johnsons baby powder original
Skip itA small market ($37K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 6% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Conversion
Good6.4%search→purchase rate — share of searches ending in a sale
Avg price
Good$14.23avg listing price — sweet spot $15–$100
Price range
Good$2.03–$28.28cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay68%top-5 click share — leaders hold, buyers still browse
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Growth
Bad-2.1%90-day search growth — must beat 0% to launch
Review moat
Bad7,000.81avg incumbent reviews — the moat a new listing must climb
Market size
Bad$37K$37K/yr · 41K searches
Competition
The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.Brands
11 rising
Sellers
663
Top-5 brand share
89%
Open market
11%
- Johnson's Baby52%
- Johnson & Johnson19%
- Chicco8%
- mGanna3%
- FOUNTINA3%
- 365 by Whole Foods Market3%
- Open — no brand owns it (5 brands, 11%)
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
Johnsons Baby Powder with Naturally Derived Cornstarch Aloe & Vitamin E for Delicate Skin Hypoallergenic Free of Parabens Phthalates & Dyes for Gentle Baby Skin Care 15 oz
Johnson's Baby$4.994.8★32,046 rev
Johnsons & Johnsons Baby Powder 400g (Pack of 2)
Johnson & Johnson$28.284.1★2,897 rev
Johnsons Baby Powder Hypoallergenic and Paraben Free 1.5 oz
Johnson's Baby$18.631.8★35 rev
Chicco Baby Moments Talcum Powder 150g
Chicco$9.434.1★1,859 rev
Johnsons Baby Cornstarch Baby Powder with Aloe and Vitamin E for Delicate Skin Hypoallergenic No Addded Parabens and Dyes for Gentle Baby Skin Care Baby Essentials 1.5 oz
Johnson's Baby$2.034.6★19,409 rev
Newest
by launch date
Fountina John&Sons Natural Plant Based Baby Powder No Parabens Dyes Sulphates Phthalates 100 gm
FOUNTINA$15.048 rev
Metrey John-sons Baby Powder Blossoms Talc-Free 100g Pack of 4
Metrey Herbotech$26.5212 rev
365 by Whole Foods Market Baby Powder 15 Ounce
365 by Whole Foods Market$5.47391 rev
mGanna 100% Natural Talc Powder for Facial Make-up Absorption Lubrication and Multi-Purpose 0.5 LBS / 227 GMS
mGanna$7.45378 rev
Johnsons & Johnsons Baby Powder 400g (Pack of 2)
Johnson & Johnson$28.282,897 rev
Trending
90-day click momentumJohnsons Baby Powder Hypoallergenic and Paraben Free 1.5 oz
Johnson's Baby$18.631.8★
Felce Azzurra Talcum Powder Classico 500 Gram / 17.6 Ounces
Felce Azzurra$18.564.1★
Fountina John&Sons Natural Plant Based Baby Powder No Parabens Dyes Sulphates Phthalates 100 gm
FOUNTINA$15.043.9★
Metrey John-sons Baby Powder Blossoms Talc-Free 100g Pack of 4
Metrey Herbotech$26.523.8★
365 by Whole Foods Market Baby Powder 15 Ounce
365 by Whole Foods Market$5.474.5★
Demand & seasonality
Weekly Amazon search volume, last 97 weeks — -2.1% search growth over the last 90 days.Peak months: Sep · busiest ÷ quietest = 1.7×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Clean scent”
“It's well made”
“As advertised”
“affordable”
“Perfect fit”
“Feels smooth on my skin”
“absorbs moisture well”
“Works well to help remove sand from feet and legs”
“Great alternative to original Johnson's baby powder”
“No skin irritation”
What buyers complain about
“Smaller than expected”
“weird smell”
“Too expensive”
“The entire item is misleading”
“It has the texture of gritty fine sand”
“Allergic reactions”
“It took me several minutes to remove it”
“Leaked a little”
“Instead of keeping my skin dry & smooth, this powder felt chalky at first and then became sticky and gummy with any moisture”
“It was gritty feeling”