Is johnsons baby powder original profitable to sell on Amazon United States?

The niche generates $37K/yr across 16 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -2.1%. Flapen's verdict: Skip it (44/100).

How competitive is the johnsons baby powder original niche?

11 brands and 663 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 89% of demand.

What do buyers complain about in johnsons baby powder original?

Top complaints mined from reviews: Size-Overall, Smell, Value For Money. The return rate is 0.3%.

When does demand for johnsons baby powder original peak?

Demand peaks in Sep; the busiest month runs 1.7× the quietest.

What does it cost to enter the johnsons baby powder original niche?

Listings span $2.03–$28.28; the average listing price is $14.23 (sweet spot $15–$100). The average incumbent carries 7,001 reviews — the moat a new listing must climb.

johnsons baby powder original

Skip it

A small market ($37K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Conversion

Good6.4%

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

Avg price

Good$14.23

avg listing price — sweet spot $15–$100

Price range

Good$2.03–$28.28

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

Competition

Okay68%

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

Brand share

Okay89%

top-5 brand share — brands hold most of the demand

Growth

Bad-2.1%

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

Review moat

Bad7,000.81

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$37K

$37K/yr · 41K searches

According to Flapen's Amazon United States niche tracking, johnsons baby powder original is a $37K/yr Amazon United States market (41K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Sep. Verdict: Skip it — 44/100.

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

johnsons baby powder original market data

Units sold / yr: 3K–4K; avg 100–250/product
Revenue / yr: $43K–$57K; units × avg price
Conversion rate: 6.4%
Avg BSR: #82
Page quality: 0%
Prime: 94%
Sponsored: 50%
Out of stock: 3.6%
Avg brand age: 94 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 rising

Sellers

663

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

68%

Top 20: 100%

Open market

11%

Johnson's Baby52%
Johnson & Johnson19%
Chicco8%
mGanna3%
FOUNTINA3%
365 by Whole Foods Market3%
Open — no brand owns it (5 brands, 11%)

Demand & seasonality

Weekly Amazon search volume, last 97 weeks — -2.1% search growth over the last 90 days.

Peak months: Sep · busiest ÷ quietest = 1.7×

Open Trend

Top johnsons baby powder original search terms

johnsons baby powder original17K/yr -16.0%7.8% conv.
johnson baby powder original10K/yr -5.3%7.1% conv.
baby powder with talc5K/yr +33.5%4.5% conv.
baby powder talc4K/yr +5.4%5.4% conv.
johnson baby powder original talc5K/yr +24.7%2.7% conv.

All search terms

Top johnsons baby powder original 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

Johnsons Baby Powder with Naturally Derived Cornstarch Aloe & Vitamin E for Delicate Skin Hypoallergenic Free of Parabens Phthalates & Dyes for Gentle Baby Skin Care 15 oz

Johnson's Baby$4.994.8★32,046 rev

Johnsons & Johnsons Baby Powder 400g (Pack of 2)

Johnson & Johnson$28.284.1★2,897 rev

Johnsons Baby Powder Hypoallergenic and Paraben Free 1.5 oz

Johnson's Baby$18.631.8★35 rev

Chicco Baby Moments Talcum Powder 150g

Chicco$9.434.1★1,859 rev

Johnsons Baby Cornstarch Baby Powder with Aloe and Vitamin E for Delicate Skin Hypoallergenic No Addded Parabens and Dyes for Gentle Baby Skin Care Baby Essentials 1.5 oz

Johnson's Baby$2.034.6★19,409 rev

Newest

by launch date

Fountina John&Sons Natural Plant Based Baby Powder No Parabens Dyes Sulphates Phthalates 100 gm

FOUNTINA$15.048 rev

10mo ago

Metrey John-sons Baby Powder Blossoms Talc-Free 100g Pack of 4

Metrey Herbotech$26.5212 rev

11mo ago

365 by Whole Foods Market Baby Powder 15 Ounce

365 by Whole Foods Market$5.47391 rev

3y ago

mGanna 100% Natural Talc Powder for Facial Make-up Absorption Lubrication and Multi-Purpose 0.5 LBS / 227 GMS

mGanna$7.45378 rev

3y ago

Johnsons & Johnsons Baby Powder 400g (Pack of 2)

Johnson & Johnson$28.282,897 rev

8y ago

What buyers say about johnsons baby powder original

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

What buyers love

Smell26%

“Clean scent”

Quality-Overall17%

“It's well made”

Advertised Vs Actual Product8%

“As advertised”

Value For Money6%

“affordable”

Size-Overall6%

“Perfect fit”

Soft Feel5%

“Feels smooth on my skin”

Moist/Dry5%

“absorbs moisture well”

Efficiency2%

“Works well to help remove sand from feet and legs”

Ingredients-Overall2%

“Great alternative to original Johnson's baby powder”

Allergies1%

“No skin irritation”

What buyers complain about

Size-Overall35%

“Smaller than expected”

Smell14%

“weird smell”

Value For Money10%

“Too expensive”

Advertised Vs Actual Product6%

“The entire item is misleading”

Texture/Consistency-Overall3%

“It has the texture of gritty fine sand”

Allergies3%

“Allergic reactions”

Ease Of Use2%

“It took me several minutes to remove it”

Leak-Proof2%

“Leaked a little”

Moist/Dry2%

“Instead of keeping my skin dry & smooth, this powder felt chalky at first and then became sticky and gummy with any moisture”

Hard Feel2%

“It was gritty feeling”

Top return reasons

Size-Overall32%

Smell29%

Advertised Vs Actual Product14%

Value For Money5%

Functionality-Overall4%

Leak-Proof3%