vaseline
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size
Incredible$9.5M$9.5M/yr · 7.8M searches
Returns
Incredible0.5%return rate — above 6% kills the launch gate
Conversion
Incredible14.1%search→purchase rate — share of searches ending in a sale
Price range
Okay$1.87–$20.86cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Bad72%top-5 click share — a locked-up shelf
Avg price
Bad$8.61avg listing price — sweet spot $15–$100
Review moat
Bad6,932.88avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-19.7%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
Competition
The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
71
Top-5 brand share
100%
Open market
0%
- Vaseline78%
- Amazon Basics21%
- Thera Care1%
- 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.
All 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Vaseline Jelly Original 13 Oz Jar
Vaseline$5.294.8★2,151 rev
Amazon Basics Petroleum Jelly White Petrolatum Skin Protectant Moisturizer for Chapped Lips and Irritated Skin Unscented 3.75 oz 1-Pack (Previously Solimo)
Amazon Basics$3.434.7★10,953 rev
Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz
Vaseline$13.794.8★20,158 rev
Vaseline Cocoa Butter Healing Jelly Variety Pack 2 Sizes (7.5 Oz & 1.75 Oz) Rich Moisturizing Ointment Protectant & Moisturizer for Dry Skin
Vaseline$10.064.8★4,982 rev
Vaseline Petroleum Jelly Travel-Size 2-Pack Hypoallergenic Skin Protectant Unscented Healing Ointment for Beauty & Personal Care 1.75 Oz Ea
Vaseline$8.454.6★4,847 rev
Newest
by launch date
Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Ultra-Hydrating Lipids with 100% Pure Cocoa Butter and Shimmering Oil Vanilla Cocoa Scent 1.69 Fl Oz 3 Pack
Vaseline$10.88237 rev
Vaseline Original Healing Jelly 100% White Petrolatum Skin Protectant 1 ct for Mess-Free Moisturizing On-the-Go with 3x Purified Purity-Guaranteed Formula 6.8 OZ
Vaseline$8.15259 rev
Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz
Vaseline$13.7920,158 rev
Vaseline Lip Therapy 2 Pack Original Mini For Dry Chapped Lips Hydrating Lip Balm 0.5 oz
Vaseline$6.26600 rev
Vaseline Glazed and Glisten Golden Hour Body Gel Oil Glow Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz
Vaseline$8.292,533 rev
Trending
90-day click momentumVaseline Glazed and Glisten Sunlit Glow Body Gel Oil Ultra-Hydrating Lipids with 100% Pure Cocoa Butter and Shimmering Oil Vanilla Cocoa Scent 1.69 Fl Oz 3 Pack
Vaseline$10.884.4★
Vaseline Jelly Original 13 Oz Jar
Vaseline$5.294.8★
Vaseline Original Healing Jelly 100% White Petrolatum Skin Protectant 1 ct for Mess-Free Moisturizing On-the-Go with 3x Purified Purity-Guaranteed Formula 6.8 OZ
Vaseline$8.154.6★
Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz
Vaseline$8.294.5★
Vaseline Lip Therapy 2 Pack Original Mini For Dry Chapped Lips Hydrating Lip Balm 0.5 oz
Vaseline$6.264.7★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -19.7% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 1.7×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Smells absolutely divine”
“Nice shimmer,”
“The quality is consistent”
“Super hydrating”
“GREAT VALUE”
“Tiny and cute”
“Exactly what I ordered”
“Goes on smoothly”
“works great on sensitive skin”
“Good for dry skin”
What buyers complain about
“Very tiny container”
“too greasy”
“Unpleasant smell”
“Received used item”
“Kinda expensive”
“Allergic reaction”
“Less of a shine”
“it will leak”
“Too thick to squeeze”
“A bit hard to squeeze”