naval jelly
Skip itA concentrated shelf (top 5 take 82% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Growth
Great+77.8%90-day search growth — must beat 0% to launch
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Price range
Good$6.66–$29.06cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good5.3%search→purchase rate — share of searches ending in a sale
Avg price
Good$12.82avg listing price — sweet spot $15–$100
Review moat
Okay3,518avg incumbent reviews — the moat a new listing must climb
Market size
Bad$69K$69K/yr · 102K searches
Brand share
Bad93%top-5 brand share — brand-locked demand
Competition
Bad82%top-5 click share — a locked-up shelf
According to Flapen's Amazon United States niche tracking, naval jelly is a $69K/yr Amazon United States market (102K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Apr–May–Jun. Verdict: Skip it — 49/100.
Data updated Jul 8, 2026 · scored weekly · How we score niches
naval jelly market data
- Units sold / yr
- 10K–13K
- avg 1,000–1,250/product
- Revenue / yr
- $128K–$160K
- units × avg price
- Conversion rate
- 5.3%
- Avg BSR
- #388
- Page quality
- 0%
- Prime
- 90%
- Sponsored
- 80%
- Out of stock
- 0.0%
- Avg brand age
- 68 months
- Avg seller age
- 165 days
Competition & brand share
The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 flat
Sellers
75
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
82%
Top 20: 100%
Open market
2%
- Loctite43%
- Rust-Oleum21%
- Henkel12%
- GuardH9%
- Evapo-Rust8%
- Permatex4%
- Open — no brand owns it (1 brand, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +77.8% search growth over the last 90 days.Peak months: Apr, May, Jun · busiest ÷ quietest = 2.4×
Top naval jelly search terms
- naval jelly43K/yr
- naval jelly rust remover32K/yr
- navel jelly for rust removal9K/yr
- navel jelly5K/yr
- naval jelly rust remover gel5K/yr
- loctite naval jelly rust dissolver3K/yr
- loctite rust dissolver3K/yr
- loctite naval jelly3K/yr
Top naval 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.
All 10 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Loctite Naval Jelly Rust Dissolver 8 fl oz Bottle
Loctite$6.664.4★1,310 rev
Rust-Oleum Rust Dissolver Jelly | Heavy-Duty Corrosion Remover for Metal Tools Cars Bikes Grills Bolts Firearms & More | 8 oz
Rust-Oleum$7.064.3★394 rev
Naval Jelly Rust Dissolver 8-oz.
Henkel$13.664.2★35 rev
GuardH Rust Remover Jelly 12 oz | Multi-Purpose Gel for Metal Surfaces Auto Parts Household Items and Antiques
GuardH$12.454.3★72 rev
Rust-Oleum Rust Dissolver Trigger Spray Gel | Heavy-Duty Corrosion Remover for Metal Tools Cars Bikes Grills Bolts Firearms & More | 32 oz
Rust-Oleum$11.874.3★5,375 rev
Newest
by launch dateGuardH Rust Remover Jelly 12 oz | Multi-Purpose Gel for Metal Surfaces Auto Parts Household Items and Antiques
GuardH$12.4572 rev
Rust-Oleum Rust Dissolver Jelly | Heavy-Duty Corrosion Remover for Metal Tools Cars Bikes Grills Bolts Firearms & More | 8 oz
Rust-Oleum$7.06394 rev
Rust-Oleum Rust Dissolver Trigger Spray Gel | Heavy-Duty Corrosion Remover for Metal Tools Cars Bikes Grills Bolts Firearms & More | 32 oz
Rust-Oleum$11.875,375 rev
JENOLITE Gel Rust Remover for Metal 40 ml (1.3 fl oz). NonDrip Naval Jelly for Automotive and Vertical Metal Surfaces. FastActing Concentrated Gel Dissolves Rust to Bare Metal. Made in Britain
JENOLITE$13.81366 rev
Naval Jelly Rust Dissolver 8-oz.
Henkel$13.6635 rev
Trending
90-day click momentumRust-Oleum Rust Dissolver Trigger Spray Gel | Heavy-Duty Corrosion Remover for Metal Tools Cars Bikes Grills Bolts Firearms & More | 32 oz
Rust-Oleum$11.874.3★
GuardH Rust Remover Jelly 12 oz | Multi-Purpose Gel for Metal Surfaces Auto Parts Household Items and Antiques
GuardH$12.454.3★
Naval Jelly Rust Dissolver 8-oz.
Henkel$13.664.2★
JENOLITE Gel Rust Remover for Metal 40 ml (1.3 fl oz). NonDrip Naval Jelly for Automotive and Vertical Metal Surfaces. FastActing Concentrated Gel Dissolves Rust to Bare Metal. Made in Britain
JENOLITE$13.814.0★
CRC Evapo-Rust Heavy-Duty Rust Remover Reusable Acid-Free Non-Corrosive Water-based 32 oz Removes Rust to Bare Metal
Evapo-Rust$12.664.4★
What buyers say about naval jelly
What buyers praise and complain about, mined from review topics.What buyers love
“Great rust remover”
“It really does work”
“Greatest stuff every made”
“As advertised”
“Good deal”
“It works easy also”
“easy to clean up”
“And I love that it's reusable”
“Very durable”
“not smell hazardous when using”
What buyers complain about
“was covered in rust”
“Not effective”
“Bottle is leaking all over everything”
“tiny bottle”
“Garbage”
“not the cleaner”
“For people that say it's too expensive in reviews”
“I'm not happy with the misleading information”
“Waste of time and money”
“don't spray it full strength”
Top return reasons
Common questions
- Is naval jelly profitable to sell on Amazon United States?
- The niche generates $69K/yr across 10 tracked products. 90-day search growth is +77.8%. Flapen's verdict: Skip it (49/100).
- How competitive is the naval jelly niche?
- 7 brands and 75 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in naval jelly?
- Top complaints mined from reviews: Rusts/Corrodes, Functionality-Overall, Leak-Proof. The return rate is 0.5%.
- When does demand for naval jelly peak?
- Demand peaks in Apr–May–Jun; the busiest month runs 2.4× the quietest.
- What does it cost to enter the naval jelly niche?
- Listings span $6.66–$29.06; the average listing price is $12.82 (sweet spot $15–$100). The average incumbent carries 3,518 reviews — the moat a new listing must climb.