---
title: "baby oil — Niche Verdict: Skip it (36/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/baby-oil"
last_updated: "2026-07-14T03:12:57.127Z"
locale: en
meta:
  description: "brand-locked demand (top 5 brands take 98% of clicks) — baby oil doesn't clear our bar today."
  "og:description": "brand-locked demand (top 5 brands take 98% of clicks) — baby oil doesn't clear our bar today."
  "og:title": "baby oil — Niche Verdict: Skip it (36/100) | Amazon United States - Flapen"
---

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# **baby oil**

**Skip it**

Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.

Market size 16Growth 9Conversion 95Competition 24Returns 99Price range 63Avg price 48Brand share 5Review moat 22Quality gap 21

**Returns**

**Incredible****0.3%**

return rate — above 6% kills the launch gate

**Conversion**

**Incredible****12.4%**

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

**Price range**

**Good****$3.92–$33.64**

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

**Avg price**

**Okay****$11.81**

avg listing price — sweet spot $15–$100

**Competition**

**Bad****71%**

top-5 click share — a locked-up shelf

**Review moat**

**Bad****10,310.06**

avg incumbent reviews — the moat a new listing must climb

**Quality gap**

**Bad****4.7★**

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**

**Bad****98%**

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.

0%10%$7K20%$13K30%$20K40%$26K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 16 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Amazon Basics Body Oil Gel with Cocoa Butter Paraben Free for Very Dry Skin 6.8 Fl Oz 1-Pack (Previously Solimo)](https://m.media-amazon.com/images/I/31IToVMptRL.jpg)**Amazon Basics Body Oil Gel with Cocoa Butter Paraben Free for Very Dry Skin 6.8 Fl Oz 1-Pack (Previously Solimo)**Amazon Basics**$4.60**4.6★24,462 rev](https://www.amazon.com/dp/B07SWJ5PVH) [2![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](https://m.media-amazon.com/images/I/31-74Q7XbxL.jpg)**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**$5.89**4.8★13,227 rev](https://www.amazon.com/dp/B001UAA2UC) [3![Johnsons Baby Oil Mineral Oil Enriched with Shea & Cocoa Butter to Prevent Moisture Loss Hypoallergenic 20 fl. oz](https://m.media-amazon.com/images/I/31oMSFi3dGL.jpg)**Johnsons Baby Oil Mineral Oil Enriched with Shea & Cocoa Butter to Prevent Moisture Loss Hypoallergenic 20 fl. oz**Johnson's Baby**$5.87**4.8★29,465 rev](https://www.amazon.com/dp/B00WEBVM5U) [4![Palmers Cocoa Butter Formula Gentle Baby Oil 5.1 fl oz Nourishing for Delicate Skin Vitamin E Baby Essentials](https://m.media-amazon.com/images/I/31GuDwg+RUL.jpg)**Palmers Cocoa Butter Formula Gentle Baby Oil 5.1 fl oz Nourishing for Delicate Skin Vitamin E Baby Essentials**Palmer's**$7.00**4.8★877 rev](https://www.amazon.com/dp/B0D1X81X54) [5![Vaseline Intensive Care Cocoa Radiant for Glowing Skin Body Gel Oil Made with Pure Cocoa Butter + Replenishing Oils 6.8 fl oz](https://m.media-amazon.com/images/I/61OMLWZsv8L.jpg)**Vaseline Intensive Care Cocoa Radiant for Glowing Skin Body Gel Oil Made with Pure Cocoa Butter + Replenishing Oils 6.8 fl oz**Vaseline**$7.26**4.7★8,441 rev](https://www.amazon.com/dp/B01N2AVKZI)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Vaseline Intensive Care Cocoa Radiant Body Gel Oil with 100% Pure Cocoa Butter 12 oz](https://m.media-amazon.com/images/I/61kLs3uS68L.jpg)**Vaseline Intensive Care Cocoa Radiant Body Gel Oil with 100% Pure Cocoa Butter 12 oz**Vaseline**$12.36**440 rev5mo ago](https://www.amazon.com/dp/B0FWKTPL7Z) [![Vaseline Cocoa Radiant Replenishing Oil Gel with Pure Cocoa Butter Travel Size 1.69 fl oz 3 Pack](https://m.media-amazon.com/images/I/410z3zfVEQL.jpg)**Vaseline Cocoa Radiant Replenishing Oil Gel with Pure Cocoa Butter Travel Size 1.69 fl oz 3 Pack**Vaseline**$10.55**324 rev7mo ago](https://www.amazon.com/dp/B0G2ZVQ91B) [![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](https://m.media-amazon.com/images/I/61ukKlYWO1L.jpg)**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**$8.29**2,533 rev11mo ago](https://www.amazon.com/dp/B0FD8VWSNJ) [![Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz](https://m.media-amazon.com/images/I/61ZJjzt6OAL.jpg)**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**$8.29**2,661 rev12mo ago](https://www.amazon.com/dp/B0FD8W456T) [![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](https://m.media-amazon.com/images/I/41fcRGY6uJL.jpg)**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**$33.53**424 rev1y ago](https://www.amazon.com/dp/B0DBZ62MBS)

**~~View all new products →~~**

### **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](https://m.media-amazon.com/images/I/31SpXP6TbmL.jpg)**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**$33.64**4.8★**▲ 236%**](https://www.amazon.com/dp/B00N2KAAUK) [![Vaseline Intensive Care Cocoa Radiant Body Gel Oil with 100% Pure Cocoa Butter 12 oz](https://m.media-amazon.com/images/I/61kLs3uS68L.jpg)**Vaseline Intensive Care Cocoa Radiant Body Gel Oil with 100% Pure Cocoa Butter 12 oz**Vaseline**$12.36**4.7★**▲ 203%**](https://www.amazon.com/dp/B0FWKTPL7Z) [![Amazon Basics Baby Oil Mild & Gentle Dermatologist Tested Prevents Moisture Loss Dry Skin Relief 14 fl oz 4-Pack (Previously Solimo)](https://m.media-amazon.com/images/I/41sgicN7z1L.jpg)**Amazon Basics Baby Oil Mild & Gentle Dermatologist Tested Prevents Moisture Loss Dry Skin Relief 14 fl oz 4-Pack (Previously Solimo)**Amazon Basics**$9.79**4.7★**▲ 111%**](https://www.amazon.com/dp/B079PGG42C) [![Johnsons Baby Oil Gel with Shea & Cocoa Butter 6.5 fl. oz (Pack of 2)](https://m.media-amazon.com/images/I/41wH0oFyT7L.jpg)**Johnsons Baby Oil Gel with Shea & Cocoa Butter 6.5 fl. oz (Pack of 2)**Johnson & Johnson**$17.55**4.8★**▲ 55%**](https://www.amazon.com/dp/B07GSQ293Y) [![Vaseline Cocoa Radiant Replenishing Oil Gel with Pure Cocoa Butter Travel Size 1.69 fl oz 3 Pack](https://m.media-amazon.com/images/I/410z3zfVEQL.jpg)**Vaseline Cocoa Radiant Replenishing Oil Gel with Pure Cocoa Butter Travel Size 1.69 fl oz 3 Pack**Vaseline**$10.55**4.5★**▲ 51%**](https://www.amazon.com/dp/B0G2ZVQ91B)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 100 weeks — -31.7% search growth over the last 90 days.

35K25KBlack Friday '24Holiday '24Spike '25 seasonDecMarJunAugNovMarMay

Peak months: Jul, Aug · busiest ÷ quietest = 17.0×

## **Reviews**

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

### **What buyers love **

**Smell**21%

*“Good smell”*

**Brightness/Shine/Glow**13%

*“Nice shimmer,”*

**Moist/Dry**12%

*“Very moisturizing”*

**Soft Feel**8%

*“Makes my skin so soft”*

**Quality-Overall**7%

*“Very reliable and good quality”*

**Suitability Combination Skin**4%

*“great for your skin”*

**Value For Money**4%

*“Worth The Price”*

**Suitability Dry Skin**3%

*“Excellent for dry skin”*

**Absorbency**2%

*“Absorbs into the skin”*

**Advertised Vs Actual Product**2%

*“Does what it says”*

### **What buyers complain about **

**Oily/Greasy**12%

*“Very greasy”*

**Smell**11%

*“Weird smell”*

**Allergies**6%

*“Allergic reaction”*

**Size-Overall**6%

*“the bottle is extremely tiny”*

**Leak-Proof**5%

*“Oil leaks out”*

**Product Condition**4%

*“Received used item”*

**Brightness/Shine/Glow**4%

*“Less of a shine”*

**Absorbency**3%

*“it does not absorb”*

**Adhesion/Stickiness**3%

*“But, it stays sticky for awhile”*

**Moist/Dry**3%

*“takes time to dry”*

### **Top return reasons **

**Leak-Proof**23%

**Oily/Greasy**17%

**Product Condition**12%

**Smell**10%

**Advertised Vs Actual Product**8%

**Size-Overall**6%

**Adhesion/Stickiness**4%

**Brightness/Shine/Glow**3%

**Value For Money**2%

**Color**2%