---
title: "Shea Butter Oil — $187K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/shea-butter-oil"
last_updated: "2026-08-11T01:01:55.671Z"
locale: en
meta:
description: "Niche score 37/100 · $187K/yr market · 198K searches/yr · $11.17 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 37/100 · $187K/yr market · 198K searches/yr · $11.17 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Shea Butter Oil — $187K/yr Amazon US Niche (2026) - Flapen"
---
# **shea butter oil**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 37Growth 22Conversion 81Competition 18Returns 98Price range 47Avg price 43Brand share 0Review moat 24Quality gap 21
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.5%**
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**
**Bad****6,027.21**
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**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****79%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**0%**
- 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.
6K4KSpike '24Spike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/shea-butter-oil/trend)
## **Top shea butter oil search terms**
- **shea butter oil**44K/yr-4.0%5.4% conv. - **shea moisture body oil**38K/yr-9.5%10.8% conv. - **shea oil**21K/yr-3.2%6.2% conv. - **shea nut oil**11K/yr-0.6%6.9% conv. - **shea butter body oil**12K/yr-10.4%4.6% conv. - **shea body oil**9K/yr-8.8%9.1% conv. - **palmers shea butter oil**8K/yr-12.1%11.0% conv. - **shea oil for body**5K/yr+13.6%10.1% conv. - **shea moisture massage oil**5K/yr-3.5%13.1% conv. - **shea moisture oil for body**5K/yr-2.8%15.3% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/shea-butter-oil/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.
0%10%$19K20%$37K30%$56K40%$75K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$7.73**4.8★2,554 rev](https://www.amazon.com/dp/B0B9HV9SCY) [2**SheaMoisture Daily Hydration Body Oil Virgin Coconut Oil 8 oz**Shea Moisture**$9.36**4.6★8,492 rev](https://www.amazon.com/dp/B076MGQ5SW) [3**NOW Foods Solutions Shea Nut Oil Multi-Purpose Intense Moisturizing Oil for Skin Scalp and Hair 16-Ounce**NOW Foods**$12.29**4.7★3,958 rev](https://www.amazon.com/dp/B00YF1ZZ2S) [4**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**$9.49**4.5★231 rev](https://www.amazon.com/dp/B07Q7HRC7R) [5**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**$15.77**4.6★960 rev](https://www.amazon.com/dp/B00JOV2EZA)
**~~View all top sellers →~~**
### **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**$13.61**1,958 rev1y ago](https://www.amazon.com/dp/B0FB9LRL1V) [**SheaMoisture Olive & Green Tea Bath Body & Massage Oil 2-Pack Avocado Oil Anti-Aging & Ultra-Moisturizing for Dry Skin 8 Oz Ea**Shea Moisture**$22.98**116 rev2y ago](https://www.amazon.com/dp/B0CCSW9K7L) [**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**$7.73**2,554 rev3y ago](https://www.amazon.com/dp/B0B9HV9SCY) [**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**$21.33**435 rev4y ago](https://www.amazon.com/dp/B09YYZL7ZC) [**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**$9.49**231 rev7y ago](https://www.amazon.com/dp/B07Q7HRC7R)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$21.33**4.8★**▲ 30%**](https://www.amazon.com/dp/B09YYZL7ZC) [**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**$13.61**4.7★**▲ 28%**](https://www.amazon.com/dp/B0FB9LRL1V) [**Plant Guru African Shea Nut Butter Oil 4 fl. oz. 100% Pure Natural Skin Face Hair Growth And Moisturizer. DIY Body Butters Lotions Creams Lip Balm And Soap Making.**Plant Guru**$7.19**4.6★**▲ 27%**](https://www.amazon.com/dp/B00JQDIKG8) [**NOW Foods Solutions Shea Nut Oil Multi-Purpose Intense Moisturizing Oil for Skin Scalp and Hair 16-Ounce**NOW Foods**$12.29**4.7★**▲ 10%**](https://www.amazon.com/dp/B00YF1ZZ2S) [**SheaMoisture Daily Hydration Body Oil Virgin Coconut Oil 8 oz**Shea Moisture**$9.36**4.6★**— 6%**](https://www.amazon.com/dp/B076MGQ5SW)
**~~View all trending →~~**
## **What buyers say about shea butter oil**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**34%
*“Great fragrance”*
**Moist/Dry**15%
*“Very hydrating”*
**Soft Feel**8%
*“Silky Soft”*
**Quality-Overall**7%
*“its incredibly affordable for the quality”*
**Oily/Greasy**3%
*“absorbs well without feeling greasy”*
**Value For Money**3%
*“Reasonably priced”*
**Absorbency**3%
*“Absorbs nicely”*
**Brightness/Shine/Glow**2%
*“gives a shine”*
**Suitability Dry Skin**2%
*“It works well for my extremely dry skin”*
**Suitability Combination Skin**2%
*“Makes my skin feel so good”*
### **What buyers complain about **
**Smell**33%
*“Awful smell”*
**Oily/Greasy**7%
*“a lil oily feeling”*
**Leak-Proof**5%
*“Oil leakage”*
**Moist/Dry**5%
*“not moisturizing either”*
**Allergies**4%
*“Very irritating to skin”*
**Value For Money**2%
*“Waste of money”*
**Thickness**2%
*“To thick”*
**Size-Overall**2%
*“its pretty big”*
**Ingredients-Overall**2%
*“Ingredient list has changed”*
**Absorbency**1%
*“this stuff just doesn't want to absorb”*
### **Top return reasons **
**Smell**43%
**Leak-Proof**24%
**Oily/Greasy**6%
**Advertised Vs Actual Product**5%
**Product Condition**3%
**Value For Money**3%
**Moist/Dry**2%
**Size-Overall**2%
**Motor Power**2%
**Defective Material/Parts**1%
## **Common questions**
- **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.
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