Is body wash profitable to sell on Amazon United States?

The niche generates $50.6M/yr across 40 tracked products. 10 of 10 products launched in the last 360 days are still selling. 90-day search growth is +14.4%. Flapen's verdict: Launch it (64/100).

How competitive is the body wash niche?

15 brands and 162 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in body wash?

Top complaints mined from reviews: Smell, Allergies, Motor Power. The return rate is 0.3%.

When does demand for body wash peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the body wash niche?

Listings span $4.51–$34.93; the average listing price is $12.36 (sweet spot $15–$100). The average incumbent carries 12,805 reviews — the moat a new listing must climb.

body wash

Launch it

A $50.6M/yr market growing +14.4% this quarter with returns at 0.3% — clears our launch bar.

Market size

Incredible$50.6M

$50.6M/yr · 36.4M searches

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Great11.2%

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

Competition

Good42%

top-5 click share — leaders hold, buyers still browse

Price range

Good$4.51–$34.93

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

Avg price

Good$12.36

avg listing price — sweet spot $15–$100

Growth

Okay+14.4%

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

Brand share

Okay84%

top-5 brand share — brands hold most of the demand

Review moat

Bad12,805.05

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

According to Flapen's Amazon United States niche tracking, body wash is a $50.6M/yr Amazon United States market (36.4M searches/yr). The top 5 brands hold 84% of demand. Verdict: Launch it — 64/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

body wash market data

Units sold / yr: 1.0M–1.0M; avg 80,000–100,000/product
Revenue / yr: $12.4M–$12.4M; units × avg price
Conversion rate: 11.2%
Avg BSR: #40
Page quality: 0%
Prime: 100%
Sponsored: 88%
Out of stock: 0.5%
Avg brand age: 71 months
Avg seller age: 119 days

Competition & brand share

The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 rising

Sellers

162

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

42%

Top 20: 78%

Open market

13%

Dove65%
Olay7%
eos5%
Method4%
Aveeno3%
Native3%
Open — no brand owns it (9 brands, 13%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +14.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top body wash search terms

body wash15.6M/yr +18.5%5.9% conv.
dove body wash7.4M/yr +11.6%11.7% conv.
body wash women4.3M/yr +6.0%6.6% conv.
dove2.3M/yr +39.9%1.0% conv.
womens body wash893K/yr +10.8%4.6% conv.
body soap825K/yr +12.1%5.5% conv.
shower gel731K/yr +9.7%4.5% conv.
dove sensitive skin body wash632K/yr +6.1%15.0% conv.
bodywash508K/yr +18.5%4.7% conv.
body wash sensitive skin417K/yr +4.8%7.6% conv.

All search terms

Top body 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Dove Body Wash Deep Moisture for 24hr Lotion-Soft Skin Moisture Moisturizing Skin Cleanser with No Sulfates No Parabens 30.6 oz

Dove$10.094.8★85,478 rev

Dove Body Wash with Pump Sensitive Skin For 24hr Lotion-Soft Skin Moisturizing Skin Cleanser Gentle Hypoallergenic Formula with No Sulfates No Parabens 30.6 oz

Dove$10.054.8★63,078 rev

Dove 24hr Lotion Body Wash Restore Coconut & Cocoa Butter 30.6 oz | Moisturizing body wash with MicroMoisture for 24-hour hydration and soft skin

Dove$10.134.8★2,632 rev

Dove Body Wash with Pump Antibacterial For All Skin Types Protects from Dryness 30.6 oz

Dove$10.064.8★5,735 rev

eos Body Wash Vanilla Moisturizing Creamy Gel Formula with Shea Butter Glycerin Vitamin E pH Balanced Sensitive Skin Vegan 16 fl oz

eos$9.884.8★20,381 rev

Newest

by launch date

Olay Body Wash for Women Fresh Radiance 24/7 Skin-Loving Freshness Visibly Radiant Plant Based Cleansers Vitamin B3 & Antioxidant Blend For All Skin Types Orchid & Black Currant Scent 22 fl oz

Olay$7.068,275 rev

4mo ago

Olay Body Wash for Women Ultra Moisture 24/7 Moisture Barrier Repair Hydrating Formula for Visibly Healthy Soft Skin Vitamin B3 & Hyaluronic Blend For All Skin Types Shea Butter Scent 35 fl oz

Olay$10.538,735 rev

5mo ago

Olay Body Wash for Women Fresh Radiance 24/7 Skin-Loving Freshness Visibly Radiant Plant Based Cleansers Vitamin B3 & Antioxidant Blend For All Skin Types Strawberry & Mint Scent 29 fl oz

Olay$9.881,063 rev

5mo ago

Dove 24hr Lotion Body Wash Indulge Warm Vanilla & Sweet Cream 20 oz | Moisturizing body wash with MicroMoisture for silky-soft skin

Dove$7.68801 rev

8mo ago

Dove 24hr Lotion Body Wash Anti-Stress 30.6 oz | Moisturizing body wash with MicroMoisture and a calming blue chamomile & oat milk scent

Dove$9.762,891 rev

1y ago

What buyers say about body wash

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

What buyers love

Smell38%

“Clean fragrance”

Soft Feel10%

“Nice and creamy”

Moist/Dry8%

“Truly hydrating”

Value For Money6%

“Great buy for the money”

Quality-Overall6%

“The quality feels consistent”

Lather4%

“Rich lather”

Cleansing4%

“Clean feel”

Suitability Dry Skin4%

“Excellent for dry skin”

Suitability Combination Skin2%

“works well with sensitive skin”

Advertised Vs Actual Product1%

“Does What It Says”

What buyers complain about

Smell30%

“Chemical smell”

Allergies6%

“Skin irritation”

Motor Power4%

“Pump didnt work”

Leak-Proof4%

“spilled everywhere”

Moist/Dry4%

“It is not moisturizing”

Value For Money2%

“Expensive”

Ease Of Cleaning2%

“not for cleaning”

Lather2%

“not enough lather”

Suitability Dry Skin2%

“Not for very dry skin”

Sensitivity-Overall2%

“Not For Sensitive Skin”

Top return reasons

Smell34%

Leak-Proof23%

Motor Power13%

Advertised Vs Actual Product7%

Value For Money4%

Size-Overall4%

Defective Material/Parts2%

Product Condition1%

Moist/Dry1%

Sensitivity-Overall1%

Common questions

Is body wash profitable to sell on Amazon United States?: The niche generates $50.6M/yr across 40 tracked products. 10 of 10 products launched in the last 360 days are still selling. 90-day search growth is +14.4%. Flapen's verdict: Launch it (64/100).
How competitive is the body wash niche?: 15 brands and 162 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 84% of demand.
What do buyers complain about in body wash?: Top complaints mined from reviews: Smell, Allergies, Motor Power. The return rate is 0.3%.
When does demand for body wash peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the body wash niche?: Listings span $4.51–$34.93; the average listing price is $12.36 (sweet spot $15–$100). The average incumbent carries 12,805 reviews — the moat a new listing must climb.