Is shea butter oil profitable to sell on Amazon United States?

The niche generates $187K/yr across 14 tracked products. 90-day search growth is -7.0%. Flapen's verdict: Skip it (37/100).

How competitive is the shea butter oil niche?

5 brands and 609 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in shea butter oil?

Top complaints mined from reviews: Smell, Oily/Greasy, Leak-Proof. The return rate is 0.4%.

When does demand for shea butter oil peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the shea butter oil niche?

Listings span $5.87–$22.98; the average listing price is $11.17 (sweet spot $15–$100). The average incumbent carries 6,027 reviews — the moat a new listing must climb.

shea butter oil

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great8.5%

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

Price range

Okay$5.87–$22.98

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

Avg price

Okay$11.17

avg listing price — sweet spot $15–$100

Market size

Okay$187K

$187K/yr · 198K searches

Review moat

Bad6,027.21

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-7.0%

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

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Competition

Bad79%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, shea butter oil is a $187K/yr Amazon United States market (198K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 37/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

shea butter oil market data

Units sold / yr: 20K–25K; avg 1,250–1,500/product
Revenue / yr: $223K–$279K; units × avg price
Conversion rate: 8.5%
Avg BSR: #238
Page quality: 0%
Prime: 100%
Sponsored: 50%
Out of stock: 4.3%
Avg brand age: 69 months
Avg seller age: 133 days

Competition & brand share

The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.

Brands

5 falling

Sellers

609

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

79%

Top 20: 100%

Open market

Shea Moisture44%
Palmer's33%
NOW Foods15%
Plant Guru6%
Johnson's Baby3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -7.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top shea butter oil search terms

shea butter oil44K/yr -4.0%5.4% conv.
shea moisture body oil38K/yr -9.5%10.8% conv.
shea oil21K/yr -3.2%6.2% conv.
shea nut oil11K/yr -0.6%6.9% conv.
shea butter body oil12K/yr -10.4%4.6% conv.
shea body oil9K/yr -8.8%9.1% conv.
palmers shea butter oil8K/yr -12.1%11.0% conv.
shea oil for body5K/yr +13.6%10.1% conv.
shea moisture massage oil5K/yr -3.5%13.1% conv.
shea moisture oil for body5K/yr -2.8%15.3% conv.

All search terms

Top shea butter oil 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★)

All 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Palmers Shea Formula Raw Shea Body Oil with Vitamin E Deep Body Moisturizer to Soothe & Nourish Dry Sensitive & Eczema-Prone Skin 8.5 oz

Palmer's$7.734.8★2,554 rev

SheaMoisture Daily Hydration Body Oil Virgin Coconut Oil 8 oz

Shea Moisture$9.364.6★8,492 rev

NOW Foods Solutions Shea Nut Oil Multi-Purpose Intense Moisturizing Oil for Skin Scalp and Hair 16-Ounce

NOW Foods$12.294.7★3,958 rev

Shea Moisture Coconut & Hibiscus Massage Oil and Body Oil for Dry Skin Bath Oil with Coconut Oil and Vitamin E Oil for Skin 8 oz

Shea Moisture$9.494.5★231 rev

Plant Guru African Shea Nut Butter Oil 16 fl. oz. 100% Pure Natural Skin Face Hair Growth And Moisturizer. DIY Body Butters Lotions Creams Lip Balm And Soap Making.

Plant Guru$15.774.6★960 rev

Newest

by launch date

Palmers Cocoa Butter Formula Body Oil Moisture Drenching Tahitian Vanilla 6.5 Oz 72Hr Hydration with Shea Butter & Vitamin E for Softer Skin Protects & Soothes Dryness Dermatologist Approved

Palmer's$13.611,958 rev

1y ago

SheaMoisture Olive & Green Tea Bath Body & Massage Oil 2-Pack Avocado Oil Anti-Aging & Ultra-Moisturizing for Dry Skin 8 Oz Ea

Shea Moisture$22.98116 rev

2y ago

Palmers Shea Formula Raw Shea Body Oil with Vitamin E Deep Body Moisturizer to Soothe & Nourish Dry Sensitive & Eczema-Prone Skin 8.5 oz

Palmer's$7.732,554 rev

3y ago

Shea Moisture Body Oil Daily Hydration 2-Pack Lightweight Non-Greasy Moisturizer with 100% Extra Virgin Coconut Oil Coconut Milk and Acacia Senegal 8 Oz Ea

Shea Moisture$21.33435 rev

4y ago

Shea Moisture Coconut & Hibiscus Massage Oil and Body Oil for Dry Skin Bath Oil with Coconut Oil and Vitamin E Oil for Skin 8 oz

Shea Moisture$9.49231 rev

7y ago

What buyers say about shea butter oil

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

What buyers love

Smell34%

“Great fragrance”

Moist/Dry15%

“Very hydrating”

Soft Feel8%

“Silky Soft”

Quality-Overall7%

“its incredibly affordable for the quality”

Oily/Greasy3%

“absorbs well without feeling greasy”

Value For Money3%

“Reasonably priced”

Absorbency3%

“Absorbs nicely”

Brightness/Shine/Glow2%

“gives a shine”

Suitability Dry Skin2%

“It works well for my extremely dry skin”

Suitability Combination Skin2%

“Makes my skin feel so good”

What buyers complain about

Smell33%

“Awful smell”

Oily/Greasy7%

“a lil oily feeling”

Leak-Proof5%

“Oil leakage”

Moist/Dry5%

“not moisturizing either”

Allergies4%

“Very irritating to skin”

Value For Money2%

“Waste of money”

Thickness2%

“To thick”

Size-Overall2%

“its pretty big”

Ingredients-Overall2%

“Ingredient list has changed”

Absorbency1%

“this stuff just doesn't want to absorb”

Top return reasons

Smell43%

Leak-Proof24%

Oily/Greasy6%

Advertised Vs Actual Product5%

Product Condition3%