---
title: "Bar Soap — $18.9M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/bar-soap"
last_updated: "2026-08-09T12:50:42.767Z"
locale: en
meta:
description: "Niche score 55/100 · $18.9M/yr market · 12.6M searches/yr · $11.15 avg price. Strong incumbent ratings (4.8★) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · $18.9M/yr market · 12.6M searches/yr · $11.15 avg price. Strong incumbent ratings (4.8★) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Bar Soap — $18.9M/yr Amazon US Niche (2026) - Flapen"
---
# **bar soap**
**Worth a look**
Shows a $18.9M/yr market, but strong incumbent ratings (4.8★) keeps it on the watch list.
Market size 100Growth 34Conversion 96Competition 46Returns 99Price range 40Avg price 43Brand share 17Review moat 17Quality gap 15
**Market size**
**Incredible****$18.9M**
$18.9M/yr · 12.6M searches
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****13.4%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Okay****58%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Okay****$11.15**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****$3.54–$22.71**
cheapest 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**
**Bad****93%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****17,990.56**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.8★**
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 ~~](https://flapen.com/research/methodology)
## **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.
350K250KPrime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/bar-soap/trend)
## **Top bar soap search terms**
- **bar soap**2.7M/yr+13.2%6.0% conv. - **dove soap bar**2.7M/yr-0.4%15.4% conv. - **dove soap**1.7M/yr+9.5%12.6% conv. - **soap bar**1.5M/yr+8.7%6.8% conv. - **dove bar soap**855K/yr+5.9%12.2% conv. - **mens soap**540K/yr+9.3%3.1% conv. - **mens bar soap**413K/yr+14.2%3.5% conv. - **bar soap for men**271K/yr+2.8%5.0% conv. - **bath soaps**186K/yr+6.1%1.8% conv. - **natural soap**210K/yr+1.0%0.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/bar-soap/search-terms)
## **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.
0%10%$1.9M20%$3.8M30%$5.7M40%$7.6M1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Dove Beauty Bar Soap Original 8 Count for Soft Smooth Skin with 1/4 Moisturizing Cream 3.75 oz**Dove**$11.88**4.9★11,630 rev](https://www.amazon.com/dp/B00I69SEK0) [2**Dove Beauty Bar Soap Sensitive 8 Bars for Sensitive Skin Fragrance Free and Hypoallergenic 3.75 oz**Dove**$11.82**4.8★60,436 rev](https://www.amazon.com/dp/B001ET7IQK) [3**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**$11.64**4.8★30,607 rev](https://www.amazon.com/dp/B002TSA93Y) [4**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**$12.10**4.8★6,659 rev](https://www.amazon.com/dp/B0007D8E1C) [5**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**$11.76**4.8★2,543 rev](https://www.amazon.com/dp/B0026IJF96)
**~~View all top sellers →~~**
### **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**$8.30**18,363 rev5mo ago](https://www.amazon.com/dp/B0G4BC3NQ2) [**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**$5.44**1,685 rev9mo ago](https://www.amazon.com/dp/B0BT55LL7Q) [**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**$10.27**2,512 rev1y ago](https://www.amazon.com/dp/B0F62STG82) [**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**$11.82**31,912 rev1y ago](https://www.amazon.com/dp/B00KZ23CNU) [**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**$10.80**1,158 rev1y ago](https://www.amazon.com/dp/B0CP5N76KT)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$8.30**4.8★**▲ 227%**](https://www.amazon.com/dp/B0G4BC3NQ2) [**Dove Skin Care Beauty Bar For Softer Skin Cucumber and Green Tea More Moisturizing Than Bar Soap 3.75 oz 14 Bars**Dove**$16.43**4.8★**▲ 187%**](https://www.amazon.com/dp/B08LM864R5) [**Dove Beauty Bar Soap Cool Moisture Cucumber & Green Tea Scent 6 Bars for Refreshed Skin Leaves Skin Refreshed 3.75 oz**Dove**$8.69**4.8★**▲ 62%**](https://www.amazon.com/dp/B0016FWFDI) [**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**$5.44**4.5★**▲ 61%**](https://www.amazon.com/dp/B0BT55LL7Q) [**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**$12.19**4.8★**▲ 49%**](https://www.amazon.com/dp/B00SS81M58)
**~~View all trending →~~**
## **What buyers say about bar soap**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**34%
*“Light scent”*
**Value For Money**12%
*“Amazing value”*
**Soft Feel**8%
*“Leaves Skin Soft”*
**Quality-Overall**8%
*“Excellent product”*
**Moist/Dry**7%
*“Great moisturizer”*
**Cleansing**5%
*“Clean and fresh”*
**Lather**4%
*“Best lather”*
**Suitability Dry Skin**3%
*“Effective for dry skin”*
**Suitability Combination Skin**3%
*“Great soap for sensitive skin”*
**Advertised Vs Actual Product**3%
*“As Advertised”*
### **What buyers complain about **
**Smell**38%
*“Chemical Smell”*
**Allergies**7%
*“CAUSES RASH”*
**Size-Overall**5%
*“Little small”*
**Sensitivity-Overall**3%
*“This is not what I expect from a sensitive-skin product”*
**Moist/Dry**3%
*“Does not moisturize”*
**Value For Money**3%
*“Too expensive”*
**Durability**2%
*“Does not last at all”*
**Advertised Vs Actual Product**2%
*“Very deceiving”*
**Ingredients-Overall**2%
*“The ingredients in this dove soap is no good I will stick to buying dove products from my local stores”*
**Suitability Dry Skin**2%
*“It made my skin dry”*
### **Top return reasons **
**Smell**54%
**Value For Money**14%
**Advertised Vs Actual Product**9%
**Size-Overall**5%
**Moist/Dry**3%
**Defective Material/Parts**3%
**Sensitivity-Overall**1%
**Functionality-Overall**1%
**Product Condition**1%
**Color**1%
## **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.
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