retinol face wash
Worth a lookShows low returns (0.5%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Conversion
Great9.4%search→purchase rate — share of searches ending in a sale
Market size
Great$898K$898K/yr · 716K searches
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Avg price
Good$13.37avg listing price — sweet spot $15–$100
Price range
Good$4.75–$26.19cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+13.8%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad4,371.35avg incumbent reviews — the moat a new listing must climb
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, retinol face wash is a $898K/yr Amazon United States market (716K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Sep–Oct. Verdict: Worth a look — 55/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
retinol face wash market data
- Units sold / yr
- 80K–100K
- avg 2,500–3,000/product
- Revenue / yr
- $1.1M–$1.3M
- units × avg price
- Conversion rate
- 9.4%
- Avg BSR
- #343
- Page quality
- 0%
- Prime
- 85%
- Sponsored
- 77%
- Out of stock
- 0.3%
- Avg brand age
- 72 months
- Avg seller age
- 132 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
3 flat
Sellers
98
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
47%
Top 20: 94%
Open market
0%
- Olay88%
- RoC11%
- L'Oreal Paris1%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +13.8% search growth over the last 90 days.Peak months: Sep, Oct · busiest ÷ quietest = 1.5×
Top retinol face wash search terms
- olay face wash328K/yr
- oil of olay face wash143K/yr
- roc face wash44K/yr
- olay facial cleanser25K/yr
- olay cleanser24K/yr
- olay face cleanser26K/yr
- retinol face wash25K/yr
- roc cleanser21K/yr
- face wash olay11K/yr
- olay cleanser face wash10K/yr
Top retinol 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Olay Face Wash Daily Facial Cleanser with Retinol Peptides and Glycerin Smoothing and Hydrating Anti Aging Face Wash Sulfate Free Cream Cleanser for Mature Skin Daily Use 16 Oz
Olay$12.534.5★3,491 rev
Olay Total Effects Revitalizing Foaming Facial Cleanser 5.0 fl oz (pack of 3)
Olay$19.894.6★5,473 rev
Olay Facial Cleanser Sensitive Skin 6.7 Oz
Olay$5.134.6★614 rev
Olay Regenerist Regenerating Cream Cleanser Face Wash 5 Fl Oz Pack of 3
Olay$21.624.7★6,211 rev
Olay Face Wash Daily Facial Cleanser with Niacinamide Peptides & Glycerin - Clarifying Refreshes Skin Surface Refines Appearance of Pores - Sulfate-Free Paraben-Free Oil-Free 16 Oz
Olay$12.264.7★1,854 rev
Newest
by launch date
Olay Regenerist Hyaluronic + Peptide 24 Face Wash Fragrance-Free 5.0 o
Olay$7.49411 rev
Olay Cleansing Melts + Vitamin C Face Cleanser 12ct Water-Activated Face Wash Cleans Tones and Refreshes Skin
Olay$4.752,075 rev
Olay Face Wash Vitamin C Cleansing Melts Daily Use Gentle Cleanser For All Skin Types Travel Size Soft Citrus Scent Water-Activated to Clean Tone and Refresh 64ct (2 Pack x 32ct)
Olay$13.855,167 rev
Olay Face Wash Hyaluronic Acid Cleansing Melts Fragrance-Free Daily Use Gentle Cleanser For All Skin Types Travel Size Water-Activated to Clean Tone and Refresh 64ct (2 Pack x 32ct)
Olay$14.345,167 rev
RoC Barrier Renew Gel to Foam Non Drying Foaming Facial Cleanser to Hydrate Skin facial cleanser for sensitive skin 12 Ounces
RoC$13.451,080 rev
Trending
90-day click momentum
Olay Gentle Clean Foaming Cleanser 6.7 Ounce (Pack of 3)
Olay$20.024.2★
Olay Regenerist Detoxifying Pore Scrub Facial Cleanser 5 Fl Oz
Olay$7.534.7★
Olay Facial Cleanser Sensitive Skin 6.7 Oz
Olay$5.134.6★
Olay Total Effects Revitalizing Foaming Facial Cleanser 5.0 fl oz (pack of 3)
Olay$19.894.6★
RoC Retinol Correxion Deep Wrinkle Serum Facial Cleanser with Niacinamide for Anti-Aging & Fine Lines Makeup Remover Ophthalmologist Tested Skin Care 6 oz
RoC$10.494.5★
What buyers say about retinol face wash
What buyers praise and complain about, mined from review topics.What buyers love
“Cleans good”
“Feels so smooth”
“Excellent Quality”
“Has helped keep my skin clear”
“Neutral fragrance”
“Good cleanser”
“Fantastic moisturizer”
“Worth the money”
“Easy to work with”
“Good lather”
What buyers complain about
“Awful scent”
“Dried out”
“Does not clean your skin”
“Allergic reaction”
“The product irritated my skin”
“The pump on the bottle came broken”
“No lather”
“does not dry my skin out”
“Wish the price was a bit better”
“my face doesnt feel completely clean”
Top return reasons
Common questions
- Is retinol face wash profitable to sell on Amazon United States?
- The niche generates $898K/yr across 26 tracked products. 90-day search growth is +13.8%. Flapen's verdict: Worth a look (55/100).
- How competitive is the retinol face wash niche?
- 3 brands and 98 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in retinol face wash?
- Top complaints mined from reviews: Smell, Moist/Dry, Ease Of Cleaning. The return rate is 0.5%.
- When does demand for retinol face wash peak?
- Demand peaks in Sep–Oct; the busiest month runs 1.5× the quietest.
- What does it cost to enter the retinol face wash niche?
- Listings span $4.75–$26.19; the average listing price is $13.37 (sweet spot $15–$100). The average incumbent carries 4,371 reviews — the moat a new listing must climb.