Is cetaphil baby lotion profitable to sell on Amazon United States?

The niche generates $305K/yr across 22 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +5.6%. Flapen's verdict: Skip it (43/100).

How competitive is the cetaphil baby lotion niche?

8 brands and 72 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 96% of demand.

What do buyers complain about in cetaphil baby lotion?

Top complaints mined from reviews: Smell, Allergies, Size-Overall. The return rate is 0.7%.

What does it cost to enter the cetaphil baby lotion niche?

Listings span $5.37–$26.00; the average listing price is $14.05 (sweet spot $15–$100). The average incumbent carries 9,711 reviews — the moat a new listing must climb.

cetaphil baby lotion

Skip it

Brand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Avg price

Good$14.05

avg listing price — sweet spot $15–$100

Conversion

Good5.7%

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

Price range

Good$5.37–$26.00

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

Market size

Good$305K

$305K/yr · 380K searches

Growth

Okay+5.6%

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

Competition

Okay66%

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

Review moat

Bad9,710.68

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Brand share

Bad96%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, cetaphil baby lotion is a $305K/yr Amazon United States market (380K searches/yr). The top 5 brands hold 96% of demand. Verdict: Skip it — 43/100.

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

cetaphil baby lotion market data

Units sold / yr: 25K–30K; avg 1,250–1,500/product
Revenue / yr: $351K–$422K; units × avg price
Conversion rate: 5.7%
Avg BSR: #91
Page quality: 0%
Prime: 100%
Sponsored: 68%
Out of stock: 3.9%
Avg brand age: 53 months
Avg seller age: 138 days

Competition & brand share

The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.

Brands

8 flat

Sellers

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

66%

Top 20: 98%

Open market

Johnson's Baby41%
Cetaphil40%
Aveeno Baby12%
Johnson's2%
The Honest Company2%
YDF1%
Open — no brand owns it (2 brands, 2%)

Demand

Weekly Amazon search volume, last 48 weeks — +5.6% search growth over the last 90 days.

Open Trend

Top cetaphil baby lotion search terms

cetaphil baby lotion108K/yr -0.3%10.7% conv.
johnson baby set36K/yr +87.8%4.1% conv.
baby soap and lotion24K/yr +19.5%3.1% conv.
baby lotion set30K/yr +1.8%1.9% conv.
baby wash and lotion24K/yr +2.2%3.1% conv.
baby shampoo and lotion15K/yr -5.7%4.3% conv.
johnson and johnson baby wash gift set44K/yr -55.9%3.8% conv.
baby wash and lotion set14K/yr +1.3%3.0% conv.
baby soap and lotion set14K/yr +1.5%3.1% conv.
johnsons baby set10K/yr -11.3%3.1% conv.

All search terms

Top cetaphil baby lotion 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 22 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Cetaphil Baby Daily Lotion with Organic Calendula 13.5 fl oz Vitamin E Sweet Almond & Sunflower Oils Mineral Oil Free Paraben Free Dermatologist Tested Clinically Proven for Sensitive Skin

Cetaphil$9.054.6★3,969 rev

Cetaphil Baby Wash & Shampoo Plus Body Lotion Healthy Skin Essentials Head to Toe Hydration for up to 24 Hours for Delicate Sensitive Skin 2-Pack White

Cetaphil$13.634.8★6,289 rev

Johnsons Baby Sleepy Time Gift Set with Calming Bedtime Bath Bedtime Lotion & Calming Shampoo Baby Bedtime Essentials with Relaxing NaturalCalm Aromas Hypoallergenic 3 Items

Johnson's Baby$12.554.8★13,896 rev

Johnsons Baby First Touch Baby Essentials Gift Set with Body Wash & Shampoo Body Lotion & Zinc Oxide Diaper Rash Paste for Babys Delicate Skin Hypoallergenic No Added Parabens or Dyes 3 Items

Johnson's Baby$13.324.8★1,483 rev

Johnsons Baby Care Essentials Gift Set Body Lotion & Zinc Oxide Diaper Rash Paste for Babys Delicate Skin Value Pack Travel-Size Bath Essentials Must Haves Baby Gifts 3 Items

Johnson's Baby$8.274.6★4,713 rev

Newest

by launch date

Johnsons Baby Gentle Care Kit Baby Skin Care 4 Items Includes Desitin Maximum Strength Paste Infants Tylenol Fever Reducer Johnsons Baby Head-to-Toe Baby Wash Zarbees Soothing Saline Mist

Johnson's$19.6863 rev

6mo ago

The Honest Company 2-in-1 Cleansing Shampoo and Body Wash Face Lotion Bundle Disney Design Gentle for Baby Dermatologist Tested Sensitive Fragrance-Free 18.5 fl oz

The Honest Company$19.209,574 rev

10mo ago

Johnsons Baby Here Comes Baby Gift Set Baby Essentials for New Parents with Moisturizing Lotion Bedtime Bath Body Wash & Shampoo Hand & Face Wipes & Diaper Rash Cream 5 Items

Johnson's Baby$24.21788 rev

1y ago

Pipette Vanilla + Ylang Ylang Wash and Lotion Duo Pack of 2 Clean Includes Baby Body Wash and Lotion for Newborns and Kids Tear-Free Bath Time Baby Bath and Newborn Essentials Non-toxic

Pipette$26.00337 rev

1y ago

Cetaphil Baby Healing Ointment Diaper Rash Ointment Soothes and Protects Babys Irritated Skin Skin Protectant For Dry Skin 12oz

Cetaphil$11.16691 rev

3y ago

What buyers say about cetaphil baby lotion

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

What buyers love

Smell24%

“fragrance free”

Quality-Overall13%

“Good variety included”

Soft Feel10%

“Soft skin”

Gifting Purpose8%

“Baby shower gift”

Moist/Dry7%

“Gentle and moisturizing”

Value For Money5%

“Great value”

Allergies4%

“No allergies”

Size-Overall3%

“Big size with a reasonable price”

Sensitivity-Overall2%

“Skin friendly to sensitive skin”

Suitability Combination Skin2%

“It works for my toddlers sensitive skin”

What buyers complain about

Smell29%

“Horrible smell”

Allergies10%

“seemed to irritate it”

Size-Overall7%

“It was a small package”

Moist/Dry6%

“it was extremely dry”

Adhesion/Stickiness3%

“IT IS STICKY”

Dilute/Watery3%

“consistency is a little watery”

Value For Money3%

“Not really worth the cost”

Leak-Proof2%

“Bottle was leaking”

Advertised Vs Actual Product2%

“Not what the picture is”

Thickness2%

“so it makes my skin feel dry after I put it on they should stick to the original brand the lotion is thicker”

Top return reasons

Smell23%

Leak-Proof19%

Size-Overall17%

Advertised Vs Actual Product8%

Value For Money6%

Motor Power3%

Functionality-Overall3%

Moist/Dry2%

Ingredients-Overall2%

Product Condition2%

Common questions

Is cetaphil baby lotion profitable to sell on Amazon United States?: The niche generates $305K/yr across 22 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +5.6%. Flapen's verdict: Skip it (43/100).
How competitive is the cetaphil baby lotion niche?: 8 brands and 72 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 96% of demand.
What do buyers complain about in cetaphil baby lotion?: Top complaints mined from reviews: Smell, Allergies, Size-Overall. The return rate is 0.7%.
What does it cost to enter the cetaphil baby lotion niche?: Listings span $5.37–$26.00; the average listing price is $14.05 (sweet spot $15–$100). The average incumbent carries 9,711 reviews — the moat a new listing must climb.