---
title: "Baby Massage Oil — £204K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/baby-massage-oil"
last_updated: "2026-08-11T01:48:40.894Z"
locale: en
meta:
description: "Niche score 37/100 · £204K/yr market · 209K searches/yr · £8.46 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 37/100 · £204K/yr market · 209K searches/yr · £8.46 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Baby Massage Oil — £204K/yr Amazon UK Niche (2026) - Flapen"
---
# **baby massage oil**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 40Growth 17Conversion 93Competition 17Returns 98Price range 15Avg price 24Brand share 0Review moat 48Quality gap 28
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.5%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****1,742.77**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£204K**
£204K/yr · 209K searches
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£8.46**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-15.4%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****80%**
top-5 click share — a locked-up shelf
**Price range**
**Bad****£5.40–£16.69**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KJan '26Feb '26Mar '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/baby-products/baby-massage-oil/trend)
## **Top baby massage oil search terms**
- **kokoso baby coconut oil**51K/yr-19.0%14.6% conv. - **kokoso**39K/yr-23.0%9.4% conv. - **mustela baby oil**15K/yr-1.8%4.3% conv. - **baby coconut oil**20K/yr-20.3%9.7% conv. - **baby massage oil**15K/yr-7.9%3.2% conv. - **mustela oil**8K/yr+27.3%4.6% conv. - **coconut oil baby**12K/yr-23.9%12.4% conv. - **coconut oil for baby skin**13K/yr-29.3%8.4% conv. - **kokoso baby**8K/yr+1.7%7.9% conv. - **baby massage oil newborn**7K/yr-6.5%3.4% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/baby-massage-oil/search-terms)
## **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.
0%10%£20K20%£41K30%£61K40%£82K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£5.40**4.6★2,401 rev](https://www.amazon.co.uk/dp/B07HG8S8FG) [2**Kokoso Baby Organic Coconut Oil - Moisturising 100% Natural Baby Oil for Baby Massage Dry Sensitive and Normal Baby Skin - 200ml**Kokoso**£8.18**4.6★2,401 rev](https://www.amazon.co.uk/dp/B09M8QV6N9) [3**Kokoso Baby - Coconut Oil Baby Lotion Unfragranced - Organic Coconut Oil & Sweet Almond Oil - Moisturises & Nourishes - Suitable for Dry Sensitive & Eczema Prone Skin - 190ml**Kokoso**£8.18**4.5★605 rev](https://www.amazon.co.uk/dp/B0881QZTND) [4**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**£8.37**4.5★1,727 rev](https://www.amazon.co.uk/dp/B09TFR7VYL) [5**Mustela Baby Oil 100ml**Mustela**£16.69**4.8★20 rev](https://www.amazon.co.uk/dp/B0G2SGDYRV)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Mustela Baby Oil 100ml**Mustela**£16.69**20 rev8mo ago](https://www.amazon.co.uk/dp/B0G2SGDYRV) [**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**£8.37**1,727 rev4y ago](https://www.amazon.co.uk/dp/B09TFR7VYL) [**Kokoso Baby Organic Coconut Oil - Moisturising 100% Natural Baby Oil for Baby Massage Dry Sensitive and Normal Baby Skin - 200ml**Kokoso**£8.18**2,401 rev4y ago](https://www.amazon.co.uk/dp/B09M8QV6N9) [**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**£5.40**2,401 rev5y ago](https://www.amazon.co.uk/dp/B07HG8S8FG) [**Mustela Baby Oil Massage Spray 100ml**Mustela**£7.81**10,658 rev5y ago](https://www.amazon.co.uk/dp/B08RTJ3BYJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Mustela Baby Oil 100ml**Mustela**£16.69**4.8★**▲ 146%**](https://www.amazon.co.uk/dp/B0G2SGDYRV) [**Mustela PN HUILE DE MASSAGE 100 ML/ PN MASSAGE OLIE 100 ML**Mustela**£8.65**4.6★**▲ 45%**](https://www.amazon.co.uk/dp/B01BL87430) [**Kokoso Baby Organic Coconut Oil - Moisturising 100% Natural Baby Oil for Baby Massage Dry Sensitive and Normal Baby Skin - 200ml**Kokoso**£8.18**4.6★**▲ 14%**](https://www.amazon.co.uk/dp/B09M8QV6N9) [**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**£5.40**4.6★**▲ 12%**](https://www.amazon.co.uk/dp/B07HG8S8FG) [**Kokoso Baby - Coconut Oil Baby Lotion Unfragranced - Organic Coconut Oil & Sweet Almond Oil - Moisturises & Nourishes - Suitable for Dry Sensitive & Eczema Prone Skin - 190ml**Kokoso**£8.18**4.5★**— 9%**](https://www.amazon.co.uk/dp/B0881QZTND)
**~~View all trending →~~**
## **What buyers say about baby massage oil**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**18%
*“Good quality”*
**Smell**14%
*“mild in smell”*
**Moist/Dry**12%
*“Moisturising”*
**Soft Feel**6%
*“Makes his hair shine and soft”*
**Value For Money**5%
*“it's worth the money”*
**Advertised Vs Actual Product**4%
*“Worked as said on advert”*
**Suitability Dry Skin**4%
*“Effective for dry skin”*
**Suitability Combination Skin**3%
*“Keeps skin shining”*
**Size-Overall**2%
*“good size for will last a good while”*
**Absorbency**2%
*“absorbs beautifully”*
### **What buyers complain about **
**Smell**11%
*“I would describe the smell as unpleasant”*
**Size-Overall**10%
*“Size is too small”*
**Value For Money**9%
*“A little expensive”*
**Allergies**9%
*“My baby had nappy rash”*
**Moist/Dry**6%
*“It does not deeply hydrate”*
**Functionality-Overall**3%
*“It doesnt work”*
**Quality-Overall**3%
*“is no where near as good”*
**Thickness**3%
*“I brought this for my sons cradle cap it was very stubborn thick”*
**Sensitivity-Overall**2%
*“Our baby has very very sensitive skin”*
**Advertised Vs Actual Product**2%
*“Not as advertised where is the side descriptions gone”*
### **Top return reasons **
**Size-Overall**36%
**Smell**17%
**Leak-Proof**7%
**Functionality-Overall**5%
**Advertised Vs Actual Product**4%
**Value For Money**4%
**Quality-Overall**4%
**Oily/Greasy**3%
**Motor Power**3%
**Defective Material/Parts**2%
## **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.
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