Is sun tanning lotion profitable to sell on Amazon United States?

The niche generates $317K/yr across 26 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +75.4%. Flapen's verdict: Worth a look (62/100).

How competitive is the sun tanning lotion niche?

14 brands and 145 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 73% of demand.

What do buyers complain about in sun tanning lotion?

Top complaints mined from reviews: Smell, Color, Functionality-Overall. The return rate is 0.7%.

When does demand for sun tanning lotion peak?

Demand peaks in Mar–Apr–May–Jun–Jul; the busiest month runs 35.6× the quietest.

What does it cost to enter the sun tanning lotion niche?

Listings span $7.03–$32.53; the average listing price is $17.25 (sweet spot $15–$100). The average incumbent carries 8,868 reviews — the moat a new listing must climb.

sun tanning lotion

Worth a look

Shows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Growth

Great+75.4%

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

Avg price

Great$17.25

avg listing price — sweet spot $15–$100

Conversion

Good6.4%

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

Price range

Good$7.03–$32.53

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

Brand share

Good73%

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

Market size

Good$317K

$317K/yr · 287K searches

Competition

Good54%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Bad8,868

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, sun tanning lotion is a $317K/yr Amazon United States market (287K searches/yr). The top 5 brands hold 73% of demand. Demand peaks in Mar–Apr–May–Jun–Jul. Verdict: Worth a look — 62/100.

Data updated Jul 17, 2026 · scored weekly · How we score niches

sun tanning lotion market data

Units sold / yr: 15K–20K; avg 500–750/product
Revenue / yr: $259K–$345K; units × avg price
Conversion rate: 6.4%
Avg BSR: #73
Page quality: 0%
Prime: 100%
Sponsored: 88%
Out of stock: 0.0%
Avg brand age: 56 months
Avg seller age: 125 days

Competition & brand share

The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.

Brands

14 falling

Sellers

145

Top-5 brand share

73%

Top 20: 100%

Top-5 click share

54%

Top 20: 93%

Open market

20%

Australian Gold27%
Hawaiian Tropic14%
Carroten12%
Maui Babe12%
B.TAN8%
Coppertone7%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +75.4% search growth over the last 90 days.

Peak months: Mar, Apr, May, Jun, Jul · busiest ÷ quietest = 35.6×

Open Trend

Top sun tanning lotion search terms

tanning lotion outdoor115K/yr +75.3%4.7% conv.
sun tanning lotion127K/yr +81.1%4.7% conv.
sun tan14K/yr +89.9%2.9% conv.
sun tanning13K/yr +58.9%2.1% conv.
suntan10K/yr +87.2%1.6% conv.
tanning lotion for outside3K/yr +88.3%4.0% conv.
tanning lotion for sun4K/yr -31.0%4.8% conv.

All search terms

Top sun tanning 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★)

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

Top sellers

by 90-day click share

Australian Gold Rapid Tanning Intensifier Lotion 8.5 Fl Oz | With Tea Tree Oil and Aloe Vera | Vitamin E

Australian Gold$7.154.6★18,206 rev

Maui Babe Browning Lotion - Natural Hawaiian Tan Accelerator with Vitamins & Antioxidants - Moisturizing Formula for All Skin Types - Made in USA - 4 fl oz

Maui Babe$15.174.3★7,761 rev

Carroten$28.504.3★10,471 rev

b.tan Best Tanning Oil | Get Tanned Intensifier Dry Spray - Fast Dark Outdoor Sun Tan From Tan Accelerating Actives Packed with Moisturizing Oils No SPF Austrailian Brand 8 Fl Oz

B.TAN$9.534.4★5,944 rev

Coppertone Tanning Sunscreen Lotion SPF 15 Lightweight and Non Greasy Sunscreen Water Resistant Oxybenzone Free Sun Tan Lotion Moisturizes Skin for a Radiant Tan 8 Fl Oz Bottle

Coppertone$7.174.7★6,319 rev

Newest

by launch date

Carroten$18.76120 rev

6mo ago

Coco & Eve Tan Boosting Anti-Aging Body Oil SPF20 - Tanning Accelerator Spray UVA UVB Sun Protection | Moisturizing Outdoor Bronzing Enhancer with Natural Ingredients Antioxidants (5.07 Fl Oz)

Coco & Eve$32.53375 rev

2y ago

Jeallis Extreme Dark Tanning Lotion Accelerator for Indoor Tanning Beds & Outdoor Sun Tan with Bronzer to Get Dark Fast Tan Bronzing Tanning Lotion with Tattoo Protecting Formula DHA Free 13.5oz

jeallis$25.421,873 rev

2y ago

Sun Bum SPF 15 Browning Body Lotion - Water-Resistant Broad Spectrum Moisturizing Tanning Lotion with Vitamin E - Hawaii 104 Act Compliant (Made Without Octinoxate & Oxybenzone) - 8.5 Fl Oz

Sun Bum$17.031,104 rev

4y ago

b.tan Best Tanning Oil | Get Tanned Intensifier Dry Spray - Fast Dark Outdoor Sun Tan From Tan Accelerating Actives Packed with Moisturizing Oils No SPF Austrailian Brand 8 Fl Oz

B.TAN$9.535,944 rev

5y ago

What buyers say about sun tanning lotion

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

What buyers love

Smell27%

“Strong fragrance”

Quality-Overall7%

“Quality, and marketing of product being true”

Color7%

“Good color”

Suitability Combination Skin6%

“which makes it a great option for sensitive skin”

Value For Money6%

“Great value”

Moist/Dry5%

“Amazing moisturizer”

Efficiency5%

“Works great and does the job”

Soft Feel3%

“Softens skin”

Brightness/Shine/Glow3%

“gives a natural-looking glow”

Advertised Vs Actual Product2%

“As advertised”

What buyers complain about

Smell17%

“Gross smell”

Color7%

“I was so pale”

Functionality-Overall6%

“Doesn't work as expected”

Allergies6%

“Allergic Reaction”

Stain Resistance5%

“Stained Skin”

Value For Money5%

“not worth the cost”

Oily/Greasy4%

“Its oily”

Size-Overall3%

“The container was tiny”

Advertised Vs Actual Product3%

“False advertisement”

Thickness2%

“It comes out thick”

Top return reasons

Smell22%

Size-Overall12%

Leak-Proof12%

Advertised Vs Actual Product9%

Functionality-Overall8%