---
title: "lavender baby lotion — Niche Verdict: Skip it (41/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/lavender-baby-lotion"
last_updated: "2026-07-13T23:09:57.676Z"
locale: en
meta:
  description: "strong incumbent ratings (4.7★) — lavender baby lotion doesn't clear our bar today."
  "og:description": "strong incumbent ratings (4.7★) — lavender baby lotion doesn't clear our bar today."
  "og:title": "lavender baby lotion — Niche Verdict: Skip it (41/100) | Amazon United States - Flapen"
---

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# **lavender baby lotion**

**Skip it**

Strong incumbent ratings (4.7★) — this niche doesn't clear our bar today.

Market size 29Growth 21Conversion 89Competition 30Returns 98Price range 45Avg price 37Brand share 28Review moat 21Quality gap 17

**Returns**

**Incredible****0.4%**

return rate — above 6% kills the launch gate

**Conversion**

**Great****10.5%**

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

**Price range**

**Okay****$4.84–$23.36**

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

**Avg price**

**Okay****$10.46**

avg listing price — sweet spot $15–$100

**Competition**

**Okay****67%**

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

**Market size**

**Okay****$131K**

$131K/yr · 118K searches

**Brand share**

**Okay****88%**

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**

**Bad****10,444.95**

avg incumbent reviews — the moat a new listing must climb

**Quality gap**

**Bad****4.7★**

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.

0%10%$13K20%$26K30%$39K40%$52K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 20 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![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](https://m.media-amazon.com/images/I/31-hGP-51+L.jpg)**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**$11.61**4.8★18,893 rev](https://www.amazon.com/dp/B00U2VQW72) [2![Jergens Baby Calming Lotion Baby Calming Lotion Lavender Baby Lotion Baby Moisturizer with Shea Butter and Lavender Oil 16.8 Fl Oz](https://m.media-amazon.com/images/I/31VYPyJVq4L.jpg)**Jergens Baby Calming Lotion Baby Calming Lotion Lavender Baby Lotion Baby Moisturizer with Shea Butter and Lavender Oil 16.8 Fl Oz**Jergens**$8.71**4.8★804 rev](https://www.amazon.com/dp/B0DR9JS7CG) [3![The Honest Company Hydrating Face Body Lotion Fast Absorbing Naturally Derived Hypoallergenic Lavender Calm 8.5 fl oz](https://m.media-amazon.com/images/I/314ogizOcfL.jpg)**The Honest Company Hydrating Face Body Lotion Fast Absorbing Naturally Derived Hypoallergenic Lavender Calm 8.5 fl oz**The Honest Company**$9.72**4.5★14,819 rev](https://www.amazon.com/dp/B01JK164JU) [4![Johnsons Baby Bedtime Lotion Soothing NaturalCalm Aromas Gentle Nighttime Baby Lotion Helps Relax & Soothe Hydrating No added Parabens & Dyes 27.1 fl. oz](https://m.media-amazon.com/images/I/31pySv3UklL.jpg)**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**$8.44**4.8★15,932 rev](https://www.amazon.com/dp/B07DGL23H4) [5![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](https://m.media-amazon.com/images/I/319s4ieLyjL.jpg)**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**$6.17**4.8★18,893 rev](https://www.amazon.com/dp/B01EMYYFAU)

**~~View all top sellers →~~**

### **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](https://m.media-amazon.com/images/I/31lGi9YWfuL.jpg)**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**$8.81**18,893 rev11mo ago](https://www.amazon.com/dp/B0FLXQCQ1B) [![Jergens Baby Calming Head to Toe Liquid Baby Wash Body Wash and Shampoo Tear Free 20 Fl Oz](https://m.media-amazon.com/images/I/31G1flCTeoL.jpg)**Jergens Baby Calming Head to Toe Liquid Baby Wash Body Wash and Shampoo Tear Free 20 Fl Oz**Jergens**$8.68**822 rev1y ago](https://www.amazon.com/dp/B0F14YWS9K) [![Jergens Baby Calming Lotion Baby Calming Lotion Lavender Baby Lotion Baby Moisturizer with Shea Butter and Lavender Oil 16.8 Fl Oz](https://m.media-amazon.com/images/I/31VYPyJVq4L.jpg)**Jergens Baby Calming Lotion Baby Calming Lotion Lavender Baby Lotion Baby Moisturizer with Shea Butter and Lavender Oil 16.8 Fl Oz**Jergens**$8.71**804 rev1y ago](https://www.amazon.com/dp/B0DR9JS7CG) [![Jergens Baby Soothing Sensitive Skin Cream Cream for Infant Dry Skin Baby Cream for Dry Skin Pediatrician-tested Fragrance-free 8 Fl Oz](https://m.media-amazon.com/images/I/31D8qms8gQL.jpg)**Jergens Baby Soothing Sensitive Skin Cream Cream for Infant Dry Skin Baby Cream for Dry Skin Pediatrician-tested Fragrance-free 8 Fl Oz**Jergens**$7.65**164 rev1y ago](https://www.amazon.com/dp/B0DR9DNWFX) [![Baby Magic Calming Baby Bath 16.5 Fl Oz](https://m.media-amazon.com/images/I/31-eGf406OL.jpg)**Baby Magic Calming Baby Bath 16.5 Fl Oz**Baby Magic**$4.84**9,958 rev3y ago](https://www.amazon.com/dp/B0CBNDRCXL)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Baby Sun Hat 2-5 Years](https://m.media-amazon.com/images/I/31blkF6F7NL.jpg)**Baby Sun Hat 2-5 Years**MaxNova**$14.96**4.8★**▲ 351%**](https://www.amazon.com/dp/B09MLFXLT2) [![Jergens Baby Calming Head to Toe Liquid Baby Wash Body Wash and Shampoo Tear Free 20 Fl Oz](https://m.media-amazon.com/images/I/31G1flCTeoL.jpg)**Jergens Baby Calming Head to Toe Liquid Baby Wash Body Wash and Shampoo Tear Free 20 Fl Oz**Jergens**$8.68**4.6★**▲ 22%**](https://www.amazon.com/dp/B0F14YWS9K) [![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](https://m.media-amazon.com/images/I/31Aittty0UL.jpg)**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**$5.37**4.8★**▲ 21%**](https://www.amazon.com/dp/B07GVFWH5M) [![Aveeno Baby Calming Comfort Moisturizing Body Lotion with Relaxing Lavender & Vanilla Scents Non-Greasy Nourishing Prebiotic Oatmeal No Added Parabens 12 fl. oz](https://m.media-amazon.com/images/I/31lGi9YWfuL.jpg)**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**$8.81**4.8★**▲ 11%**](https://www.amazon.com/dp/B0FLXQCQ1B) [![Johnsons Baby Bedtime Lotion Soothing NaturalCalm Aromas Gentle Nighttime Baby Lotion Helps Relax & Soothe Hydrating No added Parabens & Dyes 27.1 fl. oz](https://m.media-amazon.com/images/I/31pySv3UklL.jpg)**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**$8.44**4.8★**— 6%**](https://www.amazon.com/dp/B07DGL23H4)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -7.1% search growth over the last 90 days.

3K2KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Jan · busiest ÷ quietest = 2.1×

## **Reviews**

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

### **What buyers love **

**Smell**38%

*“No strong smell”*

**Moist/Dry**10%

*“Very moisturizing”*

**Soft Feel**8%

*“My skin is soft”*

**Quality-Overall**7%

*“Excellent product line”*

**Value For Money**6%

*“Great value”*

**Sleep Quality**3%

*“I think it really helps my baby sleep”*

**Absorbency**2%

*“It absorbs well”*

**Advertised Vs Actual Product**2%

*“As advertised”*

**Gifting Purpose**2%

*“Given as gift”*

**Soothing Effect**2%

*“Very soothing”*

### **What buyers complain about **

**Smell**30%

*“Heavily scented”*

**Allergies**10%

*“Rash”*

**Moist/Dry**4%

*“My baby had very dry skin”*

**Skin Health**3%

*“Causes skin bumps”*

**Lather**3%

*“Doesn't lather well”*

**Sleep Quality**2%

*“makes me very tired”*

**Durability**2%

*“the pump broke before I could even get the option out”*

**Product Condition**1%

*“Item looks used”*

**Adhesion/Stickiness**1%

*“Kind of sticky”*

**Size-Overall**1%

*“Just wish it came in a bigger size”*

### **Top return reasons **

**Smell**30%

**Leak-Proof**20%

**Size-Overall**11%

**Motor Power**8%

**Advertised Vs Actual Product**7%

**Value For Money**5%

**Moist/Dry**2%

**Functionality-Overall**2%

**Defective Material/Parts**2%

**Product Condition**1%