Is armpit profitable to sell on Amazon United States?

The niche generates $5.5M/yr across 42 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is +13.8%. Flapen's verdict: Launch it (61/100).

How competitive is the armpit niche?

4 brands and 148 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in armpit?

Top complaints mined from reviews: Smell, Allergies, Functionality-Overall. The return rate is 0.3%.

When does demand for armpit peak?

Demand peaks in May–Jun–Jul; the busiest month runs 29.3× the quietest.

What does it cost to enter the armpit niche?

Listings span $4.14–$27.57; the average listing price is $11.89 (sweet spot $15–$100). The average incumbent carries 7,539 reviews — the moat a new listing must climb.

armpit

Launch it

A $5.5M/yr market growing +13.8% this quarter with returns at 0.3% — clears our launch bar.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Market size

Incredible$5.5M

$5.5M/yr · 2.7M searches

Conversion

Incredible17.5%

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

Competition

Great37%

top-5 click share — an open shelf

Price range

Good$4.14–$27.57

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

Avg price

Okay$11.89

avg listing price — sweet spot $15–$100

Growth

Okay+13.8%

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

Review moat

Bad7,538.95

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, armpit is a $5.5M/yr Amazon United States market (2.7M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in May–Jun–Jul. Verdict: Launch it — 61/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

armpit market data

Units sold / yr: 400K–500K; avg 8,000–10,000/product
Revenue / yr: $4.8M–$5.9M; units × avg price
Conversion rate: 17.5%
Avg BSR: #74
Page quality: 0%
Prime: 100%
Sponsored: 52%
Out of stock: 0.1%
Avg brand age: 75 months
Avg seller age: 134 days

Competition & brand share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

Brands

4 falling

Sellers

148

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

37%

Top 20: 80%

Open market

Secret36%
Mitchum32%
Gillette24%
Dry Idea8%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +13.8% search growth over the last 90 days.

Peak months: May, Jun, Jul · busiest ÷ quietest = 29.3×

Open Trend

Top armpit search terms

mitchum deodorant for women475K/yr +10.5%16.4% conv.
gillette deodorant244K/yr +100.1%16.9% conv.
secret gel deodorant for women248K/yr -20.4%14.6% conv.
mitchum deodorant155K/yr +17.9%11.7% conv.
secret clinical strength deodorant gel141K/yr +7.0%14.9% conv.
secret outlast deodorant for women137K/yr +5.2%16.6% conv.
gillette deodorant men gel285K/yr -43.9%18.4% conv.
mitchum112K/yr +25.6%11.3% conv.
dry idea115K/yr +14.7%11.0% conv.
gel deodorant woman112K/yr -0.1%11.5% conv.

All search terms

Top armpit 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

Mitchum Womens Antiperspirant Deodorant Gel Stick Shower Fresh Scent 48HR Sweat & Odor Protection Triple Odor Defense Alcohol-Free 3.4 oz (Pack of 2)

Mitchum$6.054.6★25,396 rev

Mitchum Ultimate 72HR Odor Protection Womens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Pure Fresh 2 pack

Mitchum$11.204.7★542 rev

Secret Outlast Antiperspirant Deodorant for Women 72hr Sweat & Odor Protection PH Balancing Minerals Pro-Hyaluronic Acid Clear Gel Completely Clean Scent 2.6 oz (Pack of 2)

Secret$11.744.8★3,473 rev

Gillette Antiperspirant and Deodorant for Men 72hr Clinical Strength Sweat & Odor Protection Long Lasting Freshness Anti-White Mark Technology Clear Gel Cool Wave Scent 3.8 oz (Pack of 4)

Gillette$22.804.8★9,386 rev

Dry Idea Gel Deodorant & Antiperspirant for Women - Hypoallergenic for Sensitive Skin 2X Longer Sweat Protection* 72Hr Odor Control Unscented Womens Deodorant 3 oz

Dry Idea$4.994.6★4,252 rev

Newest

by launch date

Gillette Antiperspirant Deodorant for Men SkinShield 72hr Sweat & Odor Protection Fights 99% Odor-Causing Bacteria Soothing Hydration with Vitamin E Clear Gel Freshwater Timber Scent 3.8 oz

Gillette$6.9710,238 rev

5mo ago

Mitchum Ultimate 72HR Odor Protection Womens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Pure Fresh 2 pack

Mitchum$11.20542 rev

7mo ago

Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Clean Control 2 pack

Mitchum$11.48597 rev

7mo ago

Mitchum Ultimate 72HR Odor Protection Womens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Floral Citrus 2 pack

Mitchum$11.33542 rev

7mo ago

Gillette Antiperspirant and Deodorant for Men 72hr Sweat & Odor Protection Long Lasting Freshness Anti-White Mark Technology Clear Gel Cool Wave Scent 3.8 oz (Pack of 3)

Gillette$15.931,120 rev

1y ago

What buyers say about armpit

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

What buyers love

Smell34%

“soft fragrance”

Value For Money10%

“Less expensive”

Quality-Overall8%

“Excellent product”

Efficiency6%

“It works reliably”

Durability5%

“durable”

Moist/Dry5%

“Dries fast”

Advertised Vs Actual Product4%

“As described”

Allergies3%

“No irritation”

Ease Of Use2%

“Easy and quick”

Breathability2%

“Definitely takes care of odor and perspiration”

What buyers complain about

Smell25%

“Not odorless”

Allergies10%

“Skin irritation”

Functionality-Overall8%

“Did not work as described”

Moist/Dry5%

“Doesnt hydrate at all”

Value For Money4%

“Price has doubled”

Advertised Vs Actual Product3%

“Wrong Description”

Leak-Proof3%

“Leaked”

Durability3%

“runs out very quickly”

Adhesion/Stickiness2%

“HORRIBLY STICKY”

Stain Resistance2%

“Stained”

Top return reasons

Smell29%

Advertised Vs Actual Product16%

Functionality-Overall12%

Defective Material/Parts6%

Leak-Proof6%

Value For Money4%

Material Quality4%

Dispensing Mechanism3%

Product Condition3%

Adhesion/Stickiness2%

Common questions

Is armpit profitable to sell on Amazon United States?: The niche generates $5.5M/yr across 42 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is +13.8%. Flapen's verdict: Launch it (61/100).
How competitive is the armpit niche?: 4 brands and 148 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in armpit?: Top complaints mined from reviews: Smell, Allergies, Functionality-Overall. The return rate is 0.3%.
When does demand for armpit peak?: Demand peaks in May–Jun–Jul; the busiest month runs 29.3× the quietest.
What does it cost to enter the armpit niche?: Listings span $4.14–$27.57; the average listing price is $11.89 (sweet spot $15–$100). The average incumbent carries 7,539 reviews — the moat a new listing must climb.

armpit

armpit market data

Competition & brand share

Demand & seasonality

Top armpit search terms

Top armpit products on Amazon

Top sellers

Newest

Trending

What buyers say about armpit

What buyers love

What buyers complain about

Top return reasons

Common questions

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