---
title: "Sun Tanning Lotion — $317K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/sun-tanning-lotion"
last_updated: "2026-08-10T05:04:27.531Z"
locale: en
meta:
description: "Niche score 62/100 · $317K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 62/100 · $317K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Sun Tanning Lotion — $317K/yr Amazon US Niche (2026) - Flapen"
---
# **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.
Market size 52Growth 81Conversion 70Competition 52Returns 96Price range 69Avg price 81Brand share 54Review moat 22Quality gap 38
**Returns**
**Incredible****0.7%**
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**
**Good****6.4%**
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**
**Good****73%**
top-5 brand share — brands hold most of the demand
**Market size**
**Good****$317K**
$317K/yr · 287K searches
**Competition**
**Good****54%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****8,868**
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 ~~](https://flapen.com/research/methodology)
## **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.
100K60KSpike '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Mar, Apr, May, Jun, Jul · busiest ÷ quietest = 35.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/sun-tanning-lotion/trend)
## **Top sun tanning lotion search terms**
- **tanning lotion outdoor**115K/yr+75.3%4.7% conv. - **sun tanning lotion**127K/yr+81.1%4.7% conv. - **sun tan**14K/yr+89.9%2.9% conv. - **sun tanning**13K/yr+58.9%2.1% conv. - **suntan**10K/yr+87.2%1.6% conv. - **tanning lotion for outside**3K/yr+88.3%4.0% conv. - **tanning lotion for sun**4K/yr-31.0%4.8% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/sun-tanning-lotion/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.
0%5%$16K10%$32K15%$48K20%$63K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Australian Gold Rapid Tanning Intensifier Lotion 8.5 Fl Oz | With Tea Tree Oil and Aloe Vera | Vitamin E**Australian Gold**$7.15**4.6★18,206 rev](https://www.amazon.com/dp/B00T7MZQ3S) [2**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**$15.17**4.3★7,761 rev](https://www.amazon.com/dp/B00076XR3O) [3**Carroten Intensive Tanning Gel | Browning Tan Accelerator | Non-Greasy Water-Resistant with Carrot and Coconut Oil | Vitamin A & E For Moisture & Hydration | Made in Greece | 5 Fl Oz**Carroten**$28.50**4.3★10,471 rev](https://www.amazon.com/dp/B00I51885U) [4**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**$9.53**4.4★5,944 rev](https://www.amazon.com/dp/B091BCL3RJ) [5**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**$7.17**4.7★6,319 rev](https://www.amazon.com/dp/B005UNUS7W)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Carroten Turbo Tan Intensifier | Tanning Primer for Fast Long-lasting Results | Deep Tanning Spray Lotion for Face & Body | Quick-Drying Lightweight Hydration | Made in Greece | 5 oz + Wipe**Carroten**$18.76**120 rev6mo ago](https://www.amazon.com/dp/B0GDRRT3QC) [**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**$32.53**375 rev2y ago](https://www.amazon.com/dp/B0CW9W76SF) [**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**$25.42**1,873 rev2y ago](https://www.amazon.com/dp/B0CJYBLCNT) [**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**$17.03**1,104 rev4y ago](https://www.amazon.com/dp/B09JJ18X7W) [**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**$9.53**5,944 rev5y ago](https://www.amazon.com/dp/B091BCL3RJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$32.53**4.6★**▲ 45%**](https://www.amazon.com/dp/B0CW9W76SF) [**Australian Gold Spray Gel Sunscreen with Instant Bronzer SPF 15 8 Ounce | Moisturize & Hydrate Skin | Broad Spectrum | Water Resistant | Non-Greasy SPF 15 8 Fl Oz (Pack of 1)**Australian Gold**$7.03**4.7★**▲ 35%**](https://www.amazon.com/dp/B07YZRF2ZV) [**Carroten Turbo Tan Intensifier | Tanning Primer for Fast Long-lasting Results | Deep Tanning Spray Lotion for Face & Body | Quick-Drying Lightweight Hydration | Made in Greece | 5 oz + Wipe**Carroten**$18.76**4.5★**▲ 33%**](https://www.amazon.com/dp/B0GDRRT3QC) [**Ed Hardy Coconut Kisses Golden Tanning Lotion Cruelty Free Gluten Free Mineral Oil Free DHA Free for All skin type 13.5oz**ED HARDY**$21.55**4.4★**▲ 32%**](https://www.amazon.com/dp/B009YKK78C) [**Hawaiian Tropic Dark Tanning Oil Spray Pump SPF 6 8 Oz (Packaging May Vary)**Hawaiian Tropic**$9.75**4.5★**▲ 29%**](https://www.amazon.com/dp/B00639DKCC)
**~~View all trending →~~**
## **What buyers say about sun tanning lotion**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**27%
*“Strong fragrance”*
**Quality-Overall**7%
*“Quality, and marketing of product being true”*
**Color**7%
*“Good color”*
**Suitability Combination Skin**6%
*“which makes it a great option for sensitive skin”*
**Value For Money**6%
*“Great value”*
**Moist/Dry**5%
*“Amazing moisturizer”*
**Efficiency**5%
*“Works great and does the job”*
**Soft Feel**3%
*“Softens skin”*
**Brightness/Shine/Glow**3%
*“gives a natural-looking glow”*
**Advertised Vs Actual Product**2%
*“As advertised”*
### **What buyers complain about **
**Smell**17%
*“Gross smell”*
**Color**7%
*“I was so pale”*
**Functionality-Overall**6%
*“Doesn't work as expected”*
**Allergies**6%
*“Allergic Reaction”*
**Stain Resistance**5%
*“Stained Skin”*
**Value For Money**5%
*“not worth the cost”*
**Oily/Greasy**4%
*“Its oily”*
**Size-Overall**3%
*“The container was tiny”*
**Advertised Vs Actual Product**3%
*“False advertisement”*
**Thickness**2%
*“It comes out thick”*
### **Top return reasons **
**Smell**22%
**Size-Overall**12%
**Leak-Proof**12%
**Advertised Vs Actual Product**9%
**Functionality-Overall**8%
**Value For Money**6%
**Product Condition**4%
**Oily/Greasy**4%
**Color**3%
**Stain Resistance**3%
## **Common questions**
- **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.
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