exfoliating soap
Worth a lookShows low returns (0.3%), but a deep review moat (9,190 avg reviews) keeps it on the watch list.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Great11.5%search→purchase rate — share of searches ending in a sale
Market size
Good$471K$471K/yr · 388K searches
Price range
Good$4.82–$27.09cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$10.51avg listing price — sweet spot $15–$100
Growth
Okay+9.2%90-day search growth — must beat 0% to launch
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Review moat
Bad9,190.37avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, exfoliating soap is a $471K/yr Amazon United States market (388K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Aug. Verdict: Worth a look — 51/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
exfoliating soap market data
- Units sold / yr
- 40K–50K
- avg 1,500–2,000/product
- Revenue / yr
- $420K–$526K
- units × avg price
- Conversion rate
- 11.5%
- Avg BSR
- #157
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 95%
- Out of stock
- 0.0%
- Avg brand age
- 72 months
- Avg seller age
- 122 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
83
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
63%
Top 20: 100%
Open market
10%
- Dove51%
- Cremo23%
- MARLOWE.6%
- Cliganic5%
- REVITALE3%
- Kitsch3%
- Open — no brand owns it (5 brands, 10%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +9.2% search growth over the last 90 days.Peak months: Aug · busiest ÷ quietest = 2.0×
Top exfoliating soap search terms
- exfoliating bar soap62K/yr
- exfoliating soap60K/yr
- dove exfoliating bar soap54K/yr
- exfoliating soap bar38K/yr
- cremo bar soap19K/yr
- cremo soap19K/yr
- dove gentle exfoliating bar soap17K/yr
- dove charcoal bar soap14K/yr
- exfoliating bar13K/yr
- dove exfoliating beauty bar4K/yr
Top exfoliating soap 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Dove Gentle Exfoliating Beauty Bar Soap 8 Count Renewing Cleanser 3.75 oz I Beauty bar with gentle exfoliants and moisturizing cream to renew skin and reveal softer smoother skin
Dove$11.764.8★2,543 rev
Dove Deep Exfoliating Beauty Bar Soap 6 Count Charcoal Powder 3.75 oz I Exfoliating beauty bar with charcoal powder and glycerin for softer smoother skin
Dove$10.464.8★2,543 rev
Cremo Exfoliating Body Bar for Men Italian Bergamot Scent Multi-Layered Fragrance That Buffs Cleanses and Hydrates Skin 5oz
Cremo$5.504.7★1,732 rev
Cremo Exfoliating Body Bar for Men Bourbon & Oak Scent Multi-Layered Fragrance That Buffs Cleanses and Hydrates Skin 5oz
Cremo$5.914.7★1,732 rev
Dove Beauty Bar Gentle Exfoliating With Mild Cleanser 6 Bars More Moisturizing Than Bar Soap For Softer And Smoother Skin 3.75 oz
Dove$9.394.8★13,064 rev
Newest
by launch date
MARLOWE. Body Scrub Soap Exfoliating Soap Bar Cedarwood & Sea Salt 7 oz
MARLOWE.$11.3815 rev
Cliganic Exfoliating Bar Soap For Men & Women Body Scrub Soap with 98% Natural Ingredients Cleanses Smooths & Revitalizes Skin Moisturizing Soap Bar- Cypress Neroli & Violet Wood Scents (2 Pack)
Cliganic$9.7150 rev
Dove Deep Exfoliating Beauty Bar Soap 6 Count Charcoal Powder 3.75 oz I Exfoliating beauty bar with charcoal powder and glycerin for softer smoother skin
Dove$10.462,543 rev
Ivory Exfoliating Bath Bar Soap Designed for Whole Family with Plant-Based Cleansers Made Without Heavy Perfumes Parabens or Phthalates Warm Vanilla + Oat Milk Scent 3.17 oz (4 Count)
Ivory$4.82762 rev
Cremo Exfoliating Body Bar for Men Italian Bergamot Scent Multi-Layered Fragrance That Buffs Cleanses and Hydrates Skin 5oz
Cremo$5.501,732 rev
Trending
90-day click momentumCliganic Exfoliating Bar Soap For Men & Women Body Scrub Soap with 98% Natural Ingredients Cleanses Smooths & Revitalizes Skin Moisturizing Soap Bar- Cypress Neroli & Violet Wood Scents (2 Pack)
Cliganic$9.714.0★
MARLOWE. Body Scrub Soap Exfoliating Soap Bar Cedarwood & Sea Salt 7 oz
MARLOWE.$11.384.0★
Dove Men + Care Deep Clean Body + Face Bars Purifying Grains 3.75 oz 6 Ct
DOVE MEN + CARE$10.124.7★
Dove Gentle Exfoliating Beauty Bar Soap 8 Count Renewing Cleanser 3.75 oz I Beauty bar with gentle exfoliants and moisturizing cream to renew skin and reveal softer smoother skin
Dove$11.764.8★
Dove Men+Care Body + Face Bar 2-Pack (12 Bars) Exfoliating 3-in-1 Charcoal Soap with Clay for Skin Care Hands & Shaving 3.75 Oz Ea
Dove$27.094.7★
What buyers say about exfoliating soap
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing scent”
“Nice and Clean”
“Excellent product”
“Soft skin”
“good for the skin”
“Effective product”
“Love the scent & luxurious lather”
“Great Value”
“It does help with dark spots”
“Does not dry out skin”
What buyers complain about
“Didn't work for me”
“Itchy”
“Awful smell”
“saw very little improvement”
“Makes skin dry”
“Burns skin”
“Doesnt lather”
“such a small portion”
“Expensive”
“False advertising”
Top return reasons
Common questions
- Is exfoliating soap profitable to sell on Amazon United States?
- The niche generates $471K/yr across 19 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +9.2%. Flapen's verdict: Worth a look (51/100).
- How competitive is the exfoliating soap niche?
- 11 brands and 83 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in exfoliating soap?
- Top complaints mined from reviews: Functionality-Overall, Allergies, Smell. The return rate is 0.3%.
- When does demand for exfoliating soap peak?
- Demand peaks in Aug; the busiest month runs 2.0× the quietest.
- What does it cost to enter the exfoliating soap niche?
- Listings span $4.82–$27.09; the average listing price is $10.51 (sweet spot $15–$100). The average incumbent carries 9,190 reviews — the moat a new listing must climb.