mens lotion
Worth a lookShows low returns (0.4%), but soft demand (-11.8% this quarter) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Conversion
Great9.4%search→purchase rate — share of searches ending in a sale
Market size
Great$1.0M$1.0M/yr · 868K searches
Price range
Good$4.15–$30.71cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good$12.75avg listing price — sweet spot $15–$100
Brand share
Okay77%top-5 brand share — brands hold most of the demand
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad7,462.75avg incumbent reviews — the moat a new listing must climb
Growth
Bad-11.8%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, mens lotion is a $1.0M/yr Amazon United States market (868K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Dec. Verdict: Worth a look — 53/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
mens lotion market data
- Units sold / yr
- 80K–100K
- avg 2,000–2,500/product
- Revenue / yr
- $1.0M–$1.3M
- units × avg price
- Conversion rate
- 9.4%
- Avg BSR
- #145
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 79%
- Out of stock
- 0.0%
- Avg brand age
- 73 months
- Avg seller age
- 132 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
13 falling
Sellers
148
Top-5 brand share
77%
Top 20: 100%
Top-5 click share
60%
Top 20: 95%
Open market
17%
- Old Spice26%
- NIVEA MEN25%
- Vaseline11%
- Native8%
- Gold Bond6%
- Palmer's6%
- Open — no brand owns it (7 brands, 17%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.8% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.2×
Top mens lotion search terms
- mens lotion504K/yr
- nivea men lotion43K/yr
- mens lotion for dry skin54K/yr
- crema para hombre27K/yr
- mens lotion scented25K/yr
- vaseline lotion for men23K/yr
- mens scented lotion19K/yr
- nivea mens lotion14K/yr
- nivea lotion men15K/yr
- mens body cream15K/yr
Top mens 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
NIVEA MEN Real Madrid Limited Edition Design Maximum Hydration 48-Hour Moisture Body Lotion for Dry Skin Aloe Vera Lotion for Men 3-in-1 Body Face and Hands 16.9 Fl Oz Bottle
NIVEA MEN$7.594.7★24,982 rev
Old Spice Hand Face & Body Lotion for Men 24/7 Lightweight Moisturization with Vitamin B3 Instant Absorption For All Skin Types Brown Sugar + Cocoa Butter Scent 16 oz
Old Spice$9.234.7★6,505 rev
Old Spice Hand Face & Body Lotion for Men 24/7 Lightweight Moisturization with Amazing Scent Instant Absorption For All Skin Types Swagger with Cedarwood Scent 16 oz
Old Spice$6.704.7★6,505 rev
Vaseline Mens Healing Moisture Hand & Body Lotion For Dry or Cracked Skin Fast Absorbing Non-Greasy Lotion for Men 20.3 oz Pack of 3
Vaseline$18.614.7★9,196 rev
Native Body Lotion Sea Salt & Cedar 48-Hour Hydration for Dry & Sensitive Skin Made with Plant-Based Moisturizers like Shea Butter Silicone & Paraben Free 16.5 fl oz
Native$12.784.6★4,770 rev
Newest
by launch dateOld Spice Hand Face & Body Lotion for Men 24/7 Lightweight Moisturization with Amazing Scent Instant Absorption For All Skin Types Swagger with Cedarwood Scent 16 oz
Old Spice$6.706,505 rev
Old Spice Hand Face & Body Lotion for Men 24/7 Lightweight Moisturization with Vitamin B3 Instant Absorption For All Skin Types Lavender + Mint Cream Scent 16 oz
Old Spice$7.866,505 rev
Old Spice Hand Face & Body Lotion for Men 24/7 Lightweight Moisturization with Vitamin B3 Instant Absorption For All Skin Types Brown Sugar + Cocoa Butter Scent 16 oz
Old Spice$9.236,505 rev
method Hand + Body Lotion for Men Sea + Surf - 24hr Moisture with Hyaluronic Acid & Shea Butter Soft & Smooth Skin Made without Parabens 14 fl oz
Method$13.961,966 rev
Old Spice Hand Face & Body Lotion for Men 24/7 Lightweight Moisturization with Amazing Scent Instant Absorption For All Skin Types Fiji with Palm Tree Scent 16 oz
Old Spice$6.646,505 rev
Trending
90-day click momentum
Old Spice Hand Face & Body Lotion for Men 24/7 Lightweight Moisturization with Amazing Scent Instant Absorption For All Skin Types Captain with Bergamot Scent 16 oz
Old Spice$6.754.7★
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$12.544.6★
Native Body Lotion Sea Salt & Cedar 48-Hour Hydration for Dry & Sensitive Skin Made with Plant-Based Moisturizers like Shea Butter Silicone & Paraben Free 16.5 fl oz
Native$12.784.6★
Dove Men+Care Ultra Hydra Cream Face Hands and Body care All Skin Types 4-Pack of 2.53 Oz Each
Dove$5.434.6★
NIVEA MEN Real Madrid Limited Edition Design Maximum Hydration 48-Hour Moisture Body Lotion for Dry Skin Aloe Vera Lotion for Men 3-in-1 Body Face and Hands 16.9 Fl Oz Bottle
NIVEA MEN$7.594.7★
What buyers say about mens lotion
What buyers praise and complain about, mined from review topics.What buyers love
“Delightful fragrance”
“Good moisturizer”
“Excellent product”
“Fantastic price”
“Silky Smooth”
“Great absorbency”
“As advertised”
“Moisturizing Dry Skin”
“It works ok”
“PERFECT FOR SENSITIVE SKIN”
What buyers complain about
“Do not like smell”
“Unable to pump”
“it doesn't moisturize”
“Over priced”
“Not enough product”
“Not as thick as I thought it would be”
“I don't like dry skin”
“Didn't work for me”
“It will not open”
“itchy over time”
Top return reasons
Common questions
- Is mens lotion profitable to sell on Amazon United States?
- The niche generates $1.0M/yr across 24 tracked products. 90-day search growth is -11.8%. Flapen's verdict: Worth a look (53/100).
- How competitive is the mens lotion niche?
- 13 brands and 148 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 77% of demand.
- What do buyers complain about in mens lotion?
- Top complaints mined from reviews: Smell, Motor Power, Moist/Dry. The return rate is 0.4%.
- When does demand for mens lotion peak?
- Demand peaks in Dec; the busiest month runs 2.2× the quietest.
- What does it cost to enter the mens lotion niche?
- Listings span $4.15–$30.71; the average listing price is $12.75 (sweet spot $15–$100). The average incumbent carries 7,463 reviews — the moat a new listing must climb.