body butter
Worth a lookShows low returns (0.6%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Market size
Incredible$2.6M$2.6M/yr · 3.6M searches
Avg price
Incredible$24.05avg listing price — sweet spot $15–$100
Price range
Great$4.98–$99.15cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Great38%top-5 click share — an open shelf
Brand share
Good67%top-5 brand share — brands hold most of the demand
Conversion
Okay3.1%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-2.2%90-day search growth — must beat 0% to launch
Review moat
Bad7,844.07avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, body butter is a $2.6M/yr Amazon United States market (3.6M searches/yr). The top 5 brands hold 67% of demand. Demand peaks in Feb–Jun. Verdict: Worth a look — 63/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
body butter market data
- Units sold / yr
- 100K–125K
- avg 1,500–2,000/product
- Revenue / yr
- $2.4M–$3.0M
- units × avg price
- Conversion rate
- 3.1%
- Avg BSR
- #163
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 88%
- Out of stock
- 8.0%
- Avg brand age
- 61 months
- Avg seller age
- 126 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
20 falling
Sellers
722
Top-5 brand share
67%
Top 20: 100%
Top-5 click share
38%
Top 20: 83%
Open market
24%
- Josie Maran26%
- eos11%
- Saltair10%
- Vaseline10%
- Tree Hut10%
- Naturium8%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.2% search growth over the last 90 days.Peak months: Feb, Jun · busiest ÷ quietest = 1.8×
Top body butter search terms
- body butter1.5M/yr
- body butter for women433K/yr
- josie maran body butter421K/yr
- josie maran336K/yr
- whipped body butter137K/yr
- vanilla body butter101K/yr
- josie maran whipped argan oil body butter67K/yr
- body balm53K/yr
- josie maran products76K/yr
- body butter for dry skin32K/yr
Top body butter 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
eos Cashmere Whipped Oil Body Butter Vanilla Cashmere 72 Hour Weightless Moisture For Dry Skin Rich Formula and Deep Hydration Body Care 10 oz
eos$12.624.8★4,542 rev
Naturium The Glow Getter Whipped Multi-Oil Body Butter Firming Cream & Body Moisturizer with Shea Butter 7.7 fl oz
Naturium$18.974.5★2,802 rev
Josie Maran Whipped Body Butter - Skin Firming Body Cream with Argan Oil Whipped Shea Butter Avocado Oil & Essential Fatty Acids - Radiance-Boosting Skincare - Baked Lemon Bliss (2 Fl oz)
Josie Maran$14.804.2★757 rev
Vaseline Illuminate Me Shea Butter Whipped Body Butter for Melanin Rich Skin Provides 24 Hour Moisturization for Dry Skin 11 oz
Vaseline$12.794.7★9,471 rev
Josie Maran Bite-Sized Butters Mini Whipped Body Butter 3-Piece Gift Set
Josie Maran$52.134.5★15 rev
Newest
by launch dateJosie Maran Whipped Body Butter - Skin Firming Body Cream with Argan Oil Whipped Shea Butter Avocado Oil & Essential Fatty Acids - Radiance-Boosting Skincare - Baked Lemon Bliss (2 Fl oz)
Josie Maran$14.80757 rev
Josie Maran Whipped Body Butter - Skin Firming Body Cream with Argan Oil Whipped Shea Butter Avocado Oil & Essential Fatty Acids - Radiance-Boosting Skincare - Vanilla Bean (2 Fl oz)
Josie Maran$15.76757 rev
Josie Maran Whipped Body Butter - Skin Firming Body Cream with Argan Oil Whipped Shea Butter Avocado Oil & Essential Fatty Acids - Radiance-Boosting Skincare - Dream Cream (20 Fl oz)
Josie Maran$81.96757 rev
Josie Maran Bite-Sized Butters Mini Whipped Body Butter 3-Piece Gift Set
Josie Maran$52.1315 rev
Palmers Cocoa Butter Formula Body Cream Moisture Drenching Tahitian Vanilla 8.8 Oz 72Hr Hydration with Shea Butter & Vitamin E for Softer Skin Protects & Soothes Dryness Dermatologist Approved
Palmer's$13.13821 rev
Trending
90-day click momentumJosie Maran Whipped Body Butter - Skin Firming Body Cream with Argan Oil Whipped Shea Butter Avocado Oil & Essential Fatty Acids - Radiance-Boosting Skincare - Vanilla Bean (2 Fl oz)
Josie Maran$15.764.2★
Josie Maran Whipped Body Butter - Skin Firming Body Cream with Argan Oil Whipped Shea Butter Avocado Oil & Essential Fatty Acids - Radiance-Boosting Skincare - Baked Lemon Bliss (2 Fl oz)
Josie Maran$14.804.2★
Josie Maran Bite-Sized Butters Mini Whipped Body Butter 3-Piece Gift Set
Josie Maran$52.134.5★
Josie Maran Whipped Body Butter - Skin Firming Body Cream with Argan Oil Whipped Shea Butter Avocado Oil & Essential Fatty Acids - Radiance-Boosting Skincare - Dream Cream (20 Fl oz)
Josie Maran$81.964.2★
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★
What buyers say about body butter
What buyers praise and complain about, mined from review topics.What buyers love
“smells beautiful”
“Dries quickly”
“Smooth & creamy”
“Good quality lotion”
“Has soothed my dry skin”
“is affordable”
“absorbed well”
“great for sensitive skin”
“Creamy texture”
“Skin is glowing”
What buyers complain about
“Chemical smell”
“Allergic reaction”
“Does not moisturize”
“expensive”
“It goes on thick”
“Bigger than I thought”
“Not for dry skin folks”
“Pump will not work”
“Item was used”
“for an AFTER SUN lotion to burn my tanned skin is crazy”
Top return reasons
Common questions
- Is body butter profitable to sell on Amazon United States?
- The niche generates $2.6M/yr across 43 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -2.2%. Flapen's verdict: Worth a look (63/100).
- How competitive is the body butter niche?
- 20 brands and 722 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in body butter?
- Top complaints mined from reviews: Smell, Allergies, Moist/Dry. The return rate is 0.6%.
- When does demand for body butter peak?
- Demand peaks in Feb–Jun; the busiest month runs 1.8× the quietest.
- What does it cost to enter the body butter niche?
- Listings span $4.98–$99.15; the average listing price is $24.05 (sweet spot $15–$100). The average incumbent carries 7,844 reviews — the moat a new listing must climb.