---
title: "Mens Soap — $12.0M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/mens-soap"
last_updated: "2026-08-11T09:50:10.371Z"
locale: en
meta:
description: "Niche score 64/100 · $12.0M/yr market · 5.9M searches/yr · $21.79 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 64/100 · $12.0M/yr market · 5.9M searches/yr · $21.79 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Mens Soap — $12.0M/yr Amazon US Niche (2026) - Flapen"
---
# **mens soap**
**Launch it**
A $12.0M/yr market growing +5.9% this quarter with returns at 0.2% — clears our launch bar.
Market size 100Growth 32Conversion 84Competition 79Returns 99Price range 79Avg price 92Brand share 15Review moat 17Quality gap 27
**Market size**
**Incredible****$12.0M**
$12.0M/yr · 5.9M searches
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$21.79**
avg listing price — sweet spot $15–$100
**Conversion**
**Great****9.3%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****36%**
top-5 click share — an open shelf
**Price range**
**Great****$4.96–$55.15**
cheapest 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**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****18,706.24**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****94%**
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 ~~](https://flapen.com/research/methodology)
## **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.
250K150KHoliday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 3.0×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/mens-soap/trend)
## **Top mens soap search terms**
- **dr squatch soap**1.8M/yr+0.3%6.8% conv. - **dr squatch**924K/yr+6.3%2.0% conv. - **mens soap**540K/yr+9.3%6.9% conv. - **mens bar soap**413K/yr+14.2%6.2% conv. - **bar soap for men**271K/yr+2.8%7.2% conv. - **dove men**186K/yr+36.1%2.1% conv. - **dove men soap**194K/yr+9.9%16.6% conv. - **sasquatch soap**288K/yr-0.9%7.3% conv. - **mens soap bar**184K/yr+17.8%6.7% conv. - **squatch soap**195K/yr+10.6%7.3% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/mens-soap/search-terms)
## **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.
0%3%$360K6%$721K9%$1.1M12%$1.4M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$33.07**4.6★31,981 rev](https://www.amazon.com/dp/B0CDQJ2GRP) [2**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**$12.19**4.7★13,680 rev](https://www.amazon.com/dp/B002TSA90M) [3**Dr. Squatch All Natural Bar Soap for Men with Medium Grit Wood Barrel Bourbon 5 Ounce (Pack of 1)**Dr. Squatch**$6.60**4.7★2,879 rev](https://www.amazon.com/dp/B0B1VSPC44) [4**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**$20.98**4.5★87,405 rev](https://www.amazon.com/dp/B0DY1XZLY9) [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**$12.19**4.8★1,301 rev](https://www.amazon.com/dp/B00SS81M58)
**~~View all top sellers →~~**
### **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**$31.93**212 rev3mo ago](https://www.amazon.com/dp/B0G7243TGX) [**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**$52.63**11,036 rev4mo ago](https://www.amazon.com/dp/B0GLQXY5WB) [**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**$25.95**212 rev5mo ago](https://www.amazon.com/dp/B0G721HLS9) [**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**$5.44**1,685 rev9mo ago](https://www.amazon.com/dp/B0BT55LL7Q) [**DOVE MEN + CARE Hidratante Coco + Ctricos Hand & Body Face + Shave Bar 6 Count for Hydrated Skin 3.75 oz**DOVE MEN + CARE**$9.68**904 rev1y ago](https://www.amazon.com/dp/B0F8N46PZF)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$52.63**4.7★**▲ 388%**](https://www.amazon.com/dp/B0GLQXY5WB) [**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**$31.93**4.5★**▲ 267%**](https://www.amazon.com/dp/B0G7243TGX) [**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**$25.95**4.5★**▲ 74%**](https://www.amazon.com/dp/B0G721HLS9) [**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**$12.19**4.8★**▲ 66%**](https://www.amazon.com/dp/B00SS81M58) [**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**$5.44**4.5★**▲ 57%**](https://www.amazon.com/dp/B0BT55LL7Q)
**~~View all trending →~~**
## **What buyers say about mens soap**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**48%
*“Fresh scent”*
**Quality-Overall**9%
*“Great value, great quality, smells good, moisturizing”*
**Value For Money**8%
*“Fair Price”*
**Cleansing**5%
*“Clean and fresh”*
**Lather**4%
*“thick lather”*
**Advertised Vs Actual Product**3%
*“Arrived as expected”*
**Moist/Dry**2%
*“moisturized after each use”*
**Soft Feel**2%
*“Super soft”*
**Ease Of Cleaning**2%
*“Cleans well”*
**Gifting Purpose**1%
*“Great for gifts”*
### **What buyers complain about **
**Smell**28%
*“Bad smell”*
**Value For Money**10%
*“Not worth the price”*
**Size-Overall**5%
*“It is huge too”*
**Durability**4%
*“not great lifespan”*
**Allergies**3%
*“It caused rash”*
**Lather**3%
*“it does take some effort to lather it up”*
**Moist/Dry**2%
*“its not really moisturizing either”*
**Dilute/Watery**2%
*“Watered down”*
**Quality-Overall**2%
*“Not high quality”*
**Advertised Vs Actual Product**1%
*“Very deceiving”*
### **Top return reasons **
**Smell**45%
**Leak-Proof**9%
**Advertised Vs Actual Product**9%
**Value For Money**7%
**Motor Power**7%
**Size-Overall**5%
**Defective Material/Parts**3%
**Moist/Dry**2%
**Functionality-Overall**1%
**Product Condition**1%
## **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.
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