Is burts bees baby profitable to sell on Amazon United States?

The niche generates $251K/yr across 6 tracked products. 90-day search growth is -40.0%. Flapen's verdict: Skip it (36/100).

How competitive is the burts bees baby niche?

3 brands and 521 sellers compete. The top 5 products take 98% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in burts bees baby?

Top complaints mined from reviews: Allergies, Texture/Consistency-Overall, Smell. The return rate is 0.9%.

When does demand for burts bees baby peak?

Demand peaks in Nov; the busiest month runs 2.8× the quietest.

What does it cost to enter the burts bees baby niche?

Listings span $7.80–$21.33; the average listing price is $12.41 (sweet spot $15–$100). The average incumbent carries 7,604 reviews — the moat a new listing must climb.

burts bees baby

Skip it

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

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Conversion

Great11.6%

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

Avg price

Good$12.41

avg listing price — sweet spot $15–$100

Market size

Okay$251K

$251K/yr · 174K searches

Price range

Okay$7.80–$21.33

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad7,603.83

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-40.0%

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

Competition

Bad98%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, burts bees baby is a $251K/yr Amazon United States market (174K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov. Verdict: Skip it — 36/100.

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

burts bees baby market data

Units sold / yr: 15K–20K; avg 1,000–1,250/product
Revenue / yr: $186K–$248K; units × avg price
Conversion rate: 11.6%
Avg BSR: #153
Page quality: 0%
Prime: 83%
Sponsored: 50%
Out of stock: 13.3%
Avg brand age: 84 months
Avg seller age: 133 days

Competition & brand share

The top 5 products capture 98% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 falling

Sellers

521

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

98%

Top 20: 100%

Open market

The Honest Company75%
Burt's Bees23%
Era Organics2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -40.0% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 2.8×

Open Trend

Top burts bees baby search terms

matys multipurpose baby ointment46K/yr -51.6%1.2% conv.
honest ointment12K/yr -12.6%14.3% conv.
honest healing head-to-toe ointment11K/yr -27.9%17.7% conv.
honest balm11K/yr -20.9%9.2% conv.
honest all purpose balm12K/yr -28.7%7.4% conv.
honest healing ointment7K/yr -17.8%14.3% conv.
matys ointment9K/yr -35.9%1.5% conv.
burts bees ointment8K/yr -44.3%9.0% conv.
burts bees healing ointment7K/yr -49.0%14.8% conv.
honest organic all purpose balm5K/yr -11.9%6.1% conv.

All search terms

Top burts bees baby 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 6 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz

The Honest Company$8.104.6★5,304 rev

The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz

The Honest Company$21.334.6★5,304 rev

Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub

Burt's Bees$7.804.7★11,990 rev

The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz

The Honest Company$10.014.6★5,304 rev

The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz

The Honest Company$12.444.6★2,594 rev

Newest

by launch date

The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz

The Honest Company$21.335,304 rev

2y ago

The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz

The Honest Company$8.105,304 rev

3y ago

The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz

The Honest Company$12.442,594 rev

6y ago

The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz

The Honest Company$10.015,304 rev

8y ago

Era Organics Healing Ointment for Babies - USDA Certified Organic Natural Moisturizer Gentle on Sensitive Skin Prone To Baby Eczema Cradle Cap (Infant Seborrheic Dermatitis) Rashes Hives 2oz

Era Organics$14.7915,127 rev

10y ago

What buyers say about burts bees baby

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

What buyers love

Allergies14%

“No reaction to it”

Moist/Dry13%

“Very hydrating”

Quality-Overall13%

“Great lip-balm”

Smell6%

“Smells great”

Skin Health5%

“Saved my babies skin”

Soft Feel4%

“The texture is smooth”

Efficiency4%

“Very Effective”

Cleansing2%

“cleans up any red patches in a couple of days”

Sensitivity-Overall2%

“It helped my daughter's random eczema break outs”

Value For Money2%

“Affordable”

What buyers complain about

Allergies26%

“made the irritation worse”

Texture/Consistency-Overall7%

“Grainy texture”

Smell7%

“Feels grainy and smells rancid”

Functionality-Overall5%

“It didnt work for me”

Thickness5%

“So thick my daughter can barely squeeze it out of the tube”

Value For Money3%

“Not worth the price”

Size-Overall3%

“It's too small”

Advertised Vs Actual Product3%

“It did not work as advertised”

Skin Health3%

“Very unfortunate because it made the skin feel softer”

Hard Feel3%

“Not smooth at all”

Top return reasons

Texture/Consistency-Overall20%

Functionality-Overall13%

Advertised Vs Actual Product9%

Smell5%

Product Condition5%

Size-Overall5%

Thickness4%

Leak-Proof4%

Ingredients-Overall4%

Oily/Greasy3%

Common questions

Is burts bees baby profitable to sell on Amazon United States?: The niche generates $251K/yr across 6 tracked products. 90-day search growth is -40.0%. Flapen's verdict: Skip it (36/100).
How competitive is the burts bees baby niche?: 3 brands and 521 sellers compete. The top 5 products take 98% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in burts bees baby?: Top complaints mined from reviews: Allergies, Texture/Consistency-Overall, Smell. The return rate is 0.9%.
When does demand for burts bees baby peak?: Demand peaks in Nov; the busiest month runs 2.8× the quietest.
What does it cost to enter the burts bees baby niche?: Listings span $7.80–$21.33; the average listing price is $12.41 (sweet spot $15–$100). The average incumbent carries 7,604 reviews — the moat a new listing must climb.