health and personal care
Skip itSoft demand (-38.5% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Avg price
Great$22.57avg listing price — sweet spot $15–$100
Price range
Great$7.45–$69.33cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay$118K$118K/yr · 468K searches
Review moat
Bad14,808.8avg incumbent reviews — the moat a new listing must climb
Competition
Bad82%top-5 click share — a locked-up shelf
Conversion
Bad1.1%search→purchase rate — share of searches ending in a sale
Growth
Bad-38.5%90-day search growth — must beat 0% to launch
Brand share
Bad97%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, health and personal care is a $118K/yr Amazon United States market (468K searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 34/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
health and personal care market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- $113K–$135K
- units × avg price
- Conversion rate
- 1.1%
- Avg BSR
- #228
- Page quality
- 0%
- Prime
- 90%
- Sponsored
- 70%
- Out of stock
- 0.0%
- Avg brand age
- 59 months
- Avg seller age
- 133 days
Competition & brand share
The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 falling
Sellers
41
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
82%
Top 20: 100%
Open market
0%
- Circadia by Dr. Pugliese42%
- eos29%
- NAZANO15%
- Onlyone5%
- KEEN5%
- MINKINH3%
- Open — no brand owns it (0%)
Demand
Weekly Amazon search volume, last 30 weeks — -38.5% search growth over the last 90 days.Top health and personal care search terms
- health personal care138K/yr
- circadia skincare64K/yr
- circadia24K/yr
- personal care essentials27K/yr
- eos fresh and cozy body oil16K/yr
- eos body oil fresh and cozy11K/yr
- health and personal care84K/yr
- womens personal care11K/yr
- woman self care12K/yr
- health & personal care31K/yr
Top health and personal care 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 10 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Circadia by Dr. Pugliese Micro-Exfoliating Honey Cleanser 8 Ounce
Circadia by Dr. Pugliese$69.334.6★69 rev
NAZANO 24K Gold Under Eye Patches - 60 Pack Eye Masks
NAZANO$7.454.2★15,490 rev
eos Cashmere Shave Oil Fresh & Cozy Moisturizing Shave Oil 6 oz
eos$7.874.7★8,032 rev
eos Cashmere Oil Vanilla 24 Hour Moisture Plant-Based Squalane to Soothe Soften and Smooth Dry Skin 6 fl oz
eos$11.884.7★4,836 rev
eos Cashmere Body Mist Fresh & Cozy Body Spray for Women Hair Mist Moisturizing Hyaluronic Acid Glycerin Vegan Cruelty-free 6 fl oz
eos$12.704.7★924 rev
Newest
by launch dateeos Cashmere Body Mist Fresh & Cozy Body Spray for Women Hair Mist Moisturizing Hyaluronic Acid Glycerin Vegan Cruelty-free 6 fl oz
eos$12.70924 rev
NAZANO Under Eye Patches - 60 Pack Eye Masks
NAZANO$7.9215,490 rev
eos Cashmere Oil Vanilla 24 Hour Moisture Plant-Based Squalane to Soothe Soften and Smooth Dry Skin 6 fl oz
eos$11.884,836 rev
eos Cashmere Shave Oil Fresh & Cozy Moisturizing Shave Oil 6 oz
eos$7.878,032 rev
Onlyone Rechargeable Cordless Water Flosser with Adjustable Water Pressure for Daily Oral Care Power Dental Flosser for Home and Travel Use Portable Oral Irrigator for Sensitive Gums and Braces Care
Onlyone$22.867,891 rev
Trending
90-day click momentum
KEEN Womens Circadia Mid Height Comfortable Waterproof Hiking Boots Steel Grey/Cloud Blue 9.5 US
KEEN$66.433.9★
NAZANO Under Eye Patches - 60 Pack Eye Masks
NAZANO$7.924.2★
Onlyone Rechargeable Cordless Water Flosser with Adjustable Water Pressure for Daily Oral Care Power Dental Flosser for Home and Travel Use Portable Oral Irrigator for Sensitive Gums and Braces Care
Onlyone$22.864.4★
eos Cashmere Body Mist Fresh & Cozy Body Spray for Women Hair Mist Moisturizing Hyaluronic Acid Glycerin Vegan Cruelty-free 6 fl oz
eos$12.704.7★
Circadia by Dr. Pugliese Micro-Exfoliating Honey Cleanser 8 Ounce
Circadia by Dr. Pugliese$69.334.6★
What buyers say about health and personal care
What buyers praise and complain about, mined from review topics.What buyers love
“Smells clean”
“Excellent Quality”
“Decent price”
“easy to handle”
“Smooth and Creamy”
“Very hydrating”
“Exactly what I ordered”
“This product works flawlessly”
“fast charging”
“the great job of cleaning”
What buyers complain about
“Bad smell”
“Broke already”
“Everything is extremely low quality”
“then would not recharge”
“big”
“lacks hydration”
“Allergic reaction”
“Doesn't work right”
“Not that strong”
“Too slippery”
Top return reasons
Common questions
- Is health and personal care profitable to sell on Amazon United States?
- The niche generates $118K/yr across 10 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -38.5%. Flapen's verdict: Skip it (34/100).
- How competitive is the health and personal care niche?
- 6 brands and 41 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in health and personal care?
- Top complaints mined from reviews: Smell, Durability, Quality-Overall. The return rate is 0.8%.
- What does it cost to enter the health and personal care niche?
- Listings span $7.45–$69.33; the average listing price is $22.57 (sweet spot $15–$100). The average incumbent carries 14,809 reviews — the moat a new listing must climb.