bar soap
Worth a lookShows a $18.9M/yr market, but strong incumbent ratings (4.8★) keeps it on the watch list.
Market size
Incredible$18.9M$18.9M/yr · 12.6M searches
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible13.4%search→purchase rate — share of searches ending in a sale
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Avg price
Okay$11.15avg listing price — sweet spot $15–$100
Price range
Okay$3.54–$22.71cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+7.3%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
Review moat
Bad17,990.56avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.8★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, bar soap is a $18.9M/yr Amazon United States market (12.6M searches/yr). The top 5 brands hold 93% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
bar soap market data
- Units sold / yr
- 1.0M–1.0M
- avg 40,000–50,000/product
- Revenue / yr
- $11.2M–$11.2M
- units × avg price
- Conversion rate
- 13.4%
- Avg BSR
- #28
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 84%
- Out of stock
- 0.0%
- Avg brand age
- 73 months
- Avg seller age
- 122 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
159
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
58%
Top 20: 93%
Open market
5%
- Dove79%
- DOVE MEN + CARE5%
- Irish Spring4%
- Ivory2%
- Olay2%
- Old Spice2%
- Open — no brand owns it (3 brands, 5%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +7.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top bar soap search terms
- bar soap2.7M/yr
- dove soap bar2.7M/yr
- dove soap1.7M/yr
- soap bar1.5M/yr
- dove bar soap855K/yr
- mens soap540K/yr
- mens bar soap413K/yr
- bar soap for men271K/yr
- bath soaps186K/yr
- natural soap210K/yr
Top bar soap 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Dove Beauty Bar Soap Original 8 Count for Soft Smooth Skin with 1/4 Moisturizing Cream 3.75 oz
Dove$11.884.9★11,630 rev
Dove Beauty Bar Soap Sensitive 8 Bars for Sensitive Skin Fragrance Free and Hypoallergenic 3.75 oz
Dove$11.824.8★60,436 rev
Dove Shea Butter Beauty Bar Soap 8 Count Nourishing Cleanser 3.75 oz I Moisturizing beauty bar with moisturizing cream and shea butter for soft radiant skin
Dove$11.644.8★30,607 rev
Dove Cool Moisture Beauty Bar Soap 8 Count Refreshing Cleanser 3.75 oz I Moisturizing beauty bar with cucumber and green tea scent for refreshed soft skin
Dove$12.104.8★6,659 rev
Dove Gentle Exfoliating Beauty Bar Soap 8 Count Renewing Cleanser 3.75 oz I Beauty bar with gentle exfoliants and moisturizing cream to renew skin and reveal softer smoother skin
Dove$11.764.8★2,543 rev
Newest
by launch date
Ivory Gentle Bar Soap Designed for Whole Family 99.44% Pure Formula Plant-Based Cleanser Made Without Heavy Perfumes Parabens & Phthalates for All Skin Types Original Scent 3.17 oz (12 Count)
Ivory$8.3018,363 rev
Old Spice Bar Soap for Men Refreshing Clean to Wash Away Dirt & Odor Cleansing Formula Long-Lasting & Confidence-Boosting Fragrance Swagger with Lime + Cedarwood Scent 3.17 oz (Pack of 4)
Old Spice$5.441,685 rev
Dove Hydrating Beauty Bar Soap 6 Count Glacial Water & Avocado Oil 3.75 oz I Hydrating beauty bar with glacial water and avocado oil for refreshed soft and healthy-looking skin
Dove$10.272,512 rev
Dove Pink Rosa Beauty Bar Soap 8 Count Moisturizing Cleanser 3.75 oz I Moisturizing beauty bar for soft smooth skin with a delicate floral scent
Dove$11.8231,912 rev
Dove Beauty Bar Gentle Cleanser Anti-Stress Cream Bar Moisturizes To Calm Skin Gentle Bar Soap Cleanser Made With 1/4 Moisturizing Cream 6 pack
Dove$10.801,158 rev
Trending
90-day click momentumIvory Gentle Bar Soap Designed for Whole Family 99.44% Pure Formula Plant-Based Cleanser Made Without Heavy Perfumes Parabens & Phthalates for All Skin Types Original Scent 3.17 oz (12 Count)
Ivory$8.304.8★
Dove Skin Care Beauty Bar For Softer Skin Cucumber and Green Tea More Moisturizing Than Bar Soap 3.75 oz 14 Bars
Dove$16.434.8★
Dove Beauty Bar Soap Cool Moisture Cucumber & Green Tea Scent 6 Bars for Refreshed Skin Leaves Skin Refreshed 3.75 oz
Dove$8.694.8★
Old Spice Bar Soap for Men Refreshing Clean to Wash Away Dirt & Odor Cleansing Formula Long-Lasting & Confidence-Boosting Fragrance Swagger with Lime + Cedarwood Scent 3.17 oz (Pack of 4)
Old Spice$5.444.5★
DOVE MEN + CARE Body and Face Bar To Clean and Hydrate Skin Body and Facial Cleanser More Moisturizing Than Bar Soap 3.75 oz 8 Bars
DOVE MEN + CARE$12.194.8★
What buyers say about bar soap
What buyers praise and complain about, mined from review topics.What buyers love
“Light scent”
“Amazing value”
“Leaves Skin Soft”
“Excellent product”
“Great moisturizer”
“Clean and fresh”
“Best lather”
“Effective for dry skin”
“Great soap for sensitive skin”
“As Advertised”
What buyers complain about
“Chemical Smell”
“CAUSES RASH”
“Little small”
“This is not what I expect from a sensitive-skin product”
“Does not moisturize”
“Too expensive”
“Does not last at all”
“Very deceiving”
“The ingredients in this dove soap is no good I will stick to buying dove products from my local stores”
“It made my skin dry”
Top return reasons
Common questions
- Is bar soap profitable to sell on Amazon United States?
- The niche generates $18.9M/yr across 25 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +7.3%. Flapen's verdict: Worth a look (55/100).
- How competitive is the bar soap niche?
- 9 brands and 159 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in bar soap?
- Top complaints mined from reviews: Smell, Allergies, Size-Overall. The return rate is 0.1%.
- When does demand for bar soap peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the bar soap niche?
- Listings span $3.54–$22.71; the average listing price is $11.15 (sweet spot $15–$100). The average incumbent carries 17,991 reviews — the moat a new listing must climb.