Is baby oil for newborn profitable to sell on Amazon United States?

The niche generates $2.6M/yr across 13 tracked products. 90-day search growth is -2.0%. Flapen's verdict: Skip it (44/100).

How competitive is the baby oil for newborn niche?

6 brands and 247 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in baby oil for newborn?

Top complaints mined from reviews: Smell, Allergies, Size-Overall. The return rate is 0.3%.

When does demand for baby oil for newborn peak?

Demand peaks in May–Oct; the busiest month runs 2.5× the quietest.

What does it cost to enter the baby oil for newborn niche?

Listings span $2.89–$15.41; the average listing price is $7.39 (sweet spot $15–$100). The average incumbent carries 10,618 reviews — the moat a new listing must climb.

baby oil for newborn

Skip it

Prices mostly outside the sweet spot ($2.89–$15.41) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Incredible15.5%

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

Market size

Incredible$2.6M

$2.6M/yr · 2.3M searches

Growth

Bad-2.0%

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

Review moat

Bad10,617.85

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad$7.39

avg listing price — sweet spot $15–$100

Competition

Bad79%

top-5 click share — a locked-up shelf

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Brand share

Bad98%

top-5 brand share — brand-locked demand

Price range

Bad$2.89–$15.41

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

According to Flapen's Amazon United States niche tracking, baby oil for newborn is a $2.6M/yr Amazon United States market (2.3M searches/yr). The top 5 brands hold 98% of demand. Demand peaks in May–Oct. Verdict: Skip it — 44/100.

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

baby oil for newborn market data

Units sold / yr: 300K–400K; avg 25,000–30,000/product
Revenue / yr: $2.2M–$3.0M; units × avg price
Conversion rate: 15.5%
Avg BSR: #71
Page quality: 0%
Prime: 100%
Sponsored: 62%
Out of stock: 0.0%
Avg brand age: 79 months
Avg seller age: 134 days

Competition & brand share

The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 rising

Sellers

247

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

79%

Top 20: 100%

Open market

Johnson's Baby73%
Amazon Basics18%
Mustela3%
Palmer's2%
The Honest Company2%
MaxNova2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -2.0% search growth over the last 90 days.

Peak months: May, Oct · busiest ÷ quietest = 2.5×

Open Trend

Top baby oil for newborn search terms

baby oil1.6M/yr -0.8%14.3% conv.
johnsons baby oil121K/yr -7.1%12.9% conv.
baby oil johnson101K/yr -14.2%19.6% conv.
aceite de bebe47K/yr +13.0%8.1% conv.
johnson baby oil52K/yr +3.9%14.1% conv.
baby oil unscented57K/yr -16.4%11.3% conv.
baby oil for newborn35K/yr +6.6%3.7% conv.
baby massage oil28K/yr -0.6%2.2% conv.
unscented baby oil26K/yr -4.4%3.4% conv.
mustela baby oil24K/yr -8.3%10.2% conv.

All search terms

Top baby oil for newborn 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 13 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Johnsons Baby Oil Pure Mineral Oil to help Prevent Moisture Loss for Baby Kids & Adults Gentle & Soothing Baby Massage Oil for Dry Skin Relief Original Scent Baby Essentials 20 fl. oz

Johnson's Baby$6.304.8★19,391 rev

Johnsons Baby Oil Pure Mineral Oil to Prevent Moisture Loss for Newborn Kids & Adults Gentle Soothing Baby Massage Oil Dry Skin Relief Hypoallergenic Original Scent Baby Essentials 3 fl. oz

Johnson's Baby$2.894.8★19,391 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

Amazon Basics Baby Oil Mild & Gentle Dermatologist Tested Prevents Moisture Loss Dry Skin Relief 14 fl oz 4-Pack (Previously Solimo)

Amazon Basics$9.794.7★10,197 rev

Amazon Basics Baby Oil with Aloe Vera & Vitamin E Helps Prevent Moisture Loss 20 Fl Oz (Pack of 1) (Previously Solimo)

Amazon Basics$3.734.7★8,422 rev

Newest

by launch date

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

Palmer's$7.00877 rev

2y ago

Baby Sun Hat 2-5 Years

MaxNova$14.967,936 rev

4y ago

Mustela Baby Oil - Moisturizing Oil for Massage - with Natural Avocado Pomegranate & Sunflower Oil - From birth on - 3.38 fl. Oz

Mustela$15.412,646 rev

5y ago

Amazon Basics Baby Oil with Aloe Vera & Vitamin E Helps Prevent Moisture Loss 20 Fl Oz (Pack of 1) (Previously Solimo)

Amazon Basics$3.738,422 rev

6y ago

Amazon Basics Baby Oil Soothing Lavender Scented Prevents Moisture Loss 14 Fluid Ounce 1-Pack (Previously Solimo)

Amazon Basics$3.5910,197 rev

7y ago

What buyers say about baby oil for newborn

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

What buyers love

Smell22%

“Fragrance is great”

Value For Money12%

“Reasonably priced”

Soft Feel10%

“Soft Skin”

Moist/Dry10%

“Great moisturizer”

Quality-Overall9%

“Good as name brand”

Advertised Vs Actual Product4%

“As advertised”

Absorbency3%

“absorbs fairly well”

Size-Overall3%

“Good size”

Efficiency2%

“Surprisingly effective”

Allergies2%

“No irritation”

What buyers complain about

Smell19%

“Smells Plastic”

Allergies11%

“Caused a rash”

Size-Overall8%

“The bottle is tiny”

Oily/Greasy6%

“dirty oily on the bottle”

Leak-Proof5%

“Spilled”

Ease Of Use4%

“Won't open”

Moist/Dry4%

“But doesn't moisturize well”

Skin Health2%

“Broke my babys skin with tiny bumps”

Value For Money2%

“expensive”

Dispensing Mechanism2%

“Great Product - Awful Pump dispenser”

Top return reasons

Smell22%

Size-Overall21%

Leak-Proof14%

Oily/Greasy7%

Advertised Vs Actual Product7%

Value For Money5%

Product Condition4%

Functionality-Overall3%

Color2%

Moist/Dry1%

Common questions

Is baby oil for newborn profitable to sell on Amazon United States?: The niche generates $2.6M/yr across 13 tracked products. 90-day search growth is -2.0%. Flapen's verdict: Skip it (44/100).
How competitive is the baby oil for newborn niche?: 6 brands and 247 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 98% of demand.
What do buyers complain about in baby oil for newborn?: Top complaints mined from reviews: Smell, Allergies, Size-Overall. The return rate is 0.3%.
When does demand for baby oil for newborn peak?: Demand peaks in May–Oct; the busiest month runs 2.5× the quietest.
What does it cost to enter the baby oil for newborn niche?: Listings span $2.89–$15.41; the average listing price is $7.39 (sweet spot $15–$100). The average incumbent carries 10,618 reviews — the moat a new listing must climb.