---
title: "kids face lotion — Niche Verdict: Skip it (49/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/kids-face-lotion"
last_updated: "2026-07-13T22:42:36.271Z"
locale: en
meta:
  description: "soft demand (-5.2% this quarter) — kids face lotion doesn't clear our bar today."
  "og:description": "soft demand (-5.2% this quarter) — kids face lotion doesn't clear our bar today."
  "og:title": "kids face lotion — Niche Verdict: Skip it (49/100) | Amazon United States - Flapen"
---

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# **kids face lotion**

**Skip it**

Soft demand (-5.2% this quarter) — this niche doesn't clear our bar today.

Market size 43Growth 22Conversion 72Competition 49Returns 96Price range 78Avg price 83Brand share 29Review moat 31Quality gap 28

**Returns**

**Incredible****0.8%**

return rate — above 6% kills the launch gate

**Avg price**

**Great****$18.28**

avg listing price — sweet spot $15–$100

**Price range**

**Great****$7.26–$44.11**

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

**Conversion**

**Good****6.6%**

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

**Competition**

**Okay****55%**

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

**Market size**

**Okay****$225K**

$225K/yr · 187K searches

**Review moat**

**Okay****3,446.14**

avg incumbent reviews — the moat a new listing must climb

**Brand share**

**Okay****87%**

top-5 brand share — brands hold most of the demand

**Quality gap**

**Okay****4.6★**

avg incumbent rating — lower means beatable quality

**Growth**

**Bad****-5.2%**

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

## **Competition**

The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**15 **▼falling

**Sellers**

**594**

**Top-5 brand share**

**87%**

**Open market**

**10%**

- Evereden35% - Aveeno Baby30% - GOONGBE15% - Mustela4% - CeraVe3% - Bubble Skincare2% - Open — no brand owns it (9 brands, 10%)

## **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%4%$9K8%$18K12%$27K16%$36K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 28 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![GOONGBE Kids Moisture Face Lotion - Non-Sticky Quick-Absorb Daily Moisturizer for Sensitive Skin 8hr Moisturizing Cream with Cica and Allantoin Barrier-Support Formula Allergen Free 2.7 fl.oz.](https://m.media-amazon.com/images/I/310QaN0PtFL.jpg)**GOONGBE Kids Moisture Face Lotion - Non-Sticky Quick-Absorb Daily Moisturizer for Sensitive Skin 8hr Moisturizing Cream with Cica and Allantoin Barrier-Support Formula Allergen Free 2.7 fl.oz.**GOONGBE**$8.86**4.6★534 rev](https://www.amazon.com/dp/B0DG1DF16H) [2![Aveeno Kids Daily Moisture Face Cream with Oat Vitamin E & B5 Moisturizing Cream for Kids Sensitive Facial Skin Strengthen Skins Moisture Barrier Ultra-Hydrating Non-Greasy Travel Size 1.5 oz](https://m.media-amazon.com/images/I/41PMqxyoqPL.jpg)**Aveeno Kids Daily Moisture Face Cream with Oat Vitamin E & B5 Moisturizing Cream for Kids Sensitive Facial Skin Strengthen Skins Moisture Barrier Ultra-Hydrating Non-Greasy Travel Size 1.5 oz**Aveeno Baby**$14.47**4.8★63 rev](https://www.amazon.com/dp/B0G5VVP3GF) [3![Evereden Kids Mineral Face Cream SPF 20 | Dermatologist-Tested Moisturizer with Vitamin B5 & Zinc Oxide | Fragrance-Free Clean Vegan No Phenoxyethanol | FSA Eligible Yuka 93/100](https://m.media-amazon.com/images/I/41ZUqn2e3WL.jpg)**Evereden Kids Mineral Face Cream SPF 20 | Dermatologist-Tested Moisturizer with Vitamin B5 & Zinc Oxide | Fragrance-Free Clean Vegan No Phenoxyethanol | FSA Eligible Yuka 93/100**Evereden**$33.75**4.7★1,776 rev](https://www.amazon.com/dp/B0C8PR7K62) [4![Aveeno Sensitive Skin Face & Body Gel Cream for Kids with Prebiotic Oat Clinically Proven 24 Hour Hydration for Soft Skin Quick Drying and Lightweight Hypoallergenic 8 oz](https://m.media-amazon.com/images/I/31mAmjJAp-L.jpg)**Aveeno Sensitive Skin Face & Body Gel Cream for Kids with Prebiotic Oat Clinically Proven 24 Hour Hydration for Soft Skin Quick Drying and Lightweight Hypoallergenic 8 oz**Aveeno Baby**$7.26**4.8★1,895 rev](https://www.amazon.com/dp/B0BLRGF4MK) [5![Evereden Kids Face Cream: Cool Peach 1.7 oz. | Face Lotion | Clean and Non-Toxic Face Moisturizer | Skin Care for Kids](https://m.media-amazon.com/images/I/31AWPk1mQoL.jpg)**Evereden Kids Face Cream: Cool Peach 1.7 oz. | Face Lotion | Clean and Non-Toxic Face Moisturizer | Skin Care for Kids**Evereden**$24.54**4.6★2,267 rev](https://www.amazon.com/dp/B08ZGGVYB9)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Aveeno Kids Daily Moisture Face Cream with Oat Vitamin E & B5 Moisturizing Cream for Kids Sensitive Facial Skin Strengthen Skins Moisture Barrier Ultra-Hydrating Non-Greasy Travel Size 1.5 oz](https://m.media-amazon.com/images/I/41PMqxyoqPL.jpg)**Aveeno Kids Daily Moisture Face Cream with Oat Vitamin E & B5 Moisturizing Cream for Kids Sensitive Facial Skin Strengthen Skins Moisture Barrier Ultra-Hydrating Non-Greasy Travel Size 1.5 oz**Aveeno Baby**$14.47**63 rev3mo ago](https://www.amazon.com/dp/B0G5VVP3GF) [![Aveeno Kids Daily Moisture Face Lotion & Mineral Sunscreen with SPF 30 Oat Enriched Face Moisturizer for Kids & Broad-Spectrum Sun Protection for Sensitive Skin Hypoallergenic 1.5 fl. oz](https://m.media-amazon.com/images/I/412AqVUBWLL.jpg)**Aveeno Kids Daily Moisture Face Lotion & Mineral Sunscreen with SPF 30 Oat Enriched Face Moisturizer for Kids & Broad-Spectrum Sun Protection for Sensitive Skin Hypoallergenic 1.5 fl. oz**Aveeno Baby**$13.84**93 rev7mo ago](https://www.amazon.com/dp/B0G5VYXX2T) [![Evereden Fragrance-Free Kids Face Cream: 1.7 oz. | Unscented Face Lotion | Clean and Non-Toxic Face Moisturizer | Multi-Vitamin Unscented Skin Care for Kids](https://m.media-amazon.com/images/I/414Bbm0A8YL.jpg)**Evereden Fragrance-Free Kids Face Cream: 1.7 oz. | Unscented Face Lotion | Clean and Non-Toxic Face Moisturizer | Multi-Vitamin Unscented Skin Care for Kids**Evereden**$25.40**62 rev9mo ago](https://www.amazon.com/dp/B0FSDWXTQ5) [![GOONGBE Kids Moisture Face Lotion - Korean Kids Daily Face Moisturizer - 8hr Moisturizing Refreshing Cream Type Lotion with Cica and Allantoin - Allergen Free Scent 2.7 fl.oz. 2 Pack](https://m.media-amazon.com/images/I/31AU5BC81VL.jpg)**GOONGBE Kids Moisture Face Lotion - Korean Kids Daily Face Moisturizer - 8hr Moisturizing Refreshing Cream Type Lotion with Cica and Allantoin - Allergen Free Scent 2.7 fl.oz. 2 Pack**GOONGBE**$15.45**29 rev1y ago](https://www.amazon.com/dp/B0F9DX4YS1) [![Evereden Kids Multi-Vitamin Body Lotion (6.7 fl.oz. Cool Peach): Gentle & Non-Toxic Moisturizing Kids Lotion | Nourishing & Protective Lotion for Kids](https://m.media-amazon.com/images/I/31ZVhGi3ldL.jpg)**Evereden Kids Multi-Vitamin Body Lotion (6.7 fl.oz. Cool Peach): Gentle & Non-Toxic Moisturizing Kids Lotion | Nourishing & Protective Lotion for Kids**Evereden**$20.17**386 rev1y ago](https://www.amazon.com/dp/B0DQQDTXZZ)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Aveeno Kids Daily Moisture Face Cream with Oat Vitamin E & B5 Moisturizing Cream for Kids Sensitive Facial Skin Strengthen Skins Moisture Barrier Ultra-Hydrating Non-Greasy Travel Size 1.5 oz](https://m.media-amazon.com/images/I/41PMqxyoqPL.jpg)**Aveeno Kids Daily Moisture Face Cream with Oat Vitamin E & B5 Moisturizing Cream for Kids Sensitive Facial Skin Strengthen Skins Moisture Barrier Ultra-Hydrating Non-Greasy Travel Size 1.5 oz**Aveeno Baby**$14.47**4.8★**▲ 335%**](https://www.amazon.com/dp/B0G5VVP3GF) [![Aveeno Kids Daily Moisture Face Lotion & Mineral Sunscreen with SPF 30 Oat Enriched Face Moisturizer for Kids & Broad-Spectrum Sun Protection for Sensitive Skin Hypoallergenic 1.5 fl. oz](https://m.media-amazon.com/images/I/412AqVUBWLL.jpg)**Aveeno Kids Daily Moisture Face Lotion & Mineral Sunscreen with SPF 30 Oat Enriched Face Moisturizer for Kids & Broad-Spectrum Sun Protection for Sensitive Skin Hypoallergenic 1.5 fl. oz**Aveeno Baby**$13.84**4.1★**▲ 311%**](https://www.amazon.com/dp/B0G5VYXX2T) [![Evereden Fragrance-Free Kids Face Cream: 1.7 oz. | Unscented Face Lotion | Clean and Non-Toxic Face Moisturizer | Multi-Vitamin Unscented Skin Care for Kids](https://m.media-amazon.com/images/I/414Bbm0A8YL.jpg)**Evereden Fragrance-Free Kids Face Cream: 1.7 oz. | Unscented Face Lotion | Clean and Non-Toxic Face Moisturizer | Multi-Vitamin Unscented Skin Care for Kids**Evereden**$25.40**4.6★**▲ 174%**](https://www.amazon.com/dp/B0FSDWXTQ5) [![GOONGBE Kids Moisture Face Lotion - Korean Kids Daily Face Moisturizer - 8hr Moisturizing Refreshing Cream Type Lotion with Cica and Allantoin - Allergen Free Scent 2.7 fl.oz. 2 Pack](https://m.media-amazon.com/images/I/31AU5BC81VL.jpg)**GOONGBE Kids Moisture Face Lotion - Korean Kids Daily Face Moisturizer - 8hr Moisturizing Refreshing Cream Type Lotion with Cica and Allantoin - Allergen Free Scent 2.7 fl.oz. 2 Pack**GOONGBE**$15.45**4.9★**▲ 78%**](https://www.amazon.com/dp/B0F9DX4YS1) [![La Roche-Posay Anthelios Kids Gentle Lotion Sunscreen SPF 50 Broad Spectrum SPF + Antioxidants Sunscreen For Kids Octinoxate & Oxybenzone-Free Pediatrician Tested Non Comedogenic Oil Free](https://m.media-amazon.com/images/I/41OyJPTVlxL.jpg)**La Roche-Posay Anthelios Kids Gentle Lotion Sunscreen SPF 50 Broad Spectrum SPF + Antioxidants Sunscreen For Kids Octinoxate & Oxybenzone-Free Pediatrician Tested Non Comedogenic Oil Free**La Roche-Posay**$31.41**4.7★**▲ 65%**](https://www.amazon.com/dp/B0BMDG8BHX)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -5.2% search growth over the last 90 days.

8K6KPrime Day '24Spike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Dec · busiest ÷ quietest = 2.1×

## **Reviews**

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

### **What buyers love **

**Moist/Dry**19%

*“Excellent moisturiser”*

**Quality-Overall**11%

*“good quality and easy to put on”*

**Smell**8%

*“strong fragrance”*

**Soft Feel**8%

*“Leaves skin soft”*

**Suitability Combination Skin**5%

*“so it works well even if your skin is sensitive”*

**Value For Money**4%

*“Good price”*

**Absorbency**3%

*“absorbs nicely”*

**Suitability Dry Skin**3%

*“Really helps my dry skin”*

**Allergies**3%

*“no irritation”*

**Weight Light**3%

*“It feels super lightweight on the skin”*

### **What buyers complain about **

**Smell**14%

*“Very strong smell”*

**Allergies**12%

*“Skin irritation”*

**Motor Power**8%

*“Pump does not work”*

**Thickness**5%

*“Comes out thick”*

**Value For Money**5%

*“Too costly”*

**Moist/Dry**4%

*“I noticed my skin was dry”*

**Functionality-Overall**3%

*“Pump doesn't work, nothing comes out”*

**Skin Health**3%

*“my skin doesn't like this”*

**Size-Overall**2%

*“too small”*

**Sensitivity-Overall**2%

*“not suitable for sensitive eyes”*

### **Top return reasons **

**Motor Power**20%

**Smell**13%

**Size-Overall**7%

**Advertised Vs Actual Product**7%

**Moist/Dry**7%

**Value For Money**6%

**Leak-Proof**5%

**Functionality-Overall**4%

**Product Condition**4%

**Ingredients-Overall**3%