baby massage oil
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Great11.5%search→purchase rate — share of searches ending in a sale
Review moat
Okay1,742.77avg incumbent reviews — the moat a new listing must climb
Market size
Okay£204K£204K/yr · 209K searches
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£8.46avg listing price — sweet spot $15–$100
Growth
Bad-15.4%90-day search growth — must beat 0% to launch
Competition
Bad80%top-5 click share — a locked-up shelf
Price range
Bad£5.40–£16.69cheapest 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 massage oil is a £204K/yr Amazon United Kingdom market (209K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 37/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
baby massage oil market data
- Units sold / yr
- 20K–25K
- avg 1,250–1,500/product
- Revenue / yr
- £169K–£212K
- units × avg price
- Conversion rate
- 11.5%
- Avg BSR
- #50
- Page quality
- 0%
- Prime
- 92%
- Sponsored
- 77%
- Out of stock
- 10.9%
- Avg brand age
- 63 months
- Avg seller age
- 158 days
Competition & brand share
The top 5 products capture 80% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 falling
Sellers
14
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
80%
Top 20: 100%
Open market
0%
- Kokoso85%
- Mustela11%
- Good Bubble3%
- Neal's Yard Remedies2%
- Open — no brand owns it (0%)
Demand
Weekly Amazon search volume, last 28 weeks — -15.4% search growth over the last 90 days.Top baby massage oil search terms
- kokoso baby coconut oil51K/yr
- kokoso39K/yr
- mustela baby oil15K/yr
- baby coconut oil20K/yr
- baby massage oil15K/yr
- mustela oil8K/yr
- coconut oil baby12K/yr
- coconut oil for baby skin13K/yr
- kokoso baby8K/yr
- baby massage oil newborn7K/yr
Top baby massage oil 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Kokoso Baby - Organic Coconut Oil - 100% Natural Baby Oil - For Dry Sensitive Skin & Eczema Prone Skin - Ultra Lightweight & Non Greasy - Suitable from Newborn Upwards - 70g
Kokoso£5.404.6★2,401 rev
Kokoso Baby Organic Coconut Oil - Moisturising 100% Natural Baby Oil for Baby Massage Dry Sensitive and Normal Baby Skin - 200ml
Kokoso£8.184.6★2,401 rev
Kokoso Baby - Coconut Oil Baby Lotion Unfragranced - Organic Coconut Oil & Sweet Almond Oil - Moisturises & Nourishes - Suitable for Dry Sensitive & Eczema Prone Skin - 190ml
Kokoso£8.184.5★605 rev
Kokoso Baby - Happy Scalp Cream for Baby - Organic Coconut Oil Aloe Vera & Celery Seed Extract - Moisturises & Soothes Dry Scalps - Fragrance-Free pH Balanced Formula - 50ml
Kokoso£8.374.5★1,727 rev
Mustela Baby Oil 100ml
Mustela£16.694.8★20 rev
Newest
by launch dateMustela Baby Oil 100ml
Mustela£16.6920 rev
Kokoso Baby - Happy Scalp Cream for Baby - Organic Coconut Oil Aloe Vera & Celery Seed Extract - Moisturises & Soothes Dry Scalps - Fragrance-Free pH Balanced Formula - 50ml
Kokoso£8.371,727 rev
Kokoso Baby Organic Coconut Oil - Moisturising 100% Natural Baby Oil for Baby Massage Dry Sensitive and Normal Baby Skin - 200ml
Kokoso£8.182,401 rev
Kokoso Baby - Organic Coconut Oil - 100% Natural Baby Oil - For Dry Sensitive Skin & Eczema Prone Skin - Ultra Lightweight & Non Greasy - Suitable from Newborn Upwards - 70g
Kokoso£5.402,401 rev
Mustela Baby Oil Massage Spray 100ml
Mustela£7.8110,658 rev
Trending
90-day click momentumMustela Baby Oil 100ml
Mustela£16.694.8★
Mustela PN HUILE DE MASSAGE 100 ML/ PN MASSAGE OLIE 100 ML
Mustela£8.654.6★
Kokoso Baby Organic Coconut Oil - Moisturising 100% Natural Baby Oil for Baby Massage Dry Sensitive and Normal Baby Skin - 200ml
Kokoso£8.184.6★
Kokoso Baby - Organic Coconut Oil - 100% Natural Baby Oil - For Dry Sensitive Skin & Eczema Prone Skin - Ultra Lightweight & Non Greasy - Suitable from Newborn Upwards - 70g
Kokoso£5.404.6★
Kokoso Baby - Coconut Oil Baby Lotion Unfragranced - Organic Coconut Oil & Sweet Almond Oil - Moisturises & Nourishes - Suitable for Dry Sensitive & Eczema Prone Skin - 190ml
Kokoso£8.184.5★
What buyers say about baby massage oil
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality”
“mild in smell”
“Moisturising”
“Makes his hair shine and soft”
“it's worth the money”
“Worked as said on advert”
“Effective for dry skin”
“Keeps skin shining”
“good size for will last a good while”
“absorbs beautifully”
What buyers complain about
“I would describe the smell as unpleasant”
“Size is too small”
“A little expensive”
“My baby had nappy rash”
“It does not deeply hydrate”
“It doesnt work”
“is no where near as good”
“I brought this for my sons cradle cap it was very stubborn thick”
“Our baby has very very sensitive skin”
“Not as advertised where is the side descriptions gone”
Top return reasons
Common questions
- Is baby massage oil profitable to sell on Amazon United Kingdom?
- The niche generates £204K/yr across 13 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -15.4%. Flapen's verdict: Skip it (37/100).
- How competitive is the baby massage oil niche?
- 4 brands and 14 sellers compete. The top 5 products take 80% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in baby massage oil?
- Top complaints mined from reviews: Smell, Size-Overall, Value For Money. The return rate is 0.3%.
- What does it cost to enter the baby massage oil niche?
- Listings span £5.40–£16.69; the average listing price is £8.46 (sweet spot $15–$100). The average incumbent carries 1,743 reviews — the moat a new listing must climb.