Is benzoyl peroxide face wash profitable to sell on Amazon United States?

The niche generates $2.6M/yr across 10 tracked products. 90-day search growth is +2.2%. Flapen's verdict: Skip it (48/100).

How competitive is the benzoyl peroxide face wash niche?

6 brands and 70 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in benzoyl peroxide face wash?

Top complaints mined from reviews: Allergies, Moist/Dry, Skin Health. The return rate is 0.2%.

What does it cost to enter the benzoyl peroxide face wash niche?

Listings span $6.47–$18.52; the average listing price is $10.94 (sweet spot $15–$100). The average incumbent carries 24,749 reviews — the moat a new listing must climb.

benzoyl peroxide face wash

Skip it

Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Conversion

Incredible16.0%

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

Market size

Incredible$2.6M

$2.6M/yr · 1.5M searches

Avg price

Okay$10.94

avg listing price — sweet spot $15–$100

Price range

Okay$6.47–$18.52

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

Growth

Okay+2.2%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad24,748.5

avg incumbent reviews — the moat a new listing must climb

Competition

Bad84%

top-5 click share — a locked-up shelf

Brand share

Bad98%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, benzoyl peroxide face wash is a $2.6M/yr Amazon United States market (1.5M searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 48/100.

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

benzoyl peroxide face wash market data

Units sold / yr: 200K–250K; avg 15,000–20,000/product
Revenue / yr: $2.2M–$2.7M; units × avg price
Conversion rate: 16.0%
Avg BSR: #38
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 73 months
Avg seller age: 131 days

Competition & brand share

The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 flat

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

84%

Top 20: 100%

Open market

PanOxyl52%
CeraVe33%
Differin5%
Amazon Basics5%
La Roche-Posay3%
Cetaphil2%
Open — no brand owns it (0%)

Demand

Weekly Amazon search volume, last 41 weeks — +2.2% search growth over the last 90 days.

Open Trend

Top benzoyl peroxide face wash search terms

benzoyl peroxide face wash565K/yr -8.5%11.3% conv.
benzoyl peroxide wash180K/yr -9.4%9.9% conv.
cerave acne foaming cream cleanser142K/yr +6.5%22.4% conv.
panoxyl acne creamy wash69K/yr +13.0%20.2% conv.
benzoyl peroxide cleanser87K/yr -6.2%3.9% conv.
panoxyl 4%56K/yr +26.0%18.8% conv.
cerave benzoyl peroxide face wash45K/yr +13.7%22.5% conv.
la roche posay benzoyl peroxide22K/yr +7.0%4.9% conv.
panoxyl 4% acne creamy wash9K/yr +293.6%22.6% conv.
cerave benzoyl peroxide17K/yr +53.8%15.4% conv.

All search terms

Top benzoyl peroxide face wash 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 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

PanOxyl Antimicrobial Acne Creamy Wash 4% Benzoyl Peroxide 6 Ounce

PanOxyl$9.754.6★17,419 rev

CeraVe Acne Foaming Cream Cleanser 4% Benzoyl Peroxide Face Wash With Hyaluronic Acid Niacinamide & Ceramides Gentle Daily Acne Treatment For Face

CeraVe$14.224.6★35,652 rev

PanOxyl 10% Benzoyl Peroxide Acne Foaming Wash Maximum Strength Daily Acne-Fighting Face and Body Cleanser Face Wash to Clear Treat and Prevent Acne Pimples and Stubborn Breakouts 5.5 Oz Tube

PanOxyl$9.664.6★81,904 rev

CeraVe Acne Foaming Cream Wash Gentle Face and Body Cleanser with Benzoyl Peroxide 10% Hyaluronic Acid and Niacinamide 10% Benzoyl Peroxide Treatment Clears Pimples and Blackheads 5 Oz

CeraVe$15.814.7★3,730 rev

Differin Acne Face Wash with 5% Benzoyl Peroxide Daily Deep Cleanser by the makers of Differin Gel Gentle Skin Care for Acne Prone Sensitive Skin 4 oz (Packaging May Vary)

Differin$9.214.5★13,569 rev

Newest

by launch date

La Roche-Posay Effaclar Dual Acne Face Wash With 4% Benzoyl Peroxide & LHA Exfoliant Acne Treatment Help Clear & Prevent Blemishes Paraben Free & Oil Free Wash 6.76 Fl Oz

La Roche-Posay$18.52924 rev

1y ago

PanOxyl Acne Foaming Wash for face & body Benzoyl Peroxide 10% Maximum Strength Antimicrobial 3 oz. - Travel Size

PanOxyl$7.5581,904 rev

1y ago

CeraVe Acne Foaming Cream Wash Gentle Face and Body Cleanser with Benzoyl Peroxide 10% Hyaluronic Acid and Niacinamide 10% Benzoyl Peroxide Treatment Clears Pimples and Blackheads 5 Oz

CeraVe$15.813,730 rev

3y ago

Amazon Basics Acne Treatment Face Wash - Daily Control Cleanser Maximum Strength 10% Benzoyl Peroxide for Stubborn Breakouts 5 Ounce

Amazon Basics$6.474,539 rev

4y ago

Cetaphil Gentle Clear Complexion-Clearing BPO Acne Cleanser with 2.6% Benzoyl Peroxide Creamy and Soothing for Sensitive Skin Suitable for All Skin Types 4.2oz

Cetaphil$9.461,297 rev

4y ago

What buyers say about benzoyl peroxide face wash

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

What buyers love

Suitability Combination Skin14%

“Great for your skin”

Efficiency12%

“Works extremely well”

Quality-Overall11%

“Great bar, no irritating issues”

Cleansing10%

“Clean feeling”

Value For Money5%

“Value for money”

Symptom Reduction5%

“Acne clearing”

Soft Feel4%

“Goes on smooth”

Suitability Dry Skin4%

“It definitely does dry up the skin as it mentions”

Moist/Dry3%

“Its very effective and moisturizing”

Smell3%

“fragrance free”

What buyers complain about

Allergies13%

“Irritated Skin”

Moist/Dry10%

“Not moisturising, of course”

Skin Health9%

“my skin felt so irritated. like a chemical burn”

Functionality-Overall7%

“Not effective”

Smell5%

“had a chemical smell”

Sensitivity-Overall4%

“SUPER sensitive skin”

Suitability Dry Skin3%

“it left my skin so dry and flaky”

Size-Overall2%

“Way bigger than I thought”

Cleansing2%

“NOT A FOAMING CLEANSER”

Value For Money2%

“Its a bit pricey”

Top return reasons

Size-Overall19%

Functionality-Overall13%

Advertised Vs Actual Product10%

Leak-Proof9%

Value For Money9%

Defective Material/Parts4%

Ingredients-Overall4%

Smell4%

Product Condition3%

Skin Health3%

Common questions

Is benzoyl peroxide face wash profitable to sell on Amazon United States?: The niche generates $2.6M/yr across 10 tracked products. 90-day search growth is +2.2%. Flapen's verdict: Skip it (48/100).
How competitive is the benzoyl peroxide face wash niche?: 6 brands and 70 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 98% of demand.
What do buyers complain about in benzoyl peroxide face wash?: Top complaints mined from reviews: Allergies, Moist/Dry, Skin Health. The return rate is 0.2%.
What does it cost to enter the benzoyl peroxide face wash niche?: Listings span $6.47–$18.52; the average listing price is $10.94 (sweet spot $15–$100). The average incumbent carries 24,749 reviews — the moat a new listing must climb.