---
title: "Burts Bees Baby — $251K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/baby-products/burts-bees-baby"
last_updated: "2026-08-09T07:09:49.110Z"
locale: en
meta:
description: "Niche score 36/100 · $251K/yr market · 174K searches/yr · $12.41 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 36/100 · $251K/yr market · 174K searches/yr · $12.41 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Burts Bees Baby — $251K/yr Amazon US Niche (2026) - Flapen"
---
# **burts bees baby**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 47Growth 5Conversion 93Competition 2Returns 95Price range 47Avg price 53Brand share 0Review moat 23Quality gap 28
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.6%**
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**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****7,603.83**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-40.0%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****98%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**0%**
- 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.
100K60KPrime Day '24Spike '24Spike '25Prime Day '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 2.8×
[**Open Trend **](https://flapen.com/research/us/baby-products/burts-bees-baby/trend)
## **Top burts bees baby search terms**
- **matys multipurpose baby ointment**46K/yr-51.6%1.2% conv. - **honest ointment**12K/yr-12.6%14.3% conv. - **honest healing head-to-toe ointment**11K/yr-27.9%17.7% conv. - **honest balm**11K/yr-20.9%9.2% conv. - **honest all purpose balm**12K/yr-28.7%7.4% conv. - **honest healing ointment**7K/yr-17.8%14.3% conv. - **matys ointment**9K/yr-35.9%1.5% conv. - **burts bees ointment**8K/yr-44.3%9.0% conv. - **burts bees healing ointment**7K/yr-49.0%14.8% conv. - **honest organic all purpose balm**5K/yr-11.9%6.1% conv. [**All search terms **](https://flapen.com/research/us/baby-products/burts-bees-baby/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.
0%10%$25K20%$50K30%$75K40%$100K1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz**The Honest Company**$8.10**4.6★5,304 rev](https://www.amazon.com/dp/B0BYHN1CV9) [2**The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz**The Honest Company**$21.33**4.6★5,304 rev](https://www.amazon.com/dp/B0CSXWJJ8F) [3**Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub**Burt's Bees**$7.80**4.7★11,990 rev](https://www.amazon.com/dp/B006YTX0HQ) [4**The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz**The Honest Company**$10.01**4.6★5,304 rev](https://www.amazon.com/dp/B079W1JWQT) [5**The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz**The Honest Company**$12.44**4.6★2,594 rev](https://www.amazon.com/dp/B084W9Y7HN)
**~~View all top sellers →~~**
### **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**$21.33**5,304 rev2y ago](https://www.amazon.com/dp/B0CSXWJJ8F) [**The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz**The Honest Company**$8.10**5,304 rev3y ago](https://www.amazon.com/dp/B0BYHN1CV9) [**The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz**The Honest Company**$12.44**2,594 rev6y ago](https://www.amazon.com/dp/B084W9Y7HN) [**The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz**The Honest Company**$10.01**5,304 rev8y ago](https://www.amazon.com/dp/B079W1JWQT) [**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**$14.79**15,127 rev10y ago](https://www.amazon.com/dp/B0194EGJRK)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz**The Honest Company**$8.10**4.6★**▲ 14%**](https://www.amazon.com/dp/B0BYHN1CV9) [**The Honest Company Head-to-Toe Healing Ointment Multi-Purpose Baby Balm Hypoallergenic Fragrance-Free Vegan 10 oz**The Honest Company**$21.33**4.6★**— 8%**](https://www.amazon.com/dp/B0CSXWJJ8F) [**Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub**Burt's Bees**$7.80**4.7★**— 2%**](https://www.amazon.com/dp/B006YTX0HQ) [**The Honest Company Eczema Soothing Therapy Cream and Skin Protectant Naturally Derived Gentle for Baby Prebiotics Colloidal Oatmeal 7 oz**The Honest Company**$12.44**4.6★**▼ 25%**](https://www.amazon.com/dp/B084W9Y7HN) [**The Honest Company Organic All Purpose Balm Gentle for Baby Soothes and Moisturizes Plant-Based Hypoallergenic 3.4 oz**The Honest Company**$10.01**4.6★**▼ 32%**](https://www.amazon.com/dp/B079W1JWQT)
**~~View all trending →~~**
## **What buyers say about burts bees baby**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Allergies**14%
*“No reaction to it”*
**Moist/Dry**13%
*“Very hydrating”*
**Quality-Overall**13%
*“Great lip-balm”*
**Smell**6%
*“Smells great”*
**Skin Health**5%
*“Saved my babies skin”*
**Soft Feel**4%
*“The texture is smooth”*
**Efficiency**4%
*“Very Effective”*
**Cleansing**2%
*“cleans up any red patches in a couple of days”*
**Sensitivity-Overall**2%
*“It helped my daughter's random eczema break outs”*
**Value For Money**2%
*“Affordable”*
### **What buyers complain about **
**Allergies**26%
*“made the irritation worse”*
**Texture/Consistency-Overall**7%
*“Grainy texture”*
**Smell**7%
*“Feels grainy and smells rancid”*
**Functionality-Overall**5%
*“It didnt work for me”*
**Thickness**5%
*“So thick my daughter can barely squeeze it out of the tube”*
**Value For Money**3%
*“Not worth the price”*
**Size-Overall**3%
*“It's too small”*
**Advertised Vs Actual Product**3%
*“It did not work as advertised”*
**Skin Health**3%
*“Very unfortunate because it made the skin feel softer”*
**Hard Feel**3%
*“Not smooth at all”*
### **Top return reasons **
**Texture/Consistency-Overall**20%
**Functionality-Overall**13%
**Advertised Vs Actual Product**9%
**Smell**5%
**Product Condition**5%
**Size-Overall**5%
**Thickness**4%
**Leak-Proof**4%
**Ingredients-Overall**4%
**Oily/Greasy**3%
## **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.
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