---
title: "Body Wash — $50.6M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/body-wash"
last_updated: "2026-08-09T15:28:30.617Z"
locale: en
meta:
description: "Niche score 64/100 · $50.6M/yr market · 36.4M searches/yr · $12.36 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 64/100 · $50.6M/yr market · 36.4M searches/yr · $12.36 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Body Wash — $50.6M/yr Amazon US Niche (2026) - Flapen"
---
# **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 100Growth 43Conversion 92Competition 71Returns 99Price range 66Avg price 53Brand share 35Review moat 20Quality gap 19
**Market size**
**Incredible****$50.6M**
$50.6M/yr · 36.4M searches
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.2%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****42%**
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**
**Okay****84%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****12,805.05**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
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 ~~](https://flapen.com/research/methodology)
## **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.
1.5M1.0MSpike '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/body-wash/trend)
## **Top body wash search terms**
- **body wash**15.6M/yr+18.5%5.9% conv. - **dove body wash**7.4M/yr+11.6%11.7% conv. - **body wash women**4.3M/yr+6.0%6.6% conv. - **dove**2.3M/yr+39.9%1.0% conv. - **womens body wash**893K/yr+10.8%4.6% conv. - **body soap**825K/yr+12.1%5.5% conv. - **shower gel**731K/yr+9.7%4.5% conv. - **dove sensitive skin body wash**632K/yr+6.1%15.0% conv. - **bodywash**508K/yr+18.5%4.7% conv. - **body wash sensitive skin**417K/yr+4.8%7.6% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/body-wash/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.
0%5%$2.5M10%$5.1M15%$7.6M20%$10.1M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Dove Body Wash Deep Moisture for 24hr Lotion-Soft Skin Moisture Moisturizing Skin Cleanser with No Sulfates No Parabens 30.6 oz**Dove**$10.09**4.8★85,478 rev](https://www.amazon.com/dp/B00MEDOY2G) [2**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**$10.05**4.8★63,078 rev](https://www.amazon.com/dp/B00SK71SAG) [3**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**$10.13**4.8★2,632 rev](https://www.amazon.com/dp/B07ND4W7WR) [4**Dove Body Wash with Pump Antibacterial For All Skin Types Protects from Dryness 30.6 oz**Dove**$10.06**4.8★5,735 rev](https://www.amazon.com/dp/B09DDD6YGJ) [5**eos Body Wash Vanilla Moisturizing Creamy Gel Formula with Shea Butter Glycerin Vitamin E pH Balanced Sensitive Skin Vegan 16 fl oz**eos**$9.88**4.8★20,381 rev](https://www.amazon.com/dp/B0DPHQRLJC)
**~~View all top sellers →~~**
### **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**$7.06**8,275 rev4mo ago](https://www.amazon.com/dp/B0G3XRG17W) [**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**$10.53**8,735 rev5mo ago](https://www.amazon.com/dp/B0G3XN8152) [**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**$9.88**1,063 rev5mo ago](https://www.amazon.com/dp/B0G4B3XLT9) [**Dove 24hr Lotion Body Wash Indulge Warm Vanilla & Sweet Cream 20 oz | Moisturizing body wash with MicroMoisture for silky-soft skin**Dove**$7.68**801 rev8mo ago](https://www.amazon.com/dp/B0FKHKQ6FF) [**Dove 24hr Lotion Body Wash Anti-Stress 30.6 oz | Moisturizing body wash with MicroMoisture and a calming blue chamomile & oat milk scent**Dove**$9.76**2,891 rev1y ago](https://www.amazon.com/dp/B0F62S3YD6)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$7.06**4.7★**▲ 265%**](https://www.amazon.com/dp/B0G3XRG17W) [**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**$10.53**4.8★**▲ 261%**](https://www.amazon.com/dp/B0G3XN8152) [**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**$9.88**4.8★**▲ 108%**](https://www.amazon.com/dp/B0G4B3XLT9) [**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**$10.13**4.8★**▲ 33%**](https://www.amazon.com/dp/B07ND4W7WR) [**Dove 24hr Lotion Body Wash Relax Lavender Oil & Chamomile 30.6 oz | Hydrating body wash with MicroMoisture and a calming lavender and chamomile scent**Dove**$10.03**4.7★**▲ 32%**](https://www.amazon.com/dp/B0CLKNYZ71)
**~~View all trending →~~**
## **What buyers say about body wash**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**38%
*“Clean fragrance”*
**Soft Feel**10%
*“Nice and creamy”*
**Moist/Dry**8%
*“Truly hydrating”*
**Value For Money**6%
*“Great buy for the money”*
**Quality-Overall**6%
*“The quality feels consistent”*
**Lather**4%
*“Rich lather”*
**Cleansing**4%
*“Clean feel”*
**Suitability Dry Skin**4%
*“Excellent for dry skin”*
**Suitability Combination Skin**2%
*“works well with sensitive skin”*
**Advertised Vs Actual Product**1%
*“Does What It Says”*
### **What buyers complain about **
**Smell**30%
*“Chemical smell”*
**Allergies**6%
*“Skin irritation”*
**Motor Power**4%
*“Pump didnt work”*
**Leak-Proof**4%
*“spilled everywhere”*
**Moist/Dry**4%
*“It is not moisturizing”*
**Value For Money**2%
*“Expensive”*
**Ease Of Cleaning**2%
*“not for cleaning”*
**Lather**2%
*“not enough lather”*
**Suitability Dry Skin**2%
*“Not for very dry skin”*
**Sensitivity-Overall**2%
*“Not For Sensitive Skin”*
### **Top return reasons **
**Smell**34%
**Leak-Proof**23%
**Motor Power**13%
**Advertised Vs Actual Product**7%
**Value For Money**4%
**Size-Overall**4%
**Defective Material/Parts**2%
**Product Condition**1%
**Moist/Dry**1%
**Sensitivity-Overall**1%
## **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.
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