Is baby wash and lotion set profitable to sell on Amazon United States?

The niche generates $1.4M/yr across 21 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -11.7%. Flapen's verdict: Skip it (47/100).

How competitive is the baby wash and lotion set niche?

4 brands and 88 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in baby wash and lotion set?

Top complaints mined from reviews: Allergies, Smell, Moist/Dry. The return rate is 0.5%.

When does demand for baby wash and lotion set peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the baby wash and lotion set niche?

Listings span $6.17–$23.39; the average listing price is $13.20 (sweet spot $15–$100). The average incumbent carries 16,771 reviews — the moat a new listing must climb.

baby wash and lotion set

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Market size

Great$1.4M

$1.4M/yr · 1.1M searches

Conversion

Great9.2%

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

Avg price

Good$13.20

avg listing price — sweet spot $15–$100

Price range

Okay$6.17–$23.39

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

Competition

Okay61%

top-5 click share — leaders hold, buyers still browse

Growth

Bad-11.7%

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

Review moat

Bad16,771.14

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.8★

avg incumbent rating — lower means beatable quality

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, baby wash and lotion set is a $1.4M/yr Amazon United States market (1.1M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 47/100.

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

baby wash and lotion set market data

Units sold / yr: 100K–125K; avg 5,000–6,000/product
Revenue / yr: $1.3M–$1.6M; units × avg price
Conversion rate: 9.2%
Avg BSR: #101
Page quality: 0%
Prime: 100%
Sponsored: 76%
Out of stock: 0.0%
Avg brand age: 56 months
Avg seller age: 134 days

Competition & brand share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Brands

4 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

61%

Top 20: 99%

Open market

Aveeno Baby83%
AVEENO BABY15%
MaxNova1%
Johnson & Johnson1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -11.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top baby wash and lotion set search terms

aveeno baby lotion433K/yr -17.9%14.4% conv.
aveeno baby317K/yr +0.5%4.8% conv.
aveeno baby set107K/yr -16.4%4.1% conv.
baby aveeno46K/yr -14.0%5.5% conv.
aveeno lotion baby40K/yr -22.0%12.7% conv.
aveno baby20K/yr +11.6%6.0% conv.
baby aveeno lotion23K/yr -13.8%14.5% conv.
aveeno baby cream20K/yr -9.1%8.5% conv.
aveeno baby travel size10K/yr +35.6%1.5% conv.
aveeno baby daily moisture lotion16K/yr -26.0%11.9% conv.

All search terms

Top baby wash and lotion set 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 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

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

AVEENO BABY$11.494.8★22,890 rev

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

Aveeno Baby$11.614.8★18,893 rev

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

Aveeno Baby$23.394.8★22,890 rev

Aveeno Baby Welcome Little One Gift Set Baby Essentials Set with Daily Moisture Wash and Shampoo Calming Comfort Bath Sensitive All Over Wipes Body Lotion & Healthy Start Balm 5 Items

Aveeno Baby$19.554.8★26,416 rev

Aveeno Baby Daily Care Gift Set with Oat Extract & Prebiotic Oat Contains Daily Moisturizing Body Lotion & Gentle 2-in-1 Baby Bath Wash & Shampoo Hypoallergenic & Paraben-Free Two Pack

Aveeno Baby$17.854.8★10,161 rev

Newest

by launch date

Aveeno Baby Daily Moisture Face Cream Oat Enriched Moisturizing Cream for Babies Sensitive Facial Skin Strengthens Skins Moisture Barrier Ultra-Hydrating Non-Greasy Fragrance-Free 1.5 oz

Aveeno Baby$14.5558 rev

3mo ago

Aveeno Baby Calming Comfort Moisturizing Body Lotion with Relaxing Lavender & Vanilla Scents Non-Greasy Nourishing Prebiotic Oatmeal No Added Parabens 12 fl. oz

Aveeno Baby$8.8118,893 rev

11mo 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

Aveeno Baby$9.44912 rev

2y ago

Aveeno Baby Healthy Start Nourishing Newborn Wash Hypoallergenic Baby Body Wash Prebiotic Oat Gently Cleanses Sensitive Skin No added Fragrances & Parabens Tear-free 8 fl. oz

Aveeno Baby$7.451,249 rev

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

Aveeno Baby$8.821,719 rev

3y ago

What buyers say about baby wash and lotion set

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

What buyers love

Moist/Dry15%

“Very moisturizing”

Smell15%

“Doesn't smell bad”

Soft Feel11%

“So soft”

Quality-Overall8%

“Excellent product”

Allergies7%

“No allergies”

Sensitivity-Overall6%

“Great for sensitive skin”

Skin Health5%

“It really helps to soothe eczema”

Value For Money3%

“worth every penny”

Absorbency3%

“It absorbs well”

Gifting Purpose2%

“Great gift”

What buyers complain about

Allergies27%

“got a rash”

Smell9%

“smell is very strong”

Moist/Dry4%

“I did not find it to moisturize”

Thickness4%

“Very thick”

Sensitivity-Overall4%

“Burns”

De-Grease3%

“Extremely greasy”

Adhesion/Stickiness2%

“Its sticky”

Leak-Proof2%

“Leaked”

Functionality-Overall2%

“Nothing worked”

Value For Money2%

“A little pricey”

Top return reasons

Value For Money17%

Smell16%

Size-Overall14%

Leak-Proof12%

Advertised Vs Actual Product7%

Functionality-Overall6%

Moist/Dry2%

Product Condition2%

Age Suitability2%

Ingredients-Overall2%

Common questions

Is baby wash and lotion set profitable to sell on Amazon United States?: The niche generates $1.4M/yr across 21 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -11.7%. Flapen's verdict: Skip it (47/100).
How competitive is the baby wash and lotion set niche?: 4 brands and 88 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in baby wash and lotion set?: Top complaints mined from reviews: Allergies, Smell, Moist/Dry. The return rate is 0.5%.
When does demand for baby wash and lotion set peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the baby wash and lotion set niche?: Listings span $6.17–$23.39; the average listing price is $13.20 (sweet spot $15–$100). The average incumbent carries 16,771 reviews — the moat a new listing must climb.