Is bath and body works profitable to sell on Amazon United States?

The niche generates $3.6M/yr across 115 tracked products. 24 of 24 products launched in the last 360 days are still selling. 90-day search growth is -12.4%. Flapen's verdict: Worth a look (58/100).

How competitive is the bath and body works niche?

18 brands and 450 sellers compete. The top 5 products take 17% of clicks and top 5 brands hold 90% of demand.

What do buyers complain about in bath and body works?

Top complaints mined from reviews: Smell, Leak-Proof, Size-Overall. The return rate is 0.5%.

When does demand for bath and body works peak?

Demand peaks in Nov–Dec; the busiest month runs 5.3× the quietest.

What does it cost to enter the bath and body works niche?

Listings span $5.01–$46.84; the average listing price is $22.81 (sweet spot $15–$100). The average incumbent carries 4,801 reviews — the moat a new listing must climb.

bath and body works

Worth a look

Shows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Market size

Incredible$3.6M

$3.6M/yr · 8.8M searches

Competition

Incredible17%

top-5 click share — an open shelf

Avg price

Incredible$22.81

avg listing price — sweet spot $15–$100

Price range

Great$5.01–$46.84

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

Brand share

Bad90%

top-5 brand share — brand-locked demand

Review moat

Bad4,801.48

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Conversion

Bad1.8%

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

Growth

Bad-12.4%

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

According to Flapen's Amazon United States niche tracking, bath and body works is a $3.6M/yr Amazon United States market (8.8M searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 58/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

bath and body works market data

Units sold / yr: 150K–200K; avg 1,500–2,000/product
Revenue / yr: $3.4M–$4.6M; units × avg price
Conversion rate: 1.8%
Avg BSR: #323
Page quality: 0%
Prime: 97%
Sponsored: 82%
Out of stock: 1.3%
Avg brand age: 49 months
Avg seller age: 130 days

Competition & brand share

Clicks spread well past the top 5 (17% combined) — an open shelf where new products get seen.

Brands

18 falling

Sellers

450

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

17%

Top 20: 46%

Open market

Bath & Body Works78%
LILY ROY4%
Bodycology3%
LOVERY2%
Tree Hut2%
BODY & EARTH1%
Open — no brand owns it (12 brands, 8%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.4% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 5.3×

Open Trend

Top bath and body works search terms

bath and body works5.6M/yr -14.2%0.8% conv.
bath and body works lotion690K/yr -22.7%2.3% conv.
bath & body works533K/yr -33.5%0.6% conv.
bath and body works gift set355K/yr -2.2%1.3% conv.
bath and body279K/yr -4.1%0.7% conv.
bath body works182K/yr +8.8%0.7% conv.
japanese cherry blossom153K/yr -13.4%3.0% conv.
bed bath and body works187K/yr -9.9%1.5% conv.
japanese cherry blossom bath and body works112K/yr +9.4%7.1% conv.
bath and body works set186K/yr -9.6%0.9% conv.

All search terms

Top bath and body works 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

Bath & Body Works Champagne Toast Gift Set with Body Wash Fine Fragrance Mist Lotion & Hand Cream Personal Care Collection for Gifts or Individual Use Champagne & Sparkling Berry Scent - 1 Pack

Bath & Body Works$37.304.7★691 rev

Bath & Body Works Japanese Cherry Blossom Body Lotion Lightweight Daily Moisturizer with Shea Butter & Coconut Oil Iconic Floral Scent 8 fl oz - 2 Pack

Bath & Body Works$22.004.8★819 rev

Bath & Body Works 3 Pack Assorted Fine Fragrance Mist Gift Bundle

Bath & Body Works$26.304.1★64 rev

Bath & Body Works Mahogany Teakwood Intense 3-Wick Candle - Scented Candle for At-Home Use - Long-Lasting Room-Filling Fragrance - High Fragrance Oil Concentration - Soy Wax Blend

Bath & Body Works$22.654.5★8,842 rev

Bath & Body Works Assorted 5 Pack Gentle Foaming Hand Soap

Bath & Body Works$29.074.6★34,542 rev

Newest

by launch date

Bath & Body Works Warm Vanilla Sugar Peach Bellini & Kitchen Lemon Gentle & Clean Foaming Hand Soap Bundle - Germ-Cleansing Hand Soap with Gentle Cleansing & Conditioning Formula - Thoughtful Gift

Bath & Body Works$21.3079 rev

3mo ago

Bath & Body Works Wallflowers Fragrance Plug White Flare Design Plug-in Air Freshener Device for Bedrooms Bathrooms & Living Spaces - 2 Pack

Bath & Body Works$10.65449 rev

5mo ago

Tree Hut Vanilla Everything Shower Gift Set for Women Exfoliating Body Scrub Body Wash Shave Oil & Body Spray Self Care Gift Set Hydrating & Moisturizing with Shea Butter Travel Size

Tree Hut$18.14606 rev

7mo ago

Bath & Body Works Japanese Cherry Blossom Gift Set with Body Wash Fine Fragrance Mist Lotion & Hand Cream Personal Care Collection for Gifting or Individual Use Iconic Floral Scent - 1 Pack

Bath & Body Works$37.37691 rev

10mo ago

Bath & Body Works Aromatherapy Eucalyptus Spearmint and Lavender Vanilla Ultimate Hydration Body Cream 8 Ounces Pack of 2

Bath & Body Works$23.45146 rev

1y ago

What buyers say about bath and body works

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

What buyers love

Smell53%

“Clean smell”

Gifting Purpose8%

“Christmas Gift”

Quality-Overall6%

“Excellent Product”

Value For Money5%

“Decent price”

Soft Feel4%

“Makes my skin soft”

Moist/Dry3%

“Great moisturizer”

Advertised Vs Actual Product2%

“Exactly as shown”

Lather2%

“Good lather”

Cleansing2%

“clean so well”

Size-Overall1%

“The size is generous”

What buyers complain about

Smell36%

“Scent doesn't last long”

Leak-Proof7%

“Leaked Everywhere”

Size-Overall6%

“Smaller than expected”

Value For Money4%

“Too expensive”

Durability3%

“does not last”

Advertised Vs Actual Product3%

“False Advertisement”

Quality-Overall2%

“Quality seemed a bit diluted”

Moist/Dry2%

“Does not moisturize your skin”

Allergies1%

“it did make me break out in a rash”

Product Condition1%

“Old product”

Top return reasons

Smell39%

Leak-Proof26%

Advertised Vs Actual Product8%

Size-Overall7%

Value For Money3%

Defective Material/Parts3%

Product Condition3%

Quality-Overall1%

Motor Power1%

Functionality-Overall1%

Common questions

Is bath and body works profitable to sell on Amazon United States?: The niche generates $3.6M/yr across 115 tracked products. 24 of 24 products launched in the last 360 days are still selling. 90-day search growth is -12.4%. Flapen's verdict: Worth a look (58/100).
How competitive is the bath and body works niche?: 18 brands and 450 sellers compete. The top 5 products take 17% of clicks and top 5 brands hold 90% of demand.
What do buyers complain about in bath and body works?: Top complaints mined from reviews: Smell, Leak-Proof, Size-Overall. The return rate is 0.5%.
When does demand for bath and body works peak?: Demand peaks in Nov–Dec; the busiest month runs 5.3× the quietest.
What does it cost to enter the bath and body works niche?: Listings span $5.01–$46.84; the average listing price is $22.81 (sweet spot $15–$100). The average incumbent carries 4,801 reviews — the moat a new listing must climb.