--- title: "johnson baby soap — Niche Verdict: Skip it (43/100) | Amazon United States - Flapen" canonical_url: "https://flapen.com/amazon/research/us/health-household/johnson-baby-soap" last_updated: "2026-07-10T00:12:51.874Z" locale: en meta: description: "a small market ($87K/yr) — johnson baby soap doesn't clear our bar today." "og:description": "a small market ($87K/yr) — johnson baby soap doesn't clear our bar today." "og:title": "johnson baby soap — Niche Verdict: Skip it (43/100) | Amazon United States - Flapen" --- Back to Flapen home # **johnson baby soap** **Skip it****43/100 ** a small market ($87K/yr) — johnson baby soap doesn't clear our bar today. **Market/yr** **$87K** **Growth (1y)** **+161.7%** **Products** **19** **Brands** **9** was 7 a year ago **Sellers** **85** **Price range** **$2.70–$20.27** **Returns** **0.4%** **Rating** **4.6★** **Skip it** Scored 43/100 across market size, growth, competition, quality gap, and returns. Market sizeGrowthCompetitionQuality gapReturns Market size **4** ×0.30 Growth **72** ×0.30 Competition **37** ×0.20 Quality gap **31** ×0.10 Returns **97** ×0.10 ## **Demand** Weekly Amazon search volume, last 104 weeks — +161.7% year over year. 5K3KSpike '25Spike '26Jul '24Nov '24Mar '25Jun '25Oct '25Feb '26 ## **Seasonality** Monthly demand index across the year — 1.00 is average. JFMAMJJASOND No pronounced peak months · busiest ÷ quietest = 1.5× ## **Competition** - Johnson's Baby65% - Johnson & Johnson16% - Johnson's6% - Dr. Bronner's4% - Ricitos de Oro3% - Babo Botanicals2% - Other (3 brands)5% The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them. 9 brands and 85 sellers compete here. **Brands** **9 **▲rising was 7 a year ago **Sellers** **85** **Top 5 brand share** **94%** #ProductBrandPriceRatingReviewsClick shareTrend 1 ![Johnsons Baby Body Soap Bar Gentle for Baby Bath and Skin Care Hypoallergenic and Dermatologist Tested Paraben Free Phthalate-Free Dye-Free 3 oz (Pack of 6)](https://m.media-amazon.com/images/I/41UZZXPjLzL.jpg) [**Johnsons Baby Body Soap Bar Gentle for Baby Bath and Skin Care Hypoallergenic and Dermatologist Tested Paraben Free Phthalate-Free Dye-Free 3 oz (Pack of 6)**](https://www.amazon.com/dp/B0054J2H6W) Johnson's Baby$14.874.6★2,24623%▲rising 2 ![Johnsons Baby Soap Bar Gentle for Baby Bath and Skin Care Hypoallergenic 3 Ounce](https://m.media-amazon.com/images/I/41UWIGj8HQL.jpg) [**Johnsons Baby Soap Bar Gentle for Baby Bath and Skin Care Hypoallergenic 3 Ounce**](https://www.amazon.com/dp/B07GSFSNM5) Johnson's Baby$2.704.6★2,24622%▼falling 3 ![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★33,6109%▼falling 4 ![Johnson & Johnson Baby Lotion bar Soap Blossoms 100 G/ 3.52 Ounce (Pack of 12)](https://m.media-amazon.com/images/I/41DaVrVhimS.jpg) [**Johnson & Johnson Baby Lotion bar Soap Blossoms 100 G/ 3.52 Ounce (Pack of 12)**](https://www.amazon.com/dp/B004S3SNQS) Johnson & Johnson$19.814.7★8596%—flat 5 ![Johnsons Baby Soap](https://m.media-amazon.com/images/I/31KEbftSFgL.jpg) [**Johnsons Baby Soap**](https://www.amazon.com/dp/B01M0DRWAP) Johnson & Johnson$4.714.3★2905%▲rising 6 ![Johnsons & Johnson Baby Bar Soap White 100g. (Pack 4)](https://m.media-amazon.com/images/I/41neSRtPaiL.jpg) [**Johnsons & Johnson Baby Bar Soap White 100g. (Pack 4)**](https://www.amazon.com/dp/B00INYUHL2) Johnson & Johnson$12.174.6★4775%▼falling 7 ![Johnson Johnson & Johnson Baby Soap Milk 3.5 Ounce](https://m.media-amazon.com/images/I/41NJJdflhEL.jpg) [**Johnson Johnson & Johnson Baby Soap Milk 3.5 Ounce**](https://www.amazon.com/dp/B010E4DUVM) Johnson's$5.164.4★1644%▲rising 8 ![Dr. Bronners - Pure-Castile Bar Soap (Baby Unscented 5 ounce 2-pack) - Made with Organic Oils For Face Body Hair Gentle for Sensitive Skin Babies No Added Fragrance Biodegradable Vegan](https://m.media-amazon.com/images/I/41epuWp40PL.jpg) [**Dr. Bronners - Pure-Castile Bar Soap (Baby Unscented 5 ounce 2-pack) - Made with Organic Oils For Face Body Hair Gentle for Sensitive Skin Babies No Added Fragrance Biodegradable Vegan**](https://www.amazon.com/dp/B00JF2PYVE) Dr. Bronner's$9.144.8★6,6444%—flat 9 ![Ricitos de Oro Baby Cleansing Bar Soap with Extract Calming Effect Chamomile 6-Pack of 3.5 Oz Each Soap 6 Soaps](https://m.media-amazon.com/images/I/519tg6gQDHL.jpg) [**Ricitos de Oro Baby Cleansing Bar Soap with Extract Calming Effect Chamomile 6-Pack of 3.5 Oz Each Soap 6 Soaps**](https://www.amazon.com/dp/B08RWDS3PS) Ricitos de Oro$8.054.8★1,3793%—flat 10 ![Johnsons Bedtime Baby Bath with Soothing NaturalCalm Aromas Hypoallergenic & Tear-Free Liquid Baby Bath Formula No Parabens Sulfates Dyes or Phthalates 27.1 fl. oz](https://m.media-amazon.com/images/I/31h+ipBwD0L.jpg) [**Johnsons Bedtime Baby Bath with Soothing NaturalCalm Aromas Hypoallergenic & Tear-Free Liquid Baby Bath Formula No Parabens Sulfates Dyes or Phthalates 27.1 fl. oz**](https://www.amazon.com/dp/B07D2G6CLG) Johnson's Baby$9.664.8★11,7053%—flat 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 ![Johnsons Baby Head-To-Toe Baby Wash & Shampoo + Aloe & Vitamin B5 2-in-1 Bath Wash Gently Cleanses Newborns Delicate Skin & Hair Hypoallergenic No Added Parabens Dyes & Sulfates 13.6 fl. Oz](https://m.media-amazon.com/images/I/31fGD7RZHTL.jpg) [**Johnsons Baby Head-To-Toe Baby Wash & Shampoo + Aloe & Vitamin B5 2-in-1 Bath Wash Gently Cleanses Newborns Delicate Skin & Hair Hypoallergenic No Added Parabens Dyes & Sulfates 13.6 fl. Oz**](https://www.amazon.com/dp/B094RDCQK4) Johnson's Baby$4.524.7★33,6052%▼falling 13 ![Babo Botanicals Sensitive Baby Fragrance-Free 2-in-1 Shampoo & Wash Bar - Shea Butter Calendula & Aloe Vera - EWG Verified - Cruelty-Free - Vegan - Pediatrician Tested - For Babies & Kids](https://m.media-amazon.com/images/I/41UhJujvdEL.jpg) [**Babo Botanicals Sensitive Baby Fragrance-Free 2-in-1 Shampoo & Wash Bar - Shea Butter Calendula & Aloe Vera - EWG Verified - Cruelty-Free - Vegan - Pediatrician Tested - For Babies & Kids**](https://www.amazon.com/dp/B0DDZV12L2) Babo Botanicals$12.334.3★1372%—flat 14 ![Himalaya Refreshing Baby Bar Gentle Herbal Cleanser for Babys Delicate Skin Soothes and Hydrates No Post-Bath Dryness Adds Freshness Clinically Studied 4.41 oz (125g) 3 Pack](https://m.media-amazon.com/images/I/41KaBo7dgDL.jpg) [**Himalaya Refreshing Baby Bar Gentle Herbal Cleanser for Babys Delicate Skin Soothes and Hydrates No Post-Bath Dryness Adds Freshness Clinically Studied 4.41 oz (125g) 3 Pack**](https://www.amazon.com/dp/B0G6PXMT1S) Himalaya$8.864.4★382%▲rising 15 ![Dove Baby Bar Rich Moisture 3.17 Ounce](https://m.media-amazon.com/images/I/31XbHLoLVLL.jpg) [**Dove Baby Bar Rich Moisture 3.17 Ounce**](https://www.amazon.com/dp/B0714PQBJX) Dove$20.274.2★1392%▲rising **~~Showing 15 of 19 — show all ~~** ## **Product shelf** All 19 tracked products in this niche. Top sellersNewestTrending [![Johnsons Baby Body Soap Bar Gentle for Baby Bath and Skin Care Hypoallergenic and Dermatologist Tested Paraben Free Phthalate-Free Dye-Free 3 oz (Pack of 6)](https://m.media-amazon.com/images/I/41UZZXPjLzL.jpg)**Johnsons Baby Body Soap Bar Gentle for Baby Bath and Skin Care Hypoallergenic and Dermatologist Tested Paraben Free Phthalate-Free Dye-Free 3 oz (Pack of 6)** Johnson's Baby**$14.87**4.6★2,246 reviews](https://www.amazon.com/dp/B0054J2H6W) [![Johnsons Baby Soap Bar Gentle for Baby Bath and Skin Care Hypoallergenic 3 Ounce](https://m.media-amazon.com/images/I/41UWIGj8HQL.jpg)**Johnsons Baby Soap Bar Gentle for Baby Bath and Skin Care Hypoallergenic 3 Ounce** Johnson's Baby**$2.70**4.6★2,246 reviews](https://www.amazon.com/dp/B07GSFSNM5) [![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) [![Johnson & Johnson Baby Lotion bar Soap Blossoms 100 G/ 3.52 Ounce (Pack of 12)](https://m.media-amazon.com/images/I/41DaVrVhimS.jpg)**Johnson & Johnson Baby Lotion bar Soap Blossoms 100 G/ 3.52 Ounce (Pack of 12)** Johnson & Johnson**$19.81**4.7★859 reviews](https://www.amazon.com/dp/B004S3SNQS) [![Johnsons Baby Soap](https://m.media-amazon.com/images/I/31KEbftSFgL.jpg)**Johnsons Baby Soap** Johnson & Johnson**$4.71**4.3★290 reviews](https://www.amazon.com/dp/B01M0DRWAP) [![Johnsons & Johnson Baby Bar Soap White 100g. (Pack 4)](https://m.media-amazon.com/images/I/41neSRtPaiL.jpg)**Johnsons & Johnson Baby Bar Soap White 100g. (Pack 4)** Johnson & Johnson**$12.17**4.6★477 reviews](https://www.amazon.com/dp/B00INYUHL2) [![Johnson Johnson & Johnson Baby Soap Milk 3.5 Ounce](https://m.media-amazon.com/images/I/41NJJdflhEL.jpg)**Johnson Johnson & Johnson Baby Soap Milk 3.5 Ounce** Johnson's**$5.16**4.4★164 reviews](https://www.amazon.com/dp/B010E4DUVM) [![Dr. Bronners - Pure-Castile Bar Soap (Baby Unscented 5 ounce 2-pack) - Made with Organic Oils For Face Body Hair Gentle for Sensitive Skin Babies No Added Fragrance Biodegradable Vegan](https://m.media-amazon.com/images/I/41epuWp40PL.jpg)**Dr. Bronners - Pure-Castile Bar Soap (Baby Unscented 5 ounce 2-pack) - Made with Organic Oils For Face Body Hair Gentle for Sensitive Skin Babies No Added Fragrance Biodegradable Vegan** Dr. Bronner's**$9.14**4.8★6,644 reviews](https://www.amazon.com/dp/B00JF2PYVE) ## **Reviews** What buyers praise and complain about, mined from review topics. ### **What buyers love ** **Smell**18% *“Fragrance free”* **Soft Feel**12% *“Nice and creamy”* **Quality-Overall**10% *“Excellent Quality”* **Cleansing**8% *“Clean and fresh”* **Lather**6% *“I like that the soap lathers well”* **Value For Money**5% *“good value”* **Allergies**4% *“non irritating”* **Ease Of Cleaning**4% *“Excellent clean”* **Advertised Vs Actual Product**3% *“Is exactly as advertised”* **Moist/Dry**3% *“Saved my skin from dryness”* ### **What buyers complain about ** **Smell**15% *“Smells bad”* **Allergies**15% *“was actually quite irritating”* **Moist/Dry**5% *“Too drying”* **Value For Money**4% *“Too expensive”* **Leak-Proof**4% *“Bottle was leaking”* **Size-Overall**3% *“The bottle size is way bigger than the normal bottle”* **Durability**3% *“Broke”* **Sensitivity-Overall**2% *“Burns like fire”* **Dispensing Mechanism**2% *“Pump dispenser difficult to open to use”* **Skin Health**2% *“Doesnt seem to bother my skin”* #### **Top return reasons**- Leak-Proof36% - Smell14% - Advertised Vs Actual Product10% - Size-Overall10% - Value For Money4% - Washability4% - Ingredients-Overall3% - Dispensing Mechanism3% - Functionality-Overall2% - Product Condition2%