burts bees baby
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.9%return rate — above 6% kills the launch gate
Conversion
Great11.6%search→purchase rate — share of searches ending in a sale
Avg price
Good$12.41avg listing price — sweet spot $15–$100
Market size
Okay$251K$251K/yr · 174K searches
Price range
Okay$7.80–$21.33cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad7,603.83avg incumbent reviews — the moat a new listing must climb
Growth
Bad-40.0%90-day search growth — must beat 0% to launch
Competition
Bad98%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Competition
The top 5 products capture 98% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
521
Top-5 brand share
100%
Open market
0%
- The Honest Company75%
- Burt's Bees23%
- Era Organics2%
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 6 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz
The Honest Company$8.104.6★5,304 rev
The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz
The Honest Company$21.334.6★5,304 rev
Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub
Burt's Bees$7.804.7★11,990 rev
The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz
The Honest Company$10.014.6★5,304 rev
The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz
The Honest Company$12.444.6★2,594 rev
Newest
by launch dateThe Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz
The Honest Company$21.335,304 rev
The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz
The Honest Company$8.105,304 rev
The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz
The Honest Company$12.442,594 rev
The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz
The Honest Company$10.015,304 rev
Era Organics Healing Ointment for Babies - USDA Certified Organic Natural Moisturizer Gentle on Sensitive Skin Prone To Baby Eczema Cradle Cap (Infant Seborrheic Dermatitis) Rashes Hives 2oz
Era Organics$14.7915,127 rev
Trending
90-day click momentumThe Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz
The Honest Company$8.104.6★
The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz
The Honest Company$21.334.6★
Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub
Burt's Bees$7.804.7★
The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz
The Honest Company$12.444.6★
The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz
The Honest Company$10.014.6★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -40.0% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 2.8×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“No reaction to it”
“Very hydrating”
“Great lip-balm”
“Smells great”
“Saved my babies skin”
“The texture is smooth”
“Very Effective”
“cleans up any red patches in a couple of days”
“It helped my daughter's random eczema break outs”
“Affordable”
What buyers complain about
“made the irritation worse”
“Grainy texture”
“Feels grainy and smells rancid”
“It didnt work for me”
“So thick my daughter can barely squeeze it out of the tube”
“Not worth the price”
“It's too small”
“It did not work as advertised”
“Very unfortunate because it made the skin feel softer”
“Not smooth at all”