cetaphil baby lotion
Skip itBrand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 6% kills the launch gate
Avg price
Good$14.05avg listing price — sweet spot $15–$100
Conversion
Good5.7%search→purchase rate — share of searches ending in a sale
Price range
Good$5.37–$26.00cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$305K$305K/yr · 380K searches
Growth
Okay+5.6%90-day search growth — must beat 0% to launch
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Review moat
Bad9,710.68avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Brand share
Bad96%top-5 brand share — brand-locked demand
Competition
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
8 flat
Sellers
72
Top-5 brand share
96%
Open market
2%
- Johnson's Baby41%
- Cetaphil40%
- Aveeno Baby12%
- Johnson's2%
- The Honest Company2%
- YDF1%
- Open — no brand owns it (2 brands, 2%)
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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Cetaphil Baby Daily Lotion with Organic Calendula 13.5 fl oz Vitamin E Sweet Almond & Sunflower Oils Mineral Oil Free Paraben Free Dermatologist Tested Clinically Proven for Sensitive Skin
Cetaphil$9.054.6★3,969 rev
Cetaphil Baby Wash & Shampoo Plus Body Lotion Healthy Skin Essentials Head to Toe Hydration for up to 24 Hours for Delicate Sensitive Skin 2-Pack White
Cetaphil$13.634.8★6,289 rev
Johnsons Baby Sleepy Time Gift Set with Calming Bedtime Bath Bedtime Lotion & Calming Shampoo Baby Bedtime Essentials with Relaxing NaturalCalm Aromas Hypoallergenic 3 Items
Johnson's Baby$12.554.8★13,896 rev
Johnsons Baby First Touch Baby Essentials Gift Set with Body Wash & Shampoo Body Lotion & Zinc Oxide Diaper Rash Paste for Babys Delicate Skin Hypoallergenic No Added Parabens or Dyes 3 Items
Johnson's Baby$13.324.8★1,483 rev
Johnsons Baby Care Essentials Gift Set Body Lotion & Zinc Oxide Diaper Rash Paste for Babys Delicate Skin Value Pack Travel-Size Bath Essentials Must Haves Baby Gifts 3 Items
Johnson's Baby$8.274.6★4,713 rev
Newest
by launch date
Johnsons Baby Gentle Care Kit Baby Skin Care 4 Items Includes Desitin Maximum Strength Paste Infants Tylenol Fever Reducer Johnsons Baby Head-to-Toe Baby Wash Zarbees Soothing Saline Mist
Johnson's$19.6863 rev
The Honest Company 2-in-1 Cleansing Shampoo and Body Wash Face Lotion Bundle Disney Design Gentle for Baby Dermatologist Tested Sensitive Fragrance-Free 18.5 fl oz
The Honest Company$19.209,574 rev
Johnsons Baby Here Comes Baby Gift Set Baby Essentials for New Parents with Moisturizing Lotion Bedtime Bath Body Wash & Shampoo Hand & Face Wipes & Diaper Rash Cream 5 Items
Johnson's Baby$24.21788 rev
Pipette Vanilla + Ylang Ylang Wash and Lotion Duo Pack of 2 Clean Includes Baby Body Wash and Lotion for Newborns and Kids Tear-Free Bath Time Baby Bath and Newborn Essentials Non-toxic
Pipette$26.00337 rev
Cetaphil Baby Healing Ointment Diaper Rash Ointment Soothes and Protects Babys Irritated Skin Skin Protectant For Dry Skin 12oz
Cetaphil$11.16691 rev
Trending
90-day click momentumJohnsons Baby Gentle Care Kit Baby Skin Care 4 Items Includes Desitin Maximum Strength Paste Infants Tylenol Fever Reducer Johnsons Baby Head-to-Toe Baby Wash Zarbees Soothing Saline Mist
Johnson's$19.684.9★
The Honest Company 2-in-1 Cleansing Shampoo and Body Wash Face Lotion Bundle Disney Design Gentle for Baby Dermatologist Tested Sensitive Fragrance-Free 18.5 fl oz
The Honest Company$19.204.7★
Pipette Vanilla + Ylang Ylang Wash and Lotion Duo Pack of 2 Clean Includes Baby Body Wash and Lotion for Newborns and Kids Tear-Free Bath Time Baby Bath and Newborn Essentials Non-toxic
Pipette$26.004.7★
Johnsons Baby Sleepy Time Gift Set with Calming Bedtime Bath Bedtime Lotion & Calming Shampoo Baby Bedtime Essentials with Relaxing NaturalCalm Aromas Hypoallergenic 3 Items
Johnson's Baby$12.554.8★
Johnsons Skin Nourishing Baby Lotion Vanilla & Oat Scents Hypoallergenic Baby Body Lotion for 72 Hour Hydration Until Babys Next Bath Moisturizes & Protects from Dryness 16.9 fl. oz
Johnson's Baby$6.764.7★
Demand
Weekly Amazon search volume, last 48 weeks — +5.6% search growth over the last 90 days.Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“fragrance free”
“Good variety included”
“Soft skin”
“Baby shower gift”
“Gentle and moisturizing”
“Great value”
“No allergies”
“Big size with a reasonable price”
“Skin friendly to sensitive skin”
“It works for my toddlers sensitive skin”
What buyers complain about
“Horrible smell”
“seemed to irritate it”
“It was a small package”
“it was extremely dry”
“IT IS STICKY”
“consistency is a little watery”
“Not really worth the cost”
“Bottle was leaking”
“Not what the picture is”
“so it makes my skin feel dry after I put it on they should stick to the original brand the lotion is thicker”