lavender baby lotion
Skip itStrong incumbent ratings (4.7★) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 6% kills the launch gate
Conversion
Great10.5%search→purchase rate — share of searches ending in a sale
Price range
Okay$4.84–$23.36cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$10.46avg listing price — sweet spot $15–$100
Competition
Okay67%top-5 click share — leaders hold, buyers still browse
Market size
Okay$131K$131K/yr · 118K searches
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Growth
Bad-7.1%90-day search growth — must beat 0% to launch
Review moat
Bad10,444.95avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Competition
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.Brands
11 rising
Sellers
549
Top-5 brand share
88%
Open market
8%
- Aveeno Baby33%
- Johnson's Baby20%
- Jergens20%
- The Honest Company11%
- Baby Magic5%
- Earth Mama3%
- Open — no brand owns it (5 brands, 8%)
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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aveeno Baby Calming Comfort Moisturizing Body Lotion with Relaxing Lavender & Vanilla Scents Non-Greasy Baby Lotion Nourishing Prebiotic Oatmeal Paraben- & Phthalate-Free 18 fl. oz
Aveeno Baby$11.614.8★18,893 rev
Jergens Baby Calming Lotion Baby Calming Lotion Lavender Baby Lotion Baby Moisturizer with Shea Butter and Lavender Oil 16.8 Fl Oz
Jergens$8.714.8★804 rev
The Honest Company Hydrating Face Body Lotion Fast Absorbing Naturally Derived Hypoallergenic Lavender Calm 8.5 fl oz
The Honest Company$9.724.5★14,819 rev
Johnsons Baby Bedtime Lotion Soothing NaturalCalm Aromas Gentle Nighttime Baby Lotion Helps Relax & Soothe Hydrating No added Parabens & Dyes 27.1 fl. oz
Johnson's Baby$8.444.8★15,932 rev
Aveeno Baby Calming Comfort Moisturizing Body Lotion with Relaxing Lavender & Vanilla Scents Non-Greasy Baby Lotion Natural Oatmeal & Dimethicone Paraben- & Phthalate-Free 8 fl. oz
Aveeno Baby$6.174.8★18,893 rev
Newest
by launch date
Aveeno Baby Calming Comfort Moisturizing Body Lotion with Relaxing Lavender & Vanilla Scents Non-Greasy Nourishing Prebiotic Oatmeal No Added Parabens 12 fl. oz
Aveeno Baby$8.8118,893 rev
Jergens Baby Calming Head to Toe Liquid Baby Wash Body Wash and Shampoo Tear Free 20 Fl Oz
Jergens$8.68822 rev
Jergens Baby Calming Lotion Baby Calming Lotion Lavender Baby Lotion Baby Moisturizer with Shea Butter and Lavender Oil 16.8 Fl Oz
Jergens$8.71804 rev
Jergens Baby Soothing Sensitive Skin Cream Cream for Infant Dry Skin Baby Cream for Dry Skin Pediatrician-tested Fragrance-free 8 Fl Oz
Jergens$7.65164 rev
Baby Magic Calming Baby Bath 16.5 Fl Oz
Baby Magic$4.849,958 rev
Trending
90-day click momentum
Baby Sun Hat 2-5 Years
MaxNova$14.964.8★
Jergens Baby Calming Head to Toe Liquid Baby Wash Body Wash and Shampoo Tear Free 20 Fl Oz
Jergens$8.684.6★
Johnsons Moisturizing Bedtime Baby Lotion with Coconut Oil & NaturalCalm Aromas to Help Relax Baby Hypoallergenic & Free of Parabens Phthalates & Dyes Mild Baby Skin Care 13.6 fl. oz
Johnson's Baby$5.374.8★
Aveeno Baby Calming Comfort Moisturizing Body Lotion with Relaxing Lavender & Vanilla Scents Non-Greasy Nourishing Prebiotic Oatmeal No Added Parabens 12 fl. oz
Aveeno Baby$8.814.8★
Johnsons Baby Bedtime Lotion Soothing NaturalCalm Aromas Gentle Nighttime Baby Lotion Helps Relax & Soothe Hydrating No added Parabens & Dyes 27.1 fl. oz
Johnson's Baby$8.444.8★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.1% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 2.1×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“No strong smell”
“Very moisturizing”
“My skin is soft”
“Excellent product line”
“Great value”
“I think it really helps my baby sleep”
“It absorbs well”
“As advertised”
“Given as gift”
“Very soothing”
What buyers complain about
“Heavily scented”
“Rash”
“My baby had very dry skin”
“Causes skin bumps”
“Doesn't lather well”
“makes me very tired”
“the pump broke before I could even get the option out”
“Item looks used”
“Kind of sticky”
“Just wish it came in a bigger size”