salt and stone
Skip itWeak search conversion (0.7%) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Avg price
Incredible$24.96avg listing price — sweet spot $15–$100
Price range
Great$11.57–$51.76cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Brand share
Good67%top-5 brand share — brands hold most of the demand
Competition
Good55%top-5 click share — leaders hold, buyers still browse
Growth
Bad-0.1%90-day search growth — must beat 0% to launch
Review moat
Bad15,678.57avg incumbent reviews — the moat a new listing must climb
Market size
Bad$64K$64K/yr · 371K searches
Conversion
Bad0.7%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United States niche tracking, salt and stone is a $64K/yr Amazon United States market (371K searches/yr). The top 5 brands hold 67% of demand. Demand peaks in Jan–Feb–Mar–Apr–May–Jun. Verdict: Skip it — 47/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
salt and stone market data
- Units sold / yr
- 3K–4K
- avg 100–250/product
- Revenue / yr
- $75K–$100K
- units × avg price
- Conversion rate
- 0.7%
- Avg BSR
- #100
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 47 months
- Avg seller age
- 124 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
16 flat
Sellers
34
Top-5 brand share
67%
Top 20: 100%
Top-5 click share
55%
Top 20: 96%
Open market
26%
- Salt & Stone33%
- Hearth and Homestead11%
- HealthyDerm8%
- ATTITUDE8%
- OSEA7%
- Boka7%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -0.1% search growth over the last 90 days.Peak months: Jan, Feb, Mar, Apr, May, Jun · busiest ÷ quietest = 10.6×
Top salt and stone search terms
- primally pure305K/yr
- primarily pure28K/yr
- primally pure products29K/yr
- primarly pure5K/yr
- primaly pure4K/yr
Top salt and stone 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 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Salt & Stone Aluminum Free Deodorant | Extra Strength 48 Hour Protection for Women & Men | Made with Seaweed Extracts Niacinamide & Prebiotics | Santal & Vetiver
Salt & Stone$19.294.1★17,074 rev
Hearth & Homestead Whipped Beef Tallow for Skin & Face - 100% Grass Fed Eczema Cream & Body Butter - Organic Olive Oil Calendula & Rose - Lotion & Hand Moisturizer for Dry Skin Unscented 1.3oz
Hearth and Homestead$29.214.6★14,169 rev
Beef Tallow Honey Balm for Skin: 100% Grass Fed Whipped Organic Moisturizer with Organic Raw Honey Jojoba Oil Vitamin E Natural Face and Body Care for Mature Dry or Sensitive Skin 2oz
HealthyDerm$13.674.6★1,288 rev
ATTITUDE Aluminum Free Deodorant Natural Origin Ingredients EWG Verified Odor Control With Baking Soda Twist & Glide Dermatologically Tested Vegan Sandalwood & Cedar Scent 2.64 Oz
ATTITUDE$12.214.2★738 rev
Salt & Stone Aluminum Free Deodorant | Extra Strength 48 Hour Protection for Women & Men | Made with Seaweed Extracts Niacinamide & Prebiotics | Bergamot & Hinoki
Salt & Stone$19.194.1★17,074 rev
Newest
by launch date
Aluminum Free Deodorant for Women USA Made Natural Magnesium Deodorant
Beauty by Earth$17.29700 rev
ATTITUDE Aluminum Free Deodorant Natural Origin Ingredients EWG Verified Odor Control With Baking Soda Twist & Glide Dermatologically Tested Vegan Sandalwood & Cedar Scent 2.64 Oz
ATTITUDE$12.21738 rev
Organic Tallow Mineral Sunscreen - 50 SPF - For Face and Body - With 100% Grass-Fed Tallow and Non-Nano Zinc Oxide Reef Safe - (5 Oz)
Terra Lotus$36.21204 rev
DIME Beauty Perfume Sampler Kit - Set of 5 Travel Size Perfumes for Women Clean Fragrance Discovery Set Eau de Toilette with Organic Sugar Cane Alcohol Vegan 5 x 2 ml
DIME$27.89828 rev
Beef Tallow Honey Balm for Skin: 100% Grass Fed Whipped Organic Moisturizer with Organic Raw Honey Jojoba Oil Vitamin E Natural Face and Body Care for Mature Dry or Sensitive Skin 2oz
HealthyDerm$13.671,288 rev
Trending
90-day click momentumATTITUDE Aluminum Free Deodorant Natural Origin Ingredients EWG Verified Odor Control With Baking Soda Twist & Glide Dermatologically Tested Vegan Sandalwood & Cedar Scent 2.64 Oz
ATTITUDE$12.214.2★
DIME Beauty 7 Summers Perfume for Women - Sweet Floral Eau de Toilette with Bergamot Vanilla Orchid and Coconut Clean Vegan Cruelty-Free Fragrance 1.7 oz / 50 ml
DIME$47.344.3★
Primal Basics 100% Grass Fed Grass Finished Whipped Beef Tallow Moisturizer/Body Balm for Face Body Oily Dry Sensitive Skin -Contains Vitamins A D E K -USA Made (4 oz Unscented)
Primal Basics$32.414.5★
Organic Tallow Mineral Sunscreen - 50 SPF - For Face and Body - With 100% Grass-Fed Tallow and Non-Nano Zinc Oxide Reef Safe - (5 Oz)
Terra Lotus$36.214.6★
Salt & Stone Aluminum Free Deodorant | Extra Strength 48 Hour Protection for Women & Men | Made with Seaweed Extracts Niacinamide & Prebiotics | Bergamot & Hinoki
Salt & Stone$19.194.1★
What buyers say about salt and stone
What buyers praise and complain about, mined from review topics.What buyers love
“Nice clean smell”
“Good product as expected”
“Good for your skin”
“makes my skin soft”
“Super hydrating”
“Great value”
“Teeth feel very clean”
“Effective exfoliation and smoother skin”
“Goes on easy”
“Skin glowing”
What buyers complain about
“Weird scent”
“Very irritating”
“but costly”
“Does not stick”
“Did not work”
“breaks apart”
“Poor fit”
“Burnt my face after first use”
“Dried out”
“Bad quality”
Top return reasons
Common questions
- Is salt and stone profitable to sell on Amazon United States?
- The niche generates $64K/yr across 23 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -0.1%. Flapen's verdict: Skip it (47/100).
- How competitive is the salt and stone niche?
- 16 brands and 34 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in salt and stone?
- Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.7%.
- When does demand for salt and stone peak?
- Demand peaks in Jan–Feb–Mar–Apr–May–Jun; the busiest month runs 10.6× the quietest.
- What does it cost to enter the salt and stone niche?
- Listings span $11.57–$51.76; the average listing price is $24.96 (sweet spot $15–$100). The average incumbent carries 15,679 reviews — the moat a new listing must climb.