cetaphil face wash
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size
Incredible$9.5M$9.5M/yr · 4.5M searches
Conversion
Incredible15.2%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Avg price
Good$13.96avg listing price — sweet spot $15–$100
Price range
Good$8.59–$23.49cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+3.1%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Competition
Bad84%top-5 click share — a locked-up shelf
Review moat
Bad27,126.92avg incumbent reviews — the moat a new listing must climb
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, cetaphil face wash is a $9.5M/yr Amazon United States market (4.5M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 49/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
cetaphil face wash market data
- Units sold / yr
- 600K–800K
- avg 40,000–50,000/product
- Revenue / yr
- $8.4M–$11.2M
- units × avg price
- Conversion rate
- 15.2%
- Avg BSR
- #36
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 0.0%
- Avg brand age
- 76 months
- Avg seller age
- 127 days
Competition & brand share
The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 flat
Sellers
97
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
84%
Top 20: 100%
Open market
0%
- Cetaphil98%
- CeraVe2%
Demand & seasonality
Weekly Amazon search volume, last 70 weeks — +3.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top cetaphil face wash search terms
- cetaphil gentle skin cleanser1.1M/yr
- cetaphil1.6M/yr
- cetaphil face wash1.3M/yr
- cetaphil daily facial cleanser147K/yr
- cetaphil cleanser104K/yr
- face wash cetaphil34K/yr
- cetaphil facial cleanser34K/yr
- cetaphil oily skin cleanser30K/yr
- cetaphil gentle skin cleanser sensitive skin20K/yr
- cetaphil face cleanser26K/yr
Top cetaphil 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.
All 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Cetaphil Face Wash Hydrating Gentle Skin Cleanser for Dry to Normal Sensitive Skin 20 oz Fragrance Free Soap Free and Non-Foaming
Cetaphil$11.884.7★15,433 rev
Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin 16 Oz Fragrance Free Gentle Foaming Soap Free Hypoallergenic
Cetaphil$11.144.7★11,941 rev
Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin 20 oz Gentle Foaming Soap Free Hypoallergenic
Cetaphil$12.194.7★22,750 rev
Cetaphil Face & Body Moisturizer Hydrating Moisturizing Lotion for All Skin Types Suitable for Sensitive Skin NEW 20 oz Fragrance Free Hypoallergenic Non-Comedogenic
Cetaphil$13.904.8★16,146 rev
Cetaphil Gentle Exfoliating SA Cleanser Foaming Gel Cleanser for All Skin Types 8 Oz Pump Bottle Salicylic Acid Mandelic Acid & Gluconolactone Gently Exfoliates Dermatologist Recommended Brand
Cetaphil$8.594.6★2,355 rev
Newest
by launch dateCetaphil Gentle Exfoliating SA Cleanser Foaming Gel Cleanser for All Skin Types 8 Oz Pump Bottle Salicylic Acid Mandelic Acid & Gluconolactone Gently Exfoliates Dermatologist Recommended Brand
Cetaphil$8.592,355 rev
Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin 16 Oz Fragrance Free Gentle Foaming Soap Free Hypoallergenic
Cetaphil$11.1411,941 rev
Cetaphil Cream to Foam Face Wash Hydrating Foaming Cream Cleanser 8 oz For Normal to Dry Sensitive Skin with Soothing Prebiotic Aloe Hypoallergenic Fragrance Free
Cetaphil$10.256,483 rev
Cetaphil Cream to Foam Face Wash Hydrating Foaming Cream Cleanser 16 oz For Normal to Dry Sensitive Skin with Soothing Prebiotic Aloe Hypoallergenic Fragrance Free
Cetaphil$10.836,483 rev
Cetaphil Face & Body Moisturizer Hydrating Moisturizing Cream for Dry to Very Dry Sensitive Skin NEW 16 oz 2 Pack Fragrance Free Non-Comedogenic Non-Greasy
Cetaphil$20.0939,568 rev
Trending
90-day click momentum
Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin NEW 16 oz 2 Pack Gentle Foaming Soap Free Hypoallergenic
Cetaphil$23.494.7★
Cetaphil Face & Body Moisturizer Hydrating Moisturizing Cream for Dry to Very Dry Sensitive Skin NEW 20 oz Fragrance Free Non-Comedogenic Non-Greasy (Packaging May Vary)
Cetaphil$13.954.8★
Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin 16 Oz Fragrance Free Gentle Foaming Soap Free Hypoallergenic
Cetaphil$11.144.7★
Cetaphil Cream to Foam Face Wash Hydrating Foaming Cream Cleanser 8 oz For Normal to Dry Sensitive Skin with Soothing Prebiotic Aloe Hypoallergenic Fragrance Free
Cetaphil$10.254.7★
Cetaphil Face & Body Moisturizer Hydrating Moisturizing Lotion for All Skin Types Suitable for Sensitive Skin NEW 20 oz Fragrance Free Hypoallergenic Non-Comedogenic
Cetaphil$13.904.8★
What buyers say about cetaphil face wash
What buyers praise and complain about, mined from review topics.What buyers love
“does not dry out”
“Clean and fresh”
“Excellent Product”
“Makes my skin so soft”
“Works great with my sensitive skin”
“Excellent for dry skin”
“Great purchase for the money”
“Best cleanser”
“Fragrance free”
“Very effective”
What buyers complain about
“Smells off”
“irritating it even worse”
“Too dry”
“the container does not pump”
“not a cleanser”
“Texture has changed”
“Does not work on sensitive skin”
“not super lathery”
“This is quite expensive”
“Didn't Work for Me”
Top return reasons
Common questions
- Is cetaphil face wash profitable to sell on Amazon United States?
- The niche generates $9.5M/yr across 12 tracked products. 90-day search growth is +3.1%. Flapen's verdict: Skip it (49/100).
- How competitive is the cetaphil face wash niche?
- 2 brands and 97 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in cetaphil face wash?
- Top complaints mined from reviews: Smell, Allergies, Moist/Dry. The return rate is 0.5%.
- When does demand for cetaphil face wash peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the cetaphil face wash niche?
- Listings span $8.59–$23.49; the average listing price is $13.96 (sweet spot $15–$100). The average incumbent carries 27,127 reviews — the moat a new listing must climb.