oatmeal cream
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible19.7%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good866.33avg incumbent reviews — the moat a new listing must climb
Market size
Okay£160K£160K/yr · 112K searches
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Okay+0.3%90-day search growth — must beat 0% to launch
Avg price
Bad£7.23avg listing price — sweet spot $15–$100
Competition
Bad85%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.21–£11.77cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, oatmeal cream is a £160K/yr Amazon United Kingdom market (112K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 38/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
oatmeal cream market data
- Units sold / yr
- 20K–25K
- avg 2,000–2,500/product
- Revenue / yr
- £145K–£181K
- units × avg price
- Conversion rate
- 19.7%
- Avg BSR
- #154
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 33%
- Out of stock
- 0.0%
- Avg brand age
- 58 months
- Avg seller age
- 165 days
Competition & brand share
The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 flat
Sellers
30
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
85%
Top 20: 100%
Open market
0%
- AproDerm74%
- Epimax24%
- OATLY3%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top oatmeal cream search terms
- aproderm36K/yr
- epimax oatmeal cream23K/yr
- aproderm colloidal oat cream20K/yr
- oat cream13K/yr
- oatmeal cream7K/yr
- oatly cream5K/yr
- colloidal oatmeal cream5K/yr
- oat cream for eczema3K/yr
- epimax oatmeal2K/yr
Top oatmeal cream 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.
All 9 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
AproDerm Colloidal Oat Cream 500ml Pump Paraffin Free Vegan 2-in-1 Moisturiser and Soap Substitute for Dry Skin Eczema Dermatitis and Psoriasis
AproDerm£8.244.6★4,394 rev
2 x Epimax Oatmeal Cream 500g for Eczema/Psoriasis
Epimax£11.774.7★310 rev
AproDerm Colloidal Oat Cream 100ml Tube Paraffin Free Vegan 2-in-1 Moisturiser and Soap Substitute; Suitable for Dry Skin Eczema Dermatitis and Psoriasis
AproDerm£4.194.5★573 rev
AproDerm Emollient Cream 500g Pump - 2-in-1 Moisturuser and Soap Substitute Suitable for Dry Skin Eczema Dermatitis & Psoriasis - Vegan
AproDerm£8.344.6★1,074 rev
Epimax Oatmeal Cream 500ml
Epimax£9.684.6★226 rev
Newest
by launch dateAproDerm Colloidal Oat Cream 100ml Tube Paraffin Free Vegan 2-in-1 Moisturiser and Soap Substitute; Suitable for Dry Skin Eczema Dermatitis and Psoriasis
AproDerm£4.19573 rev
2 x Epimax Oatmeal Cream 500g for Eczema/Psoriasis
Epimax£11.77310 rev
Epimax Oatmeal Cream - 100g
Epimax£6.1662 rev
Epimax Oatmeal Cream 500ml
Epimax£9.68226 rev
AproDerm Ointment 500g Tub Long-Lasting Intensely Moisturising Emollient; Suitable for Eczema Psoriasis Ichthyosis Dermatitis and Other Dry Skin Conditions; Vegan
AproDerm£7.64429 rev
Trending
90-day click momentumEpimax Oatmeal Cream - 100g
Epimax£6.164.6★
Epimax Oatmeal Cream 500ml
Epimax£9.684.6★
2 x Epimax Oatmeal Cream 500g for Eczema/Psoriasis
Epimax£11.774.7★
AproDerm Colloidal Oat Cream 500ml Pump Paraffin Free Vegan 2-in-1 Moisturiser and Soap Substitute for Dry Skin Eczema Dermatitis and Psoriasis
AproDerm£8.244.6★
AproDerm Ointment 500g Tub Long-Lasting Intensely Moisturising Emollient; Suitable for Eczema Psoriasis Ichthyosis Dermatitis and Other Dry Skin Conditions; Vegan
AproDerm£7.644.5★
What buyers say about oatmeal cream
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent moisturiser for sensitive skin”
“Great quality cream”
“Excellent value”
“Love this cream, the skin felt soft and smooth quickly and felt fantastic”
“The item is as described”
“very good for eczema”
“Good for sensitive skin”
“Superb cream for super dry skin”
“Works well”
“Absorbs beautifully”
What buyers complain about
“I had a severe skin reaction to medication that left my skin feeling burned and eczema-like”
“But seem to dry my skin out”
“Good product, poor dispenser & packaging”
“However, within just two days of using it, my baby developed rashes all over his body, and it also felt much less moisturising compared to the ones we had used before”
“its slightly cheaper than the cream for a reason”
“i couldn't even wash my hands”
“Cannot get on prescription anymore”
“No perfume, no fuss”
Common questions
- Is oatmeal cream profitable to sell on Amazon United Kingdom?
- The niche generates £160K/yr across 9 tracked products. 90-day search growth is +0.3%. Flapen's verdict: Skip it (38/100).
- How competitive is the oatmeal cream niche?
- 3 brands and 30 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in oatmeal cream?
- Top complaints mined from reviews: Allergies, Moist/Dry, Dispensing Mechanism. The return rate is 0.0%.
- When does demand for oatmeal cream peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the oatmeal cream niche?
- Listings span £1.21–£11.77; the average listing price is £7.23 (sweet spot $15–$100). The average incumbent carries 866 reviews — the moat a new listing must climb.