---
title: "Multani Mitti — $86K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/multani-mitti"
last_updated: "2026-08-11T09:38:46.891Z"
locale: en
meta:
description: "Niche score 48/100 · $86K/yr market · 156K searches/yr · $8.82 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · $86K/yr market · 156K searches/yr · $8.82 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Multani Mitti — $86K/yr Amazon US Niche (2026) - Flapen"
---
# **multani mitti**
**Skip it**
Prices mostly outside the sweet spot ($5.08–$15.23) — this niche doesn't clear our bar today.
Market size 22Growth 55Conversion 69Competition 45Returns 92Price range 2Avg price 25Brand share 55Review moat 24Quality gap 57
**Returns**
**Great****1.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Good****6.3%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Good****+28.1%**
90-day search growth — must beat 0% to launch
**Brand share**
**Good****72%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****58%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Okay****$8.82**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****5,512.05**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Bad****$86K**
$86K/yr · 156K searches
**Price range**
**Bad****$5.08–$15.23**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, multani mitti is a $86K/yr Amazon United States market (156K searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Aug. Verdict: Skip it — 48/100.
Data updated Jul 16, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **multani mitti market data**
- **Units sold / yr**
- **8K–10K**
- avg 250–500/product
- **Revenue / yr**
- **$71K–$88K**
- units × avg price
- **Conversion rate**
- **6.3%**
- **Avg BSR**
- **#1,434**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **91%**
- **Out of stock**
- **10.5%**
- **Avg brand age**
- **60 months**
- **Avg seller age**
- **154 days**
## **Competition & brand share**
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**17 **▲rising
**Sellers**
**29**
**Top-5 brand share**
**72%**
Top 20: 100%
**Top-5 click share**
**58%**
Top 20: 98%
**Open market**
**22%**
- Herbs Botanica25% - MB Herbals21% - Aqia Organics11% - YOGI’S GIFT – Celebrating health8% - SATTVAYA7% - TEFEX ENTERPRISES6%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +28.1% search growth over the last 90 days.
6K4KSpike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Aug · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/multani-mitti/trend)
## **Top multani mitti search terms**
- **multani mitti**70K/yr+28.5%4.7% conv. - **multani mitti organic for face**39K/yr+64.4%7.5% conv. - **multani mitti powder**19K/yr-16.9%6.1% conv. - **fullers earth powder**12K/yr+11.6%5.9% conv. - **fullers earth**8K/yr+15.7%5.5% conv. - **multani mitti for face**4K/yr+59.3%5.3% conv. - **multani**3K/yr+75.5%1.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/multani-mitti/search-terms)
## **Top multani mitti 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%4%$3K8%$7K12%$10K16%$14K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Multani Mitti Earth Clay (Bentonite & Kaolin) 100% Natural Indian Healing Clay Mask for Skin Care Natural Deep Cleansing Pure Grade Facial Mask Calcium & Sodium Clay 5.3 oz**Herbs Botanica**$7.09**4.4★430 rev](https://www.amazon.com/dp/B08RDFV541) [2**MB Herbals Fullers Earth Powder 8 oz | 227 Gram | Multani Mitti | Fullers Earth | Pure Bentonite Clay for Face Pack | No Fragrance | No Preservative**MB Herbals**$8.61**4.5★1,492 rev](https://www.amazon.com/dp/B0757T6V6K) [3**Multani Mitti Powder | Indian Healing Clay | 100% Pure Fullers Earth Powder for Natural Skin Tightening Face Mask | Deep Pores Cleansing | Bentonite Clay | Tan Removal Face Pack | 8 oz**Aqia Organics**$10.06**4.7★30 rev](https://www.amazon.com/dp/B0D6L7D9DF) [4**Herbs Botanica Multani Mitti Powder Earth Clay Mask 100% Pure Bentonite and Kaolin Clay for Skin Care Indian Healing and Deep Cleansing 2 oz Kaolin Clay Indian Deep Pure Grade Cleansing**Herbs Botanica**$5.08**4.4★670 rev](https://www.amazon.com/dp/B0DMF4XBSS) [5**Multani Mitti Powder | Fullers Earth Clay | 100% Natural Indian Clay | Skin Tightening Face Pack Detox Bath & Soap Making | 10 oz (283 grams) | By Yogis Gift**YOGI’S GIFT – Celebrating health**$9.97**4.5★133 rev](https://www.amazon.com/dp/B0B4RNGR3Q)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**DPetals Fullers Earth Powder for Face Skin and Hair Pure & Natural Multani Mitti Chemical Free 3.5 Oz | 100 g Pack**DPetals**$7.76**17 rev10mo ago](https://www.amazon.com/dp/B0D7J39HF6) [**SATTVAYA Multani Mitti (Fullers Earth) Powder 100% Pure & Natural Face Pack for Oily Skin Deep Cleansing & Oil Control (12.8OZ)**SATTVAYA**$15.23**17 rev1y ago](https://www.amazon.com/dp/B0F21V9S91) [**SATTVAYA Multani Mitti (Fullers Earth) Powder 100% Pure & Natural Face Pack for Oily Skin Deep Cleansing & Oil Control (6.4OZ)**SATTVAYA**$8.07**17 rev1y ago](https://www.amazon.com/dp/B0F1YCKB54) [**Multani Mitti Powder (Fullers Earth Clay) Stone-Sourced Finely Milled Smooth Texture for Face Mask Use Easy Mixing Airtight Recyclable Bottle**TEFEX ENTERPRISES**$7.63**37 rev1y ago](https://www.amazon.com/dp/B0DWT3G3XJ) [**Herbs Botanica Multani Mitti Powder Earth Clay Mask 100% Pure Bentonite and Kaolin Clay for Skin Care Indian Healing and Deep Cleansing 2 oz Kaolin Clay Indian Deep Pure Grade Cleansing**Herbs Botanica**$5.08**670 rev1y ago](https://www.amazon.com/dp/B0DMF4XBSS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**H&C Herbal Ingredients Expert 100% Pure Fullers Earth Clay (Multani Mitti) - 1/2 lb / 227 gm | Exfoliates & Cleanse the Skin | Helps Removing Dead Skin Cells | Supports Blood circulation**H&C**$9.69**4.4★**▲ 126%**](https://www.amazon.com/dp/B01MSZ2BT7) [**Multani Mitti Powder (Fullers Earth Clay) Stone-Sourced Finely Milled Smooth Texture for Face Mask Use Easy Mixing Airtight Recyclable Bottle**TEFEX ENTERPRISES**$7.63**4.4★**▲ 91%**](https://www.amazon.com/dp/B0DWT3G3XJ) [**Skin Elements Fullers Earth (Multani Mitti) & Turmeric (Haldi) Natural Face Pack for Healthy & Glowing Skin | Reduces Dark Spots Dull Skin and Controls Excess Oil | 3.38 Fl. Oz**Skin Elements**$5.10**4.1★**▲ 71%**](https://www.amazon.com/dp/B07RT3W53H) [**DPetals Fullers Earth Powder for Face Skin and Hair Pure & Natural Multani Mitti Chemical Free 3.5 Oz | 100 g Pack**DPetals**$7.76**4.7★**▲ 58%**](https://www.amazon.com/dp/B0D7J39HF6) [**Exotic Veda Indian Healing Powder 100g | Natural Calcium Bentonite Clay & Multani Mitti | Face & Body Mask for Smooth Radiant Skin | Pore Care Oil Control Hair & Scalp Care | Vegan & Cruelty-Free**Exotic Veda**$7.05**4.0★**▲ 57%**](https://www.amazon.com/dp/B0CZTWYH17)
**~~View all trending →~~**
## **What buyers say about multani mitti**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Combination Skin**16%
*“Good product for skin”*
**Cleansing**10%
*“My skin feels so clean”*
**Soft Feel**10%
*“It goes on smoothly”*
**Quality-Overall**10%
*“Good quality”*
**Efficiency**8%
*“Effectiveness”*
**Smell**7%
*“Smells good”*
**Ease Of Use**5%
*“Easy to use”*
**Brightness/Shine/Glow**4%
*“even giving my skin a nice glow”*
**Value For Money**4%
*“Excellent product, probably worth more”*
**Moist/Dry**2%
*“It comes with a lot an moistures nice”*
### **What buyers complain about **
**Allergies**14%
*“it made my spots flare up”*
**Functionality-Overall**9%
*“Doesnt work for me”*
**Skin Health**5%
*“Bumpy whiteheads that make your makeup look horrible”*
**Durability**5%
*“Broke me out the 2nd time I used it”*
**Moist/Dry**5%
*“that usually goes away after putting moisturizer on”*
**Advertised Vs Actual Product**4%
*“the product I received does not even have the same gel like appearance that is shown in the pictures”*
**Suitability Dry Skin**4%
*“i dont use a lot of masks because i am not patient for it to dry”*
**Smell**4%
*“It's not my favorite smell”*
**Oily/Greasy**3%
*“It already has oils in it so it cant pull oil”*
**Ease Of Cleaning**2%
*“I had to take my shirt off and rinse and spend a good bit of time cleaning my counter”*
### **Top return reasons **
**Advertised Vs Actual Product**15%
**Leak-Proof**14%
**Functionality-Overall**11%
**Value For Money**7%
**Smell**6%
**Moist/Dry**6%
**Size-Overall**5%
**Ingredients-Overall**4%
**Skin Health**3%
**Texture/Consistency-Overall**3%
## **Common questions**
- **Is multani mitti profitable to sell on Amazon United States?**
- The niche generates $86K/yr across 22 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +28.1%. Flapen's verdict: Skip it (48/100).
- **How competitive is the multani mitti niche?**
- 17 brands and 29 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 72% of demand.
- **What do buyers complain about in multani mitti?**
- Top complaints mined from reviews: Allergies, Functionality-Overall, Skin Health. The return rate is 1.2%.
- **When does demand for multani mitti peak?**
- Demand peaks in Aug; the busiest month runs 2.0× the quietest.
- **What does it cost to enter the multani mitti niche?**
- Listings span $5.08–$15.23; the average listing price is $8.82 (sweet spot $15–$100). The average incumbent carries 5,512 reviews — the moat a new listing must climb.
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