---
title: "Old Spice Face Wash — $99K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/old-spice-face-wash"
last_updated: "2026-08-11T04:16:20.348Z"
locale: en
meta:
description: "Niche score 53/100 · $99K/yr market · 48K searches/yr. Brand-locked demand (top 5 brands take 92% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · $99K/yr market · 48K searches/yr. Brand-locked demand (top 5 brands take 92% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Old Spice Face Wash — $99K/yr Amazon US Niche (2026) - Flapen"
---
# **old spice face wash**
**Worth a look**
Shows low returns (0.6%), but brand-locked demand (top 5 brands take 92% of clicks) keeps it on the watch list.
Market size 25Growth 49Conversion 79Competition 60Returns 97Price range 83Avg price 95Brand share 20Review moat 37Quality gap 23
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****$25.74**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$6.66–$61.90**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****8.1%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+19.2%**
90-day search growth — must beat 0% to launch
**Review moat**
**Okay****2,788.41**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Bad****$99K**
$99K/yr · 48K searches
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****92%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, old spice face wash is a $99K/yr Amazon United States market (48K searches/yr). The top 5 brands hold 92% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 16, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **old spice face wash market data**
- **Units sold / yr**
- **4K–5K**
- avg 0–100/product
- **Revenue / yr**
- **$103K–$129K**
- units × avg price
- **Conversion rate**
- **8.1%**
- **Avg BSR**
- **#190**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **59%**
- **Out of stock**
- **9.5%**
- **Avg brand age**
- **72 months**
- **Avg seller age**
- **143 days**
## **Competition & brand share**
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**14 **▲rising
**Sellers**
**59**
**Top-5 brand share**
**92%**
Top 20: 100%
**Top-5 click share**
**49%**
Top 20: 81%
**Open market**
**7%**
- Jack Black53% - Kiehl's29% - Kiehls6% - Harry's2% - NIVEA MEN1% - HIMS & HERS1% - Open — no brand owns it (8 brands, 7%)
## **Top old spice face wash search terms**
- **kiehls travel size**15K/yr+25.0%4.6% conv. - **jack black travel size**9K/yr+18.9%10.8% conv. - **jack black travel kit**6K/yr+31.2%9.4% conv. - **kiehls travel**5K/yr+15.0%3.5% conv. - **mens travel face wash**3K/yr+25.6%8.8% conv. - **jack black travel**4K/yr+4.8%8.6% conv. - **old spice face wash**3K/yr+12.6%2.6% conv. - **organic face wash for men**3K/yr-5.9%3.6% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/old-spice-face-wash/search-terms)
## **Top old spice face 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%4%$4K8%$8K12%$12K16%$16K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Jack Black - Variety Kit Body & Hair Cleanser Collection Set for Men - Mens Body Wash Travel Size (4-Pack)**Jack Black**$11.45**4.6★166 rev](https://www.amazon.com/dp/B0FJSNQ85Q) [2**Jack Black Jetsetter Gift Sets for Men Gifts for Men Dad Gifts**Jack Black**$57.15**4.8★97 rev](https://www.amazon.com/dp/B0B451C5M1) [3**Jack Black Skin Saviors Set for Men Face Scrub Facial Cleanser Face Moisturizer Lip Balm Mens Skin Care Kit Mens Skincare Gift Set**Jack Black**$35.15**4.6★3,044 rev](https://www.amazon.com/dp/B078Q5J6VB) [4**Kiehls Travel Size Skincare Routine Gift Set $77 Value Includes TSA Approved Mini Face Wash Moisturizer Eye Cream and Body Lotion Full Body Set for All Skin Types**Kiehl's**$48.80**4.9★41 rev](https://www.amazon.com/dp/B0GGJKKBVS) [5**Kiehls Ultra Facial Cleanser Gentle Face Wash for All Skin Types Foaming and Hydrating Formula Gently Exfoliates and Moisturizes Removes Makeup and Oil Dermatologist-Tested and Fragrance-Free**Kiehls**$13.82**4.7★2,857 rev](https://www.amazon.com/dp/B07R9PN4ZC)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Kiehls Travel Size Skincare Routine Gift Set $77 Value Includes TSA Approved Mini Face Wash Moisturizer Eye Cream and Body Lotion Full Body Set for All Skin Types**Kiehl's**$48.80**41 rev6mo ago](https://www.amazon.com/dp/B0GGJKKBVS) [**Kiehls Mens Skincare Routine and Shaving Kit Gift Set $92 Value Includes Face Wash Shaving Cream After Shave and Moisturizer Grooming Gift Set formulated for all Skin Types**Kiehl's**$61.90**30 rev6mo ago](https://www.amazon.com/dp/B0GGJNH68T) [**Jack Black - Variety Kit Body & Hair Cleanser Collection Set for Men - Mens Body Wash Travel Size (4-Pack)**Jack Black**$11.45**166 rev11mo ago](https://www.amazon.com/dp/B0FJSNQ85Q) [**Jack Black Three You Need Shave Essentials Set for Men Face Scrub After Shave Cooling Gel Shave Lather Mens Skin Care Kit Mens Skincare Gift Set**Jack Black**$39.10**57 rev1y ago](https://www.amazon.com/dp/B0F2TSQ82W) [**Harrys Exfoliating Face Wash for Men Gentle Facial Skin Care Products with Volcanic Rock Exfoliant 2 Fl. Oz Pack of 3 (Trial and Travel Size) TSA Approved Travel Essentials**Harry's**$8.85**2,970 rev1y ago](https://www.amazon.com/dp/B0DX8L1FBP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Kiehls Mens Skincare Routine and Shaving Kit Gift Set $92 Value Includes Face Wash Shaving Cream After Shave and Moisturizer Grooming Gift Set formulated for all Skin Types**Kiehl's**$61.90**4.7★**▲ 238%**](https://www.amazon.com/dp/B0GGJNH68T) [**Summer Fridays Jet Lag Essentials - Mini Hydrating Skin Care Set With Jet Lag Mask Eye Patches Deep Hydration Face Serum & Hydration Mist - Travel Size Skincare Kit & Gift Set (4 Count)**Summer Fridays**$34.01**4.6★**▲ 186%**](https://www.amazon.com/dp/B0DY1WSW83) [**Kiehls Travel Size Skincare Routine Gift Set $77 Value Includes TSA Approved Mini Face Wash Moisturizer Eye Cream and Body Lotion Full Body Set for All Skin Types**Kiehl's**$48.80**4.9★**▲ 85%**](https://www.amazon.com/dp/B0GGJKKBVS) [**Harrys Exfoliating Face Wash for Men Gentle Facial Skin Care Products with Volcanic Rock Exfoliant 2 Fl. Oz Pack of 3 (Trial and Travel Size) TSA Approved Travel Essentials**Harry's**$8.85**4.6★**▲ 69%**](https://www.amazon.com/dp/B0DX8L1FBP) [**Jack Black Three You Need Shave Essentials Set for Men Face Scrub After Shave Cooling Gel Shave Lather Mens Skin Care Kit Mens Skincare Gift Set**Jack Black**$39.10**4.2★**▲ 24%**](https://www.amazon.com/dp/B0F2TSQ82W)
**~~View all trending →~~**
## **What buyers say about old spice face wash**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**19%
*“Lasting fragrance”*
**Cleansing**11%
*“Good cleanser”*
**Moist/Dry**10%
*“Great moisturizer”*
**Quality-Overall**9%
*“Excellent product”*
**Soft Feel**7%
*“Gentle on skin”*
**Suitability Combination Skin**6%
*“works really well on my combination skin”*
**Suitability Dry Skin**5%
*“Helps with dry skin”*
**Value For Money**4%
*“Good for the price”*
**Lather**2%
*“This cleanser lathers nicely”*
**Ease Of Cleaning**2%
*“- great cleaning”*
### **What buyers complain about **
**Smell**14%
*“has an overpowering scent”*
**Value For Money**9%
*“Really expensive”*
**Allergies**5%
*“Causes irritation”*
**Moist/Dry**4%
*“Not Very Moisturizing for Me”*
**Size-Overall**4%
*“The container is so small for the price”*
**Lather**3%
*“lackluster lather”*
**Skin Health**3%
*“Fake Product - Burns Skin”*
**Leak-Proof**2%
*“leaked inside the box”*
**Oily/Greasy**2%
*“a little greasy”*
**Advertised Vs Actual Product**2%
*“Product description wrong”*
### **Top return reasons **
**Size-Overall**19%
**Smell**14%
**Advertised Vs Actual Product**12%
**Value For Money**9%
**Leak-Proof**6%
**Moist/Dry**5%
**Functionality-Overall**4%
**Motor Power**3%
**Oily/Greasy**3%
**Product Condition**3%
## **Common questions**
- **Is old spice face wash profitable to sell on Amazon United States?**
- The niche generates $99K/yr across 44 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +19.2%. Flapen's verdict: Worth a look (53/100).
- **How competitive is the old spice face wash niche?**
- 14 brands and 59 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 92% of demand.
- **What do buyers complain about in old spice face wash?**
- Top complaints mined from reviews: Smell, Value For Money, Allergies. The return rate is 0.6%.
- **What does it cost to enter the old spice face wash niche?**
- Listings span $6.66–$61.90; the average listing price is $25.74 (sweet spot $15–$100). The average incumbent carries 2,788 reviews — the moat a new listing must climb.
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