---
title: "Baby Oil — $65K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/baby-products/baby-oil"
last_updated: "2026-08-09T12:16:20.180Z"
locale: en
meta:
description: "Niche score 36/100 · $65K/yr market · 44K searches/yr · $11.81 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 36/100 · $65K/yr market · 44K searches/yr · $11.81 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Baby Oil — $65K/yr Amazon US Niche (2026) - Flapen"
---
# **baby oil**
**Skip it**
Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Market size 16Growth 9Conversion 95Competition 24Returns 99Price range 63Avg price 48Brand share 5Review moat 22Quality gap 21
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.4%**
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**
**Bad****71%**
top-5 click share — a locked-up shelf
**Review moat**
**Bad****10,310.06**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
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**
**Bad****98%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**67**
**Top-5 brand share**
**98%**
Top 20: 100%
**Top-5 click share**
**71%**
Top 20: 100%
**Open market**
**0%**
- 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.
35K25KBlack Friday '24Holiday '24Spike '25 seasonDecMarJunAugNovMarMay
Peak months: Jul, Aug · busiest ÷ quietest = 17.0×
[**Open Trend **](https://flapen.com/research/us/baby-products/baby-oil/trend)
## **Top baby oil search terms**
- **baby oil gel cocoa butter**26K/yr-32.4%11.7% conv. - **baby oil cocoa butter**8K/yr-53.3%12.9% conv. - **cocoa butter baby oil**4K/yr-3.4%10.4% conv. - **vanilla baby oil**4K/yr-25.1%3.1% conv. - **johnsons shea and cocoa butter oil gel**2K/yr+19.4%15.2% conv. - **cocoa butter baby oil gel**1K/yr-16.7%9.1% conv. [**All search terms **](https://flapen.com/research/us/baby-products/baby-oil/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.
0%10%$7K20%$13K30%$20K40%$26K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Amazon Basics Body Oil Gel with Cocoa Butter Paraben Free for Very Dry Skin 6.8 Fl Oz 1-Pack (Previously Solimo)**Amazon Basics**$4.60**4.6★24,462 rev](https://www.amazon.com/dp/B07SWJ5PVH) [2**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**$5.89**4.8★13,227 rev](https://www.amazon.com/dp/B001UAA2UC) [3**Johnsons Baby Oil Mineral Oil Enriched with Shea & Cocoa Butter to Prevent Moisture Loss Hypoallergenic 20 fl. oz**Johnson's Baby**$5.87**4.8★29,465 rev](https://www.amazon.com/dp/B00WEBVM5U) [4**Palmers Cocoa Butter Formula Gentle Baby Oil 5.1 fl oz Nourishing for Delicate Skin Vitamin E Baby Essentials**Palmer's**$7.00**4.8★877 rev](https://www.amazon.com/dp/B0D1X81X54) [5**Vaseline Intensive Care Cocoa Radiant for Glowing Skin Body Gel Oil Made with Pure Cocoa Butter + Replenishing Oils 6.8 fl oz**Vaseline**$7.26**4.7★8,441 rev](https://www.amazon.com/dp/B01N2AVKZI)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Vaseline Intensive Care Cocoa Radiant Body Gel Oil with 100% Pure Cocoa Butter 12 oz**Vaseline**$12.36**440 rev5mo ago](https://www.amazon.com/dp/B0FWKTPL7Z) [**Vaseline Cocoa Radiant Replenishing Oil Gel with Pure Cocoa Butter Travel Size 1.69 fl oz 3 Pack**Vaseline**$10.55**324 rev7mo ago](https://www.amazon.com/dp/B0G2ZVQ91B) [**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**$8.29**2,533 rev11mo ago](https://www.amazon.com/dp/B0FD8VWSNJ) [**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**$8.29**2,661 rev12mo ago](https://www.amazon.com/dp/B0FD8W456T) [**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**$33.53**424 rev1y ago](https://www.amazon.com/dp/B0DBZ62MBS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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 6 Pack**Johnson's Baby**$33.64**4.8★**▲ 236%**](https://www.amazon.com/dp/B00N2KAAUK) [**Vaseline Intensive Care Cocoa Radiant Body Gel Oil with 100% Pure Cocoa Butter 12 oz**Vaseline**$12.36**4.7★**▲ 203%**](https://www.amazon.com/dp/B0FWKTPL7Z) [**Amazon Basics Baby Oil Mild & Gentle Dermatologist Tested Prevents Moisture Loss Dry Skin Relief 14 fl oz 4-Pack (Previously Solimo)**Amazon Basics**$9.79**4.7★**▲ 111%**](https://www.amazon.com/dp/B079PGG42C) [**Johnsons Baby Oil Gel with Shea & Cocoa Butter 6.5 fl. oz (Pack of 2)**Johnson & Johnson**$17.55**4.8★**▲ 55%**](https://www.amazon.com/dp/B07GSQ293Y) [**Vaseline Cocoa Radiant Replenishing Oil Gel with Pure Cocoa Butter Travel Size 1.69 fl oz 3 Pack**Vaseline**$10.55**4.5★**▲ 51%**](https://www.amazon.com/dp/B0G2ZVQ91B)
**~~View all trending →~~**
## **What buyers say about baby oil**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**21%
*“Good smell”*
**Brightness/Shine/Glow**13%
*“Nice shimmer,”*
**Moist/Dry**12%
*“Very moisturizing”*
**Soft Feel**8%
*“Makes my skin so soft”*
**Quality-Overall**7%
*“Very reliable and good quality”*
**Suitability Combination Skin**4%
*“great for your skin”*
**Value For Money**4%
*“Worth The Price”*
**Suitability Dry Skin**3%
*“Excellent for dry skin”*
**Absorbency**2%
*“Absorbs into the skin”*
**Advertised Vs Actual Product**2%
*“Does what it says”*
### **What buyers complain about **
**Oily/Greasy**12%
*“Very greasy”*
**Smell**11%
*“Weird smell”*
**Allergies**6%
*“Allergic reaction”*
**Size-Overall**6%
*“the bottle is extremely tiny”*
**Leak-Proof**5%
*“Oil leaks out”*
**Product Condition**4%
*“Received used item”*
**Brightness/Shine/Glow**4%
*“Less of a shine”*
**Absorbency**3%
*“it does not absorb”*
**Adhesion/Stickiness**3%
*“But, it stays sticky for awhile”*
**Moist/Dry**3%
*“takes time to dry”*
### **Top return reasons **
**Leak-Proof**23%
**Oily/Greasy**17%
**Product Condition**12%
**Smell**10%
**Advertised Vs Actual Product**8%
**Size-Overall**6%
**Adhesion/Stickiness**4%
**Brightness/Shine/Glow**3%
**Value For Money**2%
**Color**2%
## **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.
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