---
title: "baby soap — Niche Verdict: Launch it (68/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/health-household/baby-soap"
last_updated: "2026-07-10T01:03:31.468Z"
locale: en
meta:
  description: "baby soap clears our launch bar: a $6.5M/yr market growing +136.5% with returns at 0.5%."
  "og:description": "baby soap clears our launch bar: a $6.5M/yr market growing +136.5% with returns at 0.5%."
  "og:title": "baby soap — Niche Verdict: Launch it (68/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **baby soap**

**Launch it****68/100 **

baby soap clears our launch bar: a $6.5M/yr market growing +136.5% with returns at 0.5%.

**Market/yr**

**$6.5M**

**Growth (1y)**

**+136.5%**

**Products**

**46**

**Brands**

**16**

was 12 a year ago

**Sellers**

**691**

**Price range**

**$3.09–$32.54**

**Returns**

**0.5%**

**Rating**

**4.7★**

**Launch it**

Scored 68/100 across market size, growth, competition, quality gap, and returns.

Market sizeGrowthCompetitionQuality gapReturns

Market size

**70**

 ×0.30

Growth

**69**

 ×0.30

Competition

**75**

 ×0.20

Quality gap

**20**

 ×0.10

Returns

**96**

 ×0.10

## **Demand**

Weekly Amazon search volume, last 104 weeks — +136.5% year over year.

189K94KPrime Day '24Spike '24Prime Day '25Jul '24Nov '24Mar '25Jun '25Oct '25Feb '26

## **Seasonality**

Monthly demand index across the year — 1.00 is average.

JFMAMJJASOND

No pronounced peak months · busiest ÷ quietest = 1.2×

## **Competition**

- Johnson's Baby38% - Aveeno Baby26% - Cetaphil8% - The Honest Company7% - Amazon Basics6% - Baby Dove3% - Other (10 brands)12%

Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen. 16 brands and 691 sellers compete here.

**Brands**

**16 **▲rising

was 12 a year ago

**Sellers**

**691**

**Top 5 brand share**

**85%**

#ProductBrandPriceRatingReviewsClick shareTrend

1
![Johnsons Baby Head-To-Toe 2 in 1 Tear Free Wash & Shampoo with Aloe Vera and Vitamin B5 Safe and Gentle for Newborns and Delicate Skin Hypoallergenic and pH Balanced 27.1 Fl Oz](https://m.media-amazon.com/images/I/312jL2UbICL.jpg) [**Johnsons Baby Head-To-Toe 2 in 1 Tear Free Wash & Shampoo with Aloe Vera and Vitamin B5 Safe and Gentle for Newborns and Delicate Skin Hypoallergenic and pH Balanced 27.1 Fl Oz**](https://www.amazon.com/dp/B07D2JMJPS)

Johnson's Baby$7.494.7★33,61011%—flat

2
![Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash & Hair Shampoo Tear-Free pH Balanced for Sensitive Skin & Hair Lightly Scented Value Size 33 Fl Oz](https://m.media-amazon.com/images/I/31+CrmcxdSL.jpg) [**Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash & Hair Shampoo Tear-Free pH Balanced for Sensitive Skin & Hair Lightly Scented Value Size 33 Fl Oz**](https://www.amazon.com/dp/B07NSBTZ22)

Aveeno Baby$17.344.8★39,0528%▼falling

3
![Johnsons Baby Shampoo with Aloe Vera & Vitamin B5 Tear Free Newborn Essentials No added Parabens & Sulfates Hypoallergenic Baby Essentials 20.3 fl. oz](https://m.media-amazon.com/images/I/31pr-ywtagL.jpg) [**Johnsons Baby Shampoo with Aloe Vera & Vitamin B5 Tear Free Newborn Essentials No added Parabens & Sulfates Hypoallergenic Baby Essentials 20.3 fl. oz**](https://www.amazon.com/dp/B07DGKWFJM)

Johnson's Baby$5.824.7★5,7438%—flat

4
![Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash and Hair Shampoo Tear-Free Paraben-Free for Sensitive Skin and Hair Lightly Scented 18 Fl Oz](https://m.media-amazon.com/images/I/31DPNoCMyrL.jpg) [**Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash and Hair Shampoo Tear-Free Paraben-Free for Sensitive Skin and Hair Lightly Scented 18 Fl Oz**](https://www.amazon.com/dp/B004L5JCZ4)

Aveeno Baby$10.724.8★39,0526%▲rising

5
![Amazon Basics Tear-Free Baby Shampoo 13.6 Fluid Ounce Packaging May Vary](https://m.media-amazon.com/images/I/31NR3aFBecL.jpg) [**Amazon Basics Tear-Free Baby Shampoo 13.6 Fluid Ounce Packaging May Vary**](https://www.amazon.com/dp/B09HHHHB1D)

Amazon Basics$3.094.6★2,7705%▲rising

6
![Aveeno Baby Daily Care Gift Set with Oat Extract & Prebiotic Oat Contains Daily Moisturizing Body Lotion & Gentle 2-in-1 Baby Bath Wash & Shampoo Hypoallergenic & Paraben-Free Two Pack](https://m.media-amazon.com/images/I/413iFMFcuiL.jpg) [**Aveeno Baby Daily Care Gift Set with Oat Extract & Prebiotic Oat Contains Daily Moisturizing Body Lotion & Gentle 2-in-1 Baby Bath Wash & Shampoo Hypoallergenic & Paraben-Free Two Pack**](https://www.amazon.com/dp/B00BH0OSWI)

Aveeno Baby$17.904.8★10,1504%▲rising

7
![The Honest Company 2-in-1 Baby Shampoo & Body Wash Fragrance-Free Tear-Free Hypoallergenic Naturally Derived Sensitive Skin 10 fl oz](https://m.media-amazon.com/images/I/31PMt8f1fyL.jpg) [**The Honest Company 2-in-1 Baby Shampoo & Body Wash Fragrance-Free Tear-Free Hypoallergenic Naturally Derived Sensitive Skin 10 fl oz**](https://www.amazon.com/dp/B072QXWXS6)

The Honest Company$9.874.7★46,3824%▼falling

8
![Cetaphil Baby Wash & Shampoo 13.5oz Pack of 2 Hypoallergenic Gentle Enough for Everyday Use Soap Free](https://m.media-amazon.com/images/I/41GDxpQsmOL.jpg) [**Cetaphil Baby Wash & Shampoo 13.5oz Pack of 2 Hypoallergenic Gentle Enough for Everyday Use Soap Free**](https://www.amazon.com/dp/B09MVMNW5M)

Cetaphil$15.094.8★2,6513%▲rising

9
![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**](https://www.amazon.com/dp/B07DGPGR56)

Johnson's Baby$12.574.8★13,8383%—flat

10

![Cetaphil Baby Shampoo and Body Wash with Organic Calendula Tear Free Hypoallergenic Ideal for Everyday Use Dermatologist Tested 7.8oz](https://m.media-amazon.com/images/I/31QgeX28IrL.jpg) [**Cetaphil Baby Shampoo and Body Wash with Organic Calendula Tear Free Hypoallergenic Ideal for Everyday Use Dermatologist Tested 7.8oz**](https://www.amazon.com/dp/B09JL8D41T)

Cetaphil$5.174.7★4,0983%▼falling

11

![Johnsons Skin Nourishing Moisture Baby Wash Vanilla & Oat Scents Tear-Free Hypoallergenic Baby Body Wash Cleanses Protects from Dryness & Leaves Skin Feeling Hydrated 20.3 fl. oz](https://m.media-amazon.com/images/I/31Cia0gFT5L.jpg) [**Johnsons Skin Nourishing Moisture Baby Wash Vanilla & Oat Scents Tear-Free Hypoallergenic Baby Body Wash Cleanses Protects from Dryness & Leaves Skin Feeling Hydrated 20.3 fl. oz**](https://www.amazon.com/dp/B097NRRRNT)

Johnson's Baby$6.654.8★6,7343%—flat

12

![The Honest Company 2-in-1 Baby Shampoo & Body Wash Fragrance-Free Gentle Tear-Free Hypoallergenic Naturally Derived Sensitive Skin 18 fl oz](https://m.media-amazon.com/images/I/31AtLkvFllL.jpg) [**The Honest Company 2-in-1 Baby Shampoo & Body Wash Fragrance-Free Gentle Tear-Free Hypoallergenic Naturally Derived Sensitive Skin 18 fl oz**](https://www.amazon.com/dp/B0DVC3VB5Q)

The Honest Company$15.464.7★46,3823%▲rising

13

![Johnsons Baby Shampoo with Aloe Vera & Vitamin B5 Tear Free Newborn Essentials No added Parabens & Sulfates Hypoallergenic Baby Essentials 13.6 fl. oz](https://m.media-amazon.com/images/I/31UOIUKDGWL.jpg) [**Johnsons Baby Shampoo with Aloe Vera & Vitamin B5 Tear Free Newborn Essentials No added Parabens & Sulfates Hypoallergenic Baby Essentials 13.6 fl. oz**](https://www.amazon.com/dp/B07DGK9FQG)

Johnson's Baby$4.654.7★3,5442%▼falling

14

![Baby Dove Sensitive Skin Care Baby Wash For a Calming Moisture Hypoallergenic and Tear-Free Washes Away Bacteria Chamomile 13 Fl Oz](https://m.media-amazon.com/images/I/41d8emuEA8L.jpg) [**Baby Dove Sensitive Skin Care Baby Wash For a Calming Moisture Hypoallergenic and Tear-Free Washes Away Bacteria Chamomile 13 Fl Oz**](https://www.amazon.com/dp/B07N13W76L)

Baby Dove$7.074.8★17,6352%▼falling

15

![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**](https://www.amazon.com/dp/B0030U7DW0)

Aveeno Baby$10.814.8★11,9192%▲rising

**~~Showing 15 of 46 — show all ~~**

## **Product shelf**

All 46 tracked products in this niche.

Top sellersNewestTrending

[![Johnsons Baby Head-To-Toe 2 in 1 Tear Free Wash & Shampoo with Aloe Vera and Vitamin B5 Safe and Gentle for Newborns and Delicate Skin Hypoallergenic and pH Balanced 27.1 Fl Oz](https://m.media-amazon.com/images/I/312jL2UbICL.jpg)**Johnsons Baby Head-To-Toe 2 in 1 Tear Free Wash & Shampoo with Aloe Vera and Vitamin B5 Safe and Gentle for Newborns and Delicate Skin Hypoallergenic and pH Balanced 27.1 Fl Oz** Johnson's Baby**$7.49**4.7★33,610 reviews](https://www.amazon.com/dp/B07D2JMJPS) [![Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash & Hair Shampoo Tear-Free pH Balanced for Sensitive Skin & Hair Lightly Scented Value Size 33 Fl Oz](https://m.media-amazon.com/images/I/31+CrmcxdSL.jpg)**Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash & Hair Shampoo Tear-Free pH Balanced for Sensitive Skin & Hair Lightly Scented Value Size 33 Fl Oz** Aveeno Baby**$17.34**4.8★39,052 reviews](https://www.amazon.com/dp/B07NSBTZ22) [![Johnsons Baby Shampoo with Aloe Vera & Vitamin B5 Tear Free Newborn Essentials No added Parabens & Sulfates Hypoallergenic Baby Essentials 20.3 fl. oz](https://m.media-amazon.com/images/I/31pr-ywtagL.jpg)**Johnsons Baby Shampoo with Aloe Vera & Vitamin B5 Tear Free Newborn Essentials No added Parabens & Sulfates Hypoallergenic Baby Essentials 20.3 fl. oz** Johnson's Baby**$5.82**4.7★5,743 reviews](https://www.amazon.com/dp/B07DGKWFJM) [![Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash and Hair Shampoo Tear-Free Paraben-Free for Sensitive Skin and Hair Lightly Scented 18 Fl Oz](https://m.media-amazon.com/images/I/31DPNoCMyrL.jpg)**Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash and Hair Shampoo Tear-Free Paraben-Free for Sensitive Skin and Hair Lightly Scented 18 Fl Oz** Aveeno Baby**$10.72**4.8★39,052 reviews](https://www.amazon.com/dp/B004L5JCZ4) [![Amazon Basics Tear-Free Baby Shampoo 13.6 Fluid Ounce Packaging May Vary](https://m.media-amazon.com/images/I/31NR3aFBecL.jpg)**Amazon Basics Tear-Free Baby Shampoo 13.6 Fluid Ounce Packaging May Vary** Amazon Basics**$3.09**4.6★2,770 reviews](https://www.amazon.com/dp/B09HHHHB1D) [![Aveeno Baby Daily Care Gift Set with Oat Extract & Prebiotic Oat Contains Daily Moisturizing Body Lotion & Gentle 2-in-1 Baby Bath Wash & Shampoo Hypoallergenic & Paraben-Free Two Pack](https://m.media-amazon.com/images/I/413iFMFcuiL.jpg)**Aveeno Baby Daily Care Gift Set with Oat Extract & Prebiotic Oat Contains Daily Moisturizing Body Lotion & Gentle 2-in-1 Baby Bath Wash & Shampoo Hypoallergenic & Paraben-Free Two Pack** Aveeno Baby**$17.90**4.8★10,150 reviews](https://www.amazon.com/dp/B00BH0OSWI) [![The Honest Company 2-in-1 Baby Shampoo & Body Wash Fragrance-Free Tear-Free Hypoallergenic Naturally Derived Sensitive Skin 10 fl oz](https://m.media-amazon.com/images/I/31PMt8f1fyL.jpg)**The Honest Company 2-in-1 Baby Shampoo & Body Wash Fragrance-Free Tear-Free Hypoallergenic Naturally Derived Sensitive Skin 10 fl oz** The Honest Company**$9.87**4.7★46,382 reviews](https://www.amazon.com/dp/B072QXWXS6) [![Cetaphil Baby Wash & Shampoo 13.5oz Pack of 2 Hypoallergenic Gentle Enough for Everyday Use Soap Free](https://m.media-amazon.com/images/I/41GDxpQsmOL.jpg)**Cetaphil Baby Wash & Shampoo 13.5oz Pack of 2 Hypoallergenic Gentle Enough for Everyday Use Soap Free** Cetaphil**$15.09**4.8★2,651 reviews](https://www.amazon.com/dp/B09MVMNW5M)

## **Reviews**

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

### **What buyers love **

**Smell**27%

*“Its fragrance free”*

**Quality-Overall**11%

*“Good quality and easy to put on”*

**Soft Feel**10%

*“Leaves my skin soft”*

**Value For Money**6%

*“Great value”*

**Allergies**5%

*“No allergies”*

**Moist/Dry**4%

*“Moisturizes the skin”*

**Cleansing**3%

*“Rinses clean”*

**Sensitivity-Overall**3%

*“Great For Sensitive Skin”*

**Washability**3%

*“Definitely a gentle wash”*

**Ease Of Cleaning**2%

*“cleans well”*

### **What buyers complain about **

**Smell**18%

*“Not fragrance free”*

**Allergies**15%

*“Caused a rash”*

**Leak-Proof**6%

*“Leaked everywhere”*

**Moist/Dry**4%

*“caused dry patches”*

**Size-Overall**4%

*“bigger that I expected”*

**Sensitivity-Overall**4%

*“my skin has become sensitive”*

**Value For Money**3%

*“A little pricey”*

**Advertised Vs Actual Product**3%

*“Very misleading”*

**Ease Of Use**2%

*“Difficult to use”*

**Quality-Overall**2%

*“Very poor quality”*

#### **Top return reasons**- Leak-Proof29% - Smell17% - Size-Overall12% - Value For Money9% - Advertised Vs Actual Product6% - Motor Power6% - Functionality-Overall2% - Product Condition2% - Ingredients-Overall2% - Washability2%