Is scented lotion profitable to sell on Amazon United States?

The niche generates $30K/yr across 67 tracked products. 6 of 7 products launched in the last 360 days are still selling. 90-day search growth is +14.3%. Flapen's verdict: Worth a look (50/100).

How competitive is the scented lotion niche?

32 brands and 266 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 60% of demand.

What do buyers complain about in scented lotion?

Top complaints mined from reviews: Smell, Moist/Dry, Motor Power. The return rate is 0.5%.

When does demand for scented lotion peak?

Demand peaks in Aug–Sep–Nov–Dec; the busiest month runs 3.9× the quietest.

What does it cost to enter the scented lotion niche?

Listings span $3.50–$38.19; the average listing price is $12.42 (sweet spot $15–$100). The average incumbent carries 17,097 reviews — the moat a new listing must climb.

scented lotion

Worth a look

Shows low returns (0.5%), but a small market ($30K/yr) keeps it on the watch list.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Competition

Great29%

top-5 click share — an open shelf

Brand share

Good60%

top-5 brand share — brands hold most of the demand

Price range

Good$3.50–$38.19

cheapest to priciest tracked listing — scored on the share inside $15–$100

Avg price

Good$12.42

avg listing price — sweet spot $15–$100

Growth

Okay+14.3%

90-day search growth — must beat 0% to launch

Conversion

Okay2.8%

search→purchase rate — share of searches ending in a sale

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad17,097.03

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$30K

$30K/yr · 88K searches

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, scented lotion is a $30K/yr Amazon United States market (88K searches/yr). The top 5 brands hold 60% of demand. Demand peaks in Aug–Sep–Nov–Dec. Verdict: Worth a look — 50/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

scented lotion market data

Units sold / yr: 3K–4K; avg 0–100/product
Revenue / yr: $37K–$50K; units × avg price
Conversion rate: 2.8%
Avg BSR: #184
Page quality: 0%
Prime: 97%
Sponsored: 84%
Out of stock: 0.0%
Avg brand age: 74 months
Avg seller age: 131 days

Competition & brand share

Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.

Brands

32 falling

Sellers

266

Top-5 brand share

60%

Top 20: 94%

Top-5 click share

29%

Top 20: 66%

Open market

36%

Jergens20%
eos17%
Hempz9%
Bodycology8%
Olay7%
NIVEA4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +14.3% search growth over the last 90 days.

Peak months: Aug, Sep, Nov, Dec · busiest ÷ quietest = 3.9×

Open Trend

Top scented lotion search terms

summer body lotion6K/yr +220.7%2.3% conv.
smell good lotion15K/yr -3.5%3.1% conv.
scented lotion for women14K/yr +43.6%1.4% conv.
caress body lotion7K/yr -9.0%0.4% conv.
best smelling lotion for women8K/yr -24.2%3.0% conv.
fragrance lotion6K/yr +27.3%1.3% conv.
lotion smell good7K/yr -17.3%4.3% conv.
body lotion for women scented5K/yr -11.6%4.3% conv.
fragrance lotion for women5K/yr -6.5%2.4% conv.
scented lotions10K/yr -12.1%3.0% conv.

All search terms

Top scented lotion 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

eos Shea Better Body Lotion Vanilla Cashmere 24-Hour Moisture Skin Care Lightweight & Non-Greasy Natural Shea Vegan Vanilla Body Lotion 16 fl oz

eos$9.484.7★76,612 rev

Jergens Shea Fusion Tropical Escape Body Lotion Scented Lotion Moisturizing Body Lotion made with Shea Butter and Vitamin E 14 fl oz

Jergens$7.264.7★513 rev

Olay Super Serum Hand & Body Lotion for Dry Skin 24hr Long Lasting Hydration 5+ Ingredient Complex for Bright Even Firm Luminous Skin Sweet Vanilla & Soft Wood Scent 18.5 fl oz

Olay$12.614.6★14,139 rev

Bodycology Shea Butter Body Cream Whipped Vanilla 8 oz

Bodycology$5.064.5★3,596 rev

NIVEA Oil Infused Cherry Blossom and Jojoba Oil Body Lotion for Women Fast-Absorbing and Non-Greasy Cherry Blossom Scented Lotion Moisturizes for 48 Hours 16.9 Fl Oz Pump Bottle

NIVEA$6.954.7★18,388 rev

Newest

by launch date

Jergens Shea Fusion Tropical Escape Body Lotion Scented Lotion Moisturizing Body Lotion made with Shea Butter and Vitamin E 14 fl oz

Jergens$7.26513 rev

6mo ago

Caress lotion for hand & body lotion

Generic$28.170 rev

6mo ago

Sol de Janeiro Body Badalada Vanilla Lotion | Vitamin-Infused Body Lotion | Cheirosa 62 Fragrance | 13.5 fl oz.

Sol de Janeiro$27.60827 rev

10mo ago

Hempz Mini Vanilla Sugar Cookie Body Moisturizer Body Lotion Fall Skin Care for Men & Women Limited Edition 2.25 fl.oz.

Hempz$3.501,111 rev

11mo ago

Olay Super Serum Hand & Body Lotion for Dry Skin 24hr Long Lasting Hydration 5+ Ingredient Complex for Bright Even Firm Luminous Skin Sweet Vanilla & Soft Wood Scent 18.5 fl oz

Olay$12.6114,139 rev

11mo ago

What buyers say about scented lotion

What buyers praise and complain about, mined from review topics.

What buyers love

Smell43%

“Clean smell”

Moist/Dry12%

“Dries quickly”

Soft Feel9%

“Smooth & Creamy”

Quality-Overall4%

“Excellent Product”

Suitability Dry Skin3%

“Good for dry skin”

Value For Money3%

“is affordable”

Absorbency3%

“Absorbed well”

Suitability Combination Skin2%

“This is good for your skin”

Brightness/Shine/Glow2%

“Nice shine”

Texture/Consistency-Overall1%

“Good texture”

What buyers complain about

Smell30%

“Artificial smell”

Moist/Dry6%

“Does not moisturize”

Motor Power6%

“Pump was broken”

Allergies3%

“Skin irritation”

Value For Money2%

“Too expensive”

Size-Overall2%

“Bigger than I thought”

Leak-Proof2%

“it will leak”

Suitability Dry Skin2%

“I don't like dry skin”

Oily/Greasy2%

“VERY greasy”

Thickness2%

“Not thick”

Top return reasons

Smell43%

Motor Power17%

Leak-Proof7%

Advertised Vs Actual Product6%

Size-Overall3%

Product Condition3%

Defective Material/Parts3%