Is vaseline body oil profitable to sell on Amazon United Kingdom?

The niche generates £340K/yr across 10 tracked products. 90-day search growth is -7.4%. Flapen's verdict: Skip it (38/100).

How competitive is the vaseline body oil niche?

6 brands and 76 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in vaseline body oil?

Top complaints mined from reviews: Smell, Oily/Greasy, Leak-Proof. The return rate is 0.1%.

When does demand for vaseline body oil peak?

Demand peaks in May; the busiest month runs 2.5× the quietest.

What does it cost to enter the vaseline body oil niche?

Listings span £1.93–£14.68; the average listing price is £7.29 (sweet spot $15–$100). The average incumbent carries 2,694 reviews — the moat a new listing must climb.

vaseline body oil

Skip it

Prices mostly outside the sweet spot ($1.93–$14.68) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great8.2%

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

Market size

Good£340K

£340K/yr · 570K searches

Review moat

Okay2,693.9

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-7.4%

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

Avg price

Bad£7.29

avg listing price — sweet spot $15–$100

Competition

Bad83%

top-5 click share — a locked-up shelf

Brand share

Bad97%

top-5 brand share — brand-locked demand

Price range

Bad£1.93–£14.68

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

According to Flapen's Amazon United Kingdom niche tracking, vaseline body oil is a £340K/yr Amazon United Kingdom market (570K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in May. Verdict: Skip it — 38/100.

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

vaseline body oil market data

Units sold / yr: 30K–40K; avg 1,500–2,000/product
Revenue / yr: £219K–£292K; units × avg price
Conversion rate: 8.2%
Avg BSR: #53
Page quality: 0%
Prime: 90%
Sponsored: 60%
Out of stock: 8.1%
Avg brand age: 39 months
Avg seller age: 159 days

Competition & brand share

The top 5 products capture 83% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

83%

Top 20: 100%

Open market

Vaseline72%
Fewlby9%
Nala's Baby9%
AA Merchant3%
Sol Beauty3%
Aveeno3%

Demand & seasonality

Weekly Amazon search volume, last 96 weeks — -7.4% search growth over the last 90 days.

Peak months: May · busiest ÷ quietest = 2.5×

Open Trend

Top vaseline body oil search terms

vaseline body oil232K/yr +2.4%6.3% conv.
vanilla body oil82K/yr -13.1%1.2% conv.
nalas baby vanilla cloud86K/yr -27.6%0.5% conv.
vaseline cocoa radiant body oil35K/yr +35.1%6.1% conv.
vaseline oil31K/yr -3.5%5.4% conv.
nalas baby oil20K/yr -6.8%1.6% conv.
body oil vanilla21K/yr -25.1%1.9% conv.
body oil vaseline7K/yr +10.4%3.8% conv.
nala baby oil6K/yr +5.8%2.1% conv.
cocoa radiant body oil6K/yr -7.2%6.2% conv.

All search terms

Top vaseline body 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.

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

All 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Vaseline Intensive Care Cocoa Radiant Body Oil 200 ml

Vaseline£4.334.6★7,637 rev

Vaseline Total Moisture Cocoa Radiant Body Gel Oil - 6.8 oz - 2 pk

Vaseline£13.554.6★2,162 rev

Fewlby Kids Rain Suit Puddle Suit Boys Girls All in One Waterproof Overalls Toddler Muddy Suit Hooded Raincoat Cartoon Monkey Rainwear 2-5 Years M Size

Fewlby£14.684.5★669 rev

Vaseline Intensive Care Cocoa Radiant Body Gel Oil 6.8 Ounce

Vaseline£6.744.7★8,298 rev

Nala's Baby£5.054.6★200 rev

Newest

by launch date

PALMERS Shea Butter Formula Raw Shea Nourish Body Oil with Vitamin E 250ml - Deep Moisturizing & Hydrating Body Oil for Dry Skin Bath Shower & Massage.(With Cosmetic Spatula)

AA Merchant£7.4581 rev

1y ago

Sol Beauty Dry Body Oil Caramel Vanilla Scent with Brazil Nut Extract and Buriti Fruit Oil Helps Firm and Moisture Skin Vegan Friendly Light Moisturiser 45ml

Sol Beauty£6.65100 rev

1y ago

Nala's Baby£5.05200 rev

2y ago

Nala's Baby£7.36200 rev

2y ago

Fewlby Kids Rain Suit Puddle Suit Boys Girls All in One Waterproof Overalls Toddler Muddy Suit Hooded Raincoat Cartoon Monkey Rainwear 2-5 Years M Size

Fewlby£14.68669 rev

4y ago

What buyers say about vaseline body oil

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

What buyers love

Smell25%

“Amazing scent”

Moist/Dry13%

“Perfect as moisturiser”

Quality-Overall10%

“Product is lovely”

Soft Feel9%

“Buttery Soft”

Value For Money6%

“Great value”

Suitability Combination Skin5%

“it makes the skin look good”

Suitability Dry Skin4%

“Dry skin heaven”

Absorbency4%

“absorbs well”

Brightness/Shine/Glow3%

“Super glow”

Advertised Vs Actual Product3%

“This is exactly what I wanted”

What buyers complain about

Smell16%

“The scent is too strong”

Oily/Greasy12%

“bit greasy”

Leak-Proof6%

“Leaks and no returns”

Moist/Dry5%

“perhaps not as dry as my skin”

Adhesion/Stickiness4%

“doesnt feel sticky either it absorbs really well”

Allergies3%

“allergic to it”

Suitability Dry Skin3%

“I have dry sensitive skin”

Size-Overall3%

“small”

Quality-Overall2%

“not as good as the original coconut oil one”

Value For Money2%

“Too expensive”

Top return reasons

Smell32%

Advertised Vs Actual Product15%

Leak-Proof11%

Quality-Overall9%

Texture/Consistency-Overall6%

Defective Material/Parts4%

Color4%

Heating2%

Size-Overall2%

Adhesion/Stickiness2%

Common questions

Is vaseline body oil profitable to sell on Amazon United Kingdom?: The niche generates £340K/yr across 10 tracked products. 90-day search growth is -7.4%. Flapen's verdict: Skip it (38/100).
How competitive is the vaseline body oil niche?: 6 brands and 76 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in vaseline body oil?: Top complaints mined from reviews: Smell, Oily/Greasy, Leak-Proof. The return rate is 0.1%.
When does demand for vaseline body oil peak?: Demand peaks in May; the busiest month runs 2.5× the quietest.
What does it cost to enter the vaseline body oil niche?: Listings span £1.93–£14.68; the average listing price is £7.29 (sweet spot $15–$100). The average incumbent carries 2,694 reviews — the moat a new listing must climb.