---
title: "Mens Tanning Lotion — $113K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/mens-tanning-lotion"
last_updated: "2026-08-11T12:23:27.441Z"
locale: en
meta:
description: "Niche score 52/100 · $113K/yr market · 62K searches/yr. A deep review moat (8,454 avg reviews) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 52/100 · $113K/yr market · 62K searches/yr. A deep review moat (8,454 avg reviews) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Mens Tanning Lotion — $113K/yr Amazon US Niche (2026) - Flapen"
---
# **mens tanning lotion**
**Worth a look**
Shows low returns (0.9%), but a deep review moat (8,454 avg reviews) keeps it on the watch list.
Market size 27Growth 25Conversion 77Competition 55Returns 96Price range 83Avg price 95Brand share 33Review moat 23Quality gap 58
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****$24.61**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$7.15–$59.95**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****7.4%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****52%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****85%**
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**
**Bad****8,454.38**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Dec · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/mens-tanning-lotion/trend)
## **Top mens tanning lotion search terms**
- **mens tanning lotion**28K/yr+14.7%6.1% conv. - **mens tanning bed lotion**12K/yr-25.4%7.5% conv. - **tanning lotion for men**8K/yr+25.6%5.9% conv. - **mens tanning**5K/yr+31.9%2.6% conv. - **tanning bed lotion for men**8K/yr-35.3%6.3% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/mens-tanning-lotion/search-terms)
## **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.
0%10%$11K20%$23K30%$34K40%$45K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$30.03**4.4★571 rev](https://www.amazon.com/dp/B07P5MFPFB) [2**Australian Gold Rapid Tanning Intensifier Lotion 8.5 Fl Oz | With Tea Tree Oil and Aloe Vera | Vitamin E**Australian Gold**$7.15**4.6★18,206 rev](https://www.amazon.com/dp/B00T7MZQ3S) [3**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**$29.93**4.5★31,943 rev](https://www.amazon.com/dp/B0058E3XJI) [4**Devoted Creations H.I.M. Black Edition Oil Absorbing Quick Penetrating Black Tan Lotion Bronzer 8.5 oz.**Devoted Creations**$18.04**4.5★375 rev](https://www.amazon.com/dp/B01MDU5F57) [5**DEVOTED CREATIONS H.I.M Chrome Natural Bronzer For Men Tanning Lotion 8.5 oz**Devoted Creations**$17.47**4.4★593 rev](https://www.amazon.com/dp/B079NL3MSK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Devoted Creations HIM Surf - Electrolyte Infused Color Extending All Day Hydration Indoor/Outdoor Dark Tanning Intensifier**Devoted Creations**$24.21**79 rev2y ago](https://www.amazon.com/dp/B0CLBXR53K) [**Bro Glo Self Tanner for Men Starter Bundle**bro glo**$59.95**677 rev3y ago](https://www.amazon.com/dp/B0BQLLFXT2) [**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**$29.04**1,107 rev3y ago](https://www.amazon.com/dp/B0FS39C5XL) [**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**$25.16**769 rev3y ago](https://www.amazon.com/dp/B0FS33N94H) [**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**$34.54**27,498 rev4y ago](https://www.amazon.com/dp/B09J1LZCWH)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$29.04**4.1★**▲ 130%**](https://www.amazon.com/dp/B0FS39C5XL) [**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**$25.16**4.1★**▲ 82%**](https://www.amazon.com/dp/B0FS33N94H) [**Bro Glo Self Tanner for Men Starter Bundle**bro glo**$59.95**4.2★**▲ 47%**](https://www.amazon.com/dp/B0BQLLFXT2) [**Devoted Creations H.I.M. Black Edition Oil Absorbing Quick Penetrating Black Tan Lotion Bronzer 8.5 oz.**Devoted Creations**$18.04**4.5★**▲ 25%**](https://www.amazon.com/dp/B01MDU5F57) [**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**$10.22**4.5★**▲ 24%**](https://www.amazon.com/dp/B001UTK76C)
**~~View all trending →~~**
## **What buyers say about mens tanning lotion**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**23%
*“Amazing Scent”*
**Color**14%
*“Natural color”*
**Quality-Overall**8%
*“Quality product with a nice scent”*
**Suitability Combination Skin**7%
*“it feels good on the skin”*
**Value For Money**7%
*“Great value”*
**Efficiency**4%
*“Works great and does the job”*
**Ease Of Application**3%
*“Easy to apply”*
**Moist/Dry**3%
*“Super hydrating”*
**Brightness/Shine/Glow**3%
*“Gives you a nice glow”*
**Advertised Vs Actual Product**3%
*“As advertised”*
### **What buyers complain about **
**Color**22%
*“Color runs”*
**Smell**19%
*“Gross smell”*
**Functionality-Overall**6%
*“Not working well”*
**Value For Money**4%
*“price has doubled”*
**Allergies**4%
*“Allergic reaction”*
**Stain Resistance**3%
*“Stained Skin”*
**Color Fading/Discoloration**2%
*“Color fades too fast”*
**Quality-Overall**2%
*“was lackluster”*
**Advertised Vs Actual Product**2%
*“Not as advertised”*
**Thickness**1%
*“not in a thick icky way”*
### **Top return reasons **
**Color**26%
**Smell**17%
**Functionality-Overall**13%
**Advertised Vs Actual Product**11%
**Leak-Proof**7%
**Color Fading/Discoloration**3%
**Stain Resistance**3%
**Value For Money**2%
**Product Condition**2%
**Defective Material/Parts**2%
## **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.
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