---
title: "Face Wash — $3K/yr Amazon SG Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/sg/beauty/face-wash"
last_updated: "2026-08-06T22:26:33.147Z"
locale: en
meta:
description: "Niche score 44/100 · $3K/yr market · 18K searches/yr · $14.83 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $3K/yr market · 18K searches/yr · $14.83 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Face Wash — $3K/yr Amazon SG Niche (2026) - Flapen"
---
# **face wash**
**Skip it**
A small market ($3K/yr) — this niche doesn't clear our bar today.
Market size 1Growth 44Conversion 16Competition 71Returns 100Price range 52Avg price 74Brand share 44Review moat 16Quality gap 33
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Good****$14.83**
avg listing price — sweet spot $15–$100
**Competition**
**Good****42%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Good****$5.69–$24.97**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Okay****+15.1%**
90-day search growth — must beat 0% to launch
**Brand share**
**Okay****79%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****1.3%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****20,838.95**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Bad****$3K**
$3K/yr · 18K searches
According to Flapen's Amazon Singapore niche tracking, face wash is a $3K/yr Amazon Singapore market (18K searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Jul–Sep–Oct. Verdict: Skip it — 44/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **face wash market data**
- **Units sold / yr**
- **1K–1K**
- avg 0–100/product
- **Revenue / yr**
- **$15K–$19K**
- units × avg price
- **Conversion rate**
- **1.3%**
- **Avg BSR**
- **#156**
- **Page quality**
- **0%**
- **Prime**
- **86%**
- **Sponsored**
- **33%**
- **Out of stock**
- **7.3%**
- **Avg brand age**
- **105 months**
- **Avg seller age**
- **54 days**
## **Competition & brand share**
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**10 **▼falling
**Sellers**
**21**
**Top-5 brand share**
**79%**
Top 20: 100%
**Top-5 click share**
**42%**
Top 20: 100%
**Open market**
**15%**
- Bioré21% - CeraVe21% - Neutrogena15% - Beauty of Joseon14% - Cetaphil7% - NIVEA6% - Open — no brand owns it (4 brands, 15%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +15.1% search growth over the last 90 days.
5K4KSpike '24Holiday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Sep, Oct · busiest ÷ quietest = 3.2×
[**Open Trend **](https://flapen.com/research/sg/beauty/face-wash/trend)
## **Top face wash products on Amazon**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%$1378%$27312%$41016%$5471101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Beauty of Joseon Green Plum Refreshing Cleanser 100ml**Beauty of Joseon**$14.92**4.6★6,137 rev](https://www.amazon.sg/dp/B09N919SS5) [2**CeraVe Salicylic Acid Cleanser 8 Ounce Renewing Exfoliating Face Wash with Vitamin D for Normal Skin Fragrance Free**CeraVe**$23.07**4.6★64,653 rev](https://www.amazon.sg/dp/B00U1YCRD8) [3**Biore Facial Foam Mild 130g**Bioré**$5.69**4.8★56 rev](https://www.amazon.sg/dp/B01MDTX7TH) [4**Face Wash by CETAPHIL Daily Facial Cleanser for Sensitive Combination to Oily Skin NEW 20 oz Gentle Foaming Soap Free Hypoallergenic**Cetaphil**$22.18**4.7★57,657 rev](https://www.amazon.sg/dp/B099MSZX25) [5**Neutrogena Deep Clean Hydrating Foaming Cleanser For Dry Sensitive Skin 100g**Neutrogena**$8.70**4.8★7 rev](https://www.amazon.sg/dp/B00Q2C7C8I)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Biore The Face Foaming Facial Wash Smooth Clear 200ml**Bioré**$11.02**758 rev1y ago](https://www.amazon.sg/dp/B0BZC1XBYF) [**Eucerin Spotless Brightening Gel Cleanser 200ml**Eucerin**$21.43**1 rev1y ago](https://www.amazon.sg/dp/B0F2HJTVSC) [**NIVEA Derma Skin Clear Cleanser 150ml**NIVEA**$9.35**0 rev1y ago](https://www.amazon.sg/dp/B0F2HJTNCB) [**KOSE Softymo Facial Cleansing Foam (Ceramide) 5.3 oz (150 g) Set of 2 Bonus Included**softymo**$8.22**122 rev3y ago](https://www.amazon.sg/dp/B0BCJWMBHV) [**Biore The Face Foaming Facial Wash Deep Moist 200ml**Bioré**$11.42**633 rev4y ago](https://www.amazon.sg/dp/B09R9XTJ97)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Neutrogena Liquid Fragrance-Free Gentle Facial Cleanser with Glycerin Hypoallergenic & Oil-Free Mild Face Wash Unscented 236 ml**Neutrogena**$24.97**4.6★**▲ 287%**](https://www.amazon.sg/dp/B003BMI628) [**Face Wash by CETAPHIL Daily Facial Cleanser for Sensitive Combination to Oily Skin NEW 20 oz Gentle Foaming Soap Free Hypoallergenic**Cetaphil**$22.18**4.7★**▲ 164%**](https://www.amazon.sg/dp/B099MSZX25) [**KOSE Softymo Facial Cleansing Foam (Ceramide) 5.3 oz (150 g) Set of 2 Bonus Included**softymo**$8.22**4.3★**▲ 104%**](https://www.amazon.sg/dp/B0BCJWMBHV) [**CeraVe Hydrating Facial Cleanser for Daily Face Washing Dry to Normal Skin 16 oz**CeraVe**$24.46**4.7★**▲ 100%**](https://www.amazon.sg/dp/B01MSSDEPK) [**Biore The Face Foaming Facial Wash Smooth Clear 200ml**Bioré**$11.02**4.2★**▲ 95%**](https://www.amazon.sg/dp/B0BZC1XBYF)
**~~View all trending →~~**
## **What buyers say about face wash**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**50%
*“Product quality”*
**Soft Feel**50%
*“Nice smooth”*
### **Top return reasons **
**Leak-Proof**60%
**Color Fading/Discoloration**20%
**Motor Power**20%
## **Common questions**
- **Is face wash profitable to sell on Amazon Singapore?**
- The niche generates $3K/yr across 21 tracked products. 90-day search growth is +15.1%. Flapen's verdict: Skip it (44/100).
- **How competitive is the face wash niche?**
- 10 brands and 21 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 79% of demand.
- **When does demand for face wash peak?**
- Demand peaks in Jul–Sep–Oct; the busiest month runs 3.2× the quietest.
- **What does it cost to enter the face wash niche?**
- Listings span $5.69–$24.97; the average listing price is $14.83 (sweet spot $15–$100). The average incumbent carries 20,839 reviews — the moat a new listing must climb.
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