---
title: "lavender baby wash — Niche Verdict: Skip it (47/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/lavender-baby-wash"
last_updated: "2026-07-14T02:21:38.793Z"
locale: en
meta:
  description: "strong incumbent ratings (4.8★) — lavender baby wash doesn't clear our bar today."
  "og:description": "strong incumbent ratings (4.8★) — lavender baby wash doesn't clear our bar today."
  "og:title": "lavender baby wash — Niche Verdict: Skip it (47/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **lavender baby wash**

**Skip it**

Strong incumbent ratings (4.8★) — this niche doesn't clear our bar today.

Market size 32Growth 35Conversion 93Competition 58Returns 98Price range 45Avg price 48Brand share 20Review moat 17Quality gap 16

**Returns**

**Incredible****0.4%**

return rate — above 6% kills the launch gate

**Conversion**

**Great****11.5%**

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

**Competition**

**Good****50%**

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

**Avg price**

**Okay****$11.72**

avg listing price — sweet spot $15–$100

**Price range**

**Okay****$3.02–$24.72**

cheapest 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**

**Bad****92%**

top-5 brand share — brand-locked demand

**Review moat**

**Bad****18,272.62**

avg incumbent reviews — the moat a new listing must climb

**Quality gap**

**Bad****4.8★**

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.

0%10%$15K20%$29K30%$44K40%$59K1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 21 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![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](https://m.media-amazon.com/images/I/31oZUFiSD9L.jpg)**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**$10.84**4.8★11,979 rev](https://www.amazon.com/dp/B0030U7DW0) [2![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](https://m.media-amazon.com/images/I/3131MdkYgcL.jpg)**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**$6.22**4.8★11,979 rev](https://www.amazon.com/dp/B0711B9PV6) [3![The Honest Company 2-in-1 Cleansing Shampoo Body Wash Gentle for Baby Naturally Derived Tear-free Hypoallergenic Lavender Calm 18 fl oz](https://m.media-amazon.com/images/I/31sa3aVXv9L.jpg)**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**$15.26**4.7★46,427 rev](https://www.amazon.com/dp/B07DTJM47S) [4![The Honest Company 2-in-1 Baby Shampoo & Body Wash Tear-Free Hypoallergenic Naturally Derived Lavender Calm Scent 10 fl oz](https://m.media-amazon.com/images/I/31Su5OjLBXL.jpg)**The Honest Company 2-in-1 Baby Shampoo & Body Wash Tear-Free Hypoallergenic Naturally Derived Lavender Calm Scent 10 fl oz**The Honest Company**$9.97**4.7★46,427 rev](https://www.amazon.com/dp/B01M4QMQ4B) [5![Johnsons Baby Sleepy Time Gift Set with Calming Bedtime Bath Bedtime Lotion & Calming Shampoo Baby Bedtime Essentials with Relaxing NaturalCalm Aromas Hypoallergenic 3 Items](https://m.media-amazon.com/images/I/41GxdyVqu7L.jpg)**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**$12.55**4.8★13,896 rev](https://www.amazon.com/dp/B07DGPGR56)

**~~View all top sellers →~~**

### **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](https://m.media-amazon.com/images/I/313+izE6p5L.jpg)**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**$8.98**11,979 rev11mo ago](https://www.amazon.com/dp/B0FLY6PF8M) [![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](https://m.media-amazon.com/images/I/31sygDeYNjL.jpg)**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**$24.72**46,427 rev2y ago](https://www.amazon.com/dp/B0CT9H19TH) [![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) [![SheaMoisture Baby Shampoo & Bath Milk Manuka Honey & Lavender for Delicate Hair and Skin Nighttime Skin and Hair Care Regimen 13 oz](https://m.media-amazon.com/images/I/61I9qaFfznL.jpg)**SheaMoisture Baby Shampoo & Bath Milk Manuka Honey & Lavender for Delicate Hair and Skin Nighttime Skin and Hair Care Regimen 13 oz**Shea Moisture**$7.80**1,526 rev3y ago](https://www.amazon.com/dp/B0BXB874ZB) [![Amazon Basics Tear-Free Night-Time Baby Bath Soothing Lightly Scented 13.6 Fl Oz 1-Pack (Previously Solimo)](https://m.media-amazon.com/images/I/31wKM8mRurL.jpg)**Amazon Basics Tear-Free Night-Time Baby Bath Soothing Lightly Scented 13.6 Fl Oz 1-Pack (Previously Solimo)**Amazon Basics**$3.02**1,953 rev3y ago](https://www.amazon.com/dp/B09HHC6DQZ)

**~~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★**▲ 294%**](https://www.amazon.com/dp/B09MLFXLT2) [![The Honest Company 2-in-1 Cleansing Shampoo Body Wash Gentle for Baby Naturally Derived Tear-free Hypoallergenic Lavender Calm 18 fl oz](https://m.media-amazon.com/images/I/31sa3aVXv9L.jpg)**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**$15.26**4.7★**▲ 80%**](https://www.amazon.com/dp/B07DTJM47S) [![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](https://m.media-amazon.com/images/I/31NeHPgTPIL.jpg)**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**$9.58**4.8★**▲ 39%**](https://www.amazon.com/dp/B07D2JMKSB) [![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](https://m.media-amazon.com/images/I/31sygDeYNjL.jpg)**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**$24.72**4.7★**▲ 31%**](https://www.amazon.com/dp/B0CT9H19TH) [![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](https://m.media-amazon.com/images/I/31oZUFiSD9L.jpg)**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**$10.84**4.8★**▲ 24%**](https://www.amazon.com/dp/B0030U7DW0)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — +7.9% search growth over the last 90 days.

4K3KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Oct, Nov · busiest ÷ quietest = 1.8×

## **Reviews**

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

### **What buyers love **

**Smell**35%

*“lightly scented”*

**Quality-Overall**10%

*“Excellent product”*

**Soft Feel**7%

*“is gentle on the skin”*

**Moist/Dry**6%

*“it doesn't dry it out”*

**Value For Money**5%

*“Price was fair”*

**Sleep Quality**3%

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

**Allergies**3%

*“No allergies”*

**Washability**3%

*“The choice of baby wash for gentle”*

**Cleansing**2%

*“My scalp is clean”*

**Advertised Vs Actual Product**2%

*“As advertised”*

### **What buyers complain about **

**Smell**27%

*“Smells persistent like petroleum”*

**Allergies**11%

*“The doctor identified it as an allergic reaction”*

**Sensitivity-Overall**6%

*“NOT FOR SENSITIVE SKIN BABIES”*

**Moist/Dry**5%

*“It's very drying”*

**Skin Health**4%

*“This burned my babys skin”*

**Size-Overall**3%

*“The bottle size is way bigger than the normal bottle”*

**Value For Money**2%

*“It's a bit expensive than other brands in the market”*

**Ease Of Cleaning**2%

*“not clean enough”*

**Quality-Overall**2%

*“Not as good as Johnson”*

**Ease Of Use**2%

*“Inconvenient”*

### **Top return reasons **

**Leak-Proof**31%

**Smell**20%

**Size-Overall**13%

**Value For Money**9%

**Advertised Vs Actual Product**6%

**Functionality-Overall**2%

**Motor Power**2%

**Washability**2%

**Product Condition**2%

**Moist/Dry**1%