---
title: "Hand Soap — $30.5M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/hand-soap"
last_updated: "2026-08-11T13:51:59.137Z"
locale: en
meta:
description: "Niche score 61/100 · $30.5M/yr market · 22.0M searches/yr · $9.18 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 61/100 · $30.5M/yr market · 22.0M searches/yr · $9.18 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Hand Soap — $30.5M/yr Amazon US Niche (2026) - Flapen"
---
# **hand soap**
**Launch it**
A $30.5M/yr market growing +7.8% this quarter with returns at 0.2% — clears our launch bar.
Market size 100Growth 35Conversion 97Competition 80Returns 99Price range 52Avg price 26Brand share 26Review moat 7Quality gap 20
**Market size**
**Incredible****$30.5M**
$30.5M/yr · 22.0M searches
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****15.1%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****35%**
top-5 click share — an open shelf
**Price range**
**Good****$1.25–$29.90**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Okay****+7.8%**
90-day search growth — must beat 0% to launch
**Brand share**
**Okay****90%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Okay****$9.18**
avg listing price — sweet spot $15–$100
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****37,597**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, hand soap is a $30.5M/yr Amazon United States market (22.0M searches/yr). The top 5 brands hold 90% of demand. Verdict: Launch it — 61/100.
Data updated Jul 15, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **hand soap market data**
- **Units sold / yr**
- **1.0M–1.0M**
- avg 40,000–50,000/product
- **Revenue / yr**
- **$9.2M–$9.2M**
- units × avg price
- **Conversion rate**
- **15.1%**
- **Avg BSR**
- **#33**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **65%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **76 months**
- **Avg seller age**
- **122 days**
## **Competition & brand share**
Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.
**Brands**
**12 **▼falling
**Sellers**
**818**
**Top-5 brand share**
**90%**
Top 20: 100%
**Top-5 click share**
**35%**
Top 20: 73%
**Open market**
**8%**
- Mrs. MEYER'S34% - Softsoap23% - Amazon Basics20% - Dial10% - Native3% - Method2% - Open — no brand owns it (6 brands, 8%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +7.8% search growth over the last 90 days.
600K400KPrime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/hand-soap/trend)
## **Top hand soap search terms**
- **hand soap**11.3M/yr+7.3%12.2% conv. - **soap**3.5M/yr+11.6%2.7% conv. - **meyers hand soap**1.1M/yr+14.0%12.4% conv. - **mrs meyers hand soap**1.1M/yr+10.5%9.6% conv. - **antibacterial hand soap**992K/yr+3.1%11.4% conv. - **liquid hand soap**587K/yr-0.2%8.4% conv. - **hand wash**445K/yr+10.0%5.4% conv. - **hand soap antibacterial**435K/yr+3.0%12.5% conv. - **soft soap**396K/yr+4.3%12.1% conv. - **handsoap**336K/yr+13.8%14.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/hand-soap/search-terms)
## **Top hand 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.
0%4%$1.2M8%$2.4M12%$3.7M16%$4.9M1K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Amazon Basics Original Fresh Liquid Hand Soap with Moisturizers 7.5 Fl Oz (Pack of 6)**Amazon Basics**$5.42**4.6★44,530 rev](https://www.amazon.com/dp/B08BPY986S) [2**MRS. MEYERS CLEAN DAY Hand Soap Lemon Verbena Scent 12.5 Fl Oz Bottle - 3 Pack**Mrs. MEYER'S**$12.66**4.8★111,606 rev](https://www.amazon.com/dp/B00NU9MJYS) [3**Mrs. Meyers Clean Day Hand Soap Rain Water Scent 12.5 Fl Oz**Mrs. MEYER'S**$4.45**4.7★23,877 rev](https://www.amazon.com/dp/B07MG5YJLT) [4**MRS. MEYERS CLEAN DAY Hand Soap Refill Rain Water Scent 33 Fl Oz Bottle**Mrs. MEYER'S**$7.83**4.7★92,922 rev](https://www.amazon.com/dp/B07MFMWFYL) [5**Softsoap Liquid Hand Soap Fresh Breeze - 7.5 Fl Oz (Pack of 6)**Softsoap**$7.20**4.8★52,673 rev](https://www.amazon.com/dp/B079FV6PRH)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Native Liquid Hand Soap Coconut & Vanilla Scent Non-Drying Formula for Soft Smooth Hands Made with Plant-Based Cleansers Sulfate & Paraben Free 13 oz Bottle**Native**$5.93**1,402 rev5mo ago](https://www.amazon.com/dp/B0FN7BZYTZ) [**Tree Hut Vanilla Serum Infused Hand Wash Nourish & Hydrate Hands Strengthening Skin Care Long-Lasting Scent Cleanse & Lock in Moisture Cermamides 11 fl oz**Tree Hut**$4.27**2,549 rev1y ago](https://www.amazon.com/dp/B0DPJK4XQ1) [**Softsoap Antibacterial Refill 50oz Crisp Clean Scent**Softsoap**$4.96**21,520 rev2y ago](https://www.amazon.com/dp/B08R8PS5PB) [**Amazon Basics Liquid Hand Soap Refill Light Moisturizing Triclosan-Free Phthalate-Free Paraben-Free Citrus 50 Fl Oz (Pack of 1) (Previously Solimo)**Amazon Basics**$4.07**11,948 rev4y ago](https://www.amazon.com/dp/B09HHBP46X) [**Amazon Basics Gentle & Mild Clear Liquid Hand Soap Refill Triclosan-Free Dermatologist-Tested pH Balanced Cruelty-Free 50 Fluid Ounces 1-Pack (Previously Solimo)**Amazon Basics**$3.96**44,530 rev4y ago](https://www.amazon.com/dp/B09HHDHXWX)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Native Liquid Hand Soap Coconut & Vanilla Scent Non-Drying Formula for Soft Smooth Hands Made with Plant-Based Cleansers Sulfate & Paraben Free 13 oz Bottle**Native**$5.93**4.5★**▲ 181%**](https://www.amazon.com/dp/B0FN7BZYTZ) [**Softsoap Moisturizing Liquid Hand Soap Soothing Clean Aloe Vera - 7.5 Fl Oz (Pack of 6)**Softsoap**$6.39**4.8★**▲ 98%**](https://www.amazon.com/dp/B079FV8QB9) [**Tree Hut Vanilla Serum Infused Hand Wash Nourish & Hydrate Hands Strengthening Skin Care Long-Lasting Scent Cleanse & Lock in Moisture Cermamides 11 fl oz**Tree Hut**$4.27**4.5★**▲ 91%**](https://www.amazon.com/dp/B0DPJK4XQ1) [**365 by Whole Foods Market Foaming Hand Soap Lavender 12 Fl Oz**365 by Whole Foods Market**$3.20**4.5★**▲ 61%**](https://www.amazon.com/dp/B074HBXPSR) [**Softsoap Antibacterial Liquid Hand Soap Kitchen and Bathroom Hand Soap White Tea and Berry Scent 50 fl oz Refill**Softsoap**$5.45**4.6★**▲ 59%**](https://www.amazon.com/dp/B081FFRGZB)
**~~View all trending →~~**
## **Common questions**
- **Is hand soap profitable to sell on Amazon United States?**
- The niche generates $30.5M/yr across 49 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +7.8%. Flapen's verdict: Launch it (61/100).
- **How competitive is the hand soap niche?**
- 12 brands and 818 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 90% of demand.
- **When does demand for hand soap peak?**
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- **What does it cost to enter the hand soap niche?**
- Listings span $1.25–$29.90; the average listing price is $9.18 (sweet spot $15–$100). The average incumbent carries 37,597 reviews — the moat a new listing must climb.
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