---
title: "Dove Face Wash — $165K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/dove-face-wash"
last_updated: "2026-08-10T22:17:46.647Z"
locale: en
meta:
description: "Niche score 43/100 · $165K/yr market · 135K searches/yr · $12.27 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · $165K/yr market · 135K searches/yr · $12.27 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Dove Face Wash — $165K/yr Amazon US Niche (2026) - Flapen"
---
# **dove face wash**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 34Growth 37Conversion 87Competition 29Returns 98Price range 39Avg price 52Brand share 0Review moat 36Quality gap 33
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.0%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Good****$12.27**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****$5.13–$21.33**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Okay****+9.9%**
90-day search growth — must beat 0% to launch
**Review moat**
**Okay****2,915.82**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****$165K**
$165K/yr · 135K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****67%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, dove face wash is a $165K/yr Amazon United States market (135K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Aug–Sep. Verdict: Skip it — 43/100.
Data updated Jul 16, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **dove face wash market data**
- **Units sold / yr**
- **15K–20K**
- avg 500–750/product
- **Revenue / yr**
- **$184K–$245K**
- units × avg price
- **Conversion rate**
- **10.0%**
- **Avg BSR**
- **#428**
- **Page quality**
- **0%**
- **Prime**
- **82%**
- **Sponsored**
- **47%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **85 months**
- **Avg seller age**
- **136 days**
## **Competition & brand share**
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**4 **▼falling
**Sellers**
**78**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**67%**
Top 20: 100%
**Open market**
**0%**
- DOVE MEN + CARE50% - Olay30% - Dove19% - Neutrogena1% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +9.9% search growth over the last 90 days.
5K3KBlack Friday '24Holiday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Aug, Sep · busiest ÷ quietest = 2.2×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/dove-face-wash/trend)
## **Top dove face wash search terms**
- **dove face wash**53K/yr-2.4%4.4% conv. - **dove mens face wash**14K/yr+20.7%17.7% conv. - **dove men face wash**14K/yr+23.0%11.9% conv. - **olay foaming face wash**10K/yr+22.7%7.4% conv. - **olay gentle foaming cleanser**10K/yr+1.3%9.2% conv. - **dove face wash for men**6K/yr+57.8%12.8% conv. - **oil of olay foaming face wash**5K/yr+21.8%11.0% conv. - **dove face wash for women**6K/yr+4.6%2.1% conv. - **dove facial cleanser**5K/yr+28.5%2.4% conv. - **olay sensitive face wash**4K/yr-7.9%7.8% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/dove-face-wash/search-terms)
## **Top dove 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%$16K20%$33K30%$49K40%$66K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**DOVE MEN + CARE Face Wash Hydrate Plus Skin Care 5 Oz (Pack of 3)**DOVE MEN + CARE**$16.85**4.6★6,041 rev](https://www.amazon.com/dp/B094KC31XL) [2**Olay Facial Cleanser Sensitive Skin 6.7 Oz**Olay**$5.13**4.6★614 rev](https://www.amazon.com/dp/B00479DR4G) [3**DOVE MEN + CARE Face Wash Hydrate Plus 5 Fl Oz**DOVE MEN + CARE**$5.46**4.6★6,041 rev](https://www.amazon.com/dp/B00A0J0A8S) [4**DOVE MEN + CARE Body and Face Scrub Eucalyptus Deeply Exfoliates for Hydrated & Nourished Skin 100% Gentle Cleanser No Sulfate Cleansers or Parabens 9 oz**DOVE MEN + CARE**$7.83**4.4★1,650 rev](https://www.amazon.com/dp/B0DNRNH4YB) [5**Dove Serum Body Wash Acne Clear with Salicylic Acid 18.5 oz I Acne body wash with 1% salicylic acid to help clear and prevent acne breakouts**Dove**$8.39**4.6★2,236 rev](https://www.amazon.com/dp/B0CGZ4FWZG)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**DOVE MEN + CARE Body and Face Scrub Charcoal & Clove Oil Deeply Exfoliates for Hydrated & Nourished Skin 100% Gentle Cleanser No Sulfate Cleansers or Parabens 9 oz**DOVE MEN + CARE**$8.95**1,650 rev1y ago](https://www.amazon.com/dp/B0F49JG31T) [**DOVE MEN + CARE Body and Face Scrub Eucalyptus Deeply Exfoliates for Hydrated & Nourished Skin 100% Gentle Cleanser No Sulfate Cleansers or Parabens 9 oz**DOVE MEN + CARE**$7.83**1,650 rev1y ago](https://www.amazon.com/dp/B0DNRNH4YB) [**Dove Men+ Care Bundle Mens Face Lotion Hydrate+ SPF 15 & Face Scrub Deep Clean+ Moisturizer (2 Piece Set)**Dove**$16.03**63 rev1y ago](https://www.amazon.com/dp/B0DDTZHH2V) [**Dove Cream Serum Pro-Retinol + Firming for Elasticity and Firmness with Collagen Peptides Niacinamide and Antioxidants Lotion 8 oz**Dove**$8.96**1,339 rev1y ago](https://www.amazon.com/dp/B0D9BND3XF) [**Dove Ultra Sensitive Serum Body Wash Fragrance Free 18.5 oz I Fragrance-free serum body wash with only 10 essential ingredients for sensitive skin**Dove**$8.41**2,286 rev2y ago](https://www.amazon.com/dp/B0CNBTJ6NY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Dove Men+Care Face Scrub Deep Clean Plus 5 oz**Dove**$12.43**4.4★**▲ 202%**](https://www.amazon.com/dp/B00SS8F858) [**Olay Gentle Clean Foaming Cleanser 6.7 Ounce (Pack of 3)**Olay**$20.02**4.2★**▲ 145%**](https://www.amazon.com/dp/B00TGH2ASS) [**Dove Cream Serum Pro-Retinol + Firming for Elasticity and Firmness with Collagen Peptides Niacinamide and Antioxidants Lotion 8 oz**Dove**$8.96**4.5★**▲ 53%**](https://www.amazon.com/dp/B0D9BND3XF) [**Olay Facial Cleanser Sensitive Skin 6.7 Oz**Olay**$5.13**4.6★**▲ 47%**](https://www.amazon.com/dp/B00479DR4G) [**Dove Men+ Care Bundle Mens Face Lotion Hydrate+ SPF 15 & Face Scrub Deep Clean+ Moisturizer (2 Piece Set)**Dove**$16.03**4.8★**▲ 46%**](https://www.amazon.com/dp/B0DDTZHH2V)
**~~View all trending →~~**
## **What buyers say about dove face wash**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cleansing**14%
*“Cleans Well”*
**Soft Feel**13%
*“Nice and smooth”*
**Smell**13%
*“fragrance free”*
**Quality-Overall**9%
*“Great Reliable & Affordable Product”*
**Moist/Dry**6%
*“Great moisturizer”*
**Suitability Combination Skin**6%
*“works well with sensitive skin”*
**Value For Money**5%
*“Great value”*
**Ease Of Cleaning**4%
*“Cleans nicely”*
**Suitability Dry Skin**3%
*“doesnt dry out my skin”*
**Lather**3%
*“The lather is luxurious”*
### **What buyers complain about **
**Smell**17%
*“Not Fragrance Free”*
**Allergies**8%
*“Irritated my skin”*
**Ease Of Cleaning**5%
*“Not a cleanser”*
**Moist/Dry**4%
*“drys skin too much”*
**Dilute/Watery**4%
*“Its watered down”*
**Skin Health**3%
*“Burned my face”*
**Motor Power**3%
*“Pump defective”*
**Suitability Dry Skin**3%
*“drys skin too much”*
**Lather**3%
*“No lather”*
**Leak-Proof**2%
*“some of it was leaking out”*
### **Top return reasons **
**Motor Power**19%
**Leak-Proof**18%
**Smell**17%
**Advertised Vs Actual Product**9%
**Value For Money**3%
**Moist/Dry**3%
**Functionality-Overall**3%
**Defective Material/Parts**2%
**Oily/Greasy**2%
**Size-Overall**2%
## **Common questions**
- **Is dove face wash profitable to sell on Amazon United States?**
- The niche generates $165K/yr across 17 tracked products. 90-day search growth is +9.9%. Flapen's verdict: Skip it (43/100).
- **How competitive is the dove face wash niche?**
- 4 brands and 78 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in dove face wash?**
- Top complaints mined from reviews: Smell, Allergies, Ease Of Cleaning. The return rate is 0.4%.
- **When does demand for dove face wash peak?**
- Demand peaks in Aug–Sep; the busiest month runs 2.2× the quietest.
- **What does it cost to enter the dove face wash niche?**
- Listings span $5.13–$21.33; the average listing price is $12.27 (sweet spot $15–$100). The average incumbent carries 2,916 reviews — the moat a new listing must climb.
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