Is exfoliating body wash profitable to sell on Amazon United States?

The niche generates $681K/yr across 24 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +17.0%. Flapen's verdict: Worth a look (52/100).

How competitive is the exfoliating body wash niche?

12 brands and 126 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in exfoliating body wash?

Top complaints mined from reviews: Smell, Allergies, Motor Power. The return rate is 0.4%.

When does demand for exfoliating body wash peak?

Demand peaks in May; the busiest month runs 2.2× the quietest.

What does it cost to enter the exfoliating body wash niche?

Listings span $5.07–$19.11; the average listing price is $9.99 (sweet spot $15–$100). The average incumbent carries 9,758 reviews — the moat a new listing must climb.

exfoliating body wash

Worth a look

Shows low returns (0.4%), but a deep review moat (9,758 avg reviews) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great8.1%

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

Market size

Good$681K

$681K/yr · 840K searches

Growth

Okay+17.0%

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

Competition

Okay58%

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

Brand share

Okay81%

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

Avg price

Okay$9.99

avg listing price — sweet spot $15–$100

Price range

Okay$5.07–$19.11

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

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad9,757.58

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, exfoliating body wash is a $681K/yr Amazon United States market (840K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in May. Verdict: Worth a look — 52/100.

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

exfoliating body wash market data

Units sold / yr: 60K–80K; avg 2,000–2,500/product
Revenue / yr: $599K–$799K; units × avg price
Conversion rate: 8.1%
Avg BSR: #232
Page quality: 0%
Prime: 100%
Sponsored: 75%
Out of stock: 0.3%
Avg brand age: 62 months
Avg seller age: 121 days

Competition & brand share

The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 falling

Sellers

126

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

58%

Top 20: 95%

Open market

14%

Dove42%
OGX16%
CeraVe9%
Naturium8%
Tree Hut6%
St. Ives5%
Open — no brand owns it (6 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +17.0% search growth over the last 90 days.

Peak months: May · busiest ÷ quietest = 2.2×

Open Trend

Top exfoliating body wash search terms

exfoliating body wash482K/yr +23.1%5.0% conv.
dove exfoliating body wash66K/yr +16.9%9.4% conv.
body wash exfoliating48K/yr +9.9%7.2% conv.
body wash scrub43K/yr +3.0%3.2% conv.
dove gentle exfoliating body wash26K/yr +20.3%11.6% conv.
dove body wash exfoliant19K/yr -17.4%9.4% conv.
exfoliating body wash for women9K/yr +95.4%4.8% conv.
dove body wash exfoliating18K/yr +15.9%10.9% conv.
exfoliating wash14K/yr +13.4%2.2% conv.
olay exfoliating body wash19K/yr -4.6%4.0% conv.

All search terms

Top exfoliating body 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Dove 24hr Lotion Body Wash Gentle Exfoliate Sea Minerals 30.6 oz | Exfoliating body wash with MicroMoisture for smooth soft skin

Dove$10.094.7★1,887 rev

Dove Exfoliating Body Wash Glow Recharge Energizes & illuminates skin 3% brightening serum with vitamin C 18.5 oz

Dove$7.774.6★5,421 rev

OGX Sensitive + Rose Water & Pink Sea Salt Exfoliating Body Scrub + Rose Quartz Gentle Exfoliating Daily Body Wash Softens Skin Body Scrub for Women Sulfate-Free Surfactants 19.5 fl oz

OGX$6.934.5★31,066 rev

CeraVe Body Wash with Salicylic Acid Fragrance Free Body Wash to Exfoliate Rough and Bumpy Skin Allergy Tested 10 Ounce

CeraVe$13.984.6★36,856 rev

Naturium The Smoother Glycolic Acid Exfoliating Body Wash Soft & Smoothing Cleanser 16.9 oz

Naturium$16.454.6★3,458 rev

Newest

by launch date

Olay Body Wash for Women Ultra Moisture Exfoliating & Hydrating Formula 24/7 Moisture Barrier Repair For Visibly Healthy Soft Skin Vitamin B3 & Hyaluronic Blend For All Skin Types 35 fl oz

Olay$10.911,679 rev

5mo ago

Olay Body Wash for Women Tone Brightening Exfoliation Vitamin C Serum Complex Renew Moisture Free of Parabens & Phthalates Vitamin B3 Lameller Technology For All Skin Types 20 fl oz

Olay$10.66559 rev

5mo ago

Method Exfoliating Body Wash Micro Buffing - Notes of Ginger Cardamom & Cedarwood Made Without Parabens Smooths Skin with AHA & PHA 17 fl oz

Method$10.70253 rev

9mo ago

Billie Exfoliating Womens Body Wash 18 fl oz Sea Salt & Floral Scent Vegan Cruelty Free

Billie$6.69219 rev

1y ago

Dove Himalayan Salt & Rose Oil Body Scrub Exfoliates and Deeply Nourishes for Smooth Radiant Skin 15 oz

Dove$7.339,903 rev

1y ago

What buyers say about exfoliating body wash

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

What buyers love

Smell35%

“fragrance free”

Soft Feel12%

“Makes my skin SO soft”

Cleansing7%

“cleans your skin so well”

Quality-Overall6%

“Excellent quality and provides a refreshing experience”

Suitability Dry Skin5%

“Good on dry skin”

Moist/Dry4%

“Good moisturization,”

Value For Money4%

“Excellent price”

Suitability Combination Skin4%

“Good for my skin”

Lather4%

“Exfoliation and lather is great”

Efficiency1%

“Did the job well”

What buyers complain about

Smell25%

“Awful scent”

Allergies5%

“Skin rash”

Motor Power3%

“Broken pump”

Ease Of Cleaning3%

“could not be cleaned”

Leak-Proof3%

“Leak”

Value For Money3%

“A little expensive”

Skin Health3%

“Harsh on skin”

Moist/Dry3%

“Didn't work so great for hydration”

Functionality-Overall2%

“The pump doesn't work”

Size-Overall2%

“I wish it came in the larger size”

Top return reasons

Smell30%

Leak-Proof20%

Motor Power10%

Advertised Vs Actual Product6%

Value For Money5%

Product Condition5%

Functionality-Overall3%

Defective Material/Parts3%