search→purchase rate — share of searches ending in a sale
Price range
Good$3.92–$33.64cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$11.81avg listing price — sweet spot $15–$100
Competition
Bad71%top-5 click share — a locked-up shelf
Review moat
Bad10,310.06avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Market size
Bad$65K$65K/yr · 44K searches
Growth
Bad-31.7%90-day search growth — must beat 0% to launch
Brand share
Bad98%top-5 brand share — brand-locked demand
Competition
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 rising
Sellers
67
Top-5 brand share
98%
Open market
0%
- Johnson's Baby41%
- Amazon Basics31%
- Vaseline13%
- Palmer's8%
- Johnson & Johnson4%
- Truly2%
- Open — no brand owns it (0%)
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Amazon Basics Body Oil Gel with Cocoa Butter Paraben Free for Very Dry Skin 6.8 Fl Oz 1-Pack (Previously Solimo)
Amazon Basics$4.604.6★24,462 rev
Johnsons Baby Oil Gel Moisturizing Baby Massage Mineral Oil Enriched with Shea & Cocoa Butter Dry Skin Relief for Babies Kids & Adults Nourishing & Gentle on Delicate Skin 6.5 fl. oz
Johnson's Baby$5.894.8★13,227 rev
Johnsons Baby Oil Mineral Oil Enriched with Shea & Cocoa Butter to Prevent Moisture Loss Hypoallergenic 20 fl. oz
Johnson's Baby$5.874.8★29,465 rev
Palmers Cocoa Butter Formula Gentle Baby Oil 5.1 fl oz Nourishing for Delicate Skin Vitamin E Baby Essentials
Palmer's$7.004.8★877 rev
Vaseline Intensive Care Cocoa Radiant for Glowing Skin Body Gel Oil Made with Pure Cocoa Butter + Replenishing Oils 6.8 fl oz
Vaseline$7.264.7★8,441 rev
Newest
by launch date
Vaseline Intensive Care Cocoa Radiant Body Gel Oil with 100% Pure Cocoa Butter 12 oz
Vaseline$12.36440 rev
Vaseline Cocoa Radiant Replenishing Oil Gel with Pure Cocoa Butter Travel Size 1.69 fl oz 3 Pack
Vaseline$10.55324 rev
Vaseline Glazed and Glisten Golden Hour Body Gel Oil Glow Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz
Vaseline$8.292,533 rev
Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz
Vaseline$8.292,661 rev
Truly Beauty Vanilla Baby Luxury Body Oil | Plumping Body Shimmer Oil for Hydration & Firmness | With Bakuchiol & Niacinamide for Collagen Boost | Vanilla Pear & Caramel Scent | Radiant Glow
Truly$33.53424 rev
Trending
90-day click momentum
Johnsons Baby Oil Gel Moisturizing Baby Massage Mineral Oil Enriched with Shea & Cocoa Butter Dry Skin Relief for Babies Kids & Adults Nourishing & Gentle on Delicate Skin 6.5 fl. oz 6 Pack
Johnson's Baby$33.644.8★
Vaseline Intensive Care Cocoa Radiant Body Gel Oil with 100% Pure Cocoa Butter 12 oz
Vaseline$12.364.7★
Amazon Basics Baby Oil Mild & Gentle Dermatologist Tested Prevents Moisture Loss Dry Skin Relief 14 fl oz 4-Pack (Previously Solimo)
Amazon Basics$9.794.7★
Johnsons Baby Oil Gel with Shea & Cocoa Butter 6.5 fl. oz (Pack of 2)
Johnson & Johnson$17.554.8★
Vaseline Cocoa Radiant Replenishing Oil Gel with Pure Cocoa Butter Travel Size 1.69 fl oz 3 Pack
Vaseline$10.554.5★
Demand & seasonality
Weekly Amazon search volume, last 100 weeks — -31.7% search growth over the last 90 days.Peak months: Jul, Aug · busiest ÷ quietest = 17.0×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Good smell”
“Nice shimmer,”
“Very moisturizing”
“Makes my skin so soft”
“Very reliable and good quality”
“great for your skin”
“Worth The Price”
“Excellent for dry skin”
“Absorbs into the skin”
“Does what it says”
What buyers complain about
“Very greasy”
“Weird smell”
“Allergic reaction”
“the bottle is extremely tiny”
“Oil leaks out”
“Received used item”
“Less of a shine”
“it does not absorb”
“But, it stays sticky for awhile”
“takes time to dry”