Is eczema balm profitable to sell on Amazon United States?

The niche generates $1.7M/yr across 14 tracked products. 90-day search growth is -10.2%. Flapen's verdict: Skip it (45/100).

How competitive is the eczema balm niche?

2 brands and 74 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in eczema balm?

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

When does demand for eczema balm peak?

Demand peaks in Jan; the busiest month runs 2.4× the quietest.

What does it cost to enter the eczema balm niche?

Listings span $3.81–$19.22; the average listing price is $11.71 (sweet spot $15–$100). The average incumbent carries 15,403 reviews — the moat a new listing must climb.

eczema balm

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

Incredible14.7%

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

Market size

Great$1.7M

$1.7M/yr · 978K searches

Avg price

Okay$11.71

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

Growth

Bad-10.2%

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

Review moat

Bad15,402.71

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Competition

Bad79%

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, eczema balm is a $1.7M/yr Amazon United States market (978K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan. Verdict: Skip it — 45/100.

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

eczema balm market data

Units sold / yr: 150K–200K; avg 8,000–10,000/product
Revenue / yr: $1.8M–$2.3M; units × avg price
Conversion rate: 14.7%
Avg BSR: #45
Page quality: 0%
Prime: 100%
Sponsored: 71%
Out of stock: 0.0%
Avg brand age: 71 months
Avg seller age: 127 days

Competition & brand share

The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

79%

Top 20: 100%

Open market

Aveeno73%
Aveeno Baby27%

Demand & seasonality

Weekly Amazon search volume, last 92 weeks — -10.2% search growth over the last 90 days.

Peak months: Jan · busiest ÷ quietest = 2.4×

Open Trend

Top eczema balm search terms

aveeno eczema therapy672K/yr -12.2%15.4% conv.
aveeno eczema73K/yr -10.4%11.0% conv.
aveeno eczema lotion34K/yr +3.9%11.1% conv.
colloidal oatmeal cream33K/yr -8.1%2.1% conv.
aveeno eczema therapy cream15K/yr +67.3%11.2% conv.
aveeno eczema cream26K/yr -36.4%13.3% conv.
aveeno anti itch cream19K/yr +11.2%9.6% conv.
aveeno eczema therapy daily moisturizing cream11K/yr +56.0%13.4% conv.
aveeno eczema therapy lotion13K/yr +0.1%13.0% conv.
aveeno lotion eczema15K/yr -25.4%11.8% conv.

All search terms

Top eczema balm 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 14 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 Maximum Strength 1% Hydrocortisone Anti-Itch Cream Triple Oat Aloe & Vitamin E For Itch Relief From Eczema Psoriasis Insect Bites Poison Ivy Oak & Sumac & Detergents 1 oz

Aveeno$5.90981 rev

7y 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

What buyers say about eczema balm

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

What buyers love

Moist/Dry17%

“Good moisturizer”

Allergies15%

“Helps with the irritation that had developed”

Quality-Overall9%

“Reliable product”

Soft Feel7%

“Nice and creamy”

Efficiency5%

“Works pretty quickly”

Value For Money5%

“Good for price”

Smell4%

“the scent is light”

Suitability Dry Skin3%

“This body moisturizer is good for dry skin”

Suitability Combination Skin2%

“PERFECT FOR MY SKIN”

Sensitivity-Overall2%

“Sting-free for the little ones sensitive skin”

What buyers complain about

Allergies28%

“Allergic reaction”

Smell5%

“The smell is awful”

Moist/Dry4%

“My feet are very dry”

Adhesion/Stickiness4%

“The only problem I have is the stickiness”

Functionality-Overall3%

“No results”

Sensitivity-Overall3%

“Burns”

Thickness3%

“I think I would like if it were a little bit thicker. I think the tub might be thicker”

Skin Health3%

“Made skin worse”

Size-Overall2%

“much larger than expected”

Value For Money2%

“It is expensive”

Top return reasons

Functionality-Overall11%

Value For Money11%

Leak-Proof9%

Advertised Vs Actual Product8%

Motor Power7%

Size-Overall6%

Smell6%

Texture/Consistency-Overall3%

Adhesion/Stickiness3%

Moist/Dry3%

Common questions

Is eczema balm profitable to sell on Amazon United States?: The niche generates $1.7M/yr across 14 tracked products. 90-day search growth is -10.2%. Flapen's verdict: Skip it (45/100).
How competitive is the eczema balm niche?: 2 brands and 74 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in eczema balm?: Top complaints mined from reviews: Allergies, Smell, Moist/Dry. The return rate is 0.4%.
When does demand for eczema balm peak?: Demand peaks in Jan; the busiest month runs 2.4× the quietest.
What does it cost to enter the eczema balm niche?: Listings span $3.81–$19.22; the average listing price is $11.71 (sweet spot $15–$100). The average incumbent carries 15,403 reviews — the moat a new listing must climb.