Is petroleum jelly profitable to sell on Amazon United Kingdom?

The niche generates £210K/yr across 14 tracked products. 90-day search growth is +4.5%. Flapen's verdict: Skip it (40/100).

How competitive is the petroleum jelly niche?

8 brands and 90 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in petroleum jelly?

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

When does demand for petroleum jelly peak?

Demand peaks in Apr–May; the busiest month runs 2.2× the quietest.

What does it cost to enter the petroleum jelly niche?

Listings span £1.28–£14.71; the average listing price is £6.26 (sweet spot $15–$100). The average incumbent carries 3,471 reviews — the moat a new listing must climb.

petroleum jelly

Skip it

Prices mostly outside the sweet spot ($1.28–$14.71) — this niche doesn't clear our bar today.

Conversion

Incredible20.1%

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

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Okay£210K

£210K/yr · 167K searches

Growth

Okay+4.5%

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

Review moat

Okay3,470.57

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Brand share

Bad91%

top-5 brand share — brand-locked demand

Competition

Bad77%

top-5 click share — a locked-up shelf

Avg price

Bad£6.26

avg listing price — sweet spot $15–$100

Price range

Bad£1.28–£14.71

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

According to Flapen's Amazon United Kingdom niche tracking, petroleum jelly is a £210K/yr Amazon United Kingdom market (167K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Apr–May. Verdict: Skip it — 40/100.

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

petroleum jelly market data

Units sold / yr: 25K–30K; avg 2,000–2,500/product
Revenue / yr: £157K–£188K; units × avg price
Conversion rate: 20.1%
Avg BSR: #235
Page quality: 0%
Prime: 93%
Sponsored: 43%
Out of stock: 8.3%
Avg brand age: 69 months
Avg seller age: 160 days

Competition & brand share

The top 5 products capture 77% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 rising

Sellers

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

77%

Top 20: 100%

Open market

Cotton Tree41%
Vaseline33%
NUAGÉ10%
ICAN LONDON4%
SuperGift.com3%
Mystic Moments3%
Open — no brand owns it (2 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +4.5% search growth over the last 90 days.

Peak months: Apr, May · busiest ÷ quietest = 2.2×

Open Trend

Top petroleum jelly search terms

petroleum jelly133K/yr +7.7%12.4% conv.
petroleum jelly large10K/yr +24.4%8.2% conv.
blue seal vaseline5K/yr -1.3%1.9% conv.
petroleum jelly tube4K/yr +2.1%2.5% conv.
large vaseline tub3K/yr +22.0%10.4% conv.
vaseline blue seal4K/yr -14.3%1.1% conv.
cotton tree petroleum jelly3K/yr +15.1%9.4% conv.
petrolatum3K/yr -81.5%3.7% conv.
petroleum jelly large tub3K/yr +75.9%7.5% conv.

All search terms

Top petroleum jelly 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 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Cotton Tree Petroleum Jelly Original | Fragrance Free Dermatologically Tested Hypoallergenic Soothing Barrier Protection For Dry Skin & Chapped Lips (284g)

Cotton Tree£2.114.7★1,995 rev

Vaseline Original Pure Petroleum Jelly

Vaseline£1.284.7★19,302 rev

Nuagé Original Petroleum Jelly | For Hydration Moisture & Barrier Care Protection Against Dry Cracked Skin & Chapped Lips (250g)

NUAGÉ£1.874.6★887 rev

Cotton Tree Cocoa Butter Petroleum Jelly | Soothing & Hydrating Scented Barrier Protection For Dry Skin & Chapped Lips (226g)

Cotton Tree£2.724.6★897 rev

ICAN LONDON 100% PURE PETROLEUM JELLY ORIGINAL 368G

ICAN LONDON£4.664.6★543 rev

Newest

by launch date

Petroleum Jelly 1kg Pure Moisturising Barrier Balm | Large Tub for Dry Skin Tattoos Feet Hands & Body | Vegan Fragrance-Free Skincare - OMOGE PURE

OMOGE HAIR LTD£14.7128 rev

1y ago

284g Petroleum Jelly - Traditional Skin Protectant for Sports and First Aid Uses

SuperGift.com£4.9925 rev

2y ago

Zopper Petroleum Jelly Unscented 226ml Pack of 3 | Smooth and Nourish | Fragrance Free & Lanolin Free | Essential Body Skin Care Solution for Everyday

ZOPPER£7.59102 rev

3y ago

Cotton Tree Petroleum Jelly Fragranced With Cocoa Butter 226g - Pack of 3

Cotton Tree£5.29102 rev

5y ago

ICAN LONDON 100% PURE PETROLEUM JELLY ORIGINAL 368G

ICAN LONDON£4.66543 rev

5y ago

What buyers say about petroleum jelly

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

What buyers love

Value For Money31%

“Excellent value”

Quality-Overall15%

“Decent quality”

Advertised Vs Actual Product10%

“Does the job”

Moist/Dry7%

“it's really good to good the moisturise the skin”

Ease Of Use7%

“Easy to use”

Size-Overall7%

“Great size”

Smell4%

“Really good to keep skin healthy without perfumes and irritating chemicals”

Suitability Combination Skin3%

“works well for my girl's skin”

Suitability Dry Skin2%

“Good for dry skin”

Soft Feel2%

“It leaves the skin soft”

What buyers complain about

Size-Overall29%

“Wrong size”

Oily/Greasy13%

“a bit to greasy”

Smell6%

“The smell is very different to branded version”

Ease Of Application5%

“After application, it doesn't feel like I've put anything on”

Animal Testing/Cruelty Free5%

“I didnt realise that the company tested on animals”

Advertised Vs Actual Product5%

“Not wat was specified”

Quality-Overall5%

“not as good as the market leader brand”

Product Condition5%

“Came used”

Texture/Consistency-Overall3%

“the consistency is slightly different Im dubious using it on the skin as I dont know that its dermatological tested or ok for cosmetic use”

Value For Money2%

“expensive”

Top return reasons

Size-Overall40%

Product Condition11%

Leak-Proof11%

Value For Money9%

Advertised Vs Actual Product6%

Quality-Overall6%

Ease Of Use4%

Color3%

Defective Material/Parts3%

Smell3%

Common questions

Is petroleum jelly profitable to sell on Amazon United Kingdom?: The niche generates £210K/yr across 14 tracked products. 90-day search growth is +4.5%. Flapen's verdict: Skip it (40/100).
How competitive is the petroleum jelly niche?: 8 brands and 90 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 91% of demand.
What do buyers complain about in petroleum jelly?: Top complaints mined from reviews: Size-Overall, Oily/Greasy, Smell. The return rate is 0.1%.
When does demand for petroleum jelly peak?: Demand peaks in Apr–May; the busiest month runs 2.2× the quietest.
What does it cost to enter the petroleum jelly niche?: Listings span £1.28–£14.71; the average listing price is £6.26 (sweet spot $15–$100). The average incumbent carries 3,471 reviews — the moat a new listing must climb.