---
title: "burts bees baby — Niche Verdict: Skip it (36/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/burts-bees-baby"
last_updated: "2026-07-13T23:03:41.784Z"
locale: en
meta:
  description: "brand-locked demand (top 5 brands take 100% of clicks) — burts bees baby doesn't clear our bar today."
  "og:description": "brand-locked demand (top 5 brands take 100% of clicks) — burts bees baby doesn't clear our bar today."
  "og:title": "burts bees baby — Niche Verdict: Skip it (36/100) | Amazon United States - Flapen"
---

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# **burts bees baby**

**Skip it**

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Market size 47Growth 5Conversion 93Competition 2Returns 95Price range 47Avg price 53Brand share 0Review moat 23Quality gap 28

**Returns**

**Incredible****0.9%**

return rate — above 6% kills the launch gate

**Conversion**

**Great****11.6%**

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

**Avg price**

**Good****$12.41**

avg listing price — sweet spot $15–$100

**Market size**

**Okay****$251K**

$251K/yr · 174K searches

**Price range**

**Okay****$7.80–$21.33**

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

**Quality gap**

**Okay****4.6★**

avg incumbent rating — lower means beatable quality

**Review moat**

**Bad****7,603.83**

avg incumbent reviews — the moat a new listing must climb

**Growth**

**Bad****-40.0%**

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

**Competition**

**Bad****98%**

top-5 click share — a locked-up shelf

**Brand share**

**Bad****100%**

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.

0%10%$25K20%$50K30%$75K40%$100K1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 6 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz](https://m.media-amazon.com/images/I/31XmP-6oNEL.jpg)**The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz**The Honest Company**$8.10**4.6★5,304 rev](https://www.amazon.com/dp/B0BYHN1CV9) [2![The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz](https://m.media-amazon.com/images/I/41WIZx0AZ8L.jpg)**The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz**The Honest Company**$21.33**4.6★5,304 rev](https://www.amazon.com/dp/B0CSXWJJ8F) [3![Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub](https://m.media-amazon.com/images/I/41WJwvRm5aL.jpg)**Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub**Burt's Bees**$7.80**4.7★11,990 rev](https://www.amazon.com/dp/B006YTX0HQ) [4![The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz](https://m.media-amazon.com/images/I/31SFcnUfVOL.jpg)**The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz**The Honest Company**$10.01**4.6★5,304 rev](https://www.amazon.com/dp/B079W1JWQT) [5![The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz](https://m.media-amazon.com/images/I/31TEh3z7xyL.jpg)**The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz**The Honest Company**$12.44**4.6★2,594 rev](https://www.amazon.com/dp/B084W9Y7HN)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz](https://m.media-amazon.com/images/I/41WIZx0AZ8L.jpg)**The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz**The Honest Company**$21.33**5,304 rev2y ago](https://www.amazon.com/dp/B0CSXWJJ8F) [![The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz](https://m.media-amazon.com/images/I/31XmP-6oNEL.jpg)**The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz**The Honest Company**$8.10**5,304 rev3y ago](https://www.amazon.com/dp/B0BYHN1CV9) [![The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz](https://m.media-amazon.com/images/I/31TEh3z7xyL.jpg)**The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz**The Honest Company**$12.44**2,594 rev6y ago](https://www.amazon.com/dp/B084W9Y7HN) [![The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz](https://m.media-amazon.com/images/I/31SFcnUfVOL.jpg)**The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz**The Honest Company**$10.01**5,304 rev8y ago](https://www.amazon.com/dp/B079W1JWQT) [![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](https://m.media-amazon.com/images/I/414bTaFuoiL.jpg)**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**$14.79**15,127 rev10y ago](https://www.amazon.com/dp/B0194EGJRK)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz](https://m.media-amazon.com/images/I/31XmP-6oNEL.jpg)**The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz**The Honest Company**$8.10**4.6★**▲ 14%**](https://www.amazon.com/dp/B0BYHN1CV9) [![The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz](https://m.media-amazon.com/images/I/41WIZx0AZ8L.jpg)**The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz**The Honest Company**$21.33**4.6★**— 8%**](https://www.amazon.com/dp/B0CSXWJJ8F) [![Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub](https://m.media-amazon.com/images/I/41WJwvRm5aL.jpg)**Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub**Burt's Bees**$7.80**4.7★**— 2%**](https://www.amazon.com/dp/B006YTX0HQ) [![The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz](https://m.media-amazon.com/images/I/31TEh3z7xyL.jpg)**The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz**The Honest Company**$12.44**4.6★**▼ 25%**](https://www.amazon.com/dp/B084W9Y7HN) [![The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz](https://m.media-amazon.com/images/I/31SFcnUfVOL.jpg)**The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz**The Honest Company**$10.01**4.6★**▼ 32%**](https://www.amazon.com/dp/B079W1JWQT)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -40.0% search growth over the last 90 days.

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

Peak months: Nov · busiest ÷ quietest = 2.8×

## **Reviews**

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

### **What buyers love **

**Allergies**14%

*“No reaction to it”*

**Moist/Dry**13%

*“Very hydrating”*

**Quality-Overall**13%

*“Great lip-balm”*

**Smell**6%

*“Smells great”*

**Skin Health**5%

*“Saved my babies skin”*

**Soft Feel**4%

*“The texture is smooth”*

**Efficiency**4%

*“Very Effective”*

**Cleansing**2%

*“cleans up any red patches in a couple of days”*

**Sensitivity-Overall**2%

*“It helped my daughter's random eczema break outs”*

**Value For Money**2%

*“Affordable”*

### **What buyers complain about **

**Allergies**26%

*“made the irritation worse”*

**Texture/Consistency-Overall**7%

*“Grainy texture”*

**Smell**7%

*“Feels grainy and smells rancid”*

**Functionality-Overall**5%

*“It didnt work for me”*

**Thickness**5%

*“So thick my daughter can barely squeeze it out of the tube”*

**Value For Money**3%

*“Not worth the price”*

**Size-Overall**3%

*“It's too small”*

**Advertised Vs Actual Product**3%

*“It did not work as advertised”*

**Skin Health**3%

*“Very unfortunate because it made the skin feel softer”*

**Hard Feel**3%

*“Not smooth at all”*

### **Top return reasons **

**Texture/Consistency-Overall**20%

**Functionality-Overall**13%

**Advertised Vs Actual Product**9%

**Smell**5%

**Product Condition**5%

**Size-Overall**5%

**Thickness**4%

**Leak-Proof**4%

**Ingredients-Overall**4%

**Oily/Greasy**3%