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Oatmeal Lotion

Fail

Shoppers spend an estimated $85K a year here, so Oatmeal Lotion is a Fail.

Flapen Score
47
47 / 100
Ranks 5,544 of 10,978 Beauty & Personal Care niches · −1 vs the category median of 48
Market size
$85K/yr73K searches / yr
90-day growth
-8.8%search demand this quarter
Competition
53%top-5 click share · 12 brands · 763 sellers

Flapen Score

Oatmeal Lotion against its category

The dotted line is the Beauty & Personal Care average. Past it, Oatmeal Lotion is stronger. Inside it, weaker.

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Oatmeal Lotion market on Amazon at a glance

Shoppers on Amazon United States searched for Oatmeal Lotion 73K times last year and spent an estimated $85K. The top 5 brands take 80% of clicks. Flapen scores it 47 out of 100, a Fail.

01 · Demand

An estimated 8.3% of those searches ended in a purchase.

Shoppers searched for this 73K times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 8.3% of those searches ended in a purchase. Searches in the last 90 days moved -8.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated $85K a year.

Searches, last 12 months
73K
Growth, 90 days vs prior 90
-8.8%
Conversion, latest week
8.3%
Market size, estimated
$85Ka year
Top search term
oatmeal lotion52K searches a year

02 · Price

A sale here is worth $14.01.

Listings sell for $14.01 on average, from $5.82 to $35.50. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At $14.01 that is $1K to $4K a year per listing.

Average price
$14.01under the $15 to $100 sweet spot
Price range
$5.82–$35.50
Amazon United States median price
$24.38across 115,062 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
$1K–$4K
Returns
0.3%of orders · Amazon United States median 2.1%

03 · Entry bar

The bar here is reviews.

76% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #341 within Lotions. It carries 9,848 reviews at 4.60 stars, so a new listing needs social proof before a better product.

Sponsored listings
76%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#341in Lotions
Average rating
4.60 starsAmazon United States average 4.42 stars
Average reviews
9,848per listing
Listings tracked
21

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 78 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
78 months

Products

Top Oatmeal Lotion products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 15, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 53% of clicks. Leaders hold, but buyers still shop past them.

$0$9K$17K$26K$34K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 falling

Sellers

763

Est. top-5 brand share

80%

Top 20: 100%

Est. 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%)

Search terms

Top Oatmeal Lotion search terms shoppers use

The exact words shoppers type, with estimated yearly volume, growth, and conversion.

  • oatmeal lotion52K/yr
  • oatmeal lotion for itchy skin9K/yr
  • oat lotion7K/yr
  • oatmeal body lotion5K/yr

Reviews and returns

What reviews say buyers love and hate about Oatmeal Lotion

We read the reviews and the return reasons for every product selling here.

20%of positive reviews mention “Moist/Dry”
18%of negative reviews mention “Allergies”
0.3%of orders come back
“Gave him a rash”
A buyer, on “Allergies”18% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

19 topics

NegativePositive

FAQ

Common Oatmeal Lotion questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data