organic vaseline
Skip itA small market ($52K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Conversion
Good6.5%search→purchase rate — share of searches ending in a sale
Avg price
Good$13.88avg listing price — sweet spot $15–$100
Price range
Good$6.50–$23.54cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay77%top-5 brand share — brands hold most of the demand
Review moat
Okay2,368.73avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Competition
Bad71%top-5 click share — a locked-up shelf
Growth
Bad-18.8%90-day search growth — must beat 0% to launch
Market size
Bad$52K$52K/yr · 57K searches
According to Flapen's Amazon United States niche tracking, organic vaseline is a $52K/yr Amazon United States market (57K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 40/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
organic vaseline market data
- Units sold / yr
- 5K–6K
- avg 250–500/product
- Revenue / yr
- $69K–$83K
- units × avg price
- Conversion rate
- 6.5%
- Avg BSR
- #399
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 87%
- Out of stock
- 14.6%
- Avg brand age
- 92 months
- Avg seller age
- 150 days
Competition & brand share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
12 rising
Sellers
579
Top-5 brand share
77%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
16%
- 365 by Whole Foods Market22%
- Sky Organics21%
- Beesaluxe19%
- The Honest Company8%
- Earth Mama8%
- Burt's Bees7%
- Open — no brand owns it (6 brands, 16%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -18.8% search growth over the last 90 days.Peak months: Jan, Dec · busiest ÷ quietest = 3.8×
Top organic vaseline search terms
- unpetroleum jelly20K/yr
- non petroleum jelly16K/yr
- petroleum free jelly10K/yr
- unpetroleum jelly organic7K/yr
- un petroleum jelly5K/yr
Top organic vaseline 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
365 by Whole Foods Market Petroleum Free Multi-Purpose Jelly Versatile Skin Moisturizer 4 Ounce
365 by Whole Foods Market$6.504.4★112 rev
Sky Organics Organic Petroleum-free Jelly Multi-Purpose Skin Care Balm with Organic Shea Butter Coconut Oil Olive Oil & Vitamin E Moisturizing Lip Balm & Moisturizer for Dry Skin 2.5 Oz
Sky Organics$16.624.5★391 rev
Beesalene Original Unpetroleum - 100% Natural & Hypoallergenic Alternative to Petroleum Jelly - Lips Hands Baby Makeup Remover and More (2 Ounce)
Beesaluxe$11.614.6★798 rev
The Honest Company Head to Toe Multi-Purpose Healing Ointment Safe for Sensitive Skin Hypoallergenic Fragrance-Free Vegan 5 oz
The Honest Company$8.124.6★5,310 rev
Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub
Burt's Bees$7.814.7★11,997 rev
Newest
by launch date
Goldcrest Naturals Plant-Based Petroleum Jelly Alternative Multipurpose Moisturizing Balm for Dry Skin & Lips Vegan Cruelty-Free Petroleum-Free Jelly 3 oz
Goldcrest Naturals$16.9516 rev
Beesaluxe Veggielene - 100% Natural Vegan & Hypoallergenic Alternative to Petroleum Jelly - Unpetroleum - Lips Hands Baby Makeup Remover and More (2 Ounce)
Beesaluxe$12.22190 rev
Beesalene Original Unpetroleum - 100% Natural & Hypoallergenic Alternative to Petroleum Jelly - Lips Hands Baby Makeup Remover and More (2 Ounce)
Beesaluxe$11.61798 rev
Beesalene Original Unpetroleum - 100% Natural & Hypoallergenic Alternative to Petroleum Jelly - Lips Hands Feet Makeup Remover and More (8 Ounce)
Beesaluxe$23.54798 rev
Butterd Bodycare: Helly Jelly Multipurpose Un-Petroleum Non-Petroleum Body Jelly and Skin Protectant Ointment for Adults and Babies with Castor Oil | Hydrating and Moisturizer (6 oz.)
Butter'd Bodycare$18.6842 rev
Trending
90-day click momentum
Earth Mama Organic Baby Face Nose & Cheek Balm | Moisturizer with Calendula Oil for Dry Skin Care Natural Petroleum Jelly Alternative (2-Fluid Ounce 2-Pack)
Earth Mama$19.424.6★
Butterd Bodycare: Helly Jelly Multipurpose Un-Petroleum Non-Petroleum Body Jelly and Skin Protectant Ointment for Adults and Babies with Castor Oil | Hydrating and Moisturizer (6 oz.)
Butter'd Bodycare$18.684.5★
Earth Mama Organic Baby Face Nose & Cheek Balm | Moisturizer with Calendula Oil for Dry Skin Care Natural Petroleum Jelly Alternative (2-Fluid Ounce)
Earth Mama$9.834.6★
365 by Whole Foods Market Petroleum Free Multi-Purpose Jelly Versatile Skin Moisturizer 4 Ounce
365 by Whole Foods Market$6.504.4★
Burts Bees Baby 100% Natural Origin Multipurpose Healing Ointment Face & Body Baby Ointment 7.5 Ounce Tub
Burt's Bees$7.814.7★
What buyers say about organic vaseline
What buyers praise and complain about, mined from review topics.What buyers love
“Its cheaper, bigger, and works the best from what Ive used so far”
“Good moisturizer”
“Smells great”
“Soft, soft...nice”
“Worth the price”
“Good for irritation in sensitive areas”
“Effective”
“has no bad ingredients”
“It is exactly as described”
“Non Toxic”
What buyers complain about
“Bad smell”
“Terrible texture”
“Made skin worse”
“goes on very thick on your skin”
“But there is sunflower oil in it which is just as bad”
“Small size”
“Its pretty costly”
“I can not use it”
“A little gritty”
“Caused bumps on skin”
Top return reasons
Common questions
- Is organic vaseline profitable to sell on Amazon United States?
- The niche generates $52K/yr across 15 tracked products. 90-day search growth is -18.8%. Flapen's verdict: Skip it (40/100).
- How competitive is the organic vaseline niche?
- 12 brands and 579 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 77% of demand.
- What do buyers complain about in organic vaseline?
- Top complaints mined from reviews: Smell, Texture/Consistency-Overall, Allergies. The return rate is 0.9%.
- When does demand for organic vaseline peak?
- Demand peaks in Jan–Dec; the busiest month runs 3.8× the quietest.
- What does it cost to enter the organic vaseline niche?
- Listings span $6.50–$23.54; the average listing price is $13.88 (sweet spot $15–$100). The average incumbent carries 2,369 reviews — the moat a new listing must climb.