lotion stick
Skip itSoft demand (-54.0% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Conversion
Incredible15.1%search→purchase rate — share of searches ending in a sale
Market size
Incredible$2.9M$2.9M/yr · 1.7M searches
Avg price
Okay$11.70avg listing price — sweet spot $15–$100
Price range
Okay$7.52–$20.42cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad12,945avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-54.0%90-day search growth — must beat 0% to launch
Competition
Bad100%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, lotion stick is a $2.9M/yr Amazon United States market (1.7M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 41/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
lotion stick market data
- Units sold / yr
- 250K–300K
- avg 50,000–60,000/product
- Revenue / yr
- $2.9M–$3.5M
- units × avg price
- Conversion rate
- 15.1%
- Avg BSR
- #64
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 53 months
- Avg seller age
- 130 days
Competition & brand share
The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 flat
Sellers
36
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- Aquaphor86%
- Vaseline14%
Demand
Weekly Amazon search volume, last 37 weeks — -54.0% search growth over the last 90 days.Top lotion stick search terms
- aquaphor stick841K/yr
- vaseline stick314K/yr
- aquaphor healing balm stick164K/yr
- lotion stick50K/yr
- aquaphor stick balm45K/yr
- vaseline all over body balm stick28K/yr
- vaseline stick balm25K/yr
- aquaphor balm stick27K/yr
- vaseline body balm20K/yr
- aquaphor balm17K/yr
Top lotion stick 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 4 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aquaphor Healing Balm Stick Skin Protectant with Avocado Oil and Shea Butter 0.65 Oz Stick
Aquaphor$9.254.8★15,738 rev
Vaseline All-Over Body Balm Stick 3-Pack Non-Greasy Fragrance-Free Moisturizer Travel-Size Lotion 1.4 Oz Ea
Vaseline$20.424.7★3,803 rev
Aquaphor Lip Repair Stick Moisturizing Lip Balm Pack Relieves Dryness 0.17 Oz Stick Pack of 2
Aquaphor$7.524.6★27,718 rev
Aquaphor Baby Healing Balm Stick With Avocado Oil and Shea Butter 0.65 Oz Stick
Aquaphor$9.624.8★4,521 rev
Newest
by launch dateAquaphor Healing Balm Stick Skin Protectant with Avocado Oil and Shea Butter 0.65 Oz Stick
Aquaphor$9.2515,738 rev
Aquaphor Baby Healing Balm Stick With Avocado Oil and Shea Butter 0.65 Oz Stick
Aquaphor$9.624,521 rev
Vaseline All-Over Body Balm Stick 3-Pack Non-Greasy Fragrance-Free Moisturizer Travel-Size Lotion 1.4 Oz Ea
Vaseline$20.423,803 rev
Aquaphor Lip Repair Stick Moisturizing Lip Balm Pack Relieves Dryness 0.17 Oz Stick Pack of 2
Aquaphor$7.5227,718 rev
Trending
90-day click momentumVaseline All-Over Body Balm Stick 3-Pack Non-Greasy Fragrance-Free Moisturizer Travel-Size Lotion 1.4 Oz Ea
Vaseline$20.424.7★
Aquaphor Healing Balm Stick Skin Protectant with Avocado Oil and Shea Butter 0.65 Oz Stick
Aquaphor$9.254.8★
Aquaphor Lip Repair Stick Moisturizing Lip Balm Pack Relieves Dryness 0.17 Oz Stick Pack of 2
Aquaphor$7.524.6★
Aquaphor Baby Healing Balm Stick With Avocado Oil and Shea Butter 0.65 Oz Stick
Aquaphor$9.624.8★
What buyers say about lotion stick
What buyers praise and complain about, mined from review topics.What buyers love
“Good moisturizer”
“easy to put on”
“Fabulous product”
“Silky smooth”
“its great stick”
“Apply as needed”
“it helps my dry skin”
“Really good for my skin”
“Effective”
“Amazing Scent”
What buyers complain about
“Not moisturizing”
“Waste of money”
“then became severely irritated”
“Huge”
“Will only last 1 time for whole body use”
“while the balm stick lacks the thickness of the liquid”
“Applicator will not twist up so cannot be used”
“Not really a stick”
“Makes it very inconvenient to use”
“The item was delivered used”
Top return reasons
Common questions
- Is lotion stick profitable to sell on Amazon United States?
- The niche generates $2.9M/yr across 4 tracked products. 90-day search growth is -54.0%. Flapen's verdict: Skip it (41/100).
- How competitive is the lotion stick niche?
- 2 brands and 36 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in lotion stick?
- Top complaints mined from reviews: Moist/Dry, Value For Money, Allergies. The return rate is 0.4%.
- What does it cost to enter the lotion stick niche?
- Listings span $7.52–$20.42; the average listing price is $11.70 (sweet spot $15–$100). The average incumbent carries 12,945 reviews — the moat a new listing must climb.