---
title: "vaseline — Niche Verdict: Skip it (46/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/health-household/vaseline"
last_updated: "2026-07-13T19:52:37.662Z"
locale: en
meta:
  description: "brand-locked demand (top 5 brands take 100% of clicks) — vaseline doesn't clear our bar today."
  "og:description": "brand-locked demand (top 5 brands take 100% of clicks) — vaseline doesn't clear our bar today."
  "og:title": "vaseline — Niche Verdict: Skip it (46/100) | Amazon United States - Flapen"
---

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# **vaseline**

**Skip it**

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

Market size 100Growth 15Conversion 96Competition 24Returns 97Price range 31Avg price 24Brand share 0Review moat 23Quality gap 21

**Market size**

**Incredible****$9.5M**

$9.5M/yr · 7.8M searches

**Returns**

**Incredible****0.5%**

return rate — above 6% kills the launch gate

**Conversion**

**Incredible****14.1%**

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

**Price range**

**Okay****$1.87–$20.86**

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

**Competition**

**Bad****72%**

top-5 click share — a locked-up shelf

**Avg price**

**Bad****$8.61**

avg listing price — sweet spot $15–$100

**Review moat**

**Bad****6,932.88**

avg incumbent reviews — the moat a new listing must climb

**Quality gap**

**Bad****4.7★**

avg incumbent rating — lower means beatable quality

**Growth**

**Bad****-19.7%**

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

**Brand share**

**Bad****100%**

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.

0%10%$954K20%$1.9M30%$2.9M40%$3.8M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 16 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Vaseline Jelly Original 13 Oz Jar](https://m.media-amazon.com/images/I/41cZLezrOSL.jpg)**Vaseline Jelly Original 13 Oz Jar**Vaseline**$5.29**4.8★2,151 rev](https://www.amazon.com/dp/B000052XQO) [2![Amazon Basics Petroleum Jelly White Petrolatum Skin Protectant Moisturizer for Chapped Lips and Irritated Skin Unscented 3.75 oz 1-Pack (Previously Solimo)](https://m.media-amazon.com/images/I/31vfhh0o+rL.jpg)**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**$3.43**4.7★10,953 rev](https://www.amazon.com/dp/B09HHBYQXY) [3![Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz](https://m.media-amazon.com/images/I/61i2-AY4hBL.jpg)**Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz**Vaseline**$13.79**4.8★20,158 rev](https://www.amazon.com/dp/B001ECQ4L2) [4![Vaseline Cocoa Butter Healing Jelly Variety Pack 2 Sizes (7.5 Oz & 1.75 Oz) Rich Moisturizing Ointment Protectant & Moisturizer for Dry Skin](https://m.media-amazon.com/images/I/418dXsPCHHL.jpg)**Vaseline Cocoa Butter Healing Jelly Variety Pack 2 Sizes (7.5 Oz & 1.75 Oz) Rich Moisturizing Ointment Protectant & Moisturizer for Dry Skin**Vaseline**$10.06**4.8★4,982 rev](https://www.amazon.com/dp/B0756HP1D6) [5![Vaseline Petroleum Jelly Travel-Size 2-Pack Hypoallergenic Skin Protectant Unscented Healing Ointment for Beauty & Personal Care 1.75 Oz Ea](https://m.media-amazon.com/images/I/41R4Cse64KL.jpg)**Vaseline Petroleum Jelly Travel-Size 2-Pack Hypoallergenic Skin Protectant Unscented Healing Ointment for Beauty & Personal Care 1.75 Oz Ea**Vaseline**$8.45**4.6★4,847 rev](https://www.amazon.com/dp/B01M1V84CY)

**~~View all top sellers →~~**

### **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](https://m.media-amazon.com/images/I/41fa6UNXilL.jpg)**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**$10.88**237 rev3mo ago](https://www.amazon.com/dp/B0GT1TRLQ3) [![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](https://m.media-amazon.com/images/I/61+GhJ+teaL.jpg)**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**$8.15**259 rev6mo ago](https://www.amazon.com/dp/B0FWKW898Q) [![Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz](https://m.media-amazon.com/images/I/61i2-AY4hBL.jpg)**Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz**Vaseline**$13.79**20,158 rev7mo ago](https://www.amazon.com/dp/B001ECQ4L2) [![Vaseline Lip Therapy 2 Pack Original Mini For Dry Chapped Lips Hydrating Lip Balm 0.5 oz](https://m.media-amazon.com/images/I/6153WBY+3SL.jpg)**Vaseline Lip Therapy 2 Pack Original Mini For Dry Chapped Lips Hydrating Lip Balm 0.5 oz**Vaseline**$6.26**600 rev8mo ago](https://www.amazon.com/dp/B0BBPS73TD) [![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](https://m.media-amazon.com/images/I/61ukKlYWO1L.jpg)**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**$8.29**2,533 rev11mo ago](https://www.amazon.com/dp/B0FD8VWSNJ)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![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](https://m.media-amazon.com/images/I/41fa6UNXilL.jpg)**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**$10.88**4.4★**▲ 260%**](https://www.amazon.com/dp/B0GT1TRLQ3) [![Vaseline Jelly Original 13 Oz Jar](https://m.media-amazon.com/images/I/41cZLezrOSL.jpg)**Vaseline Jelly Original 13 Oz Jar**Vaseline**$5.29**4.8★**▲ 230%**](https://www.amazon.com/dp/B000052XQO) [![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](https://m.media-amazon.com/images/I/61+GhJ+teaL.jpg)**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**$8.15**4.6★**▲ 206%**](https://www.amazon.com/dp/B0FWKW898Q) [![Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz](https://m.media-amazon.com/images/I/61ZJjzt6OAL.jpg)**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**$8.29**4.5★**▲ 88%**](https://www.amazon.com/dp/B0FD8W456T) [![Vaseline Lip Therapy 2 Pack Original Mini For Dry Chapped Lips Hydrating Lip Balm 0.5 oz](https://m.media-amazon.com/images/I/6153WBY+3SL.jpg)**Vaseline Lip Therapy 2 Pack Original Mini For Dry Chapped Lips Hydrating Lip Balm 0.5 oz**Vaseline**$6.26**4.7★**▲ 31%**](https://www.amazon.com/dp/B0BBPS73TD)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -19.7% search growth over the last 90 days.

200K150KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25 seasonSepDecMarJunAugNovMarMay

Peak months: Jan, Feb · busiest ÷ quietest = 1.7×

## **Reviews**

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

### **What buyers love **

**Smell**12%

*“Smells absolutely divine”*

**Brightness/Shine/Glow**11%

*“Nice shimmer,”*

**Quality-Overall**10%

*“The quality is consistent”*

**Moist/Dry**10%

*“Super hydrating”*

**Value For Money**9%

*“GREAT VALUE”*

**Size-Overall**6%

*“Tiny and cute”*

**Advertised Vs Actual Product**5%

*“Exactly what I ordered”*

**Soft Feel**5%

*“Goes on smoothly”*

**Suitability Combination Skin**4%

*“works great on sensitive skin”*

**Suitability Dry Skin**4%

*“Good for dry skin”*

### **What buyers complain about **

**Size-Overall**16%

*“Very tiny container”*

**Oily/Greasy**8%

*“too greasy”*

**Smell**8%

*“Unpleasant smell”*

**Product Condition**4%

*“Received used item”*

**Value For Money**4%

*“Kinda expensive”*

**Allergies**4%

*“Allergic reaction”*

**Brightness/Shine/Glow**3%

*“Less of a shine”*

**Leak-Proof**3%

*“it will leak”*

**Thickness**3%

*“Too thick to squeeze”*

**Ease Of Use**3%

*“A bit hard to squeeze”*

### **Top return reasons **

**Size-Overall**37%

**Leak-Proof**13%

**Product Condition**10%

**Oily/Greasy**8%

**Advertised Vs Actual Product**7%

**Smell**7%

**Value For Money**3%

**Adhesion/Stickiness**2%

**Brightness/Shine/Glow**2%

**Defective Material/Parts**1%