Is baby wash profitable to sell on Amazon United Kingdom?

The niche generates £188K/yr across 12 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Skip it (38/100).

How competitive is the baby wash niche?

7 brands and 87 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in baby wash?

Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.1%.

When does demand for baby wash peak?

Demand is steady year-round — the busiest month runs 1.6× the quietest.

What does it cost to enter the baby wash niche?

Listings span £1.74–£9.90; the average listing price is £3.64 (sweet spot $15–$100). The average incumbent carries 2,299 reviews — the moat a new listing must climb.

baby wash

Skip it

Prices mostly outside the sweet spot ($1.74–$9.90) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible13.5%

search→purchase rate — share of searches ending in a sale

Review moat

Okay2,299.33

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£188K

£188K/yr · 382K searches

Growth

Okay+0.8%

90-day search growth — must beat 0% to launch

Competition

Bad74%

top-5 click share — a locked-up shelf

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Brand share

Bad95%

top-5 brand share — brand-locked demand

Avg price

Bad£3.64

avg listing price — sweet spot $15–$100

Price range

Bad£1.74–£9.90

cheapest to priciest tracked listing — scored on the share inside $15–$100

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.

Data updated Jul 18, 2026 · scored weekly · How we score niches

baby wash market data

Units sold / yr: 50K–60K; avg 2,500–3,000/product
Revenue / yr: £182K–£218K; units × avg price
Conversion rate: 13.5%
Avg BSR: #19
Page quality: 0%
Prime: 100%
Sponsored: 42%
Out of stock: 0.0%
Avg brand age: 61 months
Avg seller age: 160 days

Competition & brand share

The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.

Brands

7 falling

Sellers

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

74%

Top 20: 100%

Open market

Aveeno Baby62%
Johnson's Baby19%
Johnson's5%
Childs Farm5%
Sanex4%
Nala's Baby2%
Open — no brand owns it (1 brand, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +0.8% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.6×

Open Trend

Top baby wash search terms

baby wash90K/yr -0.9%7.8% conv.
aveeno baby wash47K/yr +1.4%14.4% conv.
baby body wash37K/yr +6.7%7.3% conv.
johnsons baby bath26K/yr -14.3%6.8% conv.
aveeno baby body wash20K/yr +23.5%14.4% conv.
baby bath wash27K/yr -34.2%9.5% conv.
baby shampoo and body wash18K/yr +17.7%7.2% conv.
baby shower gel16K/yr +10.0%7.8% conv.
nalas baby body wash15K/yr +10.8%3.6% conv.
aveeno kids body wash11K/yr +41.9%16.0% conv.

All search terms

Top baby wash 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 12 tracked products in this niche — three views at once, no toggling.

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

Aveeno Baby£3.514.8★2,867 rev

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

Johnson's Baby£1.764.7★1,638 rev

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

Aveeno Baby£3.364.8★2,265 rev

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

Aveeno Baby£3.624.7★1,812 rev

Essentials by Johnsons Baby Wash

Johnson's£1.814.7★15 rev

Newest

by launch date

Aveeno Kids Bubble Bath & Wash 400ml | Enriched with Soothing Oat Extract | Gentle Body Wash Developed for Your Little Superhero

Aveeno Baby£4.4127 rev

11mo ago

Childs Farm Baby Shampoo & Body Wash Baby Soft Scent Tear-free | Gently Cleanses & Soothes | Suitable for Newborns with Dry Sensitive Skin 250ml

Childs Farm£2.82366 rev

1y ago

Nala's Baby£4.21273 rev

2y ago

Essentials by Johnsons Baby Wash

Johnson's£1.8115 rev

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

Aveeno Baby£3.39845 rev

4y ago

What buyers say about baby wash

What buyers praise and complain about, mined from review topics.

What buyers love

Smell20%

“Nice subtle fragrance”

Soft Feel14%

“Skin smooth”

Quality-Overall14%

“Good quality”

Value For Money10%

“Best price”

Sensitivity-Overall6%

“suitable for sensitive skin”

Skin Health6%

“PERFECT for sensitive skin”

Moist/Dry4%

“A good moisturizing cream”

Allergies4%

“Perfect for sensitive skin”

Advertised Vs Actual Product2%

“Did the job”

Cleansing2%

“It leaves them smelling fresh and clean, and its a lovely product to use at bath time”

What buyers complain about

Smell17%

“smells bad”

Allergies16%

“reaction on child”

Value For Money7%

“I feel the product is a little expensive for the amount provided”

Vegan/Organic6%

“Wanted an organic product contains chemicals we will not use”

Moist/Dry5%

“doesnt really moisturise the skin properly”

Leak-Proof4%

“Arrived leaking from the blue cap”

Quality-Overall4%

“Its nothing like the usual Aveeno quality found in all their other products”

Side Effects3%

“there was always one issue or another”

Sensitivity-Overall2%

“Not for sensitive skin”

Lather2%

“It doesnt lather as much as some other shampoos”

Top return reasons

Leak-Proof39%

Advertised Vs Actual Product18%

Smell15%

Motor Power6%

Ingredients-Overall5%

Moist/Dry4%

Residue4%

Suitability Dry Skin1%

Product Condition1%

Scratch Resistance1%

Common questions

Is baby wash profitable to sell on Amazon United Kingdom?: The niche generates £188K/yr across 12 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Skip it (38/100).
How competitive is the baby wash niche?: 7 brands and 87 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 95% of demand.
What do buyers complain about in baby wash?: Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.1%.
When does demand for baby wash peak?: Demand is steady year-round — the busiest month runs 1.6× the quietest.
What does it cost to enter the baby wash niche?: Listings span £1.74–£9.90; the average listing price is £3.64 (sweet spot $15–$100). The average incumbent carries 2,299 reviews — the moat a new listing must climb.