---
title: "Cetaphil Face Wash — $9.5M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/cetaphil-face-wash"
last_updated: "2026-08-10T13:21:59.998Z"
locale: en
meta:
description: "Niche score 49/100 · $9.5M/yr market · 4.5M searches/yr · $13.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · $9.5M/yr market · 4.5M searches/yr · $13.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Cetaphil Face Wash — $9.5M/yr Amazon US Niche (2026) - Flapen"
---
# **cetaphil face wash**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 100Growth 29Conversion 97Competition 13Returns 97Price range 57Avg price 66Brand share 0Review moat 12Quality gap 18
**Market size**
**Incredible****$9.5M**
$9.5M/yr · 4.5M searches
**Conversion**
**Incredible****15.2%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Avg price**
**Good****$13.96**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$8.59–$23.49**
cheapest 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**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****84%**
top-5 click share — a locked-up shelf
**Review moat**
**Bad****27,126.92**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
150K100KPrime Day '25Spike '25Holiday '25Spike '26 seasonAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/cetaphil-face-wash/trend)
## **Top cetaphil face wash search terms**
- **cetaphil gentle skin cleanser**1.1M/yr+49.9%16.3% conv. - **cetaphil**1.6M/yr-3.6%5.5% conv. - **cetaphil face wash**1.3M/yr-34.8%15.6% conv. - **cetaphil daily facial cleanser**147K/yr+5.8%21.1% conv. - **cetaphil cleanser**104K/yr-8.6%8.8% conv. - **face wash cetaphil**34K/yr+31.3%14.8% conv. - **cetaphil facial cleanser**34K/yr+13.7%11.6% conv. - **cetaphil oily skin cleanser**30K/yr+30.2%3.9% conv. - **cetaphil gentle skin cleanser sensitive skin**20K/yr+26.0%12.1% conv. - **cetaphil face cleanser**26K/yr+15.7%10.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/cetaphil-face-wash/search-terms)
## **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.
0%10%$952K20%$1.9M30%$2.9M40%$3.8M1K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 12 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Cetaphil Face Wash Hydrating Gentle Skin Cleanser for Dry to Normal Sensitive Skin 20 oz Fragrance Free Soap Free and Non-Foaming**Cetaphil**$11.88**4.7★15,433 rev](https://www.amazon.com/dp/B099N3NM61) [2**Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin 16 Oz Fragrance Free Gentle Foaming Soap Free Hypoallergenic**Cetaphil**$11.14**4.7★11,941 rev](https://www.amazon.com/dp/B09Y4HHY1P) [3**Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin 20 oz Gentle Foaming Soap Free Hypoallergenic**Cetaphil**$12.19**4.7★22,750 rev](https://www.amazon.com/dp/B099MSZX25) [4**Cetaphil Face & Body Moisturizer Hydrating Moisturizing Lotion for All Skin Types Suitable for Sensitive Skin NEW 20 oz Fragrance Free Hypoallergenic Non-Comedogenic**Cetaphil**$13.90**4.8★16,146 rev](https://www.amazon.com/dp/B099N2SLT9) [5**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**$8.59**4.6★2,355 rev](https://www.amazon.com/dp/B0CZDDGCQL)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$8.59**2,355 rev2y ago](https://www.amazon.com/dp/B0CZDDGCQL) [**Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin 16 Oz Fragrance Free Gentle Foaming Soap Free Hypoallergenic**Cetaphil**$11.14**11,941 rev4y ago](https://www.amazon.com/dp/B09Y4HHY1P) [**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**$10.25**6,483 rev4y ago](https://www.amazon.com/dp/B09Y4H2SS2) [**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**$10.83**6,483 rev4y ago](https://www.amazon.com/dp/B09Y4H2KSS) [**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**$20.09**39,568 rev4y ago](https://www.amazon.com/dp/B01H20MA62)
**~~View all new products →~~**
### **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**$23.49**4.7★**▲ 170%**](https://www.amazon.com/dp/B099MTYZV9) [**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**$13.95**4.8★**▲ 18%**](https://www.amazon.com/dp/B099N1LC4R) [**Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin 16 Oz Fragrance Free Gentle Foaming Soap Free Hypoallergenic**Cetaphil**$11.14**4.7★**▲ 17%**](https://www.amazon.com/dp/B09Y4HHY1P) [**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**$10.25**4.7★**— 7%**](https://www.amazon.com/dp/B09Y4H2SS2) [**Cetaphil Face & Body Moisturizer Hydrating Moisturizing Lotion for All Skin Types Suitable for Sensitive Skin NEW 20 oz Fragrance Free Hypoallergenic Non-Comedogenic**Cetaphil**$13.90**4.8★**— 6%**](https://www.amazon.com/dp/B099N2SLT9)
**~~View all trending →~~**
## **What buyers say about cetaphil face wash**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**17%
*“does not dry out”*
**Cleansing**13%
*“Clean and fresh”*
**Quality-Overall**10%
*“Excellent Product”*
**Soft Feel**9%
*“Makes my skin so soft”*
**Suitability Combination Skin**7%
*“Works great with my sensitive skin”*
**Suitability Dry Skin**7%
*“Excellent for dry skin”*
**Value For Money**7%
*“Great purchase for the money”*
**Ease Of Cleaning**4%
*“Best cleanser”*
**Smell**3%
*“Fragrance free”*
**Efficiency**2%
*“Very effective”*
### **What buyers complain about **
**Smell**8%
*“Smells off”*
**Allergies**7%
*“irritating it even worse”*
**Moist/Dry**7%
*“Too dry”*
**Motor Power**6%
*“the container does not pump”*
**Ease Of Cleaning**5%
*“not a cleanser”*
**Texture/Consistency-Overall**4%
*“Texture has changed”*
**Sensitivity-Overall**3%
*“Does not work on sensitive skin”*
**Lather**3%
*“not super lathery”*
**Value For Money**2%
*“This is quite expensive”*
**Functionality-Overall**2%
*“Didn't Work for Me”*
### **Top return reasons **
**Motor Power**21%
**Leak-Proof**12%
**Value For Money**10%
**Advertised Vs Actual Product**7%
**Smell**7%
**Size-Overall**5%
**Moist/Dry**4%
**Functionality-Overall**3%
**Product Condition**3%
**Defective Material/Parts**3%
## **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.
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