Is mens face moisturizer profitable to sell on Amazon United States?

The niche generates $1.9M/yr across 44 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -3.0%. Flapen's verdict: Worth a look (67/100).

How competitive is the mens face moisturizer niche?

27 brands and 145 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 46% of demand.

What do buyers complain about in mens face moisturizer?

Top complaints mined from reviews: Allergies, Moist/Dry, Smell. The return rate is 0.5%.

When does demand for mens face moisturizer peak?

Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.

What does it cost to enter the mens face moisturizer niche?

Listings span $5.43–$58.55; the average listing price is $21.12 (sweet spot $15–$100). The average incumbent carries 20,821 reviews — the moat a new listing must climb.

mens face moisturizer

Worth a look

Shows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Market size

Great$1.9M

$1.9M/yr · 1.6M searches

Avg price

Great$21.12

avg listing price — sweet spot $15–$100

Brand share

Great46%

top-5 brand share — no brand owns this niche

Price range

Great$5.43–$58.55

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

Competition

Great37%

top-5 click share — an open shelf

Conversion

Good5.9%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-3.0%

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

Review moat

Bad20,821.36

avg incumbent reviews — the moat a new listing must climb

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, mens face moisturizer is a $1.9M/yr Amazon United States market (1.6M searches/yr). The top 5 brands hold 46% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 67/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

mens face moisturizer market data

Units sold / yr: 125K–150K; avg 2,500–3,000/product
Revenue / yr: $2.6M–$3.2M; units × avg price
Conversion rate: 5.9%
Avg BSR: #217
Page quality: 0%
Prime: 100%
Sponsored: 89%
Out of stock: 0.0%
Avg brand age: 66 months
Avg seller age: 128 days

Competition & brand share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

Brands

27 falling

Sellers

145

Top-5 brand share

46%

Top 20: 93%

Top-5 click share

37%

Top 20: 76%

Open market

48%

SimplyVital12%
HIMS & HERS10%
NIVEA MEN9%
CeraVe8%
Kiehl's7%
Brickell Men's Products6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -3.0% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.4×

Open Trend

Top mens face moisturizer search terms

mens face moisturizer283K/yr -9.9%7.5% conv.
mens face lotion183K/yr -7.8%8.1% conv.
mens face cream114K/yr +3.7%5.5% conv.
mens moisturizer114K/yr +12.2%5.0% conv.
face moisturizer for men128K/yr -9.5%7.0% conv.
face cream for men64K/yr +115.9%4.9% conv.
face lotion for men119K/yr -23.7%8.4% conv.
mens facial moisturizer84K/yr +3.4%6.3% conv.
moisturizer for men64K/yr +19.0%4.1% conv.
men face moisturizer65K/yr +12.8%4.6% conv.

All search terms

Top mens face moisturizer 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

Anti-Aging Face Moisturizer with Retinol Collagen & Hyaluronic Acid - Moisturizer Face Cream for Women & Men - Visibly Firming & Hydrating Neck Cream - Day & Night Skin Care - 1.7 fl oz

SimplyVital$22.004.4★36,345 rev

hims Everyday Moisturizer - Hydrating & Non-Greasy Face Cream - Morning Moisturizer for Healthy Skin - For Every Skin Type - Vegan & Paraben-Free - 1 Fl Oz

HIMS & HERS$9.634.5★1,726 rev

NIVEA MEN Age Defense Daily Face Moisturizer with Broad Spectrum SPF 30 Sunscreen Pro-Retinol and Hyaluronic Acid Beard-Friendly Face Lotion Helps Defend Against UVA/UVB Rays 1.7 Fl Oz Bottle

NIVEA MEN$14.034.6★1,121 rev

La Roche-Posay Toleriane Double Repair Face Moisturizer Daily Moisturizer Face Cream with Ceramide and Niacinamide for All Skin Types Oil Free Fragrance Free

La Roche-Posay$23.204.6★50,218 rev

Kiehls Facial Fuel Moisturizer Mens Face Cream with Vitamin C and Caffeine that Contain Antioxidants to Help Energize and Reduce Dullness Non-Greasy Paraben and Sulfate Free - 2.5 fl oz

Kiehl's$27.974.7★2,616 rev

Newest

by launch date

Mens Face Moisturizer Cream - Anti Aging Cream with Retinol Collagen & Hyaluronic Acid Lightweight After Shave Lotion for Men - Hydrating Firming & Wrinkle Repair - Day & Night Facial Men Skin Care

Arvesa$11.901,370 rev

8mo ago

Viva Lab Mens Face Moisturizer Anti-Aging Cream - Lightweight After Shave Lotion for Men - Day & Night Hydrating Skin Care with Niacinamide Collagen Ceramides - Fast-Absorbing Non-Greasy 1.85oz

Viva Lab$15.36352 rev

8mo ago

NIVEA MEN Age Defense Daily Face Moisturizer with Broad Spectrum SPF 30 Sunscreen Pro-Retinol and Hyaluronic Acid Beard-Friendly Face Lotion Helps Defend Against UVA/UVB Rays 1.7 Fl Oz Bottle

NIVEA MEN$14.031,121 rev

1y ago

Brickell Mens Retinol Face Moisturizer Cream For Men Anti-Wrinkle Face Night Cream with Retinol Hyaluronic Acid and Vitamin E To Reduce Fine Lines and Even Skin Tone Fragrance-Free 2 Ounce

Brickell Men's Products$38.771,972 rev

2y ago

Neutrogena Face Moisturizer Ultra Gentle Daily Face Moisturizer for Sensitive Skin with Vitamin B3 Pro-Vitamin B5 and Vitamin E Hydrating Moisturizer 3.4 fl oz

Neutrogena$7.716,039 rev

2y ago

What buyers say about mens face moisturizer

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

What buyers love

Moist/Dry24%

“Amazing moisturizer”

Quality-Overall11%

“Good lotion”

Soft Feel8%

“Gentle on skin”

Suitability Combination Skin7%

“Good for sensitive skin”

Value For Money6%

“Great Deal”

Suitability Dry Skin5%

“Good for Dry Skin”

Smell5%

“Light fragrance”

Absorbency3%

“absorbs perfectly”

Weight Light3%

“It feels lightweight on the skin”

Efficiency2%

“It works very well”

What buyers complain about

Allergies9%

“Allergic reaction”

Moist/Dry8%

“Non hydrating”

Smell7%

“Bad Smell”

Value For Money7%

“A little expensive”

Functionality-Overall6%

“No results”

Suitability Dry Skin4%

“Definitely not fir dry skin”

Skin Health4%

“Burns my skin”

Thickness3%

“Super thick”

Advertised Vs Actual Product3%

“Inaccurate description”

Oily/Greasy2%

“Its greasy”

Top return reasons

Moist/Dry10%

Advertised Vs Actual Product10%

Value For Money9%

Product Condition9%

Smell6%

Size-Overall6%

Motor Power6%

Leak-Proof6%

Functionality-Overall5%

Suitability Dry Skin3%

Common questions

Is mens face moisturizer profitable to sell on Amazon United States?: The niche generates $1.9M/yr across 44 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -3.0%. Flapen's verdict: Worth a look (67/100).
How competitive is the mens face moisturizer niche?: 27 brands and 145 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 46% of demand.
What do buyers complain about in mens face moisturizer?: Top complaints mined from reviews: Allergies, Moist/Dry, Smell. The return rate is 0.5%.
When does demand for mens face moisturizer peak?: Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.
What does it cost to enter the mens face moisturizer niche?: Listings span $5.43–$58.55; the average listing price is $21.12 (sweet spot $15–$100). The average incumbent carries 20,821 reviews — the moat a new listing must climb.