---
title: "johnsons baby powder original — Niche Verdict: Skip it (44/100) | Amazon United States - Flapen"
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last_updated: "2026-07-14T03:29:40.875Z"
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  description: "a small market ($37K/yr) — johnsons baby powder original doesn't clear our bar today."
  "og:description": "a small market ($37K/yr) — johnsons baby powder original doesn't clear our bar today."
  "og:title": "johnsons baby powder original — Niche Verdict: Skip it (44/100) | Amazon United States - Flapen"
---

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# **johnsons baby powder original**

**Skip it**

A small market ($37K/yr) — this niche doesn't clear our bar today.

Market size 9Growth 24Conversion 70Competition 29Returns 99Price range 51Avg price 69Brand share 27Review moat 23Quality gap 80

**Returns**

**Incredible****0.3%**

return rate — above 6% kills the launch gate

**Quality gap**

**Great****4.2★**

avg incumbent rating — lower means beatable quality

**Conversion**

**Good****6.4%**

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

**Avg price**

**Good****$14.23**

avg listing price — sweet spot $15–$100

**Price range**

**Good****$2.03–$28.28**

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

**Competition**

**Okay****68%**

top-5 click share — leaders hold, buyers still browse

**Brand share**

**Okay****89%**

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**

**Bad****7,000.81**

avg 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.

0%10%$4K20%$7K30%$11K40%$15K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 16 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![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](https://m.media-amazon.com/images/I/31RyCYexNKL.jpg)**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**$4.99**4.8★32,046 rev](https://www.amazon.com/dp/B0009STDJW) [2![Johnsons & Johnsons Baby Powder 400g (Pack of 2)](https://m.media-amazon.com/images/I/41kcZ336rvL.jpg)**Johnsons & Johnsons Baby Powder 400g (Pack of 2)**Johnson & Johnson**$28.28**4.1★2,897 rev](https://www.amazon.com/dp/B071JMC1NR) [3![Johnsons Baby Powder Hypoallergenic and Paraben Free 1.5 oz](https://m.media-amazon.com/images/I/31cqTOkboqL.jpg)**Johnsons Baby Powder Hypoallergenic and Paraben Free 1.5 oz**Johnson's Baby**$18.63**1.8★35 rev](https://www.amazon.com/dp/B01LXZFSMF) [4![Chicco Baby Moments Talcum Powder 150g](https://m.media-amazon.com/images/I/31HfThWZCrL.jpg)**Chicco Baby Moments Talcum Powder 150g**Chicco**$9.43**4.1★1,859 rev](https://www.amazon.com/dp/B00ATZXD5U) [5![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](https://m.media-amazon.com/images/I/31WPpT4uzXL.jpg)**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**$2.03**4.6★19,409 rev](https://www.amazon.com/dp/B005IHT880)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Fountina John&Sons Natural Plant Based Baby Powder No Parabens Dyes Sulphates Phthalates 100 gm](https://m.media-amazon.com/images/I/31JiCXq52QL.jpg)**Fountina John&Sons Natural Plant Based Baby Powder No Parabens Dyes Sulphates Phthalates 100 gm**FOUNTINA**$15.04**8 rev10mo ago](https://www.amazon.com/dp/B0FP2NZWXK) [![Metrey John-sons Baby Powder Blossoms Talc-Free 100g Pack of 4](https://m.media-amazon.com/images/I/31LAQRSqXxL.jpg)**Metrey John-sons Baby Powder Blossoms Talc-Free 100g Pack of 4**Metrey Herbotech**$26.52**12 rev11mo ago](https://www.amazon.com/dp/B0FM82VN84) [![365 by Whole Foods Market Baby Powder 15 Ounce](https://m.media-amazon.com/images/I/31ZdTMDSxzL.jpg)**365 by Whole Foods Market Baby Powder 15 Ounce**365 by Whole Foods Market**$5.47**391 rev3y ago](https://www.amazon.com/dp/B07TNML888) [![mGanna 100% Natural Talc Powder for Facial Make-up Absorption Lubrication and Multi-Purpose 0.5 LBS / 227 GMS](https://m.media-amazon.com/images/I/31h6Gt6K0QL.jpg)**mGanna 100% Natural Talc Powder for Facial Make-up Absorption Lubrication and Multi-Purpose 0.5 LBS / 227 GMS**mGanna**$7.45**378 rev3y ago](https://www.amazon.com/dp/B0BM4PKJ8K) [![Johnsons & Johnsons Baby Powder 400g (Pack of 2)](https://m.media-amazon.com/images/I/41kcZ336rvL.jpg)**Johnsons & Johnsons Baby Powder 400g (Pack of 2)**Johnson & Johnson**$28.28**2,897 rev8y ago](https://www.amazon.com/dp/B071JMC1NR)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Johnsons Baby Powder Hypoallergenic and Paraben Free 1.5 oz](https://m.media-amazon.com/images/I/31cqTOkboqL.jpg)**Johnsons Baby Powder Hypoallergenic and Paraben Free 1.5 oz**Johnson's Baby**$18.63**1.8★**▲ 201%**](https://www.amazon.com/dp/B01LXZFSMF) [![Felce Azzurra Talcum Powder Classico 500 Gram / 17.6 Ounces](https://m.media-amazon.com/images/I/41kmrEF0B6L.jpg)**Felce Azzurra Talcum Powder Classico 500 Gram / 17.6 Ounces**Felce Azzurra**$18.56**4.1★**▲ 64%**](https://www.amazon.com/dp/B003QKKDQ2) [![Fountina John&Sons Natural Plant Based Baby Powder No Parabens Dyes Sulphates Phthalates 100 gm](https://m.media-amazon.com/images/I/31JiCXq52QL.jpg)**Fountina John&Sons Natural Plant Based Baby Powder No Parabens Dyes Sulphates Phthalates 100 gm**FOUNTINA**$15.04**3.9★**▲ 36%**](https://www.amazon.com/dp/B0FP2NZWXK) [![Metrey John-sons Baby Powder Blossoms Talc-Free 100g Pack of 4](https://m.media-amazon.com/images/I/31LAQRSqXxL.jpg)**Metrey John-sons Baby Powder Blossoms Talc-Free 100g Pack of 4**Metrey Herbotech**$26.52**3.8★**▲ 25%**](https://www.amazon.com/dp/B0FM82VN84) [![365 by Whole Foods Market Baby Powder 15 Ounce](https://m.media-amazon.com/images/I/31ZdTMDSxzL.jpg)**365 by Whole Foods Market Baby Powder 15 Ounce**365 by Whole Foods Market**$5.47**4.5★**▲ 23%**](https://www.amazon.com/dp/B07TNML888)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 97 weeks — -2.1% search growth over the last 90 days.

2K1KSpike '24Spike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay

Peak months: Sep · busiest ÷ quietest = 1.7×

## **Reviews**

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

### **What buyers love **

**Smell**26%

*“Clean scent”*

**Quality-Overall**17%

*“It's well made”*

**Advertised Vs Actual Product**8%

*“As advertised”*

**Value For Money**6%

*“affordable”*

**Size-Overall**6%

*“Perfect fit”*

**Soft Feel**5%

*“Feels smooth on my skin”*

**Moist/Dry**5%

*“absorbs moisture well”*

**Efficiency**2%

*“Works well to help remove sand from feet and legs”*

**Ingredients-Overall**2%

*“Great alternative to original Johnson's baby powder”*

**Allergies**1%

*“No skin irritation”*

### **What buyers complain about **

**Size-Overall**35%

*“Smaller than expected”*

**Smell**14%

*“weird smell”*

**Value For Money**10%

*“Too expensive”*

**Advertised Vs Actual Product**6%

*“The entire item is misleading”*

**Texture/Consistency-Overall**3%

*“It has the texture of gritty fine sand”*

**Allergies**3%

*“Allergic reactions”*

**Ease Of Use**2%

*“It took me several minutes to remove it”*

**Leak-Proof**2%

*“Leaked a little”*

**Moist/Dry**2%

*“Instead of keeping my skin dry & smooth, this powder felt chalky at first and then became sticky and gummy with any moisture”*

**Hard Feel**2%

*“It was gritty feeling”*

### **Top return reasons **

**Size-Overall**32%

**Smell**29%

**Advertised Vs Actual Product**14%

**Value For Money**5%

**Functionality-Overall**4%

**Leak-Proof**3%

**Texture/Consistency-Overall**3%

**Ingredients-Overall**2%

**Product Condition**1%

**Defective Material/Parts**1%