baby moisturiser
Skip itBrand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Good5.4%search→purchase rate — share of searches ending in a sale
Growth
Good+22.9%90-day search growth — must beat 0% to launch
Review moat
Okay2,825.57avg incumbent reviews — the moat a new listing must climb
Competition
Okay64%top-5 click share — leaders hold, buyers still browse
Price range
Okay£1.15–£20.04cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Market size
Bad£92K£92K/yr · 242K searches
Avg price
Bad£6.99avg listing price — sweet spot $15–$100
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, baby moisturiser is a £92K/yr Amazon United Kingdom market (242K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Feb–Mar. Verdict: Skip it — 40/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
baby moisturiser market data
- Units sold / yr
- 20K–25K
- avg 1,000–1,250/product
- Revenue / yr
- £140K–£175K
- units × avg price
- Conversion rate
- 5.4%
- Avg BSR
- #286
- Page quality
- 0%
- Prime
- 71%
- Sponsored
- 43%
- Out of stock
- 3.6%
- Avg brand age
- 65 months
- Avg seller age
- 154 days
Competition & brand share
The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.Brands
8 rising
Sellers
123
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
64%
Top 20: 99%
Open market
3%
- Johnson's Baby37%
- Mustela29%
- Johnson & Johnson15%
- Aveeno Baby11%
- Childs Farm2%
- OMOGE HAIR LTD2%
- Open — no brand owns it (2 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +22.9% search growth over the last 90 days.Peak months: Feb, Mar · busiest ÷ quietest = 2.0×
Top baby moisturiser search terms
- baby lotion88K/yr
- johnsons baby lotion52K/yr
- mustela baby lotion45K/yr
- johnson baby lotion18K/yr
- baby lotion johnsons original9K/yr
- baby lotions10K/yr
- mustela body lotion6K/yr
- mustela lotion4K/yr
- aveeno baby calming comfort4K/yr
- aveeno lavender3K/yr
Top baby moisturiser 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mustela Hydra Bébé Body Lotion for Baby and Children 300ml
Mustela£7.954.8★6,076 rev
Johnsons Baby Lotion (1 x 500 ml) Nourishing and Hypoallergenic Baby Body Lotion for Delicate Skin with Coconut Oil for 24h Moisture Protection
Johnson's Baby£1.874.7★5,129 rev
Johnsons Baby Lotion - 200 ml
Johnson & Johnson£5.674.5★246 rev
Johnsons Baby Bedtime Lotion 500ml
Johnson's Baby£2.274.6★389 rev
Aveeno Baby Daily Care Moisturising Lotion (1 x 250ml) Fast-Absorbing Face and Body Baby Lotion with Prebiotic Colloidal Oatmeal Protects & Moisturises Skin For 24 Hours For Sensitive Skin
Aveeno Baby£4.364.7★12,748 rev
Newest
by launch date
Johnsons Baby Pink Lotion 300ml
Johnson's£2.170 rev
Sensitive Skin Baby Essentials Gift Set for Newborns | 300ml Gentle Baby Lotion and 200ml Hydrating Baby Oil | Calming Bath Time Skincare Routine for Infants and Toddlers (Pack of 2)
OMOGE HAIR LTD£8.393 rev
Childs Farm Baby Moisturiser Baby Soft Scent | Moisturising & Hydrating | Suitable for Newborns with Dry Sensitive Skin 200ml
Childs Farm£2.87241 rev
Johnsons Baby Lotion 300 ml Pure & Gentle Care
Johnson & Johnson£9.4113 rev
Aveeno Baby Daily Care Moisturising Lotion (1 x 250ml) Fast-Absorbing Face and Body Baby Lotion with Prebiotic Colloidal Oatmeal Protects & Moisturises Skin For 24 Hours For Sensitive Skin
Aveeno Baby£4.3612,748 rev
Trending
90-day click momentumSensitive Skin Baby Essentials Gift Set for Newborns | 300ml Gentle Baby Lotion and 200ml Hydrating Baby Oil | Calming Bath Time Skincare Routine for Infants and Toddlers (Pack of 2)
OMOGE HAIR LTD£8.395.0★
Johnsons Baby Pink Lotion 300ml
Johnson's£2.170.0★
Childs Farm Baby Moisturiser Baby Soft Scent | Moisturising & Hydrating | Suitable for Newborns with Dry Sensitive Skin 200ml
Childs Farm£2.874.6★
Johnsons Cotton Touch Face & Body Lotion 500ml
Johnson's Baby£8.154.7★
Johnsons Baby Lotion 300 ml Pure & Gentle Care
Johnson & Johnson£9.414.1★
What buyers say about baby moisturiser
What buyers praise and complain about, mined from review topics.What buyers love
“This smells divine”
“Overall, its a trusted and effective lotion for maintaining healthy baby skin”
“Decent price”
“Good moisturiser from a good brand”
“Baby soft skin”
“absorbs nicely”
“Works great for my baby's skin”
“Very calming and soothing for my baby I totally appreciate”
“Then, I bought the Aveeno cream to try it on him and its very effective”
“easy to use”
What buyers complain about
“the smell is so different”
“doesnt really moisturise the skin properly”
“Price increase”
“Didn't really stop my baby rashes”
“Doubting ingredients”
“Wanted an organic product contains chemicals we will not use”
“Bottle keep getting smaller”
“This did nothing for my babys skin”
“My little one has very sensitive skin”
“doesnt last long imo”
Top return reasons
Common questions
- Is baby moisturiser profitable to sell on Amazon United Kingdom?
- The niche generates £92K/yr across 21 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +22.9%. Flapen's verdict: Skip it (40/100).
- How competitive is the baby moisturiser niche?
- 8 brands and 123 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in baby moisturiser?
- Top complaints mined from reviews: Smell, Moist/Dry, Value For Money. The return rate is 0.2%.
- When does demand for baby moisturiser peak?
- Demand peaks in Feb–Mar; the busiest month runs 2.0× the quietest.
- What does it cost to enter the baby moisturiser niche?
- Listings span £1.15–£20.04; the average listing price is £6.99 (sweet spot $15–$100). The average incumbent carries 2,826 reviews — the moat a new listing must climb.