Is deodorants profitable to sell on Amazon United States?

The niche generates $2.4M/yr across 17 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +16.1%. Flapen's verdict: Worth a look (53/100).

How competitive is the deodorants niche?

2 brands and 92 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in deodorants?

Top complaints mined from reviews: Smell, Functionality-Overall, Allergies. The return rate is 0.2%.

When does demand for deodorants peak?

Demand is steady year-round — the busiest month runs 1.7× the quietest.

What does it cost to enter the deodorants niche?

Listings span $4.92–$26.69; the average listing price is $10.25 (sweet spot $15–$100). The average incumbent carries 6,875 reviews — the moat a new listing must climb.

deodorants

Worth a look

Shows searches that convert (19.0% search→purchase), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.

Conversion

Incredible19.0%

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

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Market size

Incredible$2.4M

$2.4M/yr · 1.2M searches

Price range

Good$4.92–$26.69

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

Growth

Okay+16.1%

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

Avg price

Okay$10.25

avg listing price — sweet spot $15–$100

Competition

Bad71%

top-5 click share — a locked-up shelf

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad6,875.41

avg 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, deodorants is a $2.4M/yr Amazon United States market (1.2M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 53/100.

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

deodorants market data

Units sold / yr: 250K–300K; avg 10,000–12,500/product
Revenue / yr: $2.6M–$3.1M; units × avg price
Conversion rate: 19.0%
Avg BSR: #107
Page quality: 0%
Prime: 94%
Sponsored: 65%
Out of stock: 0.3%
Avg brand age: 79 months
Avg seller age: 128 days

Competition & brand share

The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

Mitchum81%
Dry Idea19%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +16.1% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.7×

Open Trend

Top deodorants search terms

mitchum deodorant for men472K/yr +14.7%19.5% conv.
mitchum deodorant155K/yr +17.9%11.6% conv.
mitchum112K/yr +25.6%11.3% conv.
dry idea115K/yr +14.7%11.0% conv.
dry idea unscented clear gel86K/yr +24.7%11.5% conv.
dry idea deodorant93K/yr +5.8%8.8% conv.
mitchum unscented deodorant for men21K/yr +70.7%22.4% conv.
dry idea unscented29K/yr +16.6%9.2% conv.
deodorant mitchum17K/yr +25.2%15.2% conv.
mitchum unscented15K/yr +14.5%13.2% conv.

All search terms

Top deodorants 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 17 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Clean Control 2 pack

Mitchum$11.484.7★597 rev

Mitchum Mens Triple Odor Protection Antiperspirant & Deodorant Gel Unscented 48HR Protection 2 pack

Mitchum$6.084.5★20,463 rev

Dry Idea Gel Deodorant & Antiperspirant for Women - Hypoallergenic for Sensitive Skin 2X Longer Sweat Protection* 72Hr Odor Control Unscented Womens Deodorant 3 oz

Dry Idea$4.994.6★4,252 rev

Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Bold Energy 2 pack

Mitchum$10.824.7★597 rev

Mitchum Invisible Anti-Perspirant & Deodorant Roll-On Unscented 3.4 oz (Pack of 2)

Mitchum$10.024.7★1,539 rev

Newest

by launch date

Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Clean Control 2 pack

Mitchum$11.48597 rev

7mo ago

Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Bold Energy 2 pack

Mitchum$10.82597 rev

7mo ago

Mitchum Ultimate 72HR Odor Protection Womens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Pure Fresh 2 pack

Mitchum$11.20542 rev

7mo ago

Dry Idea Unscented Roll On Deodorant & Antiperspirant for Women - Hypoallergenic for Sensitive Skin 2X Longer Sweat Protection* 72Hr Odor Control Womens Deodorant 3.25oz (Pack of 4)

Dry Idea$24.665,775 rev

2y ago

Mitchum Mens Natural Power Deodorant Solid Cedarwood 24HR Protection Vegan 2.7 oz

Mitchum$9.20472 rev

6y ago

What buyers say about deodorants

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

What buyers love

Smell29%

“Very mild scent”

Value For Money11%

“Great deal”

Quality-Overall10%

“Reliable Product”

Efficiency6%

“Job well done”

Moist/Dry6%

“It dries fast”

Durability5%

“durable”

Advertised Vs Actual Product4%

“Arrived as described”

Allergies4%

“No irritation”

Breathability3%

“The antiperspirant works”

Protection1%

“Lasting protection”

What buyers complain about

Smell26%

“Not odorless”

Functionality-Overall8%

“Not effective”

Allergies7%

“cause a rash”

Moist/Dry6%

“a bit Dry”

Leak-Proof5%

“Leaked”

Adhesion/Stickiness3%

“HORRIBLY STICKY”

Advertised Vs Actual Product3%

“Absolutely misleading”

Value For Money3%

“Expensive”

Stain Resistance2%

“Stained my shirt”

Ease Of Use2%

“Hard to use”

Top return reasons

Smell27%

Leak-Proof14%

Functionality-Overall13%

Advertised Vs Actual Product11%

Defective Material/Parts7%

Adhesion/Stickiness5%

Dispensing Mechanism3%

Moist/Dry2%

Stain Resistance2%

Product Condition2%

Common questions

Is deodorants profitable to sell on Amazon United States?: The niche generates $2.4M/yr across 17 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +16.1%. Flapen's verdict: Worth a look (53/100).
How competitive is the deodorants niche?: 2 brands and 92 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in deodorants?: Top complaints mined from reviews: Smell, Functionality-Overall, Allergies. The return rate is 0.2%.
When does demand for deodorants peak?: Demand is steady year-round — the busiest month runs 1.7× the quietest.
What does it cost to enter the deodorants niche?: Listings span $4.92–$26.69; the average listing price is $10.25 (sweet spot $15–$100). The average incumbent carries 6,875 reviews — the moat a new listing must climb.

deodorants

deodorants market data

Competition & brand share

Demand & seasonality

Top deodorants search terms

Top deodorants products on Amazon

Top sellers

Newest

Trending

What buyers say about deodorants

What buyers love

What buyers complain about

Top return reasons

Common questions

Related niches in Beauty & Personal Care