Is face and body wash profitable to sell on Amazon United States?

The niche generates $485K/yr across 15 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +22.9%. Flapen's verdict: Worth a look (52/100).

How competitive is the face and body wash niche?

5 brands and 40 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in face and body wash?

Top complaints mined from reviews: Smell, Allergies, Dilute/Watery. The return rate is 0.4%.

When does demand for face and body wash peak?

Demand peaks in Jan–Feb–Oct–Nov–Dec; the busiest month runs 3.1× the quietest.

What does it cost to enter the face and body wash niche?

Listings span $19.70–$59.84; the average listing price is $27.60 (sweet spot $15–$100). The average incumbent carries 2,695 reviews — the moat a new listing must climb.

face and body wash

Worth a look

Shows low returns (0.4%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Avg price

Incredible$27.60

avg listing price — sweet spot $15–$100

Price range

Incredible$19.70–$59.84

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

Conversion

Great8.5%

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

Market size

Good$485K

$485K/yr · 206K searches

Growth

Good+22.9%

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

Review moat

Okay2,695.2

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Competition

Bad74%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, face and body wash is a $485K/yr Amazon United States market (206K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb–Oct–Nov–Dec. Verdict: Worth a look — 52/100.

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

face and body wash market data

Units sold / yr: 20K–25K; avg 1,250–1,500/product
Revenue / yr: $552K–$690K; units × avg price
Conversion rate: 8.5%
Avg BSR: #583
Page quality: 0%
Prime: 80%
Sponsored: 93%
Out of stock: 0.0%
Avg brand age: 66 months
Avg seller age: 126 days

Competition & brand share

The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.

Brands

5 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

74%

Top 20: 100%

Open market

Ginger Lily Farms77%
Dove16%
McKesson3%
Terra Pure2%
Suave2%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +22.9% search growth over the last 90 days.

Peak months: Jan, Feb, Oct, Nov, Dec · busiest ÷ quietest = 3.1×

Open Trend

Top face and body wash search terms

ginger lily farms28K/yr +52.0%1.3% conv.
gallon body wash32K/yr +19.1%6.6% conv.
ginger lily farms body wash29K/yr +7.6%14.7% conv.
body wash gallon23K/yr +14.1%11.5% conv.
dove watermelon body wash12K/yr +72.3%2.7% conv.
dove strawberry body wash12K/yr -1.4%0.7% conv.
dove strawberry kiwi body wash3K/yr +83.9%2.5% conv.
body wash gallon size8K/yr -3.2%7.8% conv.
1 gallon body wash7K/yr +19.9%5.8% conv.
body wash variety pack8K/yr +7.6%0.6% conv.

All search terms

Top face and 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 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Ginger Lily Farms Botanicals Nourishing Body Wash Island Tranquility 100% Vegan & Cruelty-Free Green Tea Lemongrass Scent 1 Gallon Refill (128 fl. oz.)

Ginger Lily Farms$21.664.6★7,854 rev

Ginger Lily Farms Club & Fitness Nourishing Body Wash 100% Vegan & Cruelty-Free Bath & Shower Gel for Men and Women Fragrance Free 1 Gallon (128 fl. oz.) Refill

Ginger Lily Farms$19.764.4★3,731 rev

Dove Limited Edition Body Wash for women 3 count Mixed Summer Variety Pack for Hydrated & Soft Skin 20 fl oz

Dove$23.904.8★227 rev

Ginger Lily Farms Club & Fitness Nourishing Body Wash 100% Vegan & Cruelty-Free Bath & Shower Gel for Men and Women Ocean Breeze Scent 1 Gallon (128 fl. oz.) Refill

Ginger Lily Farms$21.634.4★3,731 rev

Ginger Lily Farms Botanicals Nourishing Body Wash Coco Mango 100% Vegan & Cruelty-Free Coconut Mango Scent 1 Gallon (128 fl oz) Refill

Ginger Lily Farms$24.484.6★7,854 rev

Newest

by launch date

Suave Nourishing Body Wash Cocoa Butter & Shea Paraben-Free Glycerin & Vitamin E Moisturizing Body Wash 1 Gallon

Suave$19.701 rev

1mo ago

Dove Limited Edition Strawberry + Kiwi Body Wash 24hr Renewing MicroMoisture 20 Fl Oz 2 Pack

Dove$31.473 rev

2mo ago

Dove Limited Edition Body Wash for women 3 count Mixed Summer Variety Pack for Hydrated & Soft Skin 20 fl oz

Dove$23.90227 rev

4mo ago

Dove Limited Edition Renewing MicroMoisture Body Wash | Summer Scents (Watermelon + Guava Nectar)

Dove$31.1016 rev

1y ago

Ginger Lily Farms Botanicals Nourishing Body Wash 100% Vegan & Cruelty-Free Bath & Shower Gel for Men and Women Lavender Chamomile Scent 1 Gallon Refill (128 fl oz)

Ginger Lily Farms$24.677,854 rev

1y ago

What buyers say about face and body wash

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

What buyers love

Smell35%

“The scent is light”

Value For Money13%

“Great value”

Quality-Overall9%

“the quality is still very solid”

Soft Feel5%

“my skin felt softer”

Cleansing5%

“Fresh and Clean”

Lather4%

“easy to lather”

Suitability Dry Skin3%

“not overly dry to the skin”

Moist/Dry3%

“seems to hydrate”

Advertised Vs Actual Product2%

“as advertised”

Ease Of Cleaning2%

“clean very good too”

What buyers complain about

Smell21%

“the scent was too strong for me”

Allergies9%

“Allergic”

Dilute/Watery6%

“Very watery”

Lather4%

“Good product, falls a little short on lather”

Leak-Proof3%

“Leaking bottle”

Value For Money3%

“its not worth the money”

Quality-Overall2%

“Disappointed in quality”

Moist/Dry2%

“Got nothing for moisturizing effects”

Thickness2%

“a little thin”

Strength2%

“Weak”

Top return reasons

Leak-Proof36%

Smell29%

Advertised Vs Actual Product7%

Value For Money3%

Size-Overall2%

Ingredients-Overall2%