---
title: "deep heat — Niche Verdict: Skip it (39/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/health-household/deep-heat"
last_updated: "2026-07-14T00:23:36.399Z"
locale: en
meta:
  description: "brand-locked demand (top 5 brands take 97% of clicks) — deep heat doesn't clear our bar today."
  "og:description": "brand-locked demand (top 5 brands take 97% of clicks) — deep heat doesn't clear our bar today."
  "og:title": "deep heat — Niche Verdict: Skip it (39/100) | Amazon United States - Flapen"
---

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# **deep heat**

**Skip it**

Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.

Market size 17Growth 24Conversion 74Competition 15Returns 100Price range 70Avg price 81Brand share 8Review moat 19Quality gap 37

**Returns**

**Incredible****0.0%**

return rate — above 6% kills the launch gate

**Avg price**

**Great****$17.49**

avg listing price — sweet spot $15–$100

**Conversion**

**Good****6.9%**

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

**Price range**

**Good****$5.46–$37.78**

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

**Quality gap**

**Okay****4.5★**

avg incumbent rating — lower means beatable quality

**Growth**

**Bad****-1.1%**

90-day search growth — must beat 0% to launch

**Review moat**

**Bad****14,750.91**

avg incumbent reviews — the moat a new listing must climb

**Market size**

**Bad****$70K**

$70K/yr · 58K searches

**Competition**

**Bad****82%**

top-5 click share — a locked-up shelf

**Brand share**

**Bad****97%**

top-5 brand share — brand-locked demand

## **Competition**

The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.

**Brands**

**7 **▼falling

**Sellers**

**76**

**Top-5 brand share**

**97%**

**Open market**

**2%**

- Deep Heat41% - Mentholatum26% - Generic17% - Bengay10% - Icy Hot2% - Arthritis Hot2% - Open — no brand owns it (1 brand, 2%)

## **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%$7K20%$14K30%$21K40%$28K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 11 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)](https://m.media-amazon.com/images/I/51lq3rruFPL.jpg)**Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)**Deep Heat**$19.80**4.5★605 rev](https://www.amazon.com/dp/B07DVQHX44) [2![3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g](https://m.media-amazon.com/images/I/41Wxw6yLw6L.jpg)**3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g**Generic**$37.26**5.0★1 rev](https://www.amazon.com/dp/B0GCPLFC73) [3![Deep Heat 50 ml Muscle Massage Roll-On Lotion by Deep Heat](https://m.media-amazon.com/images/I/31nwlH+iK0L.jpg)**Deep Heat 50 ml Muscle Massage Roll-On Lotion by Deep Heat**Deep Heat**$10.88**3.9★5,809 rev](https://www.amazon.com/dp/B015N2JOFG) [4![Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)](https://m.media-amazon.com/images/I/514qi45zbmL.jpg)**Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)**Mentholatum**$18.15**4.6★222 rev](https://www.amazon.com/dp/B004X8IV5G) [5![Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5](https://m.media-amazon.com/images/I/514qi45zbmL.jpg)**Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5**Mentholatum**$26.16**4.7★190 rev](https://www.amazon.com/dp/B003LZYSZY)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g](https://m.media-amazon.com/images/I/41Wxw6yLw6L.jpg)**3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g**Generic**$37.26**1 rev6mo ago](https://www.amazon.com/dp/B0GCPLFC73) [![Icy Hot Original Pain Relief Nighttime Recovery No-Mess Roll-On Applicator Fast-Acting Pain Relief with Menthol 8% for Backaches Joints Muscle Strains and Arthritis Lavender Scent 2 oz](https://m.media-amazon.com/images/I/41-9B0XtHaL.jpg)**Icy Hot Original Pain Relief Nighttime Recovery No-Mess Roll-On Applicator Fast-Acting Pain Relief with Menthol 8% for Backaches Joints Muscle Strains and Arthritis Lavender Scent 2 oz**Icy Hot**$7.29**16,280 rev1y ago](https://www.amazon.com/dp/B0DQZR58ND) [![Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)](https://m.media-amazon.com/images/I/51lq3rruFPL.jpg)**Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)**Deep Heat**$19.80**605 rev5y ago](https://www.amazon.com/dp/B07DVQHX44) [![Deep Heat Patch 4-2 Pack Deal](https://m.media-amazon.com/images/I/51hMt+SYRZL.jpg)**Deep Heat Patch 4-2 Pack Deal**Deep Heat**$37.78**412 rev7y ago](https://www.amazon.com/dp/B07CVNZHNQ) [![Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)](https://m.media-amazon.com/images/I/514qi45zbmL.jpg)**Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)**Mentholatum**$18.15**222 rev8y ago](https://www.amazon.com/dp/B004X8IV5G)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Icy Hot Original Pain Relief Nighttime Recovery No-Mess Roll-On Applicator Fast-Acting Pain Relief with Menthol 8% for Backaches Joints Muscle Strains and Arthritis Lavender Scent 2 oz](https://m.media-amazon.com/images/I/41-9B0XtHaL.jpg)**Icy Hot Original Pain Relief Nighttime Recovery No-Mess Roll-On Applicator Fast-Acting Pain Relief with Menthol 8% for Backaches Joints Muscle Strains and Arthritis Lavender Scent 2 oz**Icy Hot**$7.29**4.6★**▲ 112%**](https://www.amazon.com/dp/B0DQZR58ND) [![3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g](https://m.media-amazon.com/images/I/41Wxw6yLw6L.jpg)**3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g**Generic**$37.26**5.0★**▲ 72%**](https://www.amazon.com/dp/B0GCPLFC73) [![Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)](https://m.media-amazon.com/images/I/51lq3rruFPL.jpg)**Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)**Deep Heat**$19.80**4.5★**▲ 48%**](https://www.amazon.com/dp/B07DVQHX44) [![Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5](https://m.media-amazon.com/images/I/514qi45zbmL.jpg)**Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5**Mentholatum**$26.16**4.7★**▲ 15%**](https://www.amazon.com/dp/B003LZYSZY) [![Deep Heat Patch 4-2 Pack Deal](https://m.media-amazon.com/images/I/51hMt+SYRZL.jpg)**Deep Heat Patch 4-2 Pack Deal**Deep Heat**$37.78**4.3★**— 3%**](https://www.amazon.com/dp/B07CVNZHNQ)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -1.1% search growth over the last 90 days.

2K2KBlack Friday '24Spike '25 seasonSepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

## **Reviews**

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

### **What buyers love **

**Joint Pain**16%

*“Helps to ease joint pain”*

**Smell**14%

*“Great scent”*

**Efficiency**12%

*“Really does work”*

**Muscle Pain Relief**10%

*“Relieves muscle pain”*

**Quality-Overall**9%

*“Good otc product”*

**Value For Money**6%

*“Affordable price”*

**Advertised Vs Actual Product**5%

*“As Advertised”*

**Ease Of Application**3%

*“The roll-on applicator is very convenient and clean”*

**Ease Of Use**3%

*“It is cool to put on”*

**Absorbency**2%

*“Works fast and absorbs well”*

### **What buyers complain about **

**Functionality-Overall**18%

*“Was not effective”*

**Pain Relief-Overall**17%

*“Hurt my shoulder”*

**Smell**12%

*“Strong smell”*

**Value For Money**7%

*“It's expensive”*

**Heating**6%

*“Does not heat up much”*

**Joint Pain**5%

*“This item did not provide any relief from muscle and joint pain”*

**Allergies**2%

*“Allergic to this product”*

**Advertised Vs Actual Product**2%

*“Misleading name”*

**Skin Health**2%

*“It BURNS your skin”*

**Quality-Overall**2%

*“Not as good the original as I remember awhile back”*

### **Top return reasons **

**Functionality-Overall**25%

**Heating**21%

**Advertised Vs Actual Product**21%

**Size-Overall**17%

**Defective Material/Parts**8%

**Smell**8%