---
title: "menthol — Niche Verdict: Skip it (45/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/health-household/menthol"
last_updated: "2026-07-14T02:49:21.415Z"
locale: en
meta:
  description: "brand-locked demand (top 5 brands take 100% of clicks) — menthol doesn't clear our bar today."
  "og:description": "brand-locked demand (top 5 brands take 100% of clicks) — menthol doesn't clear our bar today."
  "og:title": "menthol — Niche Verdict: Skip it (45/100) | Amazon United States - Flapen"
---

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# **menthol**

**Skip it**

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Market size 99Growth 10Conversion 95Competition 10Returns 100Price range 47Avg price 43Brand share 0Review moat 21Quality gap 21

**Returns**

**Incredible****0.0%**

return rate — above 6% kills the launch gate

**Market size**

**Incredible****$6.6M**

$6.6M/yr · 4.7M searches

**Conversion**

**Incredible****12.6%**

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

**Price range**

**Okay****$5.03–$23.69**

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

**Avg price**

**Okay****$11.13**

avg listing price — sweet spot $15–$100

**Quality gap**

**Bad****4.7★**

avg incumbent rating — lower means beatable quality

**Review moat**

**Bad****10,479.67**

avg incumbent reviews — the moat a new listing must climb

**Growth**

**Bad****-29.7%**

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

**Competition**

**Bad****88%**

top-5 click share — a locked-up shelf

**Brand share**

**Bad****100%**

top-5 brand share — brand-locked demand

## **Competition**

The top 5 products capture 88% of clicks — a locked-up shelf that new listings rarely crack.

**Brands**

**3 **—flat

**Sellers**

**68**

**Top-5 brand share**

**100%**

**Open market**

**0%**

- Vicks77% - Amazon Basics18% - Mentholatum5% - Open — no brand owns it (0%)

## **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%15%$991K30%$2.0M45%$3.0M60%$4.0M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 9 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz](https://m.media-amazon.com/images/I/414W0a4rkJL.jpg)**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz**Vicks**$6.59**4.8★10,733 rev](https://www.amazon.com/dp/B000PWLU5W) [2![Amazon Basics Chest Rub Cough Suppressant and Topical Analgesic Ointment for Cold Muscle Aches & Pains Relief 3.53 Ounce](https://m.media-amazon.com/images/I/41pvRYr-dUL.jpg)**Amazon Basics Chest Rub Cough Suppressant and Topical Analgesic Ointment for Cold Muscle Aches & Pains Relief 3.53 Ounce**Amazon Basics**$5.50**4.6★9,050 rev](https://www.amazon.com/dp/B07N84SBBS) [3![Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz each (pack of 3)](https://m.media-amazon.com/images/I/51utCSTVSJL.jpg)**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz each (pack of 3)**Vicks**$18.83**4.8★12,572 rev](https://www.amazon.com/dp/B07P1DJXSP) [4![Vicks VapoRub Lavender Scent Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz](https://m.media-amazon.com/images/I/51Ee2JR5XaL.jpg)**Vicks VapoRub Lavender Scent Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz**Vicks**$6.73**4.7★24,243 rev](https://www.amazon.com/dp/B0732YWDX1) [5![Mentholatum Original Vapor Chest Rub Topical Analgesic Ointment Vapors Soothe Nasal Passages & Relieve Chest and Muscle Aches Due To Cold & Cough All-Natural Medicated Ingredients 3.0 oz](https://m.media-amazon.com/images/I/4143bJt1OeL.jpg)**Mentholatum Original Vapor Chest Rub Topical Analgesic Ointment Vapors Soothe Nasal Passages & Relieve Chest and Muscle Aches Due To Cold & Cough All-Natural Medicated Ingredients 3.0 oz**Mentholatum**$5.03**4.7★16,824 rev](https://www.amazon.com/dp/B0011Z1VUG)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Vicks VapoRub 50 ml/1.7 oz](https://m.media-amazon.com/images/I/41D3OlbtWUL.jpg)**Vicks VapoRub 50 ml/1.7 oz**Vicks**$11.02**352 rev1y ago](https://www.amazon.com/dp/B08KGGSG5X) [![Vicks VapoStick Solid Balm No Mess Soothing Non-Medicated Vicks Vapors Easy-To-Use No-Touch Applicator Quick Dry Lightweight Skin Feel 1.25oz x 2](https://m.media-amazon.com/images/I/41ZQuvcfBBL.jpg)**Vicks VapoStick Solid Balm No Mess Soothing Non-Medicated Vicks Vapors Easy-To-Use No-Touch Applicator Quick Dry Lightweight Skin Feel 1.25oz x 2**Vicks**$16.22**8,581 rev4y ago](https://www.amazon.com/dp/B09LRFF7Q8) [![Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz each (pack of 3)](https://m.media-amazon.com/images/I/51utCSTVSJL.jpg)**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz each (pack of 3)**Vicks**$18.83**12,572 rev7y ago](https://www.amazon.com/dp/B07P1DJXSP) [![Amazon Basics Chest Rub Cough Suppressant and Topical Analgesic Ointment for Cold Muscle Aches & Pains Relief 3.53 Ounce](https://m.media-amazon.com/images/I/41pvRYr-dUL.jpg)**Amazon Basics Chest Rub Cough Suppressant and Topical Analgesic Ointment for Cold Muscle Aches & Pains Relief 3.53 Ounce**Amazon Basics**$5.50**9,050 rev7y ago](https://www.amazon.com/dp/B07N84SBBS) [![Vicks Childrens VapoRub Topical Cough Suppressant and Analgesic Relieves Coughs and Minor Aches and Pains Clinically Proven Starts Working in Minutes for Fast Relief For Children Ages 2+ 1.76oz](https://m.media-amazon.com/images/I/51WuSEsUIfL.jpg)**Vicks Childrens VapoRub Topical Cough Suppressant and Analgesic Relieves Coughs and Minor Aches and Pains Clinically Proven Starts Working in Minutes for Fast Relief For Children Ages 2+ 1.76oz**Vicks**$6.54**4,817 rev9y ago](https://www.amazon.com/dp/B0732VM8SB)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz each (pack of 3)](https://m.media-amazon.com/images/I/51utCSTVSJL.jpg)**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz each (pack of 3)**Vicks**$18.83**4.8★**▲ 39%**](https://www.amazon.com/dp/B07P1DJXSP) [![Vicks VapoRub 50 ml/1.7 oz](https://m.media-amazon.com/images/I/41D3OlbtWUL.jpg)**Vicks VapoRub 50 ml/1.7 oz**Vicks**$11.02**4.3★**▲ 25%**](https://www.amazon.com/dp/B08KGGSG5X) [![Amazon Basics Chest Rub Cough Suppressant and Topical Analgesic Ointment for Cold Muscle Aches & Pains Relief 3.53 Ounce](https://m.media-amazon.com/images/I/41pvRYr-dUL.jpg)**Amazon Basics Chest Rub Cough Suppressant and Topical Analgesic Ointment for Cold Muscle Aches & Pains Relief 3.53 Ounce**Amazon Basics**$5.50**4.6★**▲ 16%**](https://www.amazon.com/dp/B07N84SBBS) [![VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 6oz](https://m.media-amazon.com/images/I/51r1dyprRgL.jpg)**VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 6oz**Vicks**$23.69**4.7★**— 6%**](https://www.amazon.com/dp/B001G7QUU0) [![Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz](https://m.media-amazon.com/images/I/414W0a4rkJL.jpg)**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz**Vicks**$6.59**4.8★**— 3%**](https://www.amazon.com/dp/B000PWLU5W)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -29.7% search growth over the last 90 days.

150K100KSpike '24Holiday '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Feb, May, Jun · busiest ÷ quietest = 2.4×

## **Reviews**

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

### **What buyers love **

**Quality-Overall**16%

*“Just as good as name brand”*

**Smell**12%

*“Good smell”*

**Efficiency**9%

*“is very effective”*

**Advertised Vs Actual Product**7%

*“As advertised”*

**Value For Money**7%

*“Good value for money”*

**Cold Relief**6%

*“Great for the cold and flu”*

**Breathability**4%

*“I can breath again”*

**Ease Of Use**4%

*“Many uses, great product to keep around”*

**Cough Relief**4%

*“Very helpful for coughing or congestion”*

**Strength**3%

*“Strong very good”*

### **What buyers complain about **

**Smell**20%

*“very weak smell”*

**Value For Money**13%

*“To Expensive”*

**Size-Overall**12%

*“Very small portion”*

**Strength**10%

*“Not very strong”*

**Advertised Vs Actual Product**8%

*“False Advertisement”*

**Quality-Overall**4%

*“it simply is not as good”*

**Functionality-Overall**2%

*“Weaker strength does not work like it use too”*

**Ingredients-Overall**2%

*“Different ingredients”*

**Allergies**2%

*“I got this for allergy like nasal congestion Ive been having”*

**Sleep Quality**1%

*“This does nothing for my cold or quality of sleep”*

### **Top return reasons **

**Size-Overall**100%