Is coconut body butter profitable to sell on Amazon United States?

The niche generates $455K/yr across 44 tracked products. 13 of 13 products launched in the last 360 days are still selling. 90-day search growth is -14.3%. Flapen's verdict: Worth a look (50/100).

How competitive is the coconut body butter niche?

10 brands and 208 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 94% of demand.

What do buyers complain about in coconut body butter?

Top complaints mined from reviews: Smell, Moist/Dry, Allergies. The return rate is 0.6%.

When does demand for coconut body butter peak?

Demand peaks in May–Jun–Nov; the busiest month runs 5.8× the quietest.

What does it cost to enter the coconut body butter niche?

Listings span $6.13–$40.60; the average listing price is $13.09 (sweet spot $15–$100). The average incumbent carries 6,447 reviews — the moat a new listing must climb.

coconut body butter

Worth a look

Shows low returns (0.6%), but brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Price range

Good$6.13–$40.60

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

Competition

Good42%

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

Conversion

Good5.1%

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

Avg price

Good$13.09

avg listing price — sweet spot $15–$100

Market size

Good$455K

$455K/yr · 688K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad6,447.09

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-14.3%

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

Brand share

Bad94%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, coconut body butter is a $455K/yr Amazon United States market (688K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in May–Jun–Nov. Verdict: Worth a look — 50/100.

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

coconut body butter market data

Units sold / yr: 40K–50K; avg 750–1,000/product
Revenue / yr: $524K–$655K; units × avg price
Conversion rate: 5.1%
Avg BSR: #114
Page quality: 0%
Prime: 98%
Sponsored: 66%
Out of stock: 2.1%
Avg brand age: 63 months
Avg seller age: 121 days

Competition & brand share

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

Brands

10 falling

Sellers

208

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

42%

Top 20: 78%

Open market

Tree Hut73%
The Body Shop10%
Trader Joe's8%
Petal Fresh2%
Hawaiian Tropic2%
eos2%
Open — no brand owns it (4 brands, 4%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -14.3% search growth over the last 90 days.

Peak months: May, Jun, Nov · busiest ÷ quietest = 5.8×

Open Trend

Top coconut body butter search terms

tree hut body butter242K/yr -2.3%5.0% conv.
tree hut lotion121K/yr -17.2%5.2% conv.
trader joes body butter71K/yr -40.0%3.0% conv.
coconut body butter37K/yr +29.4%4.4% conv.
body shop body butter43K/yr +1.2%5.6% conv.
the body shop body butter37K/yr -18.2%3.8% conv.
tree hut body lotion30K/yr -19.2%4.8% conv.
treehut body butters15K/yr -13.2%4.3% conv.
tree hut whipped body butter13K/yr -11.8%3.5% conv.
body butter tree hut12K/yr -6.3%3.9% conv.

All search terms

Top coconut body butter 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

Tree Hut Coco Colada Whipped Shea Body Butter Hydrating & Nourishing Body Lotion with Natural Oils Moisturizer for Soft & Smooth Skin 8.4 Oz

Tree Hut$8.794.6★9,724 rev

Tree Hut Vanilla Whipped Shea Body Butter Long-Lasting Hydration for Soft Smooth Skin Nourishing Essential Body Care Lightweight Moisturizer 8.4 fl oz

Tree Hut$7.904.6★9,724 rev

Tree Hut Moroccan Rose Whipped Shea Body Butter Hydrating & Nourishing Body Lotion with Natural Oils Moisturizer for Soft & Smooth Skin 8.4 Oz

Tree Hut$8.804.6★9,724 rev

Tree Hut Golden Vanilla Whipped Shea Body Butter Hydrating & Nourishing Body Lotion with Natural Oils Moisturizer for Soft & Smooth Skin 8.4 Oz

Tree Hut$9.404.3★127 rev

Trader Joes Coconut Body Butter 8 Ounce (Pack of 2)

Trader Joe's$22.494.7★2,137 rev

Newest

by launch date

Tree Hut Tropic Glow Everything Shower Gift Set for Women Exfoliating Body Scrub Body Wash Shave Oil & Body Butter Self Care Gift Set Hydrating & Moisturizing with Shea Butter Travel Size

Tree Hut$20.46606 rev

5mo ago

Tree Hut Golden Vanilla Whipped Shea Body Butter Hydrating & Nourishing Body Lotion with Natural Oils Moisturizer for Soft & Smooth Skin 8.4 Oz

Tree Hut$9.40127 rev

6mo ago

Tree Hut Hydraglow Body Lotion Vanilla Hydrating & Nourishing Daily Body Moisturizer for Smooth Soft Skin & Cozy Fragrance Long-Lasting Hydration 18 fl oz

Tree Hut$9.92357 rev

6mo ago

Tree Hut Hydraglow Body Lotion Pink Champagne Hydrating & Moisturizing Daily Body Lotion for Soft Glowing Skin with Fruity Floral Scent 18 fl oz

Tree Hut$9.74357 rev

7mo ago

Tree Hut Hydraglow Body Lotion Cinnamon Dolce Hydrating & Moisturizing Daily Body Lotion for Soft Glowing Skin Lightweight Non-Greasy Formula 18 fl oz

Tree Hut$9.97357 rev

7mo ago

What buyers say about coconut body butter

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

What buyers love

Smell39%

“Very mild scent”

Moist/Dry12%

“Super hydrating”

Soft Feel10%

“Keeps your skin soft”

Quality-Overall4%

“Very good quality product, arrived in perfect condition and works great”

Suitability Dry Skin4%

“It helps my dry skin”

Value For Money3%

“Excellent value”

Absorbency2%

“absorbed well”

Texture/Consistency-Overall2%

“Great consistency”

Suitability Combination Skin2%

“Good for sensitive skin”

Brightness/Shine/Glow1%

“Natural glow”

What buyers complain about

Smell37%

“Artificial smell”

Moist/Dry5%

“Doesnt dry”

Allergies3%

“Gave me a rash”

Thickness2%

“Not as dense/thick as expected”

Skin Health2%

“BURNS MY SKIN”

Suitability Dry Skin2%

“Not for dry skin as it says”

Value For Money2%

“Not worth the price”

Size-Overall2%

“Bigger than I thought”

Leak-Proof1%

“product had leaked around the lids”

Adhesion/Stickiness1%

“leaves me feeling sticky”

Top return reasons

Smell57%

Leak-Proof8%

Product Condition6%

Advertised Vs Actual Product6%

Moist/Dry2%