Is colloidal oatmeal lotion profitable to sell on Amazon United States?

The niche generates $2.0M/yr across 16 tracked products. 90-day search growth is -12.2%. Flapen's verdict: Skip it (47/100).

How competitive is the colloidal oatmeal lotion niche?

3 brands and 77 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in colloidal oatmeal lotion?

Top complaints mined from reviews: Allergies, Moist/Dry, Smell. The return rate is 0.4%.

When does demand for colloidal oatmeal lotion peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the colloidal oatmeal lotion niche?

Listings span $3.81–$19.22; the average listing price is $12.00 (sweet spot $15–$100). The average incumbent carries 15,440 reviews — the moat a new listing must climb.

colloidal oatmeal lotion

Skip it

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

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Incredible15.2%

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

Market size

Incredible$2.0M

$2.0M/yr · 1.1M searches

Avg price

Good$12.00

avg listing price — sweet spot $15–$100

Price range

Okay$3.81–$19.22

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

Competition

Okay69%

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

Growth

Bad-12.2%

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

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Review moat

Bad15,439.56

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, colloidal oatmeal lotion is a $2.0M/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

colloidal oatmeal lotion market data

Units sold / yr: 150K–200K; avg 8,000–10,000/product
Revenue / yr: $1.8M–$2.4M; units × avg price
Conversion rate: 15.2%
Avg BSR: #65
Page quality: 0%
Prime: 100%
Sponsored: 81%
Out of stock: 0.0%
Avg brand age: 75 months
Avg seller age: 126 days

Competition & brand share

The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.

Brands

3 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

Aveeno63%
Aveeno Baby23%
Gold Bond14%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top colloidal oatmeal lotion search terms

aveeno eczema therapy672K/yr -12.2%15.4% conv.
aveeno eczema73K/yr -10.4%10.8% conv.
gold bond eczema relief lotion65K/yr -27.6%20.2% conv.
colloidal oatmeal lotion50K/yr -9.3%3.8% conv.
aveeno eczema lotion34K/yr +3.9%11.2% conv.
colloidal oatmeal cream33K/yr -8.1%3.3% conv.
gold bond eczema22K/yr -11.8%15.7% conv.
aveeno eczema therapy cream15K/yr +67.3%11.2% conv.
aveeno eczema cream26K/yr -36.4%13.1% conv.
aveeno eczema therapy daily moisturizing cream11K/yr +56.0%13.4% conv.

All search terms

Top colloidal oatmeal 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Aveeno Eczema Therapy Daily Moisturizing Body Cream for Sensitive Skin Soothing Eczema Cream for Itchy & Dry Skin Relief Colloidal Oatmeal & Ceramide Steroid- & Fragrance-Free 7.3 Oz

Aveeno$12.084.7★11,056 rev

Aveeno Eczema Therapy Nighttime Itch Relief Body Balm Colloidal Oatmeal Cream for Itchy Skin Relief Moisturizing Balm for Sensitive Eczema-Prone Skin Steroid- & Fragrance-Free 11 Oz

Aveeno$19.224.6★13,670 rev

Aveeno Eczema Therapy Daily Moisturizing Body Cream for Sensitive Skin Soothing Eczema Cream for Dry & Itchy Skin Relief Colloidal Oatmeal & Ceramide Steroid- & Fragrance-Free 12 Oz

Aveeno$18.094.7★13,909 rev

Aveeno Baby Eczema Therapy Nighttime Body Balm Moisturizing Eczema Balm for Babies with Colloidal Oat & Ceramide Soothes Dry Itchy Skin Hypoallergenic Fragrance & Steroid Free 11 oz

Aveeno Baby$18.014.7★27,922 rev

Aveeno Baby Eczema Therapy Moisturizing Cream for Dry Itchy Skin Natural Colloidal Oat & Vitamin B5 Hypoallergenic & ph-Balanced No Added Steroids Phthalates Parabens or Fragrance 7.3 oz

Aveeno Baby$12.174.8★22,473 rev

Newest

by launch date

Aveeno Eczema Therapy Rescue Relief Treatment Gel Cream Daily 2% Colloidal Oatmeal Skin Protectant Formula Instantly Soothes & Cools Itchy Dry Skin Flare-Ups Steroid & Fragrance Free 5.0 oz

Aveeno$12.883,618 rev

3y ago

Aveeno Baby Eczema Therapy Nighttime Body Balm Moisturizing Eczema Balm for Babies with Colloidal Oat & Ceramide Soothes Dry Itchy Skin Hypoallergenic Fragrance & Steroid Free 11 oz

Aveeno Baby$18.0127,922 rev

5y ago

Aveeno Baby Cleansing Therapy Moisturizing Baby Body Wash with Natural Oatmeal & ProVitamin B5 Gentle Tear-Free Baby Bath Wash for Sensitive & Eczema-Prone Skin Hypoallergenic 8 oz

Aveeno Baby$6.774,037 rev

5y ago

Aveeno Eczema Therapy Nighttime Itch Relief Body Balm Colloidal Oatmeal Cream for Itchy Skin Relief Moisturizing Balm for Sensitive Eczema-Prone Skin Steroid- & Fragrance-Free 11 Oz

Aveeno$19.2213,670 rev

10y ago

Aveeno Baby Eczema Therapy Moisturizing Cream Natural Colloidal Oatmeal & Vitamin B5 Baby Cream for Dry Itchy Irritated Skin Due to Eczema Paraben- & Steroid-Free 12 fl. oz

Aveeno Baby$17.0422,473 rev

10y ago

What buyers say about colloidal oatmeal lotion

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

What buyers love

Moist/Dry16%

“Good moisturizer”

Allergies15%

“No more itching”

Quality-Overall10%

“Better than other products”

Soft Feel7%

“Nice and creamy”

Efficiency6%

“It's effective”

Value For Money5%

“Good for price”

Smell4%

“the scent is light”

Sensitivity-Overall3%

“Sting-free for the little ones sensitive skin”

Suitability Dry Skin3%

“This body moisturizer is good for dry skin”

Skin Health2%

“Helps my eczema”

What buyers complain about

Allergies27%

“Allergic reaction”

Moist/Dry5%

“not as moisturizing as advertised”

Smell4%

“The smell is awful”

Functionality-Overall4%

“Didn't work for me”

Thickness4%

“Too thick”

Adhesion/Stickiness3%

“The only problem I have is the stickiness”

Sensitivity-Overall3%

“Burns”

Skin Health3%

“Made skin worse”

Size-Overall2%

“much larger than expected”

Value For Money2%

“It is expensive”

Top return reasons

Functionality-Overall11%

Value For Money10%

Leak-Proof9%

Advertised Vs Actual Product8%

Motor Power7%

Size-Overall6%

Smell6%

Texture/Consistency-Overall3%