---
title: "Beard Lotion — $89K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/beard-lotion"
last_updated: "2026-08-09T08:58:08.440Z"
locale: en
meta:
description: "Niche score 47/100 · $89K/yr market · 78K searches/yr · $16.23 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $89K/yr market · 78K searches/yr · $16.23 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Beard Lotion — $89K/yr Amazon US Niche (2026) - Flapen"
---
# **beard lotion**
**Skip it**
Soft demand (-9.2% this quarter) — this niche doesn't clear our bar today.
Market size 22Growth 20Conversion 75Competition 38Returns 97Price range 79Avg price 78Brand share 35Review moat 33Quality gap 45
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Price range**
**Great****$6.70–$49.23**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Great****$16.23**
avg listing price — sweet spot $15–$100
**Conversion**
**Great****7.0%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****62%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****84%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Okay****3,232.74**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
2K2KHoliday '24Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/beard-lotion/trend)
## **Top beard lotion search terms**
- **sandalwood lotion**26K/yr-6.7%3.9% conv. - **every man jack lotion**15K/yr-5.0%8.3% conv. - **sandalwood body lotion**10K/yr-10.1%5.3% conv. - **sandalwood lotion for men**9K/yr-10.3%6.3% conv. - **sandalwood lotion for women**7K/yr-1.9%5.5% conv. - **every man jack lotion for men**5K/yr-31.8%12.1% conv. - **everyman jack lotion**4K/yr-19.3%11.1% conv. - **every man jack body lotion**3K/yr-8.2%8.1% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/beard-lotion/search-terms)
## **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.
0%10%$9K20%$18K30%$27K40%$36K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$22.11**4.5★1,458 rev](https://www.amazon.com/dp/B0CKH5GJFN) [2**Jergens Sandalwood Body Butter Lotion Moisturizer Infused with Sandalwood Essential Oil For All Skin Types 7 Oz**Jergens**$6.93**4.5★20,837 rev](https://www.amazon.com/dp/B09B7TJ3VD) [3**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**$21.90**4.5★1,458 rev](https://www.amazon.com/dp/B0CKGVPD1T) [4**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**$9.52**4.2★876 rev](https://www.amazon.com/dp/B0D9WQ3CQF) [5**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**$21.72**4.5★1,458 rev](https://www.amazon.com/dp/B0F19YKF8B)
**~~View all top sellers →~~**
### **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**$9.08**9,724 rev7mo ago](https://www.amazon.com/dp/B0FZWW6FN1) [**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**$49.23**133 rev8mo ago](https://www.amazon.com/dp/B0DH6KSYQJ) [**Jergens Shea Fusion Warm Amber Scented Lotion Moisturizing Body Lotion with Shea Butter and Vitamin E 14 fl oz**Jergens**$7.40**1,541 rev1y ago](https://www.amazon.com/dp/B0FKCB6R9C) [**Tree Hut Santal Haze Hydraglow Hydraglow Body Serum Brighten & Hydrate with Hyaluronic Acid Vitamin C & Niaciamide 11 Oz.**Tree Hut**$10.59**627 rev1y ago](https://www.amazon.com/dp/B0F71XW4CK) [**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**$21.72**1,458 rev1y ago](https://www.amazon.com/dp/B0F19YKF8B)
**~~View all new products →~~**
### **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**$20.40**4.6★**▲ 210%**](https://www.amazon.com/dp/B0DWGD52PB) [**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**$9.08**4.6★**▲ 110%**](https://www.amazon.com/dp/B0FZWW6FN1) [**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**$49.23**4.4★**▲ 95%**](https://www.amazon.com/dp/B0DH6KSYQJ) [**ROMIIE ZOI Daily Hand & Body Lotion with Moisturizing Shea Butter for All Skin Type- Sandalwood - 236 ML / 8 FL OZ**ROMIIE ZOI**$9.94**4.1★**▲ 73%**](https://www.amazon.com/dp/B0CQSMSM11) [**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**$15.75**4.2★**▲ 70%**](https://www.amazon.com/dp/B0CST2KZCZ)
**~~View all trending →~~**
## **What buyers say about beard lotion**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**49%
*“Clean smell”*
**Moist/Dry**12%
*“long lasting moisturizer”*
**Soft Feel**6%
*“Smooth and creamy”*
**Quality-Overall**5%
*“Overall good lotion”*
**Value For Money**4%
*“Good value for money”*
**Absorbency**2%
*“Absorbs well”*
**Advertised Vs Actual Product**2%
*“As advertised”*
**Suitability Dry Skin**2%
*“Works great on dry skin”*
**Suitability Combination Skin**1%
*“it works wonders for my skin”*
**Weight Light**1%
*“Lightweight and easy to use”*
### **What buyers complain about **
**Smell**41%
*“Hate the smell”*
**Moist/Dry**7%
*“Awful moisturizer”*
**Motor Power**4%
*“Pump doesnt pump”*
**Thickness**3%
*“its thinner than I thought it would be”*
**Adhesion/Stickiness**1%
*“It stays sticky the entire time”*
**Value For Money**1%
*“Just alright, not amazing for the price”*
**Oily/Greasy**1%
*“Doesnt stay greasy on the skin”*
**Allergies**1%
*“Rash”*
**Suitability Dry Skin**1%
*“I wouldnt recommend for dry skin”*
**Dilute/Watery**1%
*“Slightly watery”*
### **Top return reasons **
**Smell**58%
**Motor Power**12%
**Advertised Vs Actual Product**7%
**Leak-Proof**3%
**Moist/Dry**3%
**Size-Overall**2%
**Product Condition**2%
**Value For Money**2%
**Adhesion/Stickiness**1%
**Texture/Consistency-Overall**1%
## **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.
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