lidocaine roll on
Worth a lookShows low returns (0.0%), but a concentrated shelf (top 5 take 72% of clicks) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 6% kills the launch gate
Conversion
Incredible16.0%search→purchase rate — share of searches ending in a sale
Market size
Good$714K$714K/yr · 335K searches
Avg price
Good$13.36avg listing price — sweet spot $15–$100
Price range
Good$5.05–$25.14cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+10.2%90-day search growth — must beat 0% to launch
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Competition
Bad72%top-5 click share — a locked-up shelf
Review moat
Bad5,510.75avg incumbent reviews — the moat a new listing must climb
Competition
The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 falling
Sellers
61
Top-5 brand share
88%
Open market
12%
- HealthWise31%
- Aspercreme28%
- Salonpas9%
- WELMATE7%
- AUVON6%
- ABSORBINE JR.6%
- Open — no brand owns it (3 brands, 12%)
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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
HealthWise 4% Lidocaine Roll-On | OTC Strength | Pain Relief Liquid | 2.5 oz. 73 mL | Non-Greasy Unscented Formula | Topical Anesthetic
HealthWise$5.054.4★4,855 rev
Aspercreme Lidocaine Pain Relief Liquid with No-Mess Roll-On Applicator Max-Strength 4% Lidocaine Numbs Away Nerve Pain Moisturizing Aloe Hydrates Dry Skin 2.5 FL oz
Aspercreme$8.824.6★4,193 rev
Aspercreme Essential Oils Lidocaine Pain Relief with No-Mess Roll-On Applicator Max-Strength Lidocaine Numbs Away Nerve Pain Moisturizing Aloe Hydrates Skin Lavender 2.5 Oz. 2pk
Aspercreme$19.994.7★484 rev
Salonpas LIDOCAINE Plus Pain Relieving Liquid (Pack of 2)
Salonpas$25.144.8★430 rev
WELMATE 5% Lidocaine Roll On Maximum Strength Pain Relief 3 oz - No Mess Topical Anesthetic - Hemorrhoid Relief - Non-Greasy Fast Acting & Long Lasting - Numbing Roll-On
WELMATE$22.254.4★796 rev
Newest
by launch dateAspercreme Essential Oils Lidocaine Pain Relief with No-Mess Roll-On Applicator Max-Strength Lidocaine Numbs Away Nerve Pain Moisturizing Aloe Hydrates Skin Lavender 2.5 Oz. 2pk
Aspercreme$19.99484 rev
Nervive Pain Relieving Roll On Lidocaine Roll On Nervive Pain Relief Lidocaine Topical Foot Pain Leg Pain Hand Pain Max Strength Formula 4.6oz
Nervive$19.779,334 rev
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$7.2916,280 rev
AUVON Max Strength Lidocaine Pain Relief Roll-On with Lavender Essential Oil No Mess Applicator Quick Absorbing to Numb & Soothe Pain Relief for Knees Shoulders 2.5 Oz 2 Packs
AUVON$9.82999 rev
HealthWise 4% Lidocaine Roll-On | OTC Strength | Pain Relief Liquid | 2.5 oz. 73 mL | Non-Greasy Unscented Formula | Topical Anesthetic
HealthWise$5.054,855 rev
Trending
90-day click momentumIcy 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$7.294.6★
Nervive Pain Relieving Roll On Lidocaine Roll On Nervive Pain Relief Lidocaine Topical Foot Pain Leg Pain Hand Pain Max Strength Formula 4.6oz
Nervive$19.774.3★
Aspercreme Essential Oils Lidocaine Pain Relief with No-Mess Roll-On Applicator Max-Strength Lidocaine Numbs Away Nerve Pain Moisturizing Aloe Hydrates Skin Lavender 2.5 Oz. 2pk
Aspercreme$19.994.7★
Salonpas LIDOCAINE Plus Pain Relieving Liquid (Pack of 2)
Salonpas$25.144.8★
AUVON Max Strength Lidocaine Pain Relief Roll-On with Lavender Essential Oil No Mess Applicator Quick Absorbing to Numb & Soothe Pain Relief for Knees Shoulders 2.5 Oz 2 Packs
AUVON$9.824.5★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +10.2% search growth over the last 90 days.Peak months: Aug, Sep, Oct · busiest ÷ quietest = 2.5×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Works well”
“Relaxing scent”
“it actually works for joint pain”
“Less expensive”
“Excellent product”
“Easy to handle”
“Easy Glide On Applicator”
“As Advertised”
“It really helps with muscle pain”
“Been using for years, nice and compact”
What buyers complain about
“Did Not Work”
“No relief”
“Difficult to open”
“Horrible smell”
“WASTE OF MONEY”
“itching bad from it”
“I have arthritis really bad in several fingers on each hand”
“leaking issue”
“Not very strong”
“lack of quality control warrants 4 stars”