Is body lotion profitable to sell on Amazon United Kingdom?

The niche generates £1.0M/yr across 22 tracked products. 90-day search growth is +9.1%. Flapen's verdict: Skip it (49/100).

How competitive is the body lotion niche?

9 brands and 173 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 88% of demand.

What do buyers complain about in body lotion?

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

When does demand for body lotion peak?

Demand peaks in Jul–Dec; the busiest month runs 1.5× the quietest.

What does it cost to enter the body lotion niche?

Listings span £1.93–£15.47; the average listing price is £4.69 (sweet spot $15–$100). The average incumbent carries 9,760 reviews — the moat a new listing must climb.

body lotion

Skip it

Prices mostly outside the sweet spot ($1.93–$15.47) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Great£1.0M

£1.0M/yr · 3.3M searches

Conversion

Good6.6%

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

Competition

Okay55%

top-5 click share — leaders hold, buyers still browse

Growth

Okay+9.1%

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

Brand share

Okay88%

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

Review moat

Bad9,760.23

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Avg price

Bad£4.69

avg listing price — sweet spot $15–$100

Price range

Bad£1.93–£15.47

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

According to Flapen's Amazon United Kingdom niche tracking, body lotion is a £1.0M/yr Amazon United Kingdom market (3.3M searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Jul–Dec. Verdict: Skip it — 49/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

body lotion market data

Units sold / yr: 200K–250K; avg 4,000–5,000/product
Revenue / yr: £938K–£1.2M; units × avg price
Conversion rate: 6.6%
Avg BSR: #18
Page quality: 0%
Prime: 100%
Sponsored: 68%
Out of stock: 0.0%
Avg brand age: 56 months
Avg seller age: 151 days

Competition & brand share

The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 falling

Sellers

173

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

55%

Top 20: 98%

Open market

NIVEA56%
Garnier9%
Vaseline9%
Aveeno8%
Neutrogena5%
eos5%
Open — no brand owns it (3 brands, 8%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +9.1% search growth over the last 90 days.

Peak months: Jul, Dec · busiest ÷ quietest = 1.5×

Open Trend

Top body lotion search terms

body lotion733K/yr +12.2%6.4% conv.
body skin care1.1M/yr -13.0%0.1% conv.
body moisturiser351K/yr +43.8%9.4% conv.
nivea body lotion271K/yr +54.5%15.8% conv.
body cream194K/yr +5.0%6.4% conv.
lotion106K/yr +1.0%5.6% conv.
body moisturiser for women72K/yr +26.7%9.9% conv.
body lotion women89K/yr +5.9%6.1% conv.
moisturiser body40K/yr +38.2%12.2% conv.
body lotions53K/yr +3.0%1.2% conv.

All search terms

Top body lotion 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 22 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NIVEA Rich Nourishing Body Lotion (625ml) Rich 72H Hydration Moisturiser for Dry Skin Made with Deep Moisture Serum and Almond Oil Extra Large NIVEA Body Lotion

NIVEA£3.564.7★1,880 rev

NIVEA Irresistibly Smooth Body Lotion (400ml) 72H Hydration NIVEA Moisturiser for Soft and Smooth Skin Made with Pure Hyaluron and Shea Butter Intensive Moisturising Body Moisturiser

NIVEA£2.664.8★354 rev

NIVEA Rich Nourishing Body Lotion (400ml) Rich 72H Hydration Moisturiser for Dry Skin Made with Deep Moisture Serum and Almond Oil Intensive Hydration Body Lotion

NIVEA£2.754.7★12,005 rev

Vaseline Intensive Care Cocoa Radiant Body Lotion with ultra-hydrating lipids and pure cocoa butter for dry skin 200 ml

Vaseline£1.934.6★2,471 rev

NIVEA Express Hydration Body Lotion (400ml) Fast Absorbing 72H Hydration Body Moisturiser for Dry Skin Made with Deep Moisture Serum and Sea Minerals Smooth Skin Lotion

NIVEA£2.874.7★1,400 rev

Newest

by launch date

NIVEA Q10 Firming Body Lotion + Vitamin C (625ml) with Collagen Booster Complex 48H Moisturiser

NIVEA£5.97911 rev

2y ago

Garnier Vitamin C* Nutri Glow Body Cream for Dry & Dull Skin Fast absorbing Vegan Formula Instant Skin Hydration Approved by Cruelty Free International 380ml

Garnier£4.01219 rev

3y ago

eos vanilla cashmere body lotion shea better 24hr moisture - 16 oz/473 ml

eos£15.4744,299 rev

3y ago

NIVEA Rich Nourishing Body Lotion (625ml) Rich 72H Hydration Moisturiser for Dry Skin Made with Deep Moisture Serum and Almond Oil Extra Large NIVEA Body Lotion

NIVEA£3.561,880 rev

3y ago

Garnier Body Superfood Repairing Body Butter With Cocoa & Ceramide Body Butter for Very Dry Skin Vegan Formula Approved by Cruelty Free International 380ml

Garnier£4.03951 rev

4y ago

What buyers say about body lotion

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

What buyers love

Moist/Dry18%

“Excellent moisturiser”

Smell15%

“smells divine”

Value For Money13%

“Value for money”

Quality-Overall10%

“Good quality lotion”

Soft Feel8%

“keeps my skin soft”

Suitability Dry Skin6%

“Very good moisturiser for dry skin”

Absorbency5%

“Really absorbent”

Suitability Combination Skin4%

“Good for skin”

Advertised Vs Actual Product2%

“Does what it says”

Allergies1%

“No irritation”

What buyers complain about

Smell14%

“Smells like fish”

Allergies6%

“Was allergic”

Moist/Dry5%

“perhaps not as dry as my skin”

Suitability Dry Skin5%

“Not very moisturising for dry skin”

Motor Power5%

“No pump”

Value For Money4%

“Expensive”

Thickness4%

“it was too thick for my skin”

Oily/Greasy4%

“bit greasy”

Skin Health3%

“not good for your body”

Ease Of Use2%

“Unable to use”

Top return reasons

Motor Power24%

Smell19%

Product Condition18%

Moist/Dry4%

Value For Money3%

Functionality-Overall3%

Advertised Vs Actual Product3%

Suitability Combination Skin2%

Defective Material/Parts2%

Quality-Overall2%

Common questions

Is body lotion profitable to sell on Amazon United Kingdom?: The niche generates £1.0M/yr across 22 tracked products. 90-day search growth is +9.1%. Flapen's verdict: Skip it (49/100).
How competitive is the body lotion niche?: 9 brands and 173 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 88% of demand.
What do buyers complain about in body lotion?: Top complaints mined from reviews: Smell, Allergies, Moist/Dry. The return rate is 0.1%.
When does demand for body lotion peak?: Demand peaks in Jul–Dec; the busiest month runs 1.5× the quietest.
What does it cost to enter the body lotion niche?: Listings span £1.93–£15.47; the average listing price is £4.69 (sweet spot $15–$100). The average incumbent carries 9,760 reviews — the moat a new listing must climb.

body lotion

body lotion market data

Competition & brand share

Demand & seasonality

Top body lotion search terms

Top body lotion products on Amazon

Top sellers

Newest

Trending

What buyers say about body lotion

What buyers love

What buyers complain about

Top return reasons

Common questions

Related niches in Beauty