colloidal oatmeal
Worth a lookShows low returns (0.4%), but a concentrated shelf (top 5 take 79% of clicks) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 6% kills the launch gate
Conversion
Incredible15.6%search→purchase rate — share of searches ending in a sale
Market size
Incredible$2.2M$2.2M/yr · 909K searches
Avg price
Great$15.33avg listing price — sweet spot $15–$100
Price range
Good$5.47–$26.96cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-0.7%90-day search growth — must beat 0% to launch
Review moat
Bad7,003.5avg incumbent reviews — the moat a new listing must climb
Brand share
Bad92%top-5 brand share — brand-locked demand
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Competition
Bad79%top-5 click share — a locked-up shelf
Competition
The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 flat
Sellers
75
Top-5 brand share
92%
Open market
3%
- Aveeno62%
- YARELI14%
- Dirty Treasures6%
- Aveeno Baby5%
- Bare Boutique5%
- Baby Shea 100% Organic5%
- Open — no brand owns it (1 brand, 3%)
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 10 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aveeno Soothing Bath Treatment Natural Colloidal Oatmeal Bath for Eczema Sensitive Skin Fragrance-Free Formula Eczema Bath Soak Relieves Itchy Dry Skin Individual Packets 8 ct.
Aveeno$7.314.8★23,189 rev
Yareli Colloidal Oatmeal 2lb (32oz) Bath Powder for Dry Skin for All Ages
YARELI$24.084.8★828 rev
Aveeno Fragrance Free Soothing Bath Treatment 100% Natural Colloidal Oatmeal Sensitive Skin Bath Soak for Relief of Dry Itchy Irritated Skin Due to Eczema & Hives Bath Packets 8 ct. (Pack of 2)
Aveeno$23.344.8★23,189 rev
Dirty Treasures Colloidal Oatmeal Bath | Eczema & Itchy Skin Relief | Baby-Safe 100% Natural Fragrance-Free | 1 lb (16oz)
Dirty Treasures$26.964.7★860 rev
Aveeno Baby Eczema Therapy Soothing Bath Treatment for Relief of Dry Itchy & Irritated Skin Made with Natural Colloidal Oatmeal Fragrance- Paraben- Steroid- & Tear-Free 5 ct
Aveeno Baby$6.234.8★5,711 rev
Newest
by launch date
Dr Teals Epsom Salt Magnesium Soak Sensitive Skin with Colloidal Oatmeal & Cucumber Extract 3 lbs
Dr Teal's$5.81229 rev
Yareli Colloidal Oatmeal 2lb (32oz) Bath Powder for Dry Skin for All Ages
YARELI$24.08828 rev
Aveeno Fragrance Free Soothing Bath Treatment 100% Natural Colloidal Oatmeal Sensitive Skin Bath Soak for Relief of Dry Itchy Irritated Skin Due to Eczema & Hives Bath Packets 8 ct. (Pack of 2)
Aveeno$23.3423,189 rev
OatSoak Dissolvable Oats for the Bath. Colloidal Oat Bath Additive Made with 100% Scottish Oatmeal. Suitable for Skin Prone to Eczema Psoriasis Dryness and Sensitivity. Natural Handmade in The UK.
Bare Boutique$10.151,216 rev
Dirty Treasures Colloidal Oatmeal Bath | Eczema & Itchy Skin Relief | Baby-Safe 100% Natural Fragrance-Free | 1 lb (16oz)
Dirty Treasures$26.96860 rev
Trending
90-day click momentumDr Teals Epsom Salt Magnesium Soak Sensitive Skin with Colloidal Oatmeal & Cucumber Extract 3 lbs
Dr Teal's$5.814.7★
Aveeno Soothing Baby Bath Treatment Single Use Packets - 5 ea
Aveeno$5.474.8★
Aveeno Fragrance Free Soothing Bath Treatment 100% Natural Colloidal Oatmeal Sensitive Skin Bath Soak for Relief of Dry Itchy Irritated Skin Due to Eczema & Hives Bath Packets 8 ct. (Pack of 2)
Aveeno$23.344.8★
Dirty Treasures Colloidal Oatmeal Bath | Eczema & Itchy Skin Relief | Baby-Safe 100% Natural Fragrance-Free | 1 lb (16oz)
Dirty Treasures$26.964.7★
Shea Organics Organic Colloidal Oatmeal 16 OZ | Soothing Bath & Skin Care Powder | Helps Soothe Itchy Dry Skin | Safe for Babies & Adults | Great for Soap Making
Baby Shea 100% Organic$24.794.6★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -0.7% search growth over the last 90 days.Peak months: Apr, May, Jun · busiest ÷ quietest = 2.4×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Helps with the irritation that had developed”
“Helps dry skin”
“Great Product, not only for humans”
“Nice and smooth”
“Smells amazing”
“Good price”
“effective”
“Excellent cream for dry skin”
“calming on sensitive skin”
“Nice and thick”
What buyers complain about
“Allergic reaction”
“Not effective”
“doesnt have a strong scent”
“Small”
“overall just super sensitive skin”
“left my skin extremely agitated”
“Pricey”
“not fun to clean”
“Sticky texture is somewhat annoying”
“The balm feels more like an ointment thick”