mens soap
Launch itA $12.0M/yr market growing +5.9% this quarter with returns at 0.2% — clears our launch bar.
Market size
Incredible$12.0M$12.0M/yr · 5.9M searches
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Avg price
Great$21.79avg listing price — sweet spot $15–$100
Conversion
Great9.3%search→purchase rate — share of searches ending in a sale
Competition
Great36%top-5 click share — an open shelf
Price range
Great$4.96–$55.15cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+5.9%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad18,706.24avg incumbent reviews — the moat a new listing must climb
Brand share
Bad94%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, mens soap is a $12.0M/yr Amazon United States market (5.9M searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Nov–Dec. Verdict: Launch it — 64/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
mens soap market data
- Units sold / yr
- 500K–600K
- avg 8,000–10,000/product
- Revenue / yr
- $10.9M–$13.1M
- units × avg price
- Conversion rate
- 9.3%
- Avg BSR
- #220
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 87%
- Out of stock
- 4.1%
- Avg brand age
- 69 months
- Avg seller age
- 125 days
Competition & brand share
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.Brands
9 flat
Sellers
694
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
36%
Top 20: 70%
Open market
4%
- Dr. Squatch60%
- DOVE MEN + CARE25%
- Old Spice4%
- Crate 61 Organics3%
- Duke Cannon Supply Co.2%
- Irish Spring2%
- Open — no brand owns it (3 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +5.9% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.0×
Top mens soap search terms
- dr squatch soap1.8M/yr
- dr squatch924K/yr
- mens soap540K/yr
- mens bar soap413K/yr
- bar soap for men271K/yr
- dove men186K/yr
- dove men soap194K/yr
- sasquatch soap288K/yr
- mens soap bar184K/yr
- squatch soap195K/yr
Top mens soap 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
Dr. Squatch Natural Mens Bar Soap - Cold Process Body Soap Bar with Natural Oils - Gifts for Men - Summer Citrus Coconut Castaway Fresh Falls Coastal Mist & More (5 oz 5-Pack Scents May Vary)
Dr. Squatch$33.074.6★31,981 rev
DOVE MEN + CARE 3 in 1 Bar Cleanser for Body Face and Shaving Extra Fresh Body and Facial Cleanser More Moisturizing Than Bar Soap to Clean and Hydrate Skin 3.75 Ounce (Pack of 8)
DOVE MEN + CARE$12.194.7★13,680 rev
Dr. Squatch All Natural Bar Soap for Men with Medium Grit Wood Barrel Bourbon 5 Ounce (Pack of 1)
Dr. Squatch$6.604.7★2,879 rev
Dr. Squatch Natural Mens Bar Soap - Cold Process Body Soap Bar with Natural Oils - Gifts for Men - Coastal Mist Rainforest Rapids Birchwood Breeze (5 oz 3-Pack)
Dr. Squatch$20.984.5★87,405 rev
DOVE MEN + CARE Body and Face Bar To Clean and Hydrate Skin Body and Facial Cleanser More Moisturizing Than Bar Soap 3.75 oz 8 Bars
DOVE MEN + CARE$12.194.8★1,301 rev
Newest
by launch date
Dr. Squatch Natural Mens Bar Soap Limited Edition Dragon Ball Z Gifts for Men Natural Cold Process Soap Bar Super Saiyan Surge + Final Flash Fresh (5 oz 4-Pack)
Dr. Squatch$31.93212 rev
Dr. Squatch Natural Mens Bar Soap - Cold Process Body Soap Bar with Natural Oils - Gifts for Men - Coconut Castaway Fresh Falls Wood Barrel Bourbon Birchwood Breeze & more (5 oz 10-Pack)
Dr. Squatch$52.6311,036 rev
Dr. Squatch Natural Mens Bar Soap Limited Edition Trojan Gifts for Men Natural Cold Process Soap Bar Briccd Up (5 oz) + Magnum Bricc (13.7 oz) 4-Pack
Dr. Squatch$25.95212 rev
Old Spice Bar Soap for Men Refreshing Clean to Wash Away Dirt & Odor Cleansing Formula Long-Lasting & Confidence-Boosting Fragrance Swagger with Lime + Cedarwood Scent 3.17 oz (Pack of 4)
Old Spice$5.441,685 rev
DOVE MEN + CARE Hidratante Coco + Ctricos Hand & Body Face + Shave Bar 6 Count for Hydrated Skin 3.75 oz
DOVE MEN + CARE$9.68904 rev
Trending
90-day click momentumDr. Squatch Natural Mens Bar Soap - Cold Process Body Soap Bar with Natural Oils - Gifts for Men - Coconut Castaway Fresh Falls Wood Barrel Bourbon Birchwood Breeze & more (5 oz 10-Pack)
Dr. Squatch$52.634.7★
Dr. Squatch Natural Mens Bar Soap Limited Edition Dragon Ball Z Gifts for Men Natural Cold Process Soap Bar Super Saiyan Surge + Final Flash Fresh (5 oz 4-Pack)
Dr. Squatch$31.934.5★
Dr. Squatch Natural Mens Bar Soap Limited Edition Trojan Gifts for Men Natural Cold Process Soap Bar Briccd Up (5 oz) + Magnum Bricc (13.7 oz) 4-Pack
Dr. Squatch$25.954.5★
DOVE MEN + CARE Body and Face Bar To Clean and Hydrate Skin Body and Facial Cleanser More Moisturizing Than Bar Soap 3.75 oz 8 Bars
DOVE MEN + CARE$12.194.8★
Old Spice Bar Soap for Men Refreshing Clean to Wash Away Dirt & Odor Cleansing Formula Long-Lasting & Confidence-Boosting Fragrance Swagger with Lime + Cedarwood Scent 3.17 oz (Pack of 4)
Old Spice$5.444.5★
What buyers say about mens soap
What buyers praise and complain about, mined from review topics.What buyers love
“Fresh scent”
“Great value, great quality, smells good, moisturizing”
“Fair Price”
“Clean and fresh”
“thick lather”
“Arrived as expected”
“moisturized after each use”
“Super soft”
“Cleans well”
“Great for gifts”
What buyers complain about
“Bad smell”
“Not worth the price”
“It is huge too”
“not great lifespan”
“It caused rash”
“it does take some effort to lather it up”
“its not really moisturizing either”
“Watered down”
“Not high quality”
“Very deceiving”
Top return reasons
Common questions
- Is mens soap profitable to sell on Amazon United States?
- The niche generates $12.0M/yr across 54 tracked products. 10 of 11 products launched in the last 360 days are still selling. 90-day search growth is +5.9%. Flapen's verdict: Launch it (64/100).
- How competitive is the mens soap niche?
- 9 brands and 694 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in mens soap?
- Top complaints mined from reviews: Smell, Value For Money, Size-Overall. The return rate is 0.2%.
- When does demand for mens soap peak?
- Demand peaks in Nov–Dec; the busiest month runs 3.0× the quietest.
- What does it cost to enter the mens soap niche?
- Listings span $4.96–$55.15; the average listing price is $21.79 (sweet spot $15–$100). The average incumbent carries 18,706 reviews — the moat a new listing must climb.