Is sunscreen profitable to sell on Amazon United States?

The niche generates $40.3M/yr across 82 tracked products. 11 of 11 products launched in the last 360 days are still selling. 90-day search growth is +72.8%. Flapen's verdict: Launch it (77/100).

How competitive is the sunscreen niche?

29 brands and 316 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 65% of demand.

When does demand for sunscreen peak?

Demand peaks in May–Jun–Jul; the busiest month runs 4.4× the quietest.

What does it cost to enter the sunscreen niche?

Listings span $4.64–$55.65; the average listing price is $15.96 (sweet spot $15–$100). The average incumbent carries 10,993 reviews — the moat a new listing must climb.

sunscreen

Launch it

A $40.3M/yr market growing +72.8% this quarter with returns at 0.6% — clears our launch bar.

Market size

Incredible$40.3M

$40.3M/yr · 28.7M searches

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Competition

Great25%

top-5 click share — an open shelf

Conversion

Great8.8%

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

Growth

Great+72.8%

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

Price range

Great$4.64–$55.65

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

Avg price

Great$15.96

avg listing price — sweet spot $15–$100

Brand share

Good65%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad10,992.65

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, sunscreen is a $40.3M/yr Amazon United States market (28.7M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in May–Jun–Jul. Verdict: Launch it — 77/100.

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

sunscreen market data

Units sold / yr: 1.0M–1.0M; avg 25,000–30,000/product
Revenue / yr: $16.0M–$16.0M; units × avg price
Conversion rate: 8.8%
Avg BSR: #67
Page quality: 0%
Prime: 100%
Sponsored: 93%
Out of stock: 0.0%
Avg brand age: 51 months
Avg seller age: 123 days

Competition & brand share

Clicks spread well past the top 5 (25% combined) — an open shelf where new products get seen.

Brands

29 rising

Sellers

316

Top-5 brand share

65%

Top 20: 95%

Top-5 click share

25%

Top 20: 59%

Open market

30%

Neutrogena38%
Banana Boat12%
BLUE LIZARD6%
Sun Bum5%
Coppertone4%
Hawaiian Tropic4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +72.8% search growth over the last 90 days.

Peak months: May, Jun, Jul · busiest ÷ quietest = 4.4×

Open Trend

Top sunscreen search terms

sunscreen9.1M/yr +100.5%6.1% conv.
sunscreen spray2.2M/yr +182.4%8.9% conv.
sunscreen for face2.3M/yr +22.9%5.2% conv.
mineral sunscreen1.6M/yr +110.1%2.5% conv.
face sunscreen1.6M/yr +79.1%7.5% conv.
korean sunscreen2.0M/yr +34.2%3.6% conv.
neutrogena sunscreen1.3M/yr +125.0%11.1% conv.
spray sunscreen721K/yr +193.0%8.6% conv.
protector solar para la cara1.2M/yr +34.6%2.0% conv.
reef safe sunscreen1.1M/yr -9.0%3.2% conv.

All search terms

Top sunscreen 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

Neutrogena Ultra Sheer Dry Touch Sunscreen Lotion SPF 70 Broad Spectrum UVA UVB Protection Lightweight Water Resistant up to 80 Minutes Oil PABA Oxybenzone Free 3 fl oz

Neutrogena$7.404.5★39,418 rev

Banana Boat Sport Ultra SPF 50 Sunscreen Spray | Banana Boat Sunscreen Spray SPF 50 Water Resistant Oxybenzone Free Sunblock 6oz each Twin Pack

Banana Boat$12.834.8★26,012 rev

Neutrogena Clear Face Sunscreen Lotion SPF 50 for Acne-Prone Skin Broad Spectrum UVA UVB Protection Oil-Free No-Fragrance No-Oxybenzone Water-Resistant Daily Face Moisturizer 3 fl oz

Neutrogena$9.684.6★9,410 rev

Neutrogena Ultra Sheer Dry Touch Sunscreen Spray SPF 70 Broad Spectrum UVA UVB Protection Lightweight Water Resistant up to 80 Minutes PABA Oxybenzone Free 3-pack of 5 oz

Neutrogena$23.174.7★9,410 rev

Neutrogena Beach Defense Sunscreen Spray SPF 70 Broad Spectrum UVA UVB Protection Lightweight Water Resistant up to 80 Minutes Beach-Strength Sun Protection for Whole Family 6.5 oz

Neutrogena$7.934.7★9,291 rev

Newest

by launch date

CeraVe Invisible Mineral Sunscreen SPF 50 Face Sunscreen for Sensitive Skin With Zinc Oxide & Titanium Dioxide Vitamin E + Niacinamide + Ceramides Oil Free Travel Size 1.62 oz

CeraVe$13.611,311 rev

7mo ago

Neutrogena Ultra Sheer Dry-Touch Sunscreen Lotion Max 100+ Broad Spectrum SPF 100 UVA/UVB Protection Lightweight Non-Greasy Sunscreen Oxybenzone-Free Antioxidant Travel Size 3 fl oz

Neutrogena$11.311,093 rev

8mo ago

SKIN1004 Centella Hyalu-Cica Water-Fit Sun Serum UV Korean Sunscreen SPF 50 Centella Sunscreen Travel Essentials Sunscreen with Hyaluronic Acid No White Cast Korean Skin Care 1.69 fl.oz / 50ml

SKIN1004$18.171,043 rev

8mo ago

Anua Zero-Cast Moisturizing Sunscreen SPF 50 Glow Natural Sunscreen for face No White Cast Hyaluronic Acid Niacinamide Oil-Free Korean Skincare 1.69 fl oz

ANUA$16.182,600 rev

1y ago

Haruharu Wonder Black Rice Moisture Airyfit Daily Sunscreen 1.69fl.oz - Velvet Finish No White Cast Hydrating Moisturizing Korean Skin Care Vegan Clean Beauty

HARUHARU$14.436,227 rev

3y ago

Common questions

Is sunscreen profitable to sell on Amazon United States?: The niche generates $40.3M/yr across 82 tracked products. 11 of 11 products launched in the last 360 days are still selling. 90-day search growth is +72.8%. Flapen's verdict: Launch it (77/100).
How competitive is the sunscreen niche?: 29 brands and 316 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 65% of demand.
When does demand for sunscreen peak?: Demand peaks in May–Jun–Jul; the busiest month runs 4.4× the quietest.
What does it cost to enter the sunscreen niche?: Listings span $4.64–$55.65; the average listing price is $15.96 (sweet spot $15–$100). The average incumbent carries 10,993 reviews — the moat a new listing must climb.