Baby Lotion
Baby Lotion shows low returns (0.6%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Flapen Score
Top 8% of 2,472 Baby Products niches · +13 vs the category median of 44
Is Baby Lotion profitable on Amazon?
According to Flapen's Amazon United States niche tracking, Baby Lotion is a $3.4M/yr Amazon United States market (3.5M searches/yr). The top 5 brands hold 83% of demand. Verdict: Worth a look — 57/100.
Baby Lotion: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -7.1% over the last 90 days and 9.9% of searches end in a purchase.
$3.4M
revenue / yr
Who owns the niche?
The top 5 brands hold 83% of demand, so 17% of the market is open.
17%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.
0/100
page quality · 35 products
Top Baby Lotion products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Johnsons Baby lotion with coconut oil aloe vera & vitamin b5 72 hour hydration gentle baby moisturizer hypoallergenic safe for newborns helps protect from dryness 27.1 fl oz
- Price
- $7.34
- Rating
- 4.7/5
- Reviews
- 24,714
- Age
- 8y ago
Aveeno Baby Calming Comfort Moisturizing Body Lotion with Relaxing Lavender & Vanilla Scents Non-Greasy Baby Lotion Nourishing Prebiotic Oatmeal Paraben- & Phthalate-Free 18 fl. oz
- Price
- $11.61
- Rating
- 4.8/5
- Reviews
- 18,893
- Age
- 11y ago
Aveeno Baby Daily Moisture Body Lotion for Sensitive Skin Hypoallergenic Moisturizing Baby Lotion with Nourishing Oatmeal to Deeply Moisturize Babys Skin Fragrance-Free 18 fl. oz
- Price
- $11.49
- Rating
- 4.8/5
- Reviews
- 22,890
- Age
- 16y ago
CeraVe Baby Lotion Gentle Baby Skin Care with Ceramides Niacinamide & Vitamin E Fragrance Paraben Dye & Phthalates Free Lightweight Moisturizer 8 Ounce Packaging May Vary
- Price
- $8.47
- Rating
- 4.8/5
- Reviews
- 12,728
- Age
- 12y ago
Aveeno Baby Daily Moisture Body Lotion for Sensitive Skin Hypoallergenic Moisturizing Baby Lotion with Nourishing Oat to Deeply Moisturize Babys Skin Fragrance-Free 18 fl. oz 2 Pack
- Price
- $23.39
- Rating
- 4.8/5
- Reviews
- 22,890
- Age
- 7y ago
Trending
90-day click momentum
Noodle & Boo Fragrance Free Super Soft Lotion for Baby Eczema Care 16 fl. oz.
- Price
- $16.79
- Rating
- 4.8/5
- Reviews
- 321
- Age
- 11y ago
Johnsons Skin Nourish Creamy Oil Aloe Scent & Vitamin E Creamy Oil Helps Prevent Dryness & Moisturizes Babys Delicate Skin for 24 Hours Hypoallergenic & Non-Greasy 8 fl. oz
- Price
- $5.86
- Rating
- 4.8/5
- Reviews
- 4,231
- Age
- 15y ago
CeraVe Baby Lotion Gentle Baby Skin Care with Ceramides Niacinamide & Vitamin E Fragrance Paraben Dye & Phthalates Free Lightweight Moisturizer 16 Ounce
- Price
- $13.45
- Rating
- 4.8/5
- Reviews
- 12,728
- Age
- 5y ago
Johnsons Baby Comfort Touch Newborn Baby Face & Body Lotion Silky Moisturizing Lotion Baby Essentials Hypoallergenic No added Parabens &Dyes 13.6 fl. oz
- Price
- $5.39
- Rating
- 4.8/5
- Reviews
- 1,653
- Age
- 8y ago
Baby Dove Sensitive Skin Care Body Lotion For Delicate Skin Rich Moisture With 24 Hour Moisturizer (Package May Vary) Fragrance-Free 20 Fl Oz
- Price
- $8.24
- Rating
- 4.7/5
- Reviews
- 5,463
- Age
- 9y ago
Newest
by launch date
Jergens Baby Calming Lotion Baby Calming Lotion Lavender Baby Lotion Baby Moisturizer with Shea Butter and Lavender Oil 16.8 Fl Oz
- Price
- $8.71
- Rating
- 4.8/5
- Reviews
- 804
- Age
- 1y ago
Aveeno Baby Healthy Start Nourishing Newborn Balm Hypoallergenic Baby Skin Balm with Prebiotic Oat Leaves a Nourishing Layer to Care for Newborn Skin Fragrance-Free 5 oz
- Price
- $9.44
- Rating
- 4.8/5
- Reviews
- 912
- Age
- 2y ago
Aveeno Baby Daily Moisturizing Cream with Prebiotic Oat Hypoallergenic Baby Lotion with Coconut Oil & Shea Butter Moisturizes Sensitive Skin for 24 Hours Gentle Coconut Scent 12 fl. oz
- Price
- $8.82
- Rating
- 4.8/5
- Reviews
- 1,719
- Age
- 3y ago
Cetaphil Baby Wash & Shampoo Plus Body Lotion Healthy Skin Essentials Head to Toe Hydration for up to 24 Hours for Delicate Sensitive Skin 2-Pack White
- Price
- $13.63
- Rating
- 4.8/5
- Reviews
- 6,289
- Age
- 4y ago
CeraVe Baby Lotion Gentle Baby Skin Care with Ceramides Niacinamide & Vitamin E Fragrance Paraben Dye & Phthalates Free Lightweight Moisturizer 16 Ounce
- Price
- $13.45
- Rating
- 4.8/5
- Reviews
- 12,728
- Age
- 5y ago
Competition: brands, sellers & click share
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.
Brands
15 rising
Sellers
614
Top-5 brand share
83%
Top 20: 100%
Top-5 click share
43%
Top 20: 84%
Open market
14%
- Johnson's Baby34%
- Aveeno Baby24%
- CeraVe12%
- AVEENO BABY7%
- Noodle & Boo6%
- Baby Dove3%
- Open — no brand owns it (9 brands, 14%)
Baby Lotion demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.5×
Top Baby Lotion search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- baby lotion1.5M/yr
- aveeno baby lotion433K/yr
- johnsons baby lotion353K/yr
- baby lotion for newborn183K/yr
- kids lotion146K/yr
- cerave baby lotion147K/yr
- noodle and boo lotion98K/yr
- baby lotion sensitive skin82K/yr
- johnson baby lotion65K/yr
- toddler lotion60K/yr
What reviews say buyers love and hate about Baby Lotion
What buyers mention most, as a share of all reviews.
What buyers love
76% of reviews“light scent”
“moisture is good”
“goes on smooth”
“An excellent quality lotion from a trusted brand”
“Good value for the money”
What buyers complain about
64% of reviews“Bad smell”
“Skin irritation”
“not moisturizing enough”
“It goes on thick”
“Very small”
Baby Lotion return rate & reasons
Why buyers send it back, as a share of all return requests.
0.6%
Return rate
20%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Baby Lotion questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
