Is emu oil profitable to sell on Amazon United States?

The niche generates $824K/yr across 18 tracked products. 90-day search growth is -6.7%. Flapen's verdict: Worth a look (57/100).

How competitive is the emu oil niche?

13 brands and 36 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 79% of demand.

What do buyers complain about in emu oil?

Top complaints mined from reviews: Pain Relief-Overall, Functionality-Overall, Smell. The return rate is 0.4%.

When does demand for emu oil peak?

Demand peaks in Aug–Sep–Oct; the busiest month runs 1.8× the quietest.

What does it cost to enter the emu oil niche?

Listings span $8.03–$53.43; the average listing price is $23.16 (sweet spot $15–$100). The average incumbent carries 3,057 reviews — the moat a new listing must climb.

emu oil

Worth a look

Shows low returns (0.4%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Avg price

Incredible$23.16

avg listing price — sweet spot $15–$100

Conversion

Great10.9%

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

Price range

Great$8.03–$53.43

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

Market size

Good$824K

$824K/yr · 327K searches

Brand share

Okay79%

top-5 brand share — brands hold most of the demand

Competition

Okay61%

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

Review moat

Okay3,056.67

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-6.7%

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

According to Flapen's Amazon United States niche tracking, emu oil is a $824K/yr Amazon United States market (327K searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Aug–Sep–Oct. Verdict: Worth a look — 57/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

emu oil market data

Units sold / yr: 30K–40K; avg 1,500–2,000/product
Revenue / yr: $695K–$926K; units × avg price
Conversion rate: 10.9%
Avg BSR: #1,650
Page quality: 0%
Prime: 94%
Sponsored: 72%
Out of stock: 7.0%
Avg brand age: 83 months
Avg seller age: 148 days

Competition & brand share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 flat

Sellers

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

61%

Top 20: 100%

Open market

15%

Pro Emu25%
Pomberries19%
Everyday Beauty Helping You Feel Beautiful Inside And Out17%
Dr Adorable12%
Leven Rose6%
BLUE-EMU6%
Open — no brand owns it (7 brands, 15%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -6.7% search growth over the last 90 days.

Peak months: Aug, Sep, Oct · busiest ÷ quietest = 1.8×

Open Trend

Top emu oil search terms

emu oil250K/yr -6.3%9.1% conv.
emu oil pure organic13K/yr +62.6%9.5% conv.
emu oil for skin healing19K/yr +1.7%8.6% conv.
pure emu oil6K/yr -2.7%6.7% conv.
emu oil for skin7K/yr +0.3%7.8% conv.
emu oil organic18K/yr -75.6%7.1% conv.
organic emu oil6K/yr -24.4%7.1% conv.
thunder ridge emu oil3K/yr -30.6%3.5% conv.
emu oul2K/yr -11.0%10.2% conv.
walkabout emu oil2K/yr -10.2%1.0% conv.

All search terms

Top emu oil 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 18 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Pomberries Emu Oil 100% Pure Australian Emu Oil for Skin 4 fl oz

Pomberries$15.044.7★358 rev

Pro Emu OIL (4 oz) All Natural Emu Oil - AEA Certified - Made In USA - Best All Natural Oil for Face Skin Hair and Nails.

Pro Emu$15.514.6★2,736 rev

Pure Australian Emu Oil - All Natural 6X Refined for Face Skin and Hair - Highly Effective Hydration for Sensitive Skin & Hair Growth Perfect for Scars & Blemishes - 1 Fl Oz Glass Bottle & Dropper

Everyday Beauty Helping You Feel Beautiful Inside And Out$8.034.6★790 rev

PRO EMU OIL (2 oz) All Natural Emu Oil - AEA Certified - Made In USA - Best All Natural Oil for Face Skin Hair and Nails.

Pro Emu$8.374.6★3,805 rev

Leven Rose Emu Oil 100% Pure Natural Hair Strengthener Anti Aging Skin Moisturizer 4 oz

Leven Rose$18.494.6★5,697 rev

Newest

by launch date

Emu Joy Emu Oil - Pure Fully Refined Emu Oil for Skin & Body - Fast Absorbing Non Greasy Conditioning Oil - Fragrance Free - Sensitive Eczema & Psoriasis Prone Skin - 1 fl oz

Emu Joy$34.39487 rev

1y ago

Pomberries Emu Oil 100% Pure Australian Emu Oil for Skin 4 fl oz

Pomberries$15.04358 rev

1y ago

Pure Australian Emu Oil - All Natural 6X Refined for Face Skin and Hair - Highly Effective Hydration for Sensitive Skin and Hair Growth - Perfect for Scars and Blemishes - 2 Fl Oz

Everyday Beauty Helping You Feel Beautiful Inside And Out$10.01790 rev

2y ago

Pure Australian Emu Oil - All Natural 6X Refined for Face Skin and Hair - Highly Effective Hydration for Sensitive Skin & Hair Growth Perfect for Scars & Blemishes - 1 Fl Oz Glass Bottle & Dropper

Everyday Beauty Helping You Feel Beautiful Inside And Out$8.03790 rev

2y ago

Teak Naturals 24K Gold Emu Oil Organic Australian Emu Oil 4 oz Gold Line Series Skin Moisturizer for Dry Skin Hair Treatment Reduces Wrinkles

Teak Naturals$19.95430 rev

9y ago

What buyers say about emu oil

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

What buyers love

Moist/Dry14%

“The moisturizing”

Quality-Overall14%

“Very high quality”

Value For Money8%

“reasonably priced”

Joint Pain7%

“Good for joint pain”

Soft Feel7%

“Feels so good”

Smell5%

“Odorless and true relief”

Allergies5%

“does not irritate my very sensitive skin”

Efficiency4%

“I think that it's effective”

Advertised Vs Actual Product4%

“As advertised”

Oily/Greasy3%

“The oil absorbed nicely without feeling heavy or greasy, even on such a small and sensitive area”

What buyers complain about

Pain Relief-Overall13%

“Knee pain”

Functionality-Overall13%

“not effective for me”

Smell8%

“This product has a definite odor”

Allergies6%

“I have extremely dry skin with unbearable itching”

Joint Pain6%

“go nothing out of this for osteo-arthritis in hands”

Oily/Greasy5%

“I find it too greasy to use on my face”

Color4%

“No color”

Leak-Proof3%

“My problem is that the lid leaks down the side of the bottle every time I use it”

Moist/Dry3%

“my elbows are so dry”

Skin Health3%

“Did nothing for my skin”

Top return reasons

Functionality-Overall19%

Leak-Proof17%

Advertised Vs Actual Product11%

Smell10%

Oily/Greasy8%

Joint Pain5%

Size-Overall4%

Value For Money3%

Moist/Dry2%

Ingredients-Overall2%

Common questions

Is emu oil profitable to sell on Amazon United States?: The niche generates $824K/yr across 18 tracked products. 90-day search growth is -6.7%. Flapen's verdict: Worth a look (57/100).
How competitive is the emu oil niche?: 13 brands and 36 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 79% of demand.
What do buyers complain about in emu oil?: Top complaints mined from reviews: Pain Relief-Overall, Functionality-Overall, Smell. The return rate is 0.4%.
When does demand for emu oil peak?: Demand peaks in Aug–Sep–Oct; the busiest month runs 1.8× the quietest.
What does it cost to enter the emu oil niche?: Listings span $8.03–$53.43; the average listing price is $23.16 (sweet spot $15–$100). The average incumbent carries 3,057 reviews — the moat a new listing must climb.