Is mustela face cream baby profitable to sell on Amazon United States?

The niche generates $224K/yr across 18 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -10.5%. Flapen's verdict: Skip it (46/100).

How competitive is the mustela face cream baby niche?

9 brands and 31 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in mustela face cream baby?

Top complaints mined from reviews: Allergies, Smell, Moist/Dry. The return rate is 0.9%.

When does demand for mustela face cream baby peak?

Demand peaks in Jan–Feb–Mar–Apr–May; the busiest month runs 6.5× the quietest.

What does it cost to enter the mustela face cream baby niche?

Listings span $8.47–$40.92; the average listing price is $15.42 (sweet spot $15–$100). The average incumbent carries 4,622 reviews — the moat a new listing must climb.

mustela face cream baby

Skip it

Soft demand (-10.5% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Price range

Great$8.47–$40.92

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

Avg price

Great$15.42

avg listing price — sweet spot $15–$100

Conversion

Good6.9%

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

Market size

Okay$224K

$224K/yr · 210K searches

Competition

Okay61%

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

Review moat

Bad4,621.94

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Brand share

Bad92%

top-5 brand share — brand-locked demand

Growth

Bad-10.5%

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

According to Flapen's Amazon United States niche tracking, mustela face cream baby is a $224K/yr Amazon United States market (210K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jan–Feb–Mar–Apr–May. Verdict: Skip it — 46/100.

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

mustela face cream baby market data

Units sold / yr: 15K–20K; avg 750–1,000/product
Revenue / yr: $231K–$308K; units × avg price
Conversion rate: 6.9%
Avg BSR: #113
Page quality: 0%
Prime: 94%
Sponsored: 78%
Out of stock: 0.0%
Avg brand age: 75 months
Avg seller age: 140 days

Competition & brand share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 flat

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

61%

Top 20: 100%

Open market

Mustela65%
Aveeno Baby10%
CeraVe7%
Earth Mama6%
Weleda3%
Evereden3%
Open — no brand owns it (3 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 97 weeks — -10.5% search growth over the last 90 days.

Peak months: Jan, Feb, Mar, Apr, May · busiest ÷ quietest = 6.5×

Open Trend

Top mustela face cream baby search terms

baby face cream69K/yr -16.0%5.1% conv.
baby face lotion32K/yr -11.9%5.8% conv.
mustela travel size18K/yr +60.1%2.6% conv.
mustela face cream baby20K/yr -9.4%16.0% conv.
mustela travel size baby kit14K/yr -25.3%2.8% conv.
baby face moisturizer11K/yr -20.4%5.7% conv.
mustela face cream10K/yr -25.0%12.1% conv.
mustela baby face cream8K/yr -18.3%13.1% conv.
toddler face cream7K/yr -11.1%4.8% conv.
mustela travel4K/yr +19.1%3.5% conv.

All search terms

Top mustela face cream baby 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 18 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Mustela Hydra Bebe Face Cream Daily Facial Moisturizer for Babys Delicate Skin - Made with Natural Avocado Perseose Jojoba Oil and Shea Butter - 1.35 fl. oz.

Mustela$13.624.6★5,219 rev

Aveeno Baby Daily Moisture Face Cream Oat Enriched Moisturizing Cream for Babies Sensitive Facial Skin Strengthens Skins Moisture Barrier Ultra-Hydrating Non-Greasy Fragrance-Free 1.5 oz

Aveeno Baby$14.554.6★58 rev

Mustela Baby Soothing Moisturizing Cream - Face Moisturizer for Very Sensitive Skin - with Natural Avocado & Schizandra Berry - Fragrance-Free - 1.35 fl. oz.

Mustela$13.884.6★3,231 rev

Mustela Stelatopia Eczema-Prone Skin Emollient Baby Face Cream - Face Moisturizer with Natural Avocado & Sunflower Oil - Fragrance-Free - 1.35 fl. oz.

Mustela$15.474.6★3,265 rev

CeraVe Baby Cream Gentle Moisturizing Cream with Ceramides Fragrance Paraben Dye & Phthalates Free Rich & Non-Greasy Feel Gentle Baby Skin Care 5 Ounce

CeraVe$8.474.8★10,925 rev

Newest

by launch date

Aveeno Baby Daily Moisture Face Cream Oat Enriched Moisturizing Cream for Babies Sensitive Facial Skin Strengthens Skins Moisture Barrier Ultra-Hydrating Non-Greasy Fragrance-Free 1.5 oz

Aveeno Baby$14.5558 rev

3mo ago

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

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$8.86534 rev

1y ago

Mustela Travel Skinscare Set - Baby Skin Care & Bath Time Set - TSA-Approved - Natural & Plant-Based - Natural Avocado - 3 Items Set - Refillable & Reusable 1.69 Fl. Oz. Bottles

Mustela$12.43270 rev

2y ago

The Honest Company Babes Mini Must Haves Gift Set Travel Size Hypoallergenic Lavender Bathtime Essentials Shampoo Body Wash (2 fl oz) Face Lotion (1 Bubble Bath

The Honest Company$11.401,155 rev

3y ago

What buyers say about mustela face cream baby

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

What buyers love

Moist/Dry15%

“Great moisturizer”

Quality-Overall12%

“good quality and easy to put on”

Smell12%

“light scent”

Allergies10%

“Doesn't cause irritation”

Soft Feel9%

“Leaves skin soft”

Absorbency4%

“absorbs nicely”

Suitability Combination Skin2%

“Good for baby skin”

Skin Health2%

“it works well on her sensitive skin”

Value For Money2%

“worth the price”

Weight Light2%

“It has a lightweight”

What buyers complain about

Allergies29%

“Caused allergic reaction”

Smell8%

“AWFUL Smell”

Moist/Dry6%

“Didn't moisturize as much as I hoped”

Value For Money4%

“A little pricey”

Size-Overall4%

“I was getting a much larger container”

Skin Health3%

“That cream turned my baby skin from this to completely burnt this is insane”

Functionality-Overall2%

“didn't work for me”

Thickness2%

“Comes out thick”

Product Condition2%

“Brand new out of the package”

Advertised Vs Actual Product1%

“It did not work as advertised”

Top return reasons

Size-Overall17%

Smell17%

Functionality-Overall13%

Advertised Vs Actual Product7%

Product Condition7%

Value For Money6%

Moist/Dry5%

Leak-Proof4%

Defective Material/Parts3%

Motor Power3%

Common questions

Is mustela face cream baby profitable to sell on Amazon United States?: The niche generates $224K/yr across 18 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -10.5%. Flapen's verdict: Skip it (46/100).
How competitive is the mustela face cream baby niche?: 9 brands and 31 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 92% of demand.
What do buyers complain about in mustela face cream baby?: Top complaints mined from reviews: Allergies, Smell, Moist/Dry. The return rate is 0.9%.
When does demand for mustela face cream baby peak?: Demand peaks in Jan–Feb–Mar–Apr–May; the busiest month runs 6.5× the quietest.
What does it cost to enter the mustela face cream baby niche?: Listings span $8.47–$40.92; the average listing price is $15.42 (sweet spot $15–$100). The average incumbent carries 4,622 reviews — the moat a new listing must climb.