---
title: "Equate Face Wash — $224K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/equate-face-wash"
last_updated: "2026-08-11T04:50:16.814Z"
locale: en
meta:
description: "Niche score 44/100 · $224K/yr market · 236K searches/yr · $8.77 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $224K/yr market · 236K searches/yr · $8.77 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Equate Face Wash — $224K/yr Amazon US Niche (2026) - Flapen"
---
# **equate face wash**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 43Growth 21Conversion 90Competition 43Returns 98Price range 28Avg price 24Brand share 0Review moat 25Quality gap 57
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.8%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****$224K**
$224K/yr · 236K searches
**Competition**
**Okay****59%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Okay****$4.12–$19.27**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Bad****4,661.57**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****$8.77**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-7.4%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
5K3KSpike '26May '26May '26May '26May '26May '26Jun '26Jun '26Jun '26Jun '26Jul '26Jul '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/equate-face-wash/trend)
## **Top equate face wash search terms**
- **clearasil face wash**43K/yr-9.8%16.5% conv. - **amazon basics face wash**29K/yr+8.8%9.6% conv. - **amazon face wash**26K/yr+4.2%11.4% conv. - **amazon basics skin care**20K/yr-12.1%1.4% conv. - **equate face wash**19K/yr-2.8%2.5% conv. - **amazon basics beauty**11K/yr+0.8%0.2% conv. - **face wash amazon basics**10K/yr+3.6%14.1% conv. - **amazon skin care**11K/yr-11.8%1.4% conv. - **amazon basic face wash**5K/yr+22.2%10.6% conv. - **amazon basics facial cleanser**4K/yr+12.2%9.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/equate-face-wash/search-terms)
## **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.
0%5%$11K10%$22K15%$34K20%$45K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Clearasil Rapid Rescue Deep Treatment Acne Face Wash Maximum Strenght with 2% Salicylic Acid Acne Medication Acne Facial Cleanser 6.78 fl oz**Clearasil**$5.90**4.6★3,018 rev](https://www.amazon.com/dp/B001BKO2WU) [2**Amazon Basics Foaming Facial Cleanser with Ceramides & Hyaluronic Acid Gentle Daily Face Wash Non-Comedogenic Fragrance-Free 12 fl oz**Amazon Basics**$7.79**4.2★1,188 rev](https://www.amazon.com/dp/B0CCTHVS23) [3**Amazon Basics Exfoliating Face Wash Cleanser Renewing Salicylic Acid with Ceramides & Vitamin D Foaming Formula Smooths Skin 8 fl oz**Amazon Basics**$8.15**4.4★2,247 rev](https://www.amazon.com/dp/B0BTX4DLHX) [4**Amazon Basics Gentle Exfoliating Face Wash Replenishing Daily Facial Cleanser Refreshing 6.78 fl oz (Pack of 1)**Amazon Basics**$4.12**4.4★1,953 rev](https://www.amazon.com/dp/B0BTX34KG3) [5**Amazon Basics Morning Fresh Facial Cleanser with Ginseng and Vitamin C 8 fl oz**Amazon Basics**$4.21**4.4★10,292 rev](https://www.amazon.com/dp/B07SVCPQ7V)
**~~View all top sellers →~~**
### **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**$9.82**151 rev1y ago](https://www.amazon.com/dp/B0BV2SRR1G) [**Amazon Basics Foaming Facial Cleanser with Ceramides & Hyaluronic Acid Gentle Daily Face Wash Non-Comedogenic Fragrance-Free 12 fl oz**Amazon Basics**$7.79**1,188 rev2y ago](https://www.amazon.com/dp/B0CCTHVS23) [**Amazon Basics Hydrating Facial Cleanser Fragrance Free with Ceramides Non-Comedogenic 12 Fl Oz Pack of 1**Amazon Basics**$7.49**892 rev2y ago](https://www.amazon.com/dp/B0CCTN6HDW) [**Amazon Essentials Deep Cleansing Exfoliating Scrub 5 Ounces 1-Pack (Previously Amazon Basics)**Amazon Essentials**$4.19**672 rev2y ago](https://www.amazon.com/dp/B0BTX3JT84) [**Amazon Basics Hydrating Hyaluronic Acid Serum with Essential Ceramides and Vitamin B 1 Fluid Ounce**Amazon Basics**$11.31**1,033 rev3y ago](https://www.amazon.com/dp/B0BTX3GJ6M)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Amazon Essentials Deep Cleansing Exfoliating Scrub 5 Ounces 1-Pack (Previously Amazon Basics)**Amazon Essentials**$4.19**4.2★**▲ 190%**](https://www.amazon.com/dp/B0BTX3JT84) [**Amazon Basics Morning Fresh Facial Cleanser with Ginseng and Vitamin C 8 fl oz**Amazon Basics**$4.21**4.4★**▲ 24%**](https://www.amazon.com/dp/B07SVCPQ7V) [**Clearasil Rapid Rescue Deep Treatment Acne Face Wash Maximum Strenght with 2% Salicylic Acid Acne Medication Acne Facial Cleanser 6.78 fl oz**Clearasil**$5.90**4.6★**▲ 20%**](https://www.amazon.com/dp/B001BKO2WU) [**Cln&Clr Crm Clnsr Size 6.5z Clean & Clear Sensitive Skin Deep Action Cream Cleanser (2 Pack)**Clean & Clear**$19.27**4.3★**▲ 16%**](https://www.amazon.com/dp/B01IA98ENC) [**Amazon Basics Exfoliating Face Wash Cleanser Renewing Salicylic Acid with Ceramides & Vitamin D Foaming Formula Smooths Skin 8 fl oz**Amazon Basics**$8.15**4.4★**▲ 15%**](https://www.amazon.com/dp/B0BTX4DLHX)
**~~View all trending →~~**
## **What buyers say about equate face wash**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cleansing**13%
*“Good cleanser”*
**Value For Money**12%
*“Good value for price”*
**Quality-Overall**11%
*“Excellent Product”*
**Smell**7%
*“smells fresh”*
**Moist/Dry**7%
*“Great Moisturizer”*
**Suitability Combination Skin**7%
*“Good for my sensitive skin”*
**Soft Feel**6%
*“my skin is soft”*
**Efficiency**3%
*“it works well”*
**Suitability Dry Skin**3%
*“Great for dry skin”*
**Advertised Vs Actual Product**3%
*“As advertised”*
### **What buyers complain about **
**Smell**13%
*“Not Fragrance Free”*
**Motor Power**7%
*“Bad pump”*
**Moist/Dry**7%
*“Too dry”*
**Allergies**6%
*“Gave me a rash”*
**Skin Health**4%
*“Irritated my skin after one use”*
**Sensitivity-Overall**4%
*“Not for Sensitive Skin”*
**Functionality-Overall**3%
*“Pump does not work”*
**Ease Of Cleaning**3%
*“Does not seem to clean well”*
**Value For Money**3%
*“This is quite expensive”*
**Ease Of Use**2%
*“it is so hard to press”*
### **Top return reasons **
**Motor Power**20%
**Advertised Vs Actual Product**14%
**Smell**13%
**Leak-Proof**10%
**Functionality-Overall**5%
**Value For Money**4%
**Size-Overall**4%
**Defective Material/Parts**3%
**Moist/Dry**2%
**Suitability Dry Skin**2%
## **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.
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