Is lotion profitable to sell on Amazon United States?

The niche generates $20.9M/yr across 47 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -2.9%. Flapen's verdict: Worth a look (60/100).

How competitive is the lotion niche?

16 brands and 198 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 76% of demand.

What do buyers complain about in lotion?

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

When does demand for lotion peak?

Demand peaks in Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the lotion niche?

Listings span $4.15–$20.85; the average listing price is $10.50 (sweet spot $15–$100). The average incumbent carries 30,977 reviews — the moat a new listing must climb.

lotion

Worth a look

Shows a $20.9M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$20.9M

$20.9M/yr · 19.6M searches

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great10.2%

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

Competition

Great34%

top-5 click share — an open shelf

Brand share

Okay76%

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

Avg price

Okay$10.50

avg listing price — sweet spot $15–$100

Price range

Okay$4.15–$20.85

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

Growth

Bad-2.9%

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

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Review moat

Bad30,976.72

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, lotion is a $20.9M/yr Amazon United States market (19.6M searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Dec. Verdict: Worth a look — 60/100.

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

lotion market data

Units sold / yr: 1.0M–1.0M; avg 30,000–40,000/product
Revenue / yr: $10.5M–$10.5M; units × avg price
Conversion rate: 10.2%
Avg BSR: #34
Page quality: 0%
Prime: 100%
Sponsored: 94%
Out of stock: 0.0%
Avg brand age: 78 months
Avg seller age: 124 days

Competition & brand share

Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.

Brands

16 falling

Sellers

198

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

34%

Top 20: 71%

Open market

20%

Aveeno27%
NIVEA25%
eos16%
Olay5%
Amazon Basics4%
Jergens4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -2.9% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 1.7×

Open Trend

Top lotion search terms

lotion5.3M/yr +3.1%6.7% conv.
body lotion3.7M/yr +7.5%5.7% conv.
aveeno lotion1.2M/yr -8.5%14.7% conv.
lotion for women1.2M/yr +13.6%5.4% conv.
nivea lotion977K/yr +5.4%11.9% conv.
body lotion for women988K/yr -1.5%5.7% conv.
body moisturizers883K/yr -11.5%2.6% conv.
lotion for extremely dry skin746K/yr -29.1%7.8% conv.
aveeno656K/yr -5.7%2.7% conv.
body cream526K/yr -2.6%1.8% conv.

All search terms

Top lotion 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

Aveeno Daily Moisturizing Body Lotion for Normal to Dry Skin Moisturizer with Soothing Prebiotic Oat Non Greasy Non Comedogenic Fragrance Free Body Lotion for Women & Men 18 Fl Oz

Aveeno$9.304.8★57,878 rev

eos Shea Better Body Lotion Vanilla Cashmere 24-Hour Moisture Skin Care Lightweight & Non-Greasy Natural Shea Vegan Vanilla Body Lotion 16 fl oz

eos$9.484.7★76,612 rev

NIVEA Essentially Enriched Body Lotion for Very Dry Skin with Hyaluronic Acid Almond Oil and Deep Nourishing Serum 72-Hour Body Moisturizer 16.9 Fl Oz Pump Bottle Pack of 2

NIVEA$11.794.6★25,520 rev

eos Shea Better Body Lotion Fresh & Cozy 24-Hour Moisture Skin Care Lightweight & Non-Greasy Natural Shea Vegan 16 fl oz

eos$9.464.7★76,612 rev

NIVEA Essentially Enriched Body Lotion for Very Dry Skin with Hyaluronic Acid Almond Oil and Deep Nourishing Serum 72-Hour Body Moisturizer 16.9 Fl Oz Pump Bottle

NIVEA$6.504.7★22,909 rev

Newest

by launch date

Olay Super Serum Hand & Body Lotion for Dry Skin 24hr Long Lasting Hydration 5+ Ingredient Complex for Bright Even Firm Luminous Skin Sweet Vanilla & Soft Wood Scent 18.5 fl oz

Olay$12.6114,139 rev

11mo ago

Aveeno Daily Moisturizing Cream with Prebiotic Oat & Shea Butter for Body Face & Hands Moisturizer Cream Hydrates Normal to Dry Sensitive Skin Fragrance Free Non-Comedogenic 20 oz

Aveeno$18.001,862 rev

1y ago

Olay Body Lotion for Women Firming with Collagen Peptides Serum Visibly Firmer Skin 24hr Moisture & Hydration Fast Absorbing Formula Vitamin B3 Complex For All Skin Types 17 fl oz

Olay$9.8314,139 rev

2y ago

Native Body Lotion Coconut & Vanilla 48-Hour Hydration for Dry & Sensitive Skin Made with Plant-Based Moisturizers like Shea Butter Silicone & Paraben Free 16.5 fl oz

Native$12.544,770 rev

2y ago

eos Shea Better Body Lotion Fresh & Cozy 24-Hour Moisture Skin Care Lightweight & Non-Greasy Natural Shea Vegan 16 fl oz

eos$9.4676,612 rev

3y ago

What buyers say about lotion

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

What buyers love

Smell30%

“Clean smell”

Moist/Dry18%

“Amazing moisturizer”

Soft Feel9%

“Makes my skin so soft”

Quality-Overall7%

“Great Quality Lotion”

Value For Money5%

“not expensive”

Suitability Dry Skin5%

“Moisturizing Dry Skin”

Absorbency3%

“Absorbed well”

Suitability Combination Skin3%

“works well on sensitive skin”

Advertised Vs Actual Product1%

“AS ADVERTISED”

Allergies1%

“No irritation”

What buyers complain about

Smell22%

“Fishy smell”

Motor Power8%

“Pump was broken”

Moist/Dry6%

“No moisture”

Allergies4%

“Irritated my skin”

Thickness3%

“The batch that I just got is extremely thick”

Suitability Dry Skin2%

“will not recommend for dry skin”

Value For Money2%

“Too expensive”

Functionality-Overall2%

“Didn't work for me”

Adhesion/Stickiness2%

“Sticky on skin”

Oily/Greasy2%

“Kinda greasy”

Top return reasons

Smell29%

Motor Power23%

Leak-Proof8%

Advertised Vs Actual Product6%

Value For Money4%

Defective Material/Parts3%

Size-Overall3%

Moist/Dry3%

Product Condition2%