mens tanning lotion
Worth a lookShows low returns (0.9%), but a deep review moat (8,454 avg reviews) keeps it on the watch list.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Avg price
Incredible$24.61avg listing price — sweet spot $15–$100
Price range
Great$7.15–$59.95cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great7.4%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Market size
Okay$113K$113K/yr · 62K searches
Growth
Okay+0.2%90-day search growth — must beat 0% to launch
Review moat
Bad8,454.38avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, mens tanning lotion is a $113K/yr Amazon United States market (62K searches/yr). The top 5 brands hold 85% of demand. Demand peaks in Jul–Dec. Verdict: Worth a look — 52/100.
Data updated Jul 17, 2026 · scored weekly · How we score niches
mens tanning lotion market data
- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- $98K–$123K
- units × avg price
- Conversion rate
- 7.4%
- Avg BSR
- #105
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 90%
- Out of stock
- 4.0%
- Avg brand age
- 67 months
- Avg seller age
- 132 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
10 falling
Sellers
51
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
52%
Top 20: 99%
Open market
11%
- Devoted Creations29%
- Onyx21%
- Millennium Tanning14%
- bro glo12%
- Australian Gold11%
- ED HARDY4%
- Open — no brand owns it (4 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.2% search growth over the last 90 days.Peak months: Jul, Dec · busiest ÷ quietest = 2.1×
Top mens tanning lotion search terms
- mens tanning lotion28K/yr
- mens tanning bed lotion12K/yr
- tanning lotion for men8K/yr
- mens tanning5K/yr
- tanning bed lotion for men8K/yr
Top mens tanning 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Onyx HE Tanning Bed Lotion for Men - Indoor Tanning Lotion Accelerator & Bronzer Quick & Dark Tan Mens Tanning Lotion with Skin Firming Muscle Bronzing Complex & Moisturizing Formula
Onyx$30.034.4★571 rev
Australian Gold Rapid Tanning Intensifier Lotion 8.5 Fl Oz | With Tea Tree Oil and Aloe Vera | Vitamin E
Australian Gold$7.154.6★18,206 rev
Millennium Tanning SOLID BLACK 100X Dark Tanning Lotion Indoor Outdoor Tan Enhancing Silicone Bronzer Tanning Bed Lotion 13.5 Fl oz (400 ml)
Millennium Tanning$29.934.5★31,943 rev
Devoted Creations H.I.M. Black Edition Oil Absorbing Quick Penetrating Black Tan Lotion Bronzer 8.5 oz.
Devoted Creations$18.044.5★375 rev
DEVOTED CREATIONS H.I.M Chrome Natural Bronzer For Men Tanning Lotion 8.5 oz
Devoted Creations$17.474.4★593 rev
Newest
by launch date
Devoted Creations HIM Surf - Electrolyte Infused Color Extending All Day Hydration Indoor/Outdoor Dark Tanning Intensifier
Devoted Creations$24.2179 rev
Bro Glo Self Tanner for Men Starter Bundle
bro glo$59.95677 rev
Bro Glo Self Tanner for The Boys - Quick Application Foam Mousse Easy Sunless Tan For Face and Body Oil Free Water Based Faster Skin Drying Natural Sun Kissed Bronze Color Perfect Men - 6.76 FL oz
bro glo$29.041,107 rev
Bro Glo Self Tanner for The Boys - Quick Application Foam Mousse - Easy Sunless Tan For Your Face - Oil Free Water Based for Faster Skin Drying
bro glo$25.16769 rev
Tanning Lotion Self Tanner - USA Made with Natural and Organic Ingredients Non Toxic Sunless Browning Lotion Best Gradual Tanner for Men and Women Streak-Free Fake Tan (Light)
Beauty by Earth$34.5427,498 rev
Trending
90-day click momentumBro Glo Self Tanner for The Boys - Quick Application Foam Mousse Easy Sunless Tan For Face and Body Oil Free Water Based Faster Skin Drying Natural Sun Kissed Bronze Color Perfect Men - 6.76 FL oz
bro glo$29.044.1★
Bro Glo Self Tanner for The Boys - Quick Application Foam Mousse - Easy Sunless Tan For Your Face - Oil Free Water Based for Faster Skin Drying
bro glo$25.164.1★
Bro Glo Self Tanner for Men Starter Bundle
bro glo$59.954.2★
Devoted Creations H.I.M. Black Edition Oil Absorbing Quick Penetrating Black Tan Lotion Bronzer 8.5 oz.
Devoted Creations$18.044.5★
Jergens Natural Glow +Firming Self Tanner Body Lotion Fair to Medium Skin Tone Sunless Tanning Moisturizer with Collagen and Elastin. Helps to Visibly Reduce Cellulite 7.5 Fl Oz
Jergens$10.224.5★
What buyers say about mens tanning lotion
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing Scent”
“Natural color”
“Quality product with a nice scent”
“it feels good on the skin”
“Great value”
“Works great and does the job”
“Easy to apply”
“Super hydrating”
“Gives you a nice glow”
“As advertised”
What buyers complain about
“Color runs”
“Gross smell”
“Not working well”
“price has doubled”
“Allergic reaction”
“Stained Skin”
“Color fades too fast”
“was lackluster”
“Not as advertised”
“not in a thick icky way”
Top return reasons
Common questions
- Is mens tanning lotion profitable to sell on Amazon United States?
- The niche generates $113K/yr across 21 tracked products. 90-day search growth is +0.2%. Flapen's verdict: Worth a look (52/100).
- How competitive is the mens tanning lotion niche?
- 10 brands and 51 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in mens tanning lotion?
- Top complaints mined from reviews: Color, Smell, Functionality-Overall. The return rate is 0.9%.
- When does demand for mens tanning lotion peak?
- Demand peaks in Jul–Dec; the busiest month runs 2.1× the quietest.
- What does it cost to enter the mens tanning lotion niche?
- Listings span $7.15–$59.95; the average listing price is $24.61 (sweet spot $15–$100). The average incumbent carries 8,454 reviews — the moat a new listing must climb.