beard lotion
Skip itSoft demand (-9.2% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Price range
Great$6.70–$49.23cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Great$16.23avg listing price — sweet spot $15–$100
Conversion
Great7.0%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Review moat
Okay3,232.74avg incumbent reviews — the moat a new listing must climb
Market size
Bad$89K$89K/yr · 78K searches
Growth
Bad-9.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, beard lotion is a $89K/yr Amazon United States market (78K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Dec. Verdict: Skip it — 47/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
beard lotion market data
- Units sold / yr
- 5K–6K
- avg 250–500/product
- Revenue / yr
- $81K–$97K
- units × avg price
- Conversion rate
- 7.0%
- Avg BSR
- #271
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 74%
- Out of stock
- 5.3%
- Avg brand age
- 67 months
- Avg seller age
- 137 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
12 flat
Sellers
33
Top-5 brand share
84%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
12%
- Every Man Jack46%
- Jergens21%
- Old Spice6%
- Tree Hut6%
- Viking Revolution5%
- Dead Sea Collection4%
- Open — no brand owns it (6 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.2% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.6×
Top beard lotion search terms
- sandalwood lotion26K/yr
- every man jack lotion15K/yr
- sandalwood body lotion10K/yr
- sandalwood lotion for men9K/yr
- sandalwood lotion for women7K/yr
- every man jack lotion for men5K/yr
- everyman jack lotion4K/yr
- every man jack body lotion3K/yr
Top beard 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Every Man Jack Mens Amber + Sandalwood Hand & Body Lotion for All Skin Types - Dermatologist Tested & Hypoallergenic - Nourish Skin with Lightweight Fast Absorbing Lotion - 13.5oz (2 Pack)
Every Man Jack$22.114.5★1,458 rev
Jergens Sandalwood Body Butter Lotion Moisturizer Infused with Sandalwood Essential Oil For All Skin Types 7 Oz
Jergens$6.934.5★20,837 rev
Every Man Jack Mens Sea Minerals + Citron Hand & Body Lotion for All Skin Types - Dermatologist Tested & Hypoallergenic - Nourish Skin with Lightweight Fast Absorbing Lotion - 13.5oz 2 Bottles
Every Man Jack$21.904.5★1,458 rev
Viking Revolution Sandalwood Body Lotion for Men Mens Lotion for Dry Skin with Shea Butter Hyaluronic Acid and Vitamin B5 Nourishing Mens Body Lotion for Hydrated and Smooth Skin (8oz 1 Pack)
Viking Revolution$9.524.2★876 rev
Every Man Jack Mens Cedar + Red Sage Hand & Body Lotion for All Skin Types - Dermatologist Tested & Hypoallergenic - Nourish Skin with Lightweight Fast Absorbing Lotion - 13.5oz (2 Pack)
Every Man Jack$21.724.5★1,458 rev
Newest
by launch date
Tree Hut Santal Haze Whipped Shea Body Butter Hydrating & Nourishing Body Lotion with Natural Oils Moisturizer for Soft & Smooth Skin 8.4 Oz
Tree Hut$9.089,724 rev
Ncessaire The Body Lotion Santal - Multi-Peptide - Firming Body Lotion for Women + Men. 2.5% Niacinamide. Non-Comedogenic Moisturizer for Sensitive Skin. Dermatologist-Tested 450ml/15.2 fl oz
Nécessaire$49.23133 rev
Jergens Shea Fusion Warm Amber Scented Lotion Moisturizing Body Lotion with Shea Butter and Vitamin E 14 fl oz
Jergens$7.401,541 rev
Tree Hut Santal Haze Hydraglow Hydraglow Body Serum Brighten & Hydrate with Hyaluronic Acid Vitamin C & Niaciamide 11 Oz.
Tree Hut$10.59627 rev
Every Man Jack Mens Cedar + Red Sage Hand & Body Lotion for All Skin Types - Dermatologist Tested & Hypoallergenic - Nourish Skin with Lightweight Fast Absorbing Lotion - 13.5oz (2 Pack)
Every Man Jack$21.721,458 rev
Trending
90-day click momentum
Saltair Multi-Lipid Body Butter - Rich Nourishing Hydrating Body Cream with Ceramide Complex Coconut Oil Shea Butter and Sea Buckthorn. Moisturizing Dry Skin Care. 10oz Jar - Santal Bloom
Saltair$20.404.6★
Tree Hut Santal Haze Whipped Shea Body Butter Hydrating & Nourishing Body Lotion with Natural Oils Moisturizer for Soft & Smooth Skin 8.4 Oz
Tree Hut$9.084.6★
Ncessaire The Body Lotion Santal - Multi-Peptide - Firming Body Lotion for Women + Men. 2.5% Niacinamide. Non-Comedogenic Moisturizer for Sensitive Skin. Dermatologist-Tested 450ml/15.2 fl oz
Nécessaire$49.234.4★
ROMIIE ZOI Daily Hand & Body Lotion with Moisturizing Shea Butter for All Skin Type- Sandalwood - 236 ML / 8 FL OZ
ROMIIE ZOI$9.944.1★
SPA CEYLON Sensual Sandalwood Hand and Body Lotion | Deep Hydrating Body Moisturizer with Coconut | Almond & Rice Bran | Cooling & Invigorating | Suitable for All Skin Types
SPA CEYLON$15.754.2★
What buyers say about beard lotion
What buyers praise and complain about, mined from review topics.What buyers love
“Clean smell”
“long lasting moisturizer”
“Smooth and creamy”
“Overall good lotion”
“Good value for money”
“Absorbs well”
“As advertised”
“Works great on dry skin”
“it works wonders for my skin”
“Lightweight and easy to use”
What buyers complain about
“Hate the smell”
“Awful moisturizer”
“Pump doesnt pump”
“its thinner than I thought it would be”
“It stays sticky the entire time”
“Just alright, not amazing for the price”
“Doesnt stay greasy on the skin”
“Rash”
“I wouldnt recommend for dry skin”
“Slightly watery”
Top return reasons
Common questions
- Is beard lotion profitable to sell on Amazon United States?
- The niche generates $89K/yr across 19 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -9.2%. Flapen's verdict: Skip it (47/100).
- How competitive is the beard lotion niche?
- 12 brands and 33 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in beard lotion?
- Top complaints mined from reviews: Smell, Moist/Dry, Motor Power. The return rate is 0.6%.
- When does demand for beard lotion peak?
- Demand peaks in Dec; the busiest month runs 1.6× the quietest.
- What does it cost to enter the beard lotion niche?
- Listings span $6.70–$49.23; the average listing price is $16.23 (sweet spot $15–$100). The average incumbent carries 3,233 reviews — the moat a new listing must climb.