oatmeal lotion
Skip itA small market ($85K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Great8.3%search→purchase rate — share of searches ending in a sale
Price range
Good$5.82–$35.50cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good$14.01avg listing price — sweet spot $15–$100
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Brand share
Okay80%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad9,848.38avg incumbent reviews — the moat a new listing must climb
Market size
Bad$85K$85K/yr · 73K searches
Growth
Bad-8.8%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, oatmeal lotion is a $85K/yr Amazon United States market (73K searches/yr). The top 5 brands hold 80% of demand. Verdict: Skip it — 47/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
oatmeal lotion market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- $84K–$112K
- units × avg price
- Conversion rate
- 8.3%
- Avg BSR
- #341
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 76%
- Out of stock
- 0.0%
- Avg brand age
- 78 months
- Avg seller age
- 129 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
763
Top-5 brand share
80%
Top 20: 100%
Top-5 click share
53%
Top 20: 99%
Open market
16%
- Aveeno34%
- Amazon Basics28%
- St. Ives8%
- Gold Bond5%
- oatmeal5%
- 365 by Whole Foods Market4%
- Open — no brand owns it (6 brands, 16%)
Top oatmeal lotion search terms
- oatmeal lotion52K/yr
- oatmeal lotion for itchy skin9K/yr
- oat lotion7K/yr
- oatmeal body lotion5K/yr
Top oatmeal 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
Amazon Basics Daily Moisturizing Oatmeal Body Lotion Fragrance Free Non-Greasy Fast-Absorbing Non-Comedogenic Colloidal Oatmeal Skin Protectant 18 Fl Oz (Pack of 1) (Previously Solimo)
Amazon Basics$5.824.5★1,388 rev
Aveeno Daily Moisturizing Body Lotion for Normal to Dry Skin Moisturizer with Soothing Prebiotic Oat Non Greasy Non Comedogenic Fragrance Free Body Lotion for Women & Men 18 Fl Oz
Aveeno$9.304.8★57,878 rev
St. Ives Nourish & Soothe Oatmeal & Shea Butter Body Lotion 21 Fl Oz
St. Ives$8.224.6★1,852 rev
Gold Bond Medicated Eczema Relief Skin Protectant Lotion 14 oz Lotion With 2% Colloidal Oatmeal
Gold Bond$16.024.7★14,996 rev
oatmeal Xtra.care Daily Moisturizing Body Lotion Extract Soothing Hydration for Dry & Sensitive Skin 10 fl oz (Pack of 3)
oatmeal$10.884.3★21 rev
Newest
by launch dateoatmeal Xtra.care Daily Moisturizing Body Lotion Extract Soothing Hydration for Dry & Sensitive Skin 10 fl oz (Pack of 3)
oatmeal$10.8821 rev
WELCOS KWAILNARA Oat Milk Body Lotion (19.75 Fl Oz) Calming Korean Body Lotion for Soothing Relief | Milk Protein & Oat Extract for Sensitive Skin | Paraben-Free & Non-Greasy
Kwailnara$15.282,022 rev
Aveeno Tone + Texture Daily Renewing Body Lotion with Prebiotic Oat Hydrates & Smooths Dry Rough Bumpy Skin Even KP Fragrance-Free 18 fl. Oz
Aveeno$9.541,684 rev
Aveeno Eczema Therapy Rescue Relief Treatment Gel Cream Daily 2% Colloidal Oatmeal Skin Protectant Formula Instantly Soothes & Cools Itchy Dry Skin Flare-Ups Steroid & Fragrance Free 5.0 oz
Aveeno$12.883,633 rev
Amazon Basics Daily Moisturizing Oatmeal Body Lotion Fragrance Free Non-Greasy Fast-Absorbing Non-Comedogenic Colloidal Oatmeal Skin Protectant 18 Fl Oz (Pack of 1) (Previously Solimo)
Amazon Basics$5.821,388 rev
Trending
90-day click momentumoatmeal Xtra.care Daily Moisturizing Body Lotion Extract Soothing Hydration for Dry & Sensitive Skin 10 fl oz (Pack of 3)
oatmeal$10.884.3★
Aveeno Tone + Texture Daily Renewing Body Lotion with Prebiotic Oat Hydrates & Smooths Dry Rough Bumpy Skin Even KP Fragrance-Free 18 fl. Oz
Aveeno$9.544.6★
Aveeno Eczema Therapy Daily Moisturizing Body Cream for Sensitive Skin Soothing Eczema Cream for Itchy & Dry Skin Relief Colloidal Oatmeal & Ceramide Steroid- & Fragrance-Free 7.3 Oz
Aveeno$12.084.7★
St. Ives Soothing Hand & Body Lotion for Women with Pump Daily Moisturizer Oatmeal and Shea Butter for Dry Skin Made with 100% Natural Moisturizers 21 fl oz 4 Pack
St. Ives$21.984.8★
Amazon Basics Daily Moisturizing Oatmeal Body Lotion Fragrance Free Non-Greasy Fast-Absorbing Non-Comedogenic Colloidal Oatmeal Skin Protectant 18 Fl Oz (Pack of 1) (Previously Solimo)
Amazon Basics$5.824.5★
What buyers say about oatmeal lotion
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent moisturizer”
“Fragrance free”
“Does not irritate the skin”
“Excellent lotion”
“Nice and creamy”
“Good Value”
“Helps with dry skin”
“It's effective”
“This is good for the skin”
“It works as advertised”
What buyers complain about
“Gave him a rash”
“Intense Chemical smell”
“Too thick”
“Not effective”
“No moisture”
“Broken pump”
“Way too sticky”
“It did burn some”
“Made skin worse”
“very expensive”
Top return reasons
Common questions
- Is oatmeal lotion profitable to sell on Amazon United States?
- The niche generates $85K/yr across 21 tracked products. 90-day search growth is -8.8%. Flapen's verdict: Skip it (47/100).
- How competitive is the oatmeal lotion niche?
- 12 brands and 763 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 80% of demand.
- What do buyers complain about in oatmeal lotion?
- Top complaints mined from reviews: Allergies, Smell, Thickness. The return rate is 0.3%.
- What does it cost to enter the oatmeal lotion niche?
- Listings span $5.82–$35.50; the average listing price is $14.01 (sweet spot $15–$100). The average incumbent carries 9,848 reviews — the moat a new listing must climb.