Is kids face lotion profitable to sell on Amazon United States?

The niche generates $225K/yr across 28 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -5.2%. Flapen's verdict: Skip it (49/100).

How competitive is the kids face lotion niche?

15 brands and 594 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in kids face lotion?

Top complaints mined from reviews: Smell, Allergies, Motor Power. The return rate is 0.8%.

When does demand for kids face lotion peak?

Demand peaks in Dec; the busiest month runs 2.1× the quietest.

What does it cost to enter the kids face lotion niche?

Listings span $7.26–$44.11; the average listing price is $18.28 (sweet spot $15–$100). The average incumbent carries 3,446 reviews — the moat a new listing must climb.

kids face lotion

Skip it

Soft demand (-5.2% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Avg price

Great$18.28

avg listing price — sweet spot $15–$100

Price range

Great$7.26–$44.11

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

Conversion

Good6.6%

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

Competition

Okay55%

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

Market size

Okay$225K

$225K/yr · 187K searches

Review moat

Okay3,446.14

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay87%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-5.2%

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

According to Flapen's Amazon United States niche tracking, kids face lotion is a $225K/yr Amazon United States market (187K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Dec. Verdict: Skip it — 49/100.

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

kids face lotion market data

Units sold / yr: 13K–15K; avg 500–750/product
Revenue / yr: $229K–$274K; units × avg price
Conversion rate: 6.6%
Avg BSR: #445
Page quality: 0%
Prime: 100%
Sponsored: 93%
Out of stock: 2.4%
Avg brand age: 71 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 falling

Sellers

594

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

55%

Top 20: 93%

Open market

10%

Evereden35%
Aveeno Baby30%
GOONGBE15%
Mustela4%
CeraVe3%
Bubble Skincare2%
Open — no brand owns it (9 brands, 10%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.2% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 2.1×

Open Trend

Top kids face lotion search terms

kids face lotion33K/yr -5.1%8.1% conv.
kids face cream30K/yr -7.5%5.5% conv.
kids face moisturizer24K/yr -0.3%6.4% conv.
kids moisturizer with spf6K/yr +156.9%5.1% conv.
kids face moisturizer with spf6K/yr +51.9%4.4% conv.
evereden moisturizer9K/yr +10.4%5.6% conv.
face cream for kids11K/yr -25.4%4.3% conv.
evereden face cream6K/yr +39.0%8.7% conv.
face moisturizer for kids8K/yr -22.9%4.7% conv.
kids face lotion with spf4K/yr +44.7%6.6% conv.

All search terms

Top kids face 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

GOONGBE Kids Moisture Face Lotion - Non-Sticky Quick-Absorb Daily Moisturizer for Sensitive Skin 8hr Moisturizing Cream with Cica and Allantoin Barrier-Support Formula Allergen Free 2.7 fl.oz.

GOONGBE$8.864.6★534 rev

Aveeno Kids Daily Moisture Face Cream with Oat Vitamin E & B5 Moisturizing Cream for Kids Sensitive Facial Skin Strengthen Skins Moisture Barrier Ultra-Hydrating Non-Greasy Travel Size 1.5 oz

Aveeno Baby$14.474.8★63 rev

Evereden Kids Mineral Face Cream SPF 20 | Dermatologist-Tested Moisturizer with Vitamin B5 & Zinc Oxide | Fragrance-Free Clean Vegan No Phenoxyethanol | FSA Eligible Yuka 93/100

Evereden$33.754.7★1,776 rev

Aveeno Sensitive Skin Face & Body Gel Cream for Kids with Prebiotic Oat Clinically Proven 24 Hour Hydration for Soft Skin Quick Drying and Lightweight Hypoallergenic 8 oz

Aveeno Baby$7.264.8★1,895 rev

Evereden Kids Face Cream: Cool Peach 1.7 oz. | Face Lotion | Clean and Non-Toxic Face Moisturizer | Skin Care for Kids

Evereden$24.544.6★2,267 rev

Newest

by launch date

Aveeno Kids Daily Moisture Face Cream with Oat Vitamin E & B5 Moisturizing Cream for Kids Sensitive Facial Skin Strengthen Skins Moisture Barrier Ultra-Hydrating Non-Greasy Travel Size 1.5 oz

Aveeno Baby$14.4763 rev

3mo ago

Aveeno Kids Daily Moisture Face Lotion & Mineral Sunscreen with SPF 30 Oat Enriched Face Moisturizer for Kids & Broad-Spectrum Sun Protection for Sensitive Skin Hypoallergenic 1.5 fl. oz

Aveeno Baby$13.8493 rev

7mo ago

Evereden Fragrance-Free Kids Face Cream: 1.7 oz. | Unscented Face Lotion | Clean and Non-Toxic Face Moisturizer | Multi-Vitamin Unscented Skin Care for Kids

Evereden$25.4062 rev

9mo ago

GOONGBE Kids Moisture Face Lotion - Korean Kids Daily Face Moisturizer - 8hr Moisturizing Refreshing Cream Type Lotion with Cica and Allantoin - Allergen Free Scent 2.7 fl.oz. 2 Pack

GOONGBE$15.4529 rev

1y ago

Evereden Kids Multi-Vitamin Body Lotion (6.7 fl.oz. Cool Peach): Gentle & Non-Toxic Moisturizing Kids Lotion | Nourishing & Protective Lotion for Kids

Evereden$20.17386 rev

1y ago

What buyers say about kids face lotion

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

What buyers love

Moist/Dry19%

“Excellent moisturiser”

Quality-Overall11%

“good quality and easy to put on”

Smell8%

“strong fragrance”

Soft Feel8%

“Leaves skin soft”

Suitability Combination Skin5%

“so it works well even if your skin is sensitive”

Value For Money4%

“Good price”

Absorbency3%

“absorbs nicely”

Suitability Dry Skin3%

“Really helps my dry skin”

Allergies3%

“no irritation”

Weight Light3%

“It feels super lightweight on the skin”

What buyers complain about

Smell14%

“Very strong smell”

Allergies12%

“Skin irritation”

Motor Power8%

“Pump does not work”

Thickness5%

“Comes out thick”

Value For Money5%

“Too costly”

Moist/Dry4%

“I noticed my skin was dry”

Functionality-Overall3%

“Pump doesn't work, nothing comes out”

Skin Health3%

“my skin doesn't like this”

Size-Overall2%

“too small”

Sensitivity-Overall2%

“not suitable for sensitive eyes”

Top return reasons

Motor Power20%

Smell13%

Size-Overall7%

Advertised Vs Actual Product7%

Moist/Dry7%

Value For Money6%

Leak-Proof5%

Functionality-Overall4%

Product Condition4%

Ingredients-Overall3%

Common questions

Is kids face lotion profitable to sell on Amazon United States?: The niche generates $225K/yr across 28 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -5.2%. Flapen's verdict: Skip it (49/100).
How competitive is the kids face lotion niche?: 15 brands and 594 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in kids face lotion?: Top complaints mined from reviews: Smell, Allergies, Motor Power. The return rate is 0.8%.
When does demand for kids face lotion peak?: Demand peaks in Dec; the busiest month runs 2.1× the quietest.
What does it cost to enter the kids face lotion niche?: Listings span $7.26–$44.11; the average listing price is $18.28 (sweet spot $15–$100). The average incumbent carries 3,446 reviews — the moat a new listing must climb.