anti itch lotion
Worth a lookShows low returns (0.2%), but a deep review moat (12,330 avg reviews) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great11.9%search→purchase rate — share of searches ending in a sale
Avg price
Good$14.35avg listing price — sweet spot $15–$100
Market size
Good$627K$627K/yr · 368K searches
Price range
Good$6.24–$26.48cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Growth
Okay+0.2%90-day search growth — must beat 0% to launch
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad12,330.14avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, anti itch lotion is a $627K/yr Amazon United States market (368K searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 51/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
anti itch lotion market data
- Units sold / yr
- 50K–60K
- avg 2,000–2,500/product
- Revenue / yr
- $718K–$861K
- units × avg price
- Conversion rate
- 11.9%
- Avg BSR
- #92
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 82%
- Out of stock
- 0.0%
- Avg brand age
- 90 months
- Avg seller age
- 135 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
10 rising
Sellers
104
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
63%
Top 20: 97%
Open market
9%
- CeraVe43%
- Curel28%
- Gold Bond8%
- Sarna5%
- Aveeno4%
- NIVEA3%
- Open — no brand owns it (4 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.2% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 1.8×
Top anti itch lotion search terms
- anti itch lotion90K/yr
- cerave itch relief moisturizing lotion54K/yr
- curel itch defense body lotion34K/yr
- curel itch defense body wash12K/yr
- curel body wash14K/yr
- lotion for itchy skin21K/yr
- anti itch lotion extra strength19K/yr
- itchy skin lotion14K/yr
- cerave anti itch lotion14K/yr
- itch relief lotion14K/yr
Top anti itch 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.
All 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
CeraVe Anti Itch Moisturizing Lotion with Pramoxine Hydrochloride Relieves Itch with Minor Skin Irritations Sunburn Relief Bug Bites 16 Ounces
CeraVe$23.714.8★1,169 rev
Curel Itch Defense Calming Body Lotion Moisturizer for Dry Itchy Skin Body and Hand Lotion with Advanced Ceramide Complex Pro-Vitamin B5 Shea Butter 20 Oz
Curel$10.714.7★10,197 rev
CeraVe Anti Itch Moisturizing Lotion with Pramoxine Hydrochloride Relieves Itch with Minor Skin Irritations Sunburn Relief Bug Bites 8 Ounce
CeraVe$18.424.6★15,475 rev
Gold Bond Medicated Extra Strength Body Lotion Moisturizes Relieves & Soothes 14 oz Lotion
Gold Bond$9.684.6★13,225 rev
Curel Itch Defense Calming Body Lotion Moisturizer for Dry Itchy Skin Body and Hand Lotion with Advanced Ceramide Complex Pro-Vitamin B5 Shea Butter 13 Oz
Curel$9.604.7★10,197 rev
Newest
by launch date
Curel Itch Defense Calming Body Lotion Moisturizer for Dry Itchy Skin Body and Hand Lotion with Advanced Ceramide Complex Pro-Vitamin B5 Shea Butter 13 Oz Pack of 3
Curel$21.3010,197 rev
Sarna Sensitive Anti-Itch Lotion Steroid-Free Fragrance-Free Vegan Hypoallergenic National Eczema Association Accepted 1% Pramoxine Hydrochloride 12 oz
Sarna$13.367,929 rev
CeraVe Anti Itch Moisturizing Lotion with Pramoxine Hydrochloride Relieves Itch with Minor Skin Irritations Sunburn Relief Bug Bites 16 Ounces
CeraVe$23.711,169 rev
CeraVe Moisturizing Cream for Itch Relief Anti Itch Cream with Pramoxine Hydrochloride Relieves Itchy with Minor Skin Irritations Sunburn Relief Bug Bites Fragrance Free 16 Ounces
CeraVe$23.8711,748 rev
Rugby Anti-Itch Lotion - Camphor 0.5% - Menthol 0.5% - Cools and Soothes - 7.5 Fl Oz
RUGBY LABORATORIES$9.87449 rev
Trending
90-day click momentum
Curel Hydra Therapy In Shower Lotion Itch Defense Body Moisturizer with Advanced Ceramide Complex Vitamin E & Oatmeal Extract 12 Oz
Curel$14.594.7★
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$19.234.6★
Sarna Sensitive Steroid-Free Anti-Itch Lotion for Dry Irritated Skin Fragrance free - 7.5 Fl Oz
Sarna$10.194.5★
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$12.884.5★
Curel Itch Defense Calming Daily Cleanser Body Wash Soap-free Formula for Dry Itchy Skin with Hydrating Jojoba and Olive Oil 10 Oz Pack of 3
Curel$26.484.6★
What buyers say about anti itch lotion
What buyers praise and complain about, mined from review topics.What buyers love
“No irritation”
“Good moisturizer”
“Great lotion”
“Works very well”
“Helps Itching”
“Good deal”
“It is fragrance free”
“Goes on smooth”
“Exactly what I wanted”
“Great for Dry Skin”
What buyers complain about
“so itchy”
“Overpowering scent”
“No results”
“Not moisturizing”
“Too pricey”
“Makes itching worse”
“overall just super sensitive skin”
“Too thick”
“The consistency of water”
“BIGGER SIZE”
Top return reasons
Common questions
- Is anti itch lotion profitable to sell on Amazon United States?
- The niche generates $627K/yr across 22 tracked products. 90-day search growth is +0.2%. Flapen's verdict: Worth a look (51/100).
- How competitive is the anti itch lotion niche?
- 10 brands and 104 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in anti itch lotion?
- Top complaints mined from reviews: Allergies, Smell, Functionality-Overall. The return rate is 0.2%.
- When does demand for anti itch lotion peak?
- Demand peaks in Jan–Feb; the busiest month runs 1.8× the quietest.
- What does it cost to enter the anti itch lotion niche?
- Listings span $6.24–$26.48; the average listing price is $14.35 (sweet spot $15–$100). The average incumbent carries 12,330 reviews — the moat a new listing must climb.