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Worth a lookShows low returns (0.1%), but a small market ($87K/yr) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Conversion
Great8.1%search→purchase rate — share of searches ending in a sale
Avg price
Great$15.55avg listing price — sweet spot $15–$100
Price range
Good$3.42–$40.55cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Brand share
Okay77%top-5 brand share — brands hold most of the demand
Growth
Okay+17.1%90-day search growth — must beat 0% to launch
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Review moat
Bad6,873.82avg incumbent reviews — the moat a new listing must climb
Market size
Bad$87K$87K/yr · 70K searches
Competition
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
14 falling
Sellers
27
Top-5 brand share
77%
Open market
17%
- Jelcaine Sterile24%
- HealthWise18%
- Curist14%
- WELMATE11%
- Alocane10%
- MOHNARK6%
- Open — no brand owns it (8 brands, 17%)
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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Lidocaine Jelly 2% Numbing Gel for Burn Relief 30ml - Sunburn Relief with Lidocaine Topical for Pain Minor Cuts Skin Irritation Insect Bites Sensitive Area Anesthetic Over-the-Counter Medication
Jelcaine Sterile$24.144.5★211 rev
Curist 5% Lidocaine Numbing Cream - 6 oz (170 g) XL Tube - Soothing Numbing Cream for Temporary Discomfort Itching and Burning from Hemorrhoids Lidocaine 5% (1 Pack - 6 oz Tube)
Curist$24.314.4★6,292 rev
HealthWise Lidocaine Plus+ Cream | Numbs Away Pain | | Non-Greasy | 3.0 Oz | 4% OTC Lidocaine + 10% Benzyl Alcohol | Topical Anesthetic
HealthWise$4.254.4★2,009 rev
ALOCANE Max Maximum Strength Emergency Burn Gel With Lidocaine and Antiseptic 4% Lidocaine Fast Pain and Itch Relief Sunburn Relief Cuts Scrapes First Aid Burn Care 4.0 Fluid Ounce
Alocane$12.134.7★9,517 rev
WELMATE 5% Lidocaine Cream for Hemorrhoids Maximum Strength Numbing Cream Fast-Acting Anorectal Relief Non-Greasy Unscented Child Resistant Cap 1 oz (30g)
WELMATE$8.244.3★4,627 rev
Newest
by launch date
Treatonic 5% Lidocaine Numbing Cream: Lidocaine Cream Maximum Strength for Pain Relief Itching Burning Soreness Hemorrhoid Treatment - Fast Acting & Long Lasting Numbing - 2.1 oz
Treatonic$21.302,953 rev
Lidocaine Jelly 2% Numbing Gel for Burn Relief 30ml - Sunburn Relief with Lidocaine Topical for Pain Minor Cuts Skin Irritation Insect Bites Sensitive Area Anesthetic Over-the-Counter Medication
Jelcaine Sterile$24.14211 rev
HealthWise Lidocaine Plus+ Cream | Numbs Away Pain | | Non-Greasy | 3.0 Oz | 4% OTC Lidocaine + 10% Benzyl Alcohol | Topical Anesthetic
HealthWise$4.252,009 rev
Globe (4-Pack) Lidocaine First Aid Antibiotic Ointment 1 Oz - Maximum Strength Pain Relief & Infection Protection - Numbs Skin Fast with Lidocaine - Emergency Use & Infection Protection
Globe$14.94286 rev
WELMATE 5% Lidocaine Cream for Hemorrhoids 6 oz Jar Fast-Acting Lidocaine Numbing Cream & Topical Analgesic Cream for Anorectal Itch Relief
WELMATE$21.912,298 rev
Trending
90-day click momentum
Ebanel 5% Lidocaine Spray Pain Relief Numb520 Burn Itch Relief Numbing Spray for Skin Topical Anesthetic Postpartum Hemorrhoid Treatment with Phenylephrine for Local and Anorectal Uses
EBANEL LABORATORIES$20.054.0★
MOHNARK Lidocaine 4% Numbing Cream Topical Anesthetic for Muscle & Joint Pain Itch & Sunburn Relief Fast-Acting Non-Greasy Odor-Free with Vitamin E 1 oz Tube Compare to LMX
MOHNARK$8.854.5★
Globe (4-Pack) Lidocaine First Aid Antibiotic Ointment 1 Oz - Maximum Strength Pain Relief & Infection Protection - Numbs Skin Fast with Lidocaine - Emergency Use & Infection Protection
Globe$14.944.7★
HealthWise Maximum Strength Lidocaine Cream | Numbs Away Pain | Long-Lasting Relief | Non-Greasy | 1.75 Oz
HealthWise$3.424.3★
Curist 5% Lidocaine Cream Pain Relief - Numb Quickly & Effectively with 5% Lidocaine Numbing Cream for Anorectal Use - (1 Pack - 2 oz Jar)
Curist$12.044.3★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +17.1% search growth over the last 90 days.Peak months: Jul, Aug, Sep, Oct · busiest ÷ quietest = 4.8×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“It does work”
“Less expensive”
“Very good purchase”
“As advertised”
“Ease of use”
“It has a very pleasant scent”
“It was smooth to apply”
“Help in knee pain”
“comfort”
“Effectiveness”
What buyers complain about
“No results”
“Not worth it”
“Disappointing Pain Relief”
“TOO DIFFICULT TO APPLY”
“No scent”
“gave me a rash”
“The cap doesnt fit well”
“Barely lasted”
“Burns like the hottest fire”
“Not as advertised”