equate face wash
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Conversion
Great10.8%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay$224K$224K/yr · 236K searches
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Price range
Okay$4.12–$19.27cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad4,661.57avg incumbent reviews — the moat a new listing must climb
Avg price
Bad$8.77avg listing price — sweet spot $15–$100
Growth
Bad-7.4%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, equate face wash is a $224K/yr Amazon United States market (236K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 44/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
equate face wash market data
- Units sold / yr
- 25K–30K
- avg 750–1,000/product
- Revenue / yr
- $219K–$263K
- units × avg price
- Conversion rate
- 10.8%
- Avg BSR
- #303
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.0%
- Avg brand age
- 74 months
- Avg seller age
- 129 days
Competition & brand share
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
5 rising
Sellers
218
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
59%
Top 20: 99%
Open market
0%
- Amazon Basics70%
- Clearasil22%
- Clean & Clear5%
- Amazon Essentials1%
- Cetaphil1%
- Open — no brand owns it (0%)
Demand
Weekly Amazon search volume, last 11 weeks — -7.4% search growth over the last 90 days.Top equate face wash search terms
- clearasil face wash43K/yr
- amazon basics face wash29K/yr
- amazon face wash26K/yr
- amazon basics skin care20K/yr
- equate face wash19K/yr
- amazon basics beauty11K/yr
- face wash amazon basics10K/yr
- amazon skin care11K/yr
- amazon basic face wash5K/yr
- amazon basics facial cleanser4K/yr
Top equate 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.
All 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Clearasil Rapid Rescue Deep Treatment Acne Face Wash Maximum Strenght with 2% Salicylic Acid Acne Medication Acne Facial Cleanser 6.78 fl oz
Clearasil$5.904.6★3,018 rev
Amazon Basics Foaming Facial Cleanser with Ceramides & Hyaluronic Acid Gentle Daily Face Wash Non-Comedogenic Fragrance-Free 12 fl oz
Amazon Basics$7.794.2★1,188 rev
Amazon Basics Exfoliating Face Wash Cleanser Renewing Salicylic Acid with Ceramides & Vitamin D Foaming Formula Smooths Skin 8 fl oz
Amazon Basics$8.154.4★2,247 rev
Amazon Basics Gentle Exfoliating Face Wash Replenishing Daily Facial Cleanser Refreshing 6.78 fl oz (Pack of 1)
Amazon Basics$4.124.4★1,953 rev
Amazon Basics Morning Fresh Facial Cleanser with Ginseng and Vitamin C 8 fl oz
Amazon Basics$4.214.4★10,292 rev
Newest
by launch date
Amazon Basics 3-Step Acne Treatment Remedy System Facial Cleanser with 2.5% Benzoyl Peroxide Face Wash 4 Fluid Ounces 1-Pack
Amazon Basics$9.82151 rev
Amazon Basics Foaming Facial Cleanser with Ceramides & Hyaluronic Acid Gentle Daily Face Wash Non-Comedogenic Fragrance-Free 12 fl oz
Amazon Basics$7.791,188 rev
Amazon Basics Hydrating Facial Cleanser Fragrance Free with Ceramides Non-Comedogenic 12 Fl Oz Pack of 1
Amazon Basics$7.49892 rev
Amazon Essentials Deep Cleansing Exfoliating Scrub 5 Ounces 1-Pack (Previously Amazon Basics)
Amazon Essentials$4.19672 rev
Amazon Basics Hydrating Hyaluronic Acid Serum with Essential Ceramides and Vitamin B 1 Fluid Ounce
Amazon Basics$11.311,033 rev
Trending
90-day click momentumAmazon Essentials Deep Cleansing Exfoliating Scrub 5 Ounces 1-Pack (Previously Amazon Basics)
Amazon Essentials$4.194.2★
Amazon Basics Morning Fresh Facial Cleanser with Ginseng and Vitamin C 8 fl oz
Amazon Basics$4.214.4★
Clearasil Rapid Rescue Deep Treatment Acne Face Wash Maximum Strenght with 2% Salicylic Acid Acne Medication Acne Facial Cleanser 6.78 fl oz
Clearasil$5.904.6★
Cln&Clr Crm Clnsr Size 6.5z Clean & Clear Sensitive Skin Deep Action Cream Cleanser (2 Pack)
Clean & Clear$19.274.3★
Amazon Basics Exfoliating Face Wash Cleanser Renewing Salicylic Acid with Ceramides & Vitamin D Foaming Formula Smooths Skin 8 fl oz
Amazon Basics$8.154.4★
What buyers say about equate face wash
What buyers praise and complain about, mined from review topics.What buyers love
“Good cleanser”
“Good value for price”
“Excellent Product”
“smells fresh”
“Great Moisturizer”
“Good for my sensitive skin”
“my skin is soft”
“it works well”
“Great for dry skin”
“As advertised”
What buyers complain about
“Not Fragrance Free”
“Bad pump”
“Too dry”
“Gave me a rash”
“Irritated my skin after one use”
“Not for Sensitive Skin”
“Pump does not work”
“Does not seem to clean well”
“This is quite expensive”
“it is so hard to press”
Top return reasons
Common questions
- Is equate face wash profitable to sell on Amazon United States?
- The niche generates $224K/yr across 21 tracked products. 90-day search growth is -7.4%. Flapen's verdict: Skip it (44/100).
- How competitive is the equate face wash niche?
- 5 brands and 218 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in equate face wash?
- Top complaints mined from reviews: Smell, Motor Power, Moist/Dry. The return rate is 0.4%.
- What does it cost to enter the equate face wash niche?
- Listings span $4.12–$19.27; the average listing price is $8.77 (sweet spot $15–$100). The average incumbent carries 4,662 reviews — the moat a new listing must climb.