lavender baby wash
Skip itStrong incumbent ratings (4.8★) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 6% kills the launch gate
Conversion
Great11.5%search→purchase rate — share of searches ending in a sale
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Avg price
Okay$11.72avg listing price — sweet spot $15–$100
Price range
Okay$3.02–$24.72cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+7.9%90-day search growth — must beat 0% to launch
Market size
Okay$147K$147K/yr · 109K searches
Brand share
Bad92%top-5 brand share — brand-locked demand
Review moat
Bad18,272.62avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.8★avg incumbent rating — lower means beatable quality
Competition
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
8 flat
Sellers
619
Top-5 brand share
92%
Open market
4%
- Aveeno Baby45%
- The Honest Company21%
- Johnson's Baby18%
- MaxNova4%
- Baby Magic4%
- Baby Dove4%
- Open — no brand owns it (2 brands, 4%)
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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aveeno Baby Nighttime Calming Comfort Bath Baby Body Wash for Skin & Hair with Natural Oat Extract Soothing Lavender & Vanilla Scent Tear-Free Formula No Added Parabens & Phthalates 18 Fl Oz
Aveeno Baby$10.844.8★11,979 rev
Aveeno Baby Calming Comfort Bath & Wash with Relaxing Lavender & Vanilla Scents & Natural Oat Extract Hypoallergenic & Tear-Free Formula Paraben- Phthalate- & Soap-Free 8 fl. Oz
Aveeno Baby$6.224.8★11,979 rev
The Honest Company 2-in-1 Cleansing Shampoo Body Wash Gentle for Baby Naturally Derived Tear-free Hypoallergenic Lavender Calm 18 fl oz
The Honest Company$15.264.7★46,427 rev
The Honest Company 2-in-1 Baby Shampoo & Body Wash Tear-Free Hypoallergenic Naturally Derived Lavender Calm Scent 10 fl oz
The Honest Company$9.974.7★46,427 rev
Johnsons Baby Sleepy Time Gift Set with Calming Bedtime Bath Bedtime Lotion & Calming Shampoo Baby Bedtime Essentials with Relaxing NaturalCalm Aromas Hypoallergenic 3 Items
Johnson's Baby$12.554.8★13,896 rev
Newest
by launch date
Aveeno Baby Nighttime Calming Comfort Bath Body & Hair Wash with Relaxing Lavender & Vanilla Scents & Oat Extract Tear-Free Formula No added parabens & Soap-Free 12 fl. oz
Aveeno Baby$8.9811,979 rev
The Honest Company 2-in-1 Cleansing Shampoo Body Wash Refill Carton Gentle for Baby Naturally Derived Tear-free Hypoallergenic Lavender Calm 32 fl oz
The Honest Company$24.7246,427 rev
Baby Magic Calming Baby Bath 16.5 Fl Oz
Baby Magic$4.849,958 rev
SheaMoisture Baby Shampoo & Bath Milk Manuka Honey & Lavender for Delicate Hair and Skin Nighttime Skin and Hair Care Regimen 13 oz
Shea Moisture$7.801,526 rev
Amazon Basics Tear-Free Night-Time Baby Bath Soothing Lightly Scented 13.6 Fl Oz 1-Pack (Previously Solimo)
Amazon Basics$3.021,953 rev
Trending
90-day click momentum
Baby Sun Hat 2-5 Years
MaxNova$14.964.8★
The Honest Company 2-in-1 Cleansing Shampoo Body Wash Gentle for Baby Naturally Derived Tear-free Hypoallergenic Lavender Calm 18 fl oz
The Honest Company$15.264.7★
Johnsons Baby Bedtime Moisture Body Wash Soothing NaturalCalm Aromas Nighttime Bath Wash to Help Calm Baby Before Bed Baby Wash No added Parabens & Sulfates 27.1 fl. oz
Johnson's Baby$9.584.8★
The Honest Company 2-in-1 Cleansing Shampoo Body Wash Refill Carton Gentle for Baby Naturally Derived Tear-free Hypoallergenic Lavender Calm 32 fl oz
The Honest Company$24.724.7★
Aveeno Baby Nighttime Calming Comfort Bath Baby Body Wash for Skin & Hair with Natural Oat Extract Soothing Lavender & Vanilla Scent Tear-Free Formula No Added Parabens & Phthalates 18 Fl Oz
Aveeno Baby$10.844.8★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +7.9% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 1.8×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“lightly scented”
“Excellent product”
“is gentle on the skin”
“it doesn't dry it out”
“Price was fair”
“I think it really helps my baby sleep”
“No allergies”
“The choice of baby wash for gentle”
“My scalp is clean”
“As advertised”
What buyers complain about
“Smells persistent like petroleum”
“The doctor identified it as an allergic reaction”
“NOT FOR SENSITIVE SKIN BABIES”
“It's very drying”
“This burned my babys skin”
“The bottle size is way bigger than the normal bottle”
“It's a bit expensive than other brands in the market”
“not clean enough”
“Not as good as Johnson”
“Inconvenient”