Is burts bees baby lotion profitable to sell on Amazon United States?

The niche generates $84K/yr across 8 tracked products. 90-day search growth is -23.3%. Flapen's verdict: Skip it (37/100).

How competitive is the burts bees baby lotion niche?

4 brands and 58 sellers compete. The top 5 products take 90% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in burts bees baby lotion?

Top complaints mined from reviews: Allergies, Value For Money, Functionality-Overall. The return rate is 0.4%.

When does demand for burts bees baby lotion peak?

Demand peaks in Jan–Feb; the busiest month runs 1.9× the quietest.

What does it cost to enter the burts bees baby lotion niche?

Listings span $10.71–$33.70; the average listing price is $18.03 (sweet spot $15–$100). The average incumbent carries 6,772 reviews — the moat a new listing must climb.

burts bees baby lotion

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great10.5%

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

Avg price

Great$18.03

avg listing price — sweet spot $15–$100

Price range

Great$10.71–$33.70

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

Review moat

Bad6,771.88

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Market size

Bad$84K

$84K/yr · 45K searches

Growth

Bad-23.3%

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

Competition

Bad90%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, burts bees baby lotion is a $84K/yr Amazon United States market (45K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb. Verdict: Skip it — 37/100.

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

burts bees baby lotion market data

Units sold / yr: 6K–8K; avg 750–1,000/product
Revenue / yr: $108K–$144K; units × avg price
Conversion rate: 10.5%
Avg BSR: #353
Page quality: 0%
Prime: 100%
Sponsored: 63%
Out of stock: 0.0%
Avg brand age: 64 months
Avg seller age: 140 days

Competition & brand share

The top 5 products capture 90% of clicks — a locked-up shelf that new listings rarely crack.

Brands

4 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

90%

Top 20: 100%

Open market

Eucerin84%
CeraVe7%
PROcure5%
Curel4%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -23.3% search growth over the last 90 days.

Peak months: Jan, Feb · busiest ÷ quietest = 1.9×

Open Trend

Top burts bees baby lotion search terms

eucerin itch relief intensive calming lotion11K/yr -11.2%13.6% conv.
eucerin itch relief lotion6K/yr +1.9%12.6% conv.
menopause itchy skin relief9K/yr -33.9%1.5% conv.
eucerin itch relief8K/yr -40.3%9.9% conv.
eucerin anti itch lotion4K/yr -23.9%13.3% conv.
perimenopause itchy skin relief3K/yr -27.5%1.9% conv.
eucerin itch relief cream3K/yr -50.3%10.7% conv.

All search terms

Top burts bees baby 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 8 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Eucerin Itch Relief Intensive Calming Lotion Itch-Relieving Lotion for Sensitive Dry Skin 8.4 Fl Oz Bottle

Eucerin$13.424.7★12,039 rev

Eucerin Skin Calming Body Lotion Natural Oatmeal Enriched Body Lotion for Dry Itchy Skin 16.9 fl. oz. Bottle

Eucerin$12.984.7★12,039 rev

Eucerin Skin Calming Cream - Full Body Lotion for Dry Itchy Skin Natural Oatmeal Enriched - 14 oz. Tube

Eucerin$13.054.8★6,179 rev

PROcure pH-Balancing Perimenopause Body Lotion Hyaluronic Acid Ceramides & Niacinamide for Hormonal Skin Dryness Sensitivity & Comfort

PROcure$12.794.2★39 rev

Curel Itch Defense Calming Body Lotion Moisturizer for Dry Itchy Skin Body and Hand Lotion with Advanced Ceramide Complex Pro-Vitamin B5 Shea Butter 20 Oz

Curel$10.714.7★10,197 rev

Newest

by launch date

PROcure pH-Balancing Perimenopause Body Lotion Hyaluronic Acid Ceramides & Niacinamide for Hormonal Skin Dryness Sensitivity & Comfort

PROcure$12.7939 rev

1y ago

CeraVe Anti Itch Moisturizing Lotion with Pramoxine Hydrochloride Relieves Itch with Minor Skin Irritations Sunburn Relief Bug Bites 16 Ounces

CeraVe$23.711,169 rev

3y ago

CeraVe Moisturizing Cream for Itch Relief Anti Itch Cream with Pramoxine Hydrochloride Relieves Itchy with Minor Skin Irritations Sunburn Relief Bug Bites Fragrance Free 16 Ounces

CeraVe$23.8711,748 rev

3y ago

Eucerin Itch Relief Intensive Calming Lotion Itch-Relieving Lotion for Sensitive Dry Skin 8.4 Fl Oz Bottle

Eucerin$13.4212,039 rev

5y ago

Eucerin Skin Calming Body Lotion Natural Oatmeal Enriched Body Lotion for Dry Itchy Skin 16.9 fl. oz. Bottle

Eucerin$12.9812,039 rev

10y ago

What buyers say about burts bees baby lotion

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

What buyers love

Allergies21%

“NO skin irritation”

Moist/Dry16%

“Helps with dry skin”

Efficiency11%

“Effective”

Quality-Overall9%

“Cerave is a great brand”

Soft Feel5%

“Smooth on skin”

Suitability Dry Skin4%

“works even on my very dry skin”

Advertised Vs Actual Product4%

“Works as advertised”

Value For Money4%

“Good deal”

Suitability Winter Weather3%

“helps for winter dryness”

Absorbency2%

“absorbs well”

What buyers complain about

Allergies34%

“Itchy”

Value For Money7%

“Product is overpriced”

Functionality-Overall6%

“Doesnt work”

Smell4%

“doesn't have a strong fragrance”

Moist/Dry4%

“it is sooooo bad soo bad likes not normal moisturizer it cause pilling even with a very light layer”

Sensitivity-Overall3%

“Not for sensitive skin”

Skin Health3%

“Did nothing for my skin”

Product Condition2%

“Product open used no seal. Product was open I have cancer stuck in”

Absorbency1%

“does not absorb completely”

Color1%

“the cream has a weird pinkish/salmon tint to it”

Top return reasons

Functionality-Overall16%

Advertised Vs Actual Product14%

Motor Power13%

Product Condition8%

Size-Overall7%

Leak-Proof5%

Smell5%

Defective Material/Parts3%

Texture/Consistency-Overall3%

Value For Money3%

Common questions

Is burts bees baby lotion profitable to sell on Amazon United States?: The niche generates $84K/yr across 8 tracked products. 90-day search growth is -23.3%. Flapen's verdict: Skip it (37/100).
How competitive is the burts bees baby lotion niche?: 4 brands and 58 sellers compete. The top 5 products take 90% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in burts bees baby lotion?: Top complaints mined from reviews: Allergies, Value For Money, Functionality-Overall. The return rate is 0.4%.
When does demand for burts bees baby lotion peak?: Demand peaks in Jan–Feb; the busiest month runs 1.9× the quietest.
What does it cost to enter the burts bees baby lotion niche?: Listings span $10.71–$33.70; the average listing price is $18.03 (sweet spot $15–$100). The average incumbent carries 6,772 reviews — the moat a new listing must climb.