colloidal oatmeal lotion
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 6% kills the launch gate
Conversion
Incredible15.2%search→purchase rate — share of searches ending in a sale
Market size
Incredible$2.0M$2.0M/yr · 1.1M searches
Avg price
Good$12.00avg listing price — sweet spot $15–$100
Price range
Okay$3.81–$19.22cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay69%top-5 click share — leaders hold, buyers still browse
Growth
Bad-12.2%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Review moat
Bad15,439.56avg incumbent reviews — the moat a new listing must climb
Brand share
Bad100%top-5 brand share — brand-locked demand
Competition
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.Brands
3 falling
Sellers
77
Top-5 brand share
100%
Open market
0%
- Aveeno63%
- Aveeno Baby23%
- Gold Bond14%
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
Aveeno Eczema Therapy Daily Moisturizing Body Cream for Sensitive Skin Soothing Eczema Cream for Itchy & Dry Skin Relief Colloidal Oatmeal & Ceramide Steroid- & Fragrance-Free 7.3 Oz
Aveeno$12.084.7★11,056 rev
Aveeno Eczema Therapy Nighttime Itch Relief Body Balm Colloidal Oatmeal Cream for Itchy Skin Relief Moisturizing Balm for Sensitive Eczema-Prone Skin Steroid- & Fragrance-Free 11 Oz
Aveeno$19.224.6★13,670 rev
Aveeno Eczema Therapy Daily Moisturizing Body Cream for Sensitive Skin Soothing Eczema Cream for Dry & Itchy Skin Relief Colloidal Oatmeal & Ceramide Steroid- & Fragrance-Free 12 Oz
Aveeno$18.094.7★13,909 rev
Aveeno Baby Eczema Therapy Nighttime Body Balm Moisturizing Eczema Balm for Babies with Colloidal Oat & Ceramide Soothes Dry Itchy Skin Hypoallergenic Fragrance & Steroid Free 11 oz
Aveeno Baby$18.014.7★27,922 rev
Aveeno Baby Eczema Therapy Moisturizing Cream for Dry Itchy Skin Natural Colloidal Oat & Vitamin B5 Hypoallergenic & ph-Balanced No Added Steroids Phthalates Parabens or Fragrance 7.3 oz
Aveeno Baby$12.174.8★22,473 rev
Newest
by launch date
Aveeno Eczema Therapy Rescue Relief Treatment Gel Cream Daily 2% Colloidal Oatmeal Skin Protectant Formula Instantly Soothes & Cools Itchy Dry Skin Flare-Ups Steroid & Fragrance Free 5.0 oz
Aveeno$12.883,618 rev
Aveeno Baby Eczema Therapy Nighttime Body Balm Moisturizing Eczema Balm for Babies with Colloidal Oat & Ceramide Soothes Dry Itchy Skin Hypoallergenic Fragrance & Steroid Free 11 oz
Aveeno Baby$18.0127,922 rev
Aveeno Baby Cleansing Therapy Moisturizing Baby Body Wash with Natural Oatmeal & ProVitamin B5 Gentle Tear-Free Baby Bath Wash for Sensitive & Eczema-Prone Skin Hypoallergenic 8 oz
Aveeno Baby$6.774,037 rev
Aveeno Eczema Therapy Nighttime Itch Relief Body Balm Colloidal Oatmeal Cream for Itchy Skin Relief Moisturizing Balm for Sensitive Eczema-Prone Skin Steroid- & Fragrance-Free 11 Oz
Aveeno$19.2213,670 rev
Aveeno Baby Eczema Therapy Moisturizing Cream Natural Colloidal Oatmeal & Vitamin B5 Baby Cream for Dry Itchy Irritated Skin Due to Eczema Paraben- & Steroid-Free 12 fl. oz
Aveeno Baby$17.0422,473 rev
Trending
90-day click momentum
Aveeno Soothing Baby Bath Treatment Single Use Packets - 5 ea
Aveeno$5.474.8★
Aveeno Baby Cleansing Therapy Moisturizing Baby Body Wash with Natural Oatmeal & ProVitamin B5 Gentle Tear-Free Baby Bath Wash for Sensitive & Eczema-Prone Skin Hypoallergenic 8 oz
Aveeno Baby$6.774.8★
Aveeno Eczema Therapy Daily Moisturizing Body Cream for Sensitive Skin Soothing Eczema Cream for Itchy & Dry Skin Relief Colloidal Oatmeal & Ceramide Steroid- & Fragrance-Free 7.3 Oz
Aveeno$12.084.7★
Aveeno Baby Eczema Therapy Moisturizing Cream Natural Colloidal Oatmeal & Vitamin B5 Baby Cream for Dry Itchy Irritated Skin Due to Eczema Paraben- & Steroid-Free 12 fl. oz
Aveeno Baby$17.044.8★
Aveeno Baby Eczema Therapy Nighttime Moisturizing Balm Colloidal Oatmeal & Ceramide Soothes & Relieves Dry Itchy Skin from Eczema Hypoallergenic Fragrance-Free Travel Size 1 oz
Aveeno Baby$3.814.7★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Good moisturizer”
“No more itching”
“Better than other products”
“Nice and creamy”
“It's effective”
“Good for price”
“the scent is light”
“Sting-free for the little ones sensitive skin”
“This body moisturizer is good for dry skin”
“Helps my eczema”
What buyers complain about
“Allergic reaction”
“not as moisturizing as advertised”
“The smell is awful”
“Didn't work for me”
“Too thick”
“The only problem I have is the stickiness”
“Burns”
“Made skin worse”
“much larger than expected”
“It is expensive”