Baby Wash
prices mostly outside the sweet spot ($1.74–$9.90) — Baby Wash doesn't clear our bar today.
Flapen Score
Ranks 536 of 638 Baby Products niches · −9 vs the category median of 47
Is Baby Wash profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Baby Wash is a £188K/yr Amazon United Kingdom market (382K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 38/100.
Baby Wash: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved +0.8% over the last 90 days and 13.5% of searches end in a purchase.
£188K
revenue / yr
Who owns the niche?
The top 5 brands hold 95% of demand, so 5% of the market is open.
5%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.
0/100
page quality · 12 products
Top Baby Wash products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
AVEENO Baby Daily Care Gentle Bath & Wash (1 x 400ml) Tear-Free Baby Wash with Gentle Fragrance with Prebiotic Colloidal Oatmeal Gently Cleanses & Leaves Skin Feeling Moisturised For Sensitive Skin
- Price
- £3.51
- Rating
- 4.8/5
- Reviews
- 2,867
- Age
- 4y ago
Johnsons Baby Top to Toe Wash (1 x 500 ml) Gentle & Mild Head to Toe Wash for Newborn Care Newborn Essentials No More Tears Suitable for Babies First Bath Kids and Adults
- Price
- £1.76
- Rating
- 4.7/5
- Reviews
- 1,638
- Age
- 5y ago
Aveeno Baby Calming Comfort Bedtime Bath and Wash (1 x 250ml) Tear-Free and Soap-Free Baby Wash with Gentle Lavender & Vanilla Scent Gently Cleanses Skin Before Bedtime for Delicate Skin
- Price
- £3.36
- Rating
- 4.8/5
- Reviews
- 2,265
- Age
- 4y ago
Aveeno Baby Daily Care Hair and Body Wash (1 x 400 ml) Tear-Free Baby Wash with Gentle Fragrance and Colloidal Oatmeal Gently Cleanses and Leaves Skin Feeling Moisturised for Sensitive Skin
- Price
- £3.62
- Rating
- 4.7/5
- Reviews
- 1,812
- Age
- 4y ago
Essentials by Johnsons Baby Wash
- Price
- £1.81
- Rating
- 4.7/5
- Reviews
- 15
- Age
- 3y ago
Trending
90-day click momentumEssentials by Johnsons Baby Wash
- Price
- £1.81
- Rating
- 4.7/5
- Reviews
- 15
- Age
- 3y ago
Aveeno Kids Bubble Bath & Wash 400ml | Enriched with Soothing Oat Extract | Gentle Body Wash Developed for Your Little Superhero
- Price
- £4.41
- Rating
- 4.8/5
- Reviews
- 27
- Age
- 11mo ago
Nalas Baby Body Wash & Shampoo Vanilla Cloud | Allergen-Free Sweet Vanilla Fragrance | 99% Natural | Dermatologically-tested and Paediatrician-approved | Tear-Free | Vegan | 200ml | Nalas Baby
- Price
- £4.21
- Rating
- 4.6/5
- Reviews
- 273
- Age
- 2y ago
AVEENO Baby Daily Care Gentle Bath & Wash (1 x 400ml) Tear-Free Baby Wash with Gentle Fragrance with Prebiotic Colloidal Oatmeal Gently Cleanses & Leaves Skin Feeling Moisturised For Sensitive Skin
- Price
- £3.51
- Rating
- 4.8/5
- Reviews
- 2,867
- Age
- 4y ago
Johnsons Baby Top to Toe Wash (1 x 500 ml) Gentle & Mild Head to Toe Wash for Newborn Care Newborn Essentials No More Tears Suitable for Babies First Bath Kids and Adults
- Price
- £1.76
- Rating
- 4.7/5
- Reviews
- 1,638
- Age
- 5y ago
Newest
by launch dateAveeno Kids Bubble Bath & Wash 400ml | Enriched with Soothing Oat Extract | Gentle Body Wash Developed for Your Little Superhero
- Price
- £4.41
- Rating
- 4.8/5
- Reviews
- 27
- Age
- 11mo ago
Childs Farm Baby Shampoo & Body Wash Baby Soft Scent Tear-free | Gently Cleanses & Soothes | Suitable for Newborns with Dry Sensitive Skin 250ml
- Price
- £2.82
- Rating
- 4.7/5
- Reviews
- 366
- Age
- 1y ago
Nalas Baby Body Wash & Shampoo Vanilla Cloud | Allergen-Free Sweet Vanilla Fragrance | 99% Natural | Dermatologically-tested and Paediatrician-approved | Tear-Free | Vegan | 200ml | Nalas Baby
- Price
- £4.21
- Rating
- 4.6/5
- Reviews
- 273
- Age
- 2y ago
Essentials by Johnsons Baby Wash
- Price
- £1.81
- Rating
- 4.7/5
- Reviews
- 15
- Age
- 3y ago
Aveeno Baby KIDS Bubble Bath & Wash 250ml | Enriched with Soothing Oat Extract | Foam Body Wash Developed for Your Little Superhero | Childrens Toiletries Sets
- Price
- £3.39
- Rating
- 4.7/5
- Reviews
- 845
- Age
- 4y ago
Competition: brands, sellers & click share
The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.
Brands
7 falling
Sellers
87
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
74%
Top 20: 100%
Open market
2%
- Aveeno Baby62%
- Johnson's Baby19%
- Johnson's5%
- Childs Farm5%
- Sanex4%
- Nala's Baby2%
- Open — no brand owns it (1 brand, 2%)
Baby Wash demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.6×
Top Baby Wash search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- baby wash90K/yr
- aveeno baby wash47K/yr
- baby body wash37K/yr
- johnsons baby bath26K/yr
- aveeno baby body wash20K/yr
- baby bath wash27K/yr
- baby shampoo and body wash18K/yr
- baby shower gel16K/yr
- nalas baby body wash15K/yr
- aveeno kids body wash11K/yr
What reviews say buyers love and hate about Baby Wash
What buyers mention most, as a share of all reviews.
What buyers love
82% of reviews“Nice subtle fragrance”
“Skin smooth”
“Good quality”
“Best price”
“suitable for sensitive skin”
What buyers complain about
66% of reviews“smells bad”
“reaction on child”
“I feel the product is a little expensive for the amount provided”
“Wanted an organic product contains chemicals we will not use”
“doesnt really moisturise the skin properly”
Baby Wash return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
19%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Baby Wash questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
