refined shea butter
Worth a lookShows low returns (0.7%), but soft demand (-12.1% this quarter) keeps it on the watch list.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Avg price
Incredible$26.51avg listing price — sweet spot $15–$100
Price range
Great$7.59–$64.69cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great7.8%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,429.3avg incumbent reviews — the moat a new listing must climb
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Market size
Okay$177K$177K/yr · 86K searches
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Growth
Bad-12.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, refined shea butter is a $177K/yr Amazon United States market (86K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Dec. Verdict: Worth a look — 50/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
refined shea butter market data
- Units sold / yr
- 6K–8K
- avg 250–500/product
- Revenue / yr
- $159K–$212K
- units × avg price
- Conversion rate
- 7.8%
- Avg BSR
- #255
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 65%
- Out of stock
- 9.0%
- Avg brand age
- 73 months
- Avg seller age
- 157 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
29
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
66%
Top 20: 100%
Open market
14%
- Yellow Brick Road30%
- Better Shea Butter29%
- Soapeauty10%
- Nature's Oil7%
- Natural Farms5%
- 3CAYG5%
- Open — no brand owns it (5 brands, 14%)
Demand & seasonality
Weekly Amazon search volume, last 100 weeks — -12.1% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.9×
Top refined shea butter search terms
- refined shea butter56K/yr
- shea butter refined15K/yr
- refined shea butter bulk7K/yr
- refined shea butter unscented4K/yr
- organic refined shea butter3K/yr
Top refined shea butter 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Refined Shea Butter Unscented - 100% Pure African Shea Butter for Hair and Dry Skin - Use for Soap Base Face and Body Moisturizer for DIY Whipped Body Butter and Lip Balm 8 oz Bar
Better Shea Butter$17.674.7★381 rev
Yellow Brick Road Ultimate Naturally Refined Shea Butter 1lb Bulk
Yellow Brick Road$15.794.7★839 rev
Soapeauty 100% Pure Refined African Shea Butter - Expeller Pressed Odorless - Pure Moisturizer for Skin & Hair - Ethically Sourced from Ghana | 32 oz
Soapeauty$30.094.6★217 rev
Natures Oil Shea Butter Naturally Refined for Skin Care Hair Care Soap Making Lotion Making and Cosmetic Formulation 7lbs (1 Gallon)
Nature's Oil$64.694.6★142 rev
Refined Shea Butter Unscented - 100% Pure African Shea Butter for Hair and Dry Skin - Use for Soap Base Face and Body Moisturizer for DIY Whipped Body Butter and Lip Balm 1 LB Bar
Better Shea Butter$24.404.7★381 rev
Newest
by launch dateRefined Shea Butter Unscented - 100% Pure African Shea Butter for Hair and Dry Skin - Use for Soap Base Face and Body Moisturizer for DIY Whipped Body Butter and Lip Balm 8 oz Bar
Better Shea Butter$17.67381 rev
Refined Shea Butter Unscented - 100% Pure African Shea Butter for Hair and Dry Skin - Use for Soap Base Face and Body Moisturizer for DIY Whipped Body Butter and Lip Balm 1 LB Bar
Better Shea Butter$24.40381 rev
Refined Shea Butter Unscented - 100% Pure African Shea Butter for Hair and Dry Skin - Use for Soap Base Face and Body Moisturizer for DIY Whipped Body Butter and Lip Balm 8 oz Jar
Better Shea Butter$20.06381 rev
Natures Oil Shea Butter Naturally Refined for Skin Care Hair Care Soap Making Lotion Making and Cosmetic Formulation 7lbs (1 Gallon)
Nature's Oil$64.69142 rev
Kyabo New Pure African White Ivory Shea Butter 5Lbs Premium 100% Natural Virgin RAW Organic Grade A Unrefined Ghana Skin Beauty Care Face Body Hair Scalp Non GMO Natural Karite Organics
Kyabo$39.45485 rev
Trending
90-day click momentum
Yellow Brick Rd Ultimate Naturally Refined Shea Butter 1/2lb Bulk
Yellow Brick Road$9.074.7★
Yellow Brick Road Ultimate Naturally Refined Shea Butter 2lb Bulk
Yellow Brick Road$23.894.7★
era of nature Organic Unrefined Raw African Ivory White Shea Butter 16oz - Moisturizing Raw Shea Butter Bar for Skin & Hair DIY Lip Balm Base Cream Soap & Lotion Making Supplies Kit Skincare
era of nature$15.884.6★
Natures Oil Shea Butter Naturally Refined for Skin Care Hair Care Soap Making Lotion Making and Cosmetic Formulation 7lbs (1 Gallon)
Nature's Oil$64.694.6★
Yellow Brick Road Ultimate Naturally Refined Shea Butter 1lb Bulk
Yellow Brick Road$15.794.7★
What buyers say about refined shea butter
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing quality”
“So smooth”
“provides a moisturizing benefit”
“smells amazing absorbs in the skin well”
“Such a silky texture”
“Good price”
“Perfect for skin and hair”
“It's creamy, smells heavenly, and is the ONE thing that actually works on my dry skin”
“Chemical free”
“The Shea Butter is good for hair cream”
What buyers complain about
“No scent”
“Not white”
“Little thin brown worms”
“Product doesnt resemble what is described in the product description”
“cannot be used”
“almost greasy so just be aware”
“contained a lot of impurities such as insects”
“Money down the drain”
“Gritty”
“It even looks discolored because whatever they mixed it with didnt blend well”
Top return reasons
Common questions
- Is refined shea butter profitable to sell on Amazon United States?
- The niche generates $177K/yr across 20 tracked products. 90-day search growth is -12.1%. Flapen's verdict: Worth a look (50/100).
- How competitive is the refined shea butter niche?
- 11 brands and 29 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in refined shea butter?
- Top complaints mined from reviews: Smell, Color, Thickness. The return rate is 0.7%.
- When does demand for refined shea butter peak?
- Demand peaks in Dec; the busiest month runs 1.9× the quietest.
- What does it cost to enter the refined shea butter niche?
- Listings span $7.59–$64.69; the average listing price is $26.51 (sweet spot $15–$100). The average incumbent carries 2,429 reviews — the moat a new listing must climb.