Is baby oil profitable to sell on Amazon United States?

The niche generates $65K/yr across 16 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -31.7%. Flapen's verdict: Skip it (36/100).

How competitive is the baby oil niche?

6 brands and 67 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in baby oil?

Top complaints mined from reviews: Oily/Greasy, Smell, Allergies. The return rate is 0.3%.

When does demand for baby oil peak?

Demand peaks in Jul–Aug; the busiest month runs 17.0× the quietest.

What does it cost to enter the baby oil niche?

Listings span $3.92–$33.64; the average listing price is $11.81 (sweet spot $15–$100). The average incumbent carries 10,310 reviews — the moat a new listing must climb.

baby oil

Skip it

Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Incredible12.4%

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

Price range

Good$3.92–$33.64

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

Avg price

Okay$11.81

avg listing price — sweet spot $15–$100

Competition

Bad71%

top-5 click share — a locked-up shelf

Review moat

Bad10,310.06

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Market size

Bad$65K

$65K/yr · 44K searches

Growth

Bad-31.7%

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

Brand share

Bad98%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, baby oil is a $65K/yr Amazon United States market (44K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Jul–Aug. Verdict: Skip it — 36/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

baby oil market data

Units sold / yr: 6K–8K; avg 500–750/product
Revenue / yr: $71K–$94K; units × avg price
Conversion rate: 12.4%
Avg BSR: #68
Page quality: 0%
Prime: 100%
Sponsored: 69%
Out of stock: 0.0%
Avg brand age: 70 months
Avg seller age: 141 days

Competition & brand share

The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 rising

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

Johnson's Baby41%
Amazon Basics31%
Vaseline13%
Palmer's8%
Johnson & Johnson4%
Truly2%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 100 weeks — -31.7% search growth over the last 90 days.

Peak months: Jul, Aug · busiest ÷ quietest = 17.0×

Open Trend

Top baby oil search terms

baby oil gel cocoa butter26K/yr -32.4%11.7% conv.
baby oil cocoa butter8K/yr -53.3%12.9% conv.
cocoa butter baby oil4K/yr -3.4%10.4% conv.
vanilla baby oil4K/yr -25.1%3.1% conv.
johnsons shea and cocoa butter oil gel2K/yr +19.4%15.2% conv.
cocoa butter baby oil gel1K/yr -16.7%9.1% conv.

All search terms

Top baby oil 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Amazon Basics Body Oil Gel with Cocoa Butter Paraben Free for Very Dry Skin 6.8 Fl Oz 1-Pack (Previously Solimo)

Amazon Basics$4.604.6★24,462 rev

Johnsons Baby Oil Gel Moisturizing Baby Massage Mineral Oil Enriched with Shea & Cocoa Butter Dry Skin Relief for Babies Kids & Adults Nourishing & Gentle on Delicate Skin 6.5 fl. oz

Johnson's Baby$5.894.8★13,227 rev

Johnsons Baby Oil Mineral Oil Enriched with Shea & Cocoa Butter to Prevent Moisture Loss Hypoallergenic 20 fl. oz

Johnson's Baby$5.874.8★29,465 rev

Palmers Cocoa Butter Formula Gentle Baby Oil 5.1 fl oz Nourishing for Delicate Skin Vitamin E Baby Essentials

Palmer's$7.004.8★877 rev

Vaseline Intensive Care Cocoa Radiant for Glowing Skin Body Gel Oil Made with Pure Cocoa Butter + Replenishing Oils 6.8 fl oz

Vaseline$7.264.7★8,441 rev

Newest

by launch date

Vaseline Intensive Care Cocoa Radiant Body Gel Oil with 100% Pure Cocoa Butter 12 oz

Vaseline$12.36440 rev

5mo ago

Vaseline Cocoa Radiant Replenishing Oil Gel with Pure Cocoa Butter Travel Size 1.69 fl oz 3 Pack

Vaseline$10.55324 rev

7mo ago

Vaseline Glazed and Glisten Golden Hour Body Gel Oil Glow Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz

Vaseline$8.292,533 rev

11mo ago

Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz

Vaseline$8.292,661 rev

12mo ago

Truly Beauty Vanilla Baby Luxury Body Oil | Plumping Body Shimmer Oil for Hydration & Firmness | With Bakuchiol & Niacinamide for Collagen Boost | Vanilla Pear & Caramel Scent | Radiant Glow

Truly$33.53424 rev

1y ago

What buyers say about baby oil

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

What buyers love

Smell21%

“Good smell”

Brightness/Shine/Glow13%

“Nice shimmer,”

Moist/Dry12%

“Very moisturizing”

Soft Feel8%

“Makes my skin so soft”

Quality-Overall7%

“Very reliable and good quality”

Suitability Combination Skin4%

“great for your skin”

Value For Money4%

“Worth The Price”

Suitability Dry Skin3%

“Excellent for dry skin”

Absorbency2%

“Absorbs into the skin”

Advertised Vs Actual Product2%

“Does what it says”

What buyers complain about

Oily/Greasy12%

“Very greasy”

Smell11%

“Weird smell”

Allergies6%

“Allergic reaction”

Size-Overall6%

“the bottle is extremely tiny”

Leak-Proof5%

“Oil leaks out”

Product Condition4%

“Received used item”

Brightness/Shine/Glow4%

“Less of a shine”

Absorbency3%

“it does not absorb”

Adhesion/Stickiness3%

“But, it stays sticky for awhile”

Moist/Dry3%

“takes time to dry”

Top return reasons

Leak-Proof23%

Oily/Greasy17%

Product Condition12%

Smell10%

Advertised Vs Actual Product8%

Size-Overall6%

Adhesion/Stickiness4%

Brightness/Shine/Glow3%

Value For Money2%

Color2%

Common questions

Is baby oil profitable to sell on Amazon United States?: The niche generates $65K/yr across 16 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -31.7%. Flapen's verdict: Skip it (36/100).
How competitive is the baby oil niche?: 6 brands and 67 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 98% of demand.
What do buyers complain about in baby oil?: Top complaints mined from reviews: Oily/Greasy, Smell, Allergies. The return rate is 0.3%.
When does demand for baby oil peak?: Demand peaks in Jul–Aug; the busiest month runs 17.0× the quietest.
What does it cost to enter the baby oil niche?: Listings span $3.92–$33.64; the average listing price is $11.81 (sweet spot $15–$100). The average incumbent carries 10,310 reviews — the moat a new listing must climb.