---
title: "Oatmeal Lotion — $85K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/oatmeal-lotion"
last_updated: "2026-08-11T05:27:00.820Z"
locale: en
meta:
description: "Niche score 47/100 · $85K/yr market · 73K searches/yr · $14.01 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $85K/yr market · 73K searches/yr · $14.01 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Oatmeal Lotion — $85K/yr Amazon US Niche (2026) - Flapen"
---
# **oatmeal lotion**
**Skip it**
A small market ($85K/yr) — this niche doesn't clear our bar today.
Market size 21Growth 21Conversion 80Competition 53Returns 98Price range 69Avg price 67Brand share 42Review moat 22Quality gap 25
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.3%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****$5.82–$35.50**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Good****$14.01**
avg listing price — sweet spot $15–$100
**Competition**
**Good****53%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****80%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****9,848.38**
avg 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 ~~](https://flapen.com/research/methodology)
## **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 lotion**52K/yr-6.7%7.2% conv. - **oatmeal lotion for itchy skin**9K/yr-24.8%10.0% conv. - **oat lotion**7K/yr-3.3%5.0% conv. - **oatmeal body lotion**5K/yr-7.6%6.2% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/oatmeal-lotion/search-terms)
## **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.
0%10%$9K20%$17K30%$26K40%$34K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$5.82**4.5★1,388 rev](https://www.amazon.com/dp/B09HH93G5N) [2**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**$9.30**4.8★57,878 rev](https://www.amazon.com/dp/B001459IEE) [3**St. Ives Nourish & Soothe Oatmeal & Shea Butter Body Lotion 21 Fl Oz**St. Ives**$8.22**4.6★1,852 rev](https://www.amazon.com/dp/B005OKPZR4) [4**Gold Bond Medicated Eczema Relief Skin Protectant Lotion 14 oz Lotion With 2% Colloidal Oatmeal**Gold Bond**$16.02**4.7★14,996 rev](https://www.amazon.com/dp/B00OW9OTMK) [5**oatmeal Xtra.care Daily Moisturizing Body Lotion Extract Soothing Hydration for Dry & Sensitive Skin 10 fl oz (Pack of 3)**oatmeal**$10.88**4.3★21 rev](https://www.amazon.com/dp/B0G22W5CND)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**oatmeal Xtra.care Daily Moisturizing Body Lotion Extract Soothing Hydration for Dry & Sensitive Skin 10 fl oz (Pack of 3)**oatmeal**$10.88**21 rev1y ago](https://www.amazon.com/dp/B0G22W5CND) [**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**$15.28**2,022 rev3y ago](https://www.amazon.com/dp/B0CNT6WZ7K) [**Aveeno Tone + Texture Daily Renewing Body Lotion with Prebiotic Oat Hydrates & Smooths Dry Rough Bumpy Skin Even KP Fragrance-Free 18 fl. Oz**Aveeno**$9.54**1,684 rev4y ago](https://www.amazon.com/dp/B0B6KKPP2P) [**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**$12.88**3,633 rev4y ago](https://www.amazon.com/dp/B0B6LFL4J5) [**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**$5.82**1,388 rev4y ago](https://www.amazon.com/dp/B09HH93G5N)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**oatmeal Xtra.care Daily Moisturizing Body Lotion Extract Soothing Hydration for Dry & Sensitive Skin 10 fl oz (Pack of 3)**oatmeal**$10.88**4.3★**▲ 142%**](https://www.amazon.com/dp/B0G22W5CND) [**Aveeno Tone + Texture Daily Renewing Body Lotion with Prebiotic Oat Hydrates & Smooths Dry Rough Bumpy Skin Even KP Fragrance-Free 18 fl. Oz**Aveeno**$9.54**4.6★**▲ 84%**](https://www.amazon.com/dp/B0B6KKPP2P) [**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**$12.08**4.7★**▲ 50%**](https://www.amazon.com/dp/B003O7IBZC) [**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**$21.98**4.8★**▲ 43%**](https://www.amazon.com/dp/B07FTB5YYP) [**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**$5.82**4.5★**▲ 32%**](https://www.amazon.com/dp/B09HH93G5N)
**~~View all trending →~~**
## **What buyers say about oatmeal lotion**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**20%
*“Excellent moisturizer”*
**Smell**10%
*“Fragrance free”*
**Allergies**9%
*“Does not irritate the skin”*
**Quality-Overall**9%
*“Excellent lotion”*
**Soft Feel**7%
*“Nice and creamy”*
**Value For Money**5%
*“Good Value”*
**Suitability Dry Skin**4%
*“Helps with dry skin”*
**Efficiency**4%
*“It's effective”*
**Suitability Combination Skin**4%
*“This is good for the skin”*
**Advertised Vs Actual Product**3%
*“It works as advertised”*
### **What buyers complain about **
**Allergies**18%
*“Gave him a rash”*
**Smell**11%
*“Intense Chemical smell”*
**Thickness**5%
*“Too thick”*
**Functionality-Overall**5%
*“Not effective”*
**Moist/Dry**4%
*“No moisture”*
**Motor Power**4%
*“Broken pump”*
**Adhesion/Stickiness**4%
*“Way too sticky”*
**Sensitivity-Overall**3%
*“It did burn some”*
**Skin Health**3%
*“Made skin worse”*
**Value For Money**2%
*“very expensive”*
### **Top return reasons **
**Motor Power**20%
**Smell**14%
**Leak-Proof**8%
**Value For Money**7%
**Advertised Vs Actual Product**7%
**Size-Overall**6%
**Functionality-Overall**5%
**Moist/Dry**4%
**Adhesion/Stickiness**3%
**Ingredients-Overall**3%
## **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.
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