Is bath oil profitable to sell on Amazon United Kingdom?

The niche generates £164K/yr across 12 tracked products. 90-day search growth is -36.3%. Flapen's verdict: Skip it (40/100).

How competitive is the bath oil niche?

8 brands and 58 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in bath oil?

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

When does demand for bath oil peak?

Demand peaks in Feb–Mar–Dec; the busiest month runs 2.6× the quietest.

What does it cost to enter the bath oil niche?

Listings span £4.16–£24.56; the average listing price is £9.09 (sweet spot $15–$100). The average incumbent carries 1,104 reviews — the moat a new listing must climb.

bath oil

Skip it

Soft demand (-36.3% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great11.7%

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

Review moat

Good1,103.83

avg incumbent reviews — the moat a new listing must climb

Price range

Okay£4.16–£24.56

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

Market size

Okay£164K

£164K/yr · 155K searches

Brand share

Okay87%

top-5 brand share — brands hold most of the demand

Avg price

Okay£9.09

avg listing price — sweet spot $15–$100

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Competition

Bad79%

top-5 click share — a locked-up shelf

Growth

Bad-36.3%

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

According to Flapen's Amazon United Kingdom niche tracking, bath oil is a £164K/yr Amazon United Kingdom market (155K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Feb–Mar–Dec. Verdict: Skip it — 40/100.

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

bath oil market data

Units sold / yr: 15K–20K; avg 750–1,000/product
Revenue / yr: £136K–£182K; units × avg price
Conversion rate: 11.7%
Avg BSR: #44
Page quality: 0%
Prime: 100%
Sponsored: 75%
Out of stock: 4.2%
Avg brand age: 68 months
Avg seller age: 160 days

Competition & brand share

The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 falling

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

79%

Top 20: 100%

Open market

E4551%
Fenjal10%
Tisserand9%
Dr Teal's9%
QV7%
Neal's Yard Remedies5%
Open — no brand owns it (2 brands, 8%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -36.3% search growth over the last 90 days.

Peak months: Feb, Mar, Dec · busiest ÷ quietest = 2.6×

Open Trend

Top bath oil search terms

bath oil76K/yr -29.8%5.0% conv.
bath oils for women25K/yr -43.1%4.4% conv.
e45 bath oil14K/yr -19.6%23.4% conv.
bath oils19K/yr -65.3%2.1% conv.
bath oil for very dry skin6K/yr +1.4%7.9% conv.
e45 bath oil emollient5K/yr -15.2%22.9% conv.
e45 bath3K/yr -22.4%18.4% conv.
bath oils aromatherapy6K/yr -74.6%1.7% conv.

All search terms

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

Top sellers

by 90-day click share

E45 Bath Oil 500 ml E45 Bath Oil Emollient to Moisturise & Hydrate Dry Skin Gently Cleanses for Soft Skin Soap Free & Perfume Free Emollient Bath & Shower Oil Body Wash - Dermatologically Tested

E45£6.984.7★2,132 rev

Dr Teals Moisturizing Bath & Body Oil With Essential Oils - Nourishing Coconut Jojoba Sweet Almond and Cocoa Butter 8.8 oz

Dr Teal's£10.004.5★1,093 rev

FENJAL Classic Luxury Creme Bath Oil - 200ml Cleanses and Nourishes Your Skin

Fenjal£9.074.8★2,250 rev

Neals Yard Remedies Soothing Bath Oil Relax Body & Mind Soothing Therapeutic Oils Vegan & Cruelty-Free 100ml

Neal's Yard Remedies£12.994.6★444 rev

Feather & Down Nourishing Bath Soak (500ml) - with Soothing Upcycled Chamomile Extract & Evening Primrose Oil. Nourish Your Body & Calm Your Mind. Cruelty Free. Vegan Friendly.

Feather & Down£5.544.6★580 rev

Newest

by launch date

Olverum Bath Oil 60ml - Luxury Muscle Soothing Bath Soak - Relaxing Aromatherapy Oil with Highly Concentrated Blend of 10 Essential Oils - Natural Vegan Cruelty Free - Bath Oils for Women & Men

Olverum£24.56452 rev

2y ago

Feather & Down Nourishing Bath Soak (500ml) - with Soothing Upcycled Chamomile Extract & Evening Primrose Oil. Nourish Your Body & Calm Your Mind. Cruelty Free. Vegan Friendly.

Feather & Down£5.54580 rev

3y ago

Tisserand - Restore Balance Bath Oil - Perimenopause Menopause & Menstruation Support for Women - Rose Clary Sage & Geranium - 100% Natural Essential Oils - 200ml

Tisserand£9.27852 rev

3y ago

Dr Teals Moisturizing Bath & Body Oil With Essential Oils - Nourishing Coconut Jojoba Sweet Almond and Cocoa Butter 8.8 oz

Dr Teal's£10.001,093 rev

4y ago

Tisserand - Lavender and Chamomile Bath Oil 200ml

Tisserand£7.93852 rev

7y ago

What buyers say about bath oil

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

What buyers love

Smell35%

“Beautiful fragrance”

Moist/Dry10%

“Excellent for dry skin problems”

Soft Feel6%

“Makes your skin nice and soft”

Suitability Dry Skin5%

“So good for dry skin”

Quality-Overall5%

“No product complaints”

Sensitivity-Overall5%

“Ideal for sensitive skin, as described and great results”

Value For Money3%

“Economical”

Comfort-Overall3%

“Very nice and comforting”

Sleep Quality2%

“Amazing product helps sleep”

Suitability Oily Skin2%

“Lovely bath oil”

What buyers complain about

Moist/Dry13%

“Doesn't really moisturise or improve skin texture”

Smell13%

“The smell is expensive by the way”

Value For Money8%

“Its not cheap”

Natural Resource Wastage7%

“wasted money”

Leak-Proof7%

“Wasnt sealed properly and slow leaks”

Allergies7%

“seems to have made my babys eczema worse”

Size-Overall7%

“Much smaller than expected”

Sleep Quality7%

“My wife doesn't really sleep”

Oily/Greasy3%

“Oily”

Grip2%

“shower surfaces incredibly slippery”

Top return reasons

Smell40%

Leak-Proof20%

Salt Content10%

Thin10%

Advertised Vs Actual Product10%

Ingredients-Overall10%

Common questions

Is bath oil profitable to sell on Amazon United Kingdom?: The niche generates £164K/yr across 12 tracked products. 90-day search growth is -36.3%. Flapen's verdict: Skip it (40/100).
How competitive is the bath oil niche?: 8 brands and 58 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in bath oil?: Top complaints mined from reviews: Moist/Dry, Smell, Value For Money. The return rate is 0.1%.
When does demand for bath oil peak?: Demand peaks in Feb–Mar–Dec; the busiest month runs 2.6× the quietest.
What does it cost to enter the bath oil niche?: Listings span £4.16–£24.56; the average listing price is £9.09 (sweet spot $15–$100). The average incumbent carries 1,104 reviews — the moat a new listing must climb.