baby face cream
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible13.0%search→purchase rate — share of searches ending in a sale
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Market size
Okay£205K£205K/yr · 193K searches
Growth
Okay+2.4%90-day search growth — must beat 0% to launch
Review moat
Bad5,282.39avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£8.15avg listing price — sweet spot $15–$100
Price range
Bad£2.71–£16.39cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, baby face cream is a £205K/yr Amazon United Kingdom market (193K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov. Verdict: Skip it — 44/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
baby face cream market data
- Units sold / yr
- 20K–25K
- avg 500–750/product
- Revenue / yr
- £163K–£204K
- units × avg price
- Conversion rate
- 13.0%
- Avg BSR
- #151
- Page quality
- 0%
- Prime
- 91%
- Sponsored
- 73%
- Out of stock
- 3.4%
- Avg brand age
- 66 months
- Avg seller age
- 151 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
4 falling
Sellers
202
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
47%
Top 20: 89%
Open market
0%
- WELEDA80%
- Mustela17%
- Childs Farm2%
- Aveeno Baby1%
Demand & seasonality
Weekly Amazon search volume, last 69 weeks — +2.4% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 3.7×
Top baby face cream search terms
- weleda baby79K/yr
- weleda face cream29K/yr
- baby face cream21K/yr
- mustela face cream baby17K/yr
- mustela cream7K/yr
- mustela face cream5K/yr
- weleda calendula4K/yr
- weleda face4K/yr
- weleda kids4K/yr
- weleda day cream4K/yr
Top baby face cream 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Weleda Baby Face Cream Calendula Moisturiser Moisturising Cream for Baby Delicate Skin Dermatologically Tested Gentle Protection Developed by Professionals Lanolin 50ml
WELEDA£5.664.6★8,422 rev
Weleda Baby Shampoo & Body Wash Baby Bath Kids Shampoo & Wash Sensitive Calendula Dermatologically Tested Certified Natural 96% Recycled Packaging 400ml Packaging May Vary
WELEDA£6.914.6★561 rev
Weleda Baby Calendula Nappy Cream
WELEDA£4.434.8★20,861 rev
Weleda Baby Shampoo & Body Wash w. Calendula Sensitive Kids Shampoo & Baby Bath Wash Baby Face Wash & baby Shower Cream in One by Weleda Baby Skincare - 200ml
WELEDA£4.024.8★12,745 rev
Weleda Baby Body Lotion Calendula Moisturiser Moisturising Cream for Baby Delicate Skin Dermatologically Tested Gentle Protection Developed by Professionals 200ml
WELEDA£5.914.7★5,435 rev
Newest
by launch date
Mustela Nourishing Cream with Cold Cream 40ml Face & Body Moisturizer for Babies and Children | Long-Lasting Hydration for Dry & Sensitive Skin
Mustela£8.4616 rev
Mustela Stelatopia Emollient Face Cream for Eczema-Prone Baby Skin Fragrance-Free with Natural Avocado Perseose and Ceramides 1.35 Ounce
Mustela£15.113,178 rev
Weleda Baby Set 3in1 Baby Skin Care Gift Set Dermatologically Tested Certified Natural Shampoo & Body Wash + All Purpose Balm + Nappy Cream
WELEDA£10.6641 rev
Weleda Baby Shampoo & Body Wash Baby Bath Kids Shampoo & Wash Sensitive Calendula Dermatologically Tested Certified Natural 96% Recycled Packaging 400ml Packaging May Vary
WELEDA£6.91561 rev
Weleda Day Cream with Wild Rose & White Tea 40ml
WELEDA£14.415,138 rev
Trending
90-day click momentum
Mustela Hydra Bébé Facial Cream With Organically Farmed Avocado 40ml
Mustela£7.844.6★
Mustela Stelatopia Emollient Face Cream for Eczema-Prone Baby Skin Fragrance-Free with Natural Avocado Perseose and Ceramides 1.35 Ounce
Mustela£15.114.6★
Weleda Nappy Cream with Calendula Barrier Cream for Baby Lanolin Dermatologically Tested Gentle Protection 100% Certified Natural 30 ml
WELEDA£2.714.7★
Weleda Baby Shampoo & Body Wash Baby Bath Kids Shampoo & Wash Sensitive Calendula Dermatologically Tested Certified Natural 96% Recycled Packaging 400ml Packaging May Vary
WELEDA£6.914.6★
Weleda Baby Calendula Nappy Cream
WELEDA£4.434.8★
What buyers say about baby face cream
What buyers praise and complain about, mined from review topics.What buyers love
“Good moisturiser”
“fragrance free”
“Its also very affordable for the quality”
“Soft skin”
“it works well for my skin”
“Good price”
“Moisturiser for dry skin”
“Absorbed well”
“no irritation at all”
“Works great for my baby's skin”
What buyers complain about
“It doesnt smell like the original”
“My skin is developing dry irritated patches”
“it does not last in hydration”
“Goes on quite thick”
“more expensive”
“Feels bit greasy”
“Be mindful of the ingredients”
“Sadly, I don't think it penetrates parched/dry to very dry skin”
“Only thing is that it feels a bit sticky when applying”
“Not the best of this brand”
Top return reasons
Common questions
- Is baby face cream profitable to sell on Amazon United Kingdom?
- The niche generates £205K/yr across 33 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +2.4%. Flapen's verdict: Skip it (44/100).
- How competitive is the baby face cream niche?
- 4 brands and 202 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in baby face cream?
- Top complaints mined from reviews: Smell, Allergies, Moist/Dry. The return rate is 0.1%.
- When does demand for baby face cream peak?
- Demand peaks in Nov; the busiest month runs 3.7× the quietest.
- What does it cost to enter the baby face cream niche?
- Listings span £2.71–£16.39; the average listing price is £8.15 (sweet spot $15–$100). The average incumbent carries 5,282 reviews — the moat a new listing must climb.