---
title: "Oatmeal Body Wash — $446K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/oatmeal-body-wash"
last_updated: "2026-08-11T05:33:29.579Z"
locale: en
meta:
description: "Niche score 42/100 · $446K/yr market · 448K searches/yr · $7.94 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · $446K/yr market · 448K searches/yr · $7.94 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Oatmeal Body Wash — $446K/yr Amazon US Niche (2026) - Flapen"
---
# **oatmeal body wash**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 57Growth 40Conversion 95Competition 20Returns 99Price range 0Avg price 22Brand share 0Review moat 24Quality gap 28
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.5%**
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**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****5,551.33**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****$7.94**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****76%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****$4.98–$13.28**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
60K40KSpike '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/oatmeal-body-wash/trend)
## **Top oatmeal body wash search terms**
- **st ives body wash**187K/yr+15.3%9.8% conv. - **oatmeal body wash**67K/yr-3.4%5.7% conv. - **365 body wash**30K/yr+43.8%10.0% conv. - **aveeno daily moisturizing body wash**29K/yr+22.0%11.1% conv. - **colloidal oatmeal body wash**21K/yr-9.5%3.1% conv. - **st. ives body wash**19K/yr+4.6%8.0% conv. - **st ives oatmeal and shea butter body wash**18K/yr+34.4%11.1% conv. - **body wash st ives**10K/yr+26.8%10.8% conv. - **oat body wash**9K/yr+4.6%6.5% conv. - **oatmeal body wash for itchy skin**9K/yr-23.0%8.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/oatmeal-body-wash/search-terms)
## **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.
0%10%$45K20%$89K30%$134K40%$179K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 12 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**St. Ives Oatmeal & Shea Butter Body Wash | Moisturizing Body Wash for Sensitive and Dry Skin | 22 Fl. Oz.**St. Ives**$4.98**4.8★6,140 rev](https://www.amazon.com/dp/B084PTXJFJ) [2**St. Ives Body Wash Pink Lemon and Mandarin Orange 22 Ounce**St. Ives**$5.07**4.6★4,000 rev](https://www.amazon.com/dp/B084PTZ2VX) [3**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**$11.52**4.7★12,825 rev](https://www.amazon.com/dp/B01MT3PG83) [4**365 by Whole Foods Market Body Wash Colloidal Oatmeal Fragrance Free 32 Fl Oz**365 by Whole Foods Market**$7.12**4.6★533 rev](https://www.amazon.com/dp/B07W4M9JDH) [5**St. Ives Sea Salt & Pacific Kelp Exfoliating Body Wash 22 Fl Oz**St. Ives**$6.34**4.8★1,403 rev](https://www.amazon.com/dp/B084PTXJFD)
**~~View all top sellers →~~**
### **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**$5.60**136 rev8mo ago](https://www.amazon.com/dp/B0FYRLZL72) [**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**$8.02**41 rev8mo ago](https://www.amazon.com/dp/B0FYRJ99NP) [**St. Ives Oatmeal & Shea Butter Body Wash | Moisturizing Body Wash for Sensitive and Dry Skin | 22 Fl. Oz.**St. Ives**$4.98**6,140 rev6y ago](https://www.amazon.com/dp/B084PTXJFJ) [**St. Ives Body Wash Pink Lemon and Mandarin Orange 22 Ounce**St. Ives**$5.07**4,000 rev6y ago](https://www.amazon.com/dp/B084PTZ2VX) [**St. Ives Sea Salt & Pacific Kelp Exfoliating Body Wash 22 Fl Oz**St. Ives**$6.34**1,403 rev6y ago](https://www.amazon.com/dp/B084PTXJFD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**St. Ives Body Wash Pink Lemon and Mandarin Orange 22 Ounce**St. Ives**$5.07**4.6★**▲ 38%**](https://www.amazon.com/dp/B084PTZ2VX) [**St. Ives Sea Salt & Pacific Kelp Exfoliating Body Wash 22 Fl Oz**St. Ives**$6.34**4.8★**▲ 32%**](https://www.amazon.com/dp/B084PTXJFD) [**365 by Whole Foods Market Body Wash Colloidal Oatmeal Fragrance Free 32 Fl Oz**365 by Whole Foods Market**$7.12**4.6★**▲ 13%**](https://www.amazon.com/dp/B07W4M9JDH) [**365 by Whole Foods Market Foaming Shower Gel Satsuma & Eucalyptus 32 Fl Oz**365 by Whole Foods Market**$7.06**4.5★**— 6%**](https://www.amazon.com/dp/B07WLM1PYF) [**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**$8.02**4.4★**— 2%**](https://www.amazon.com/dp/B0FYRJ99NP)
**~~View all trending →~~**
## **What buyers say about oatmeal body wash**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**33%
*“Amazing scent”*
**Quality-Overall**9%
*“Great product, great results”*
**Value For Money**9%
*“Great Value”*
**Moist/Dry**8%
*“It moisturizes well”*
**Soft Feel**6%
*“Silky soft”*
**Suitability Dry Skin**6%
*“doesnt dry out my skin”*
**Lather**5%
*“This liquid soap lathers well”*
**Cleansing**4%
*“Clean and fresh”*
**Suitability Combination Skin**3%
*“it works wonderfully for sensitive skin—I even felt comfortable using it on my face”*
**Allergies**2%
*“I have no irritation”*
### **What buyers complain about **
**Smell**20%
*“But smells odd”*
**Allergies**9%
*“developed itchy skin”*
**Moist/Dry**5%
*“Makes my skin dry”*
**Leak-Proof**5%
*“Bottle leaks”*
**Ease Of Cleaning**4%
*“You don't feel clean at all”*
**Suitability Dry Skin**3%
*“it doesn't dry my skin out either”*
**Size-Overall**2%
*“I had no idea how big this was going to be”*
**Value For Money**2%
*“Wish it wasn't so expensive”*
**Motor Power**2%
*“The pump on the top of the soap was broken”*
**Product Condition**2%
*“Product arrived used”*
### **Top return reasons **
**Leak-Proof**27%
**Smell**19%
**Motor Power**17%
**Size-Overall**7%
**Advertised Vs Actual Product**5%
**Value For Money**5%
**Defective Material/Parts**3%
**Product Condition**2%
**Moist/Dry**2%
**Functionality-Overall**1%
## **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.
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