oatmeal body wash
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Incredible12.5%search→purchase rate — share of searches ending in a sale
Market size
Good$446K$446K/yr · 448K searches
Growth
Okay+12.0%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad5,551.33avg incumbent reviews — the moat a new listing must climb
Avg price
Bad$7.94avg listing price — sweet spot $15–$100
Competition
Bad76%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad$4.98–$13.28cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, oatmeal body wash is a $446K/yr Amazon United States market (448K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 42/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
oatmeal body wash market data
- Units sold / yr
- 50K–60K
- avg 3,000–4,000/product
- Revenue / yr
- $397K–$476K
- units × avg price
- Conversion rate
- 12.5%
- Avg BSR
- #491
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 50%
- Out of stock
- 0.4%
- Avg brand age
- 70 months
- Avg seller age
- 121 days
Competition & brand share
The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
626
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
76%
Top 20: 100%
Open market
0%
- St. Ives66%
- 365 by Whole Foods Market20%
- Aveeno14%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +12.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 2.0×
Top oatmeal body wash search terms
- st ives body wash187K/yr
- oatmeal body wash67K/yr
- 365 body wash30K/yr
- aveeno daily moisturizing body wash29K/yr
- colloidal oatmeal body wash21K/yr
- st. ives body wash19K/yr
- st ives oatmeal and shea butter body wash18K/yr
- body wash st ives10K/yr
- oat body wash9K/yr
- oatmeal body wash for itchy skin9K/yr
Top oatmeal body wash 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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
St. Ives Oatmeal & Shea Butter Body Wash | Moisturizing Body Wash for Sensitive and Dry Skin | 22 Fl. Oz.
St. Ives$4.984.8★6,140 rev
St. Ives Body Wash Pink Lemon and Mandarin Orange 22 Ounce
St. Ives$5.074.6★4,000 rev
Aveeno Daily Moisturizing Body Wash for Normal to Dry Skin Sensitive Formula with Prebiotic Oat Gently Cleanses Dry Skin Lightly Scented Body Wash for Women and Men Value Size 33 fl. Oz
Aveeno$11.524.7★12,825 rev
365 by Whole Foods Market Body Wash Colloidal Oatmeal Fragrance Free 32 Fl Oz
365 by Whole Foods Market$7.124.6★533 rev
St. Ives Sea Salt & Pacific Kelp Exfoliating Body Wash 22 Fl Oz
St. Ives$6.344.8★1,403 rev
Newest
by launch date
St. Ives Dark Cherry & Argan Oil Body Wash Nourishing Body Care with 100% Natural Extracts Moisturizing Body Soap Daily Shower Gel Cleanser with Sweet Cherry Fragrance 22oz
St. Ives$5.60136 rev
St. Ives Lavender & Chamomile Body Wash Calming Body Care with 100% Natural Extracts Moisturizing Body Soap Daily Shower Gel Cleanser with Relaxing Floral Fragrance 22oz
St. Ives$8.0241 rev
St. Ives Oatmeal & Shea Butter Body Wash | Moisturizing Body Wash for Sensitive and Dry Skin | 22 Fl. Oz.
St. Ives$4.986,140 rev
St. Ives Body Wash Pink Lemon and Mandarin Orange 22 Ounce
St. Ives$5.074,000 rev
St. Ives Sea Salt & Pacific Kelp Exfoliating Body Wash 22 Fl Oz
St. Ives$6.341,403 rev
Trending
90-day click momentumSt. Ives Body Wash Pink Lemon and Mandarin Orange 22 Ounce
St. Ives$5.074.6★
St. Ives Sea Salt & Pacific Kelp Exfoliating Body Wash 22 Fl Oz
St. Ives$6.344.8★
365 by Whole Foods Market Body Wash Colloidal Oatmeal Fragrance Free 32 Fl Oz
365 by Whole Foods Market$7.124.6★
365 by Whole Foods Market Foaming Shower Gel Satsuma & Eucalyptus 32 Fl Oz
365 by Whole Foods Market$7.064.5★
St. Ives Lavender & Chamomile Body Wash Calming Body Care with 100% Natural Extracts Moisturizing Body Soap Daily Shower Gel Cleanser with Relaxing Floral Fragrance 22oz
St. Ives$8.024.4★
What buyers say about oatmeal body wash
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing scent”
“Great product, great results”
“Great Value”
“It moisturizes well”
“Silky soft”
“doesnt dry out my skin”
“This liquid soap lathers well”
“Clean and fresh”
“it works wonderfully for sensitive skin—I even felt comfortable using it on my face”
“I have no irritation”
What buyers complain about
“But smells odd”
“developed itchy skin”
“Makes my skin dry”
“Bottle leaks”
“You don't feel clean at all”
“it doesn't dry my skin out either”
“I had no idea how big this was going to be”
“Wish it wasn't so expensive”
“The pump on the top of the soap was broken”
“Product arrived used”
Top return reasons
Common questions
- Is oatmeal body wash profitable to sell on Amazon United States?
- The niche generates $446K/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +12.0%. Flapen's verdict: Skip it (42/100).
- How competitive is the oatmeal body wash niche?
- 3 brands and 626 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in oatmeal body wash?
- Top complaints mined from reviews: Smell, Allergies, Moist/Dry. The return rate is 0.3%.
- When does demand for oatmeal body wash peak?
- Demand is steady year-round — the busiest month runs 2.0× the quietest.
- What does it cost to enter the oatmeal body wash niche?
- Listings span $4.98–$13.28; the average listing price is $7.94 (sweet spot $15–$100). The average incumbent carries 5,551 reviews — the moat a new listing must climb.