---
title: "tanning lotion — $6.1M/yr Amazon United States Niche, Score 70/100 - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/tanning-lotion"
last_updated: "2026-07-20T21:14:30.869Z"
locale: en
meta:
description: "tanning lotion shows a $6.1M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "tanning lotion shows a $6.1M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "tanning lotion — $6.1M/yr Amazon United States Niche, Score 70/100 - Flapen"
---
# **tanning lotion**
**Worth a look**
Shows a $6.1M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 98Growth 23Conversion 64Competition 78Returns 96Price range 78Avg price 92Brand share 90Review moat 23Quality gap 52
**Market size**
**Incredible****$6.1M**
$6.1M/yr · 5.0M searches
**Returns**
**Incredible****0.9%**
return rate — above 6% kills the launch gate
**Avg price**
**Great****$21.90**
avg listing price — sweet spot $15–$100
**Brand share**
**Great****45%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Price range**
**Great****$7.15–$44.49**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Good****5.7%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-4.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****7,895.88**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, tanning lotion is a $6.1M/yr Amazon United States market (5.0M searches/yr). The top 5 brands hold 45% of demand. Demand peaks in Mar–Apr–May–Jun. Verdict: Worth a look — 70/100.
Data updated Jul 17, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **250K–300K**
- avg 5,000–6,000/product
- **Revenue / yr**
- **$5.5M–$6.6M**
- units × avg price
- **Launch success**
- **—**
- 0 of 0 new (360d)
- **Conversion rate**
- **5.7%**
- **Avg BSR**
- **#46**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **74%**
- **Out of stock**
- **1.8%**
- **Avg brand age**
- **55 months**
- **Avg seller age**
- **125 days**
## **Competition**
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.
**Brands**
**22 **▲rising
**Sellers**
**117**
**Top-5 brand share**
**45%**
Top 20: 99%
**Top-5 click share**
**37%**
Top 20: 80%
**Open market**
**47%**
- Australian Gold13% - ED HARDY9% - Jergens8% - European Gold8% - Millennium Tanning7% - B.TAN7%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -4.5% search growth over the last 90 days.
175K125KSpike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Mar, Apr, May, Jun · busiest ÷ quietest = 4.5×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/tanning-lotion/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%3%$184K6%$368K9%$551K12%$735K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 42 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**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★33,933 rev](https://www.amazon.com/dp/B009YKK78C) [3**Tanning Paradise Black Coconut Love Tanning Lotion | Coconut Oil | Age-Defying | Tattoo Protecting Formula | Ultra Hydrating Dark Tanning Lotion 13.5oz**TANNING PARADISE**$26.94**4.4★9,924 rev](https://www.amazon.com/dp/B08MVJ5Y8Y) [4**Millennium Tanning SOLID BLACK 100X Dark Tanning Lotion Indoor Outdoor Tan Enhancing Silicone Bronzer Tanning Bed Lotion 13.5 Fl oz (400 ml)**Millennium Tanning**$29.93**4.5★31,943 rev](https://www.amazon.com/dp/B0058E3XJI) [5**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)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Jergens Natural Glow Hydra Gel Moisturizer Gradual Tanning Lotion with Hyaluronic Acid Hydrating Tanning Gel Fragrance-Free Self Tanner Fair to Medium Skin Tone 8.3 Fl Oz**Jergens**$13.33**859 rev1y ago](https://www.amazon.com/dp/B0FJPG6TXH) [**Jergens Natural Glow Hydra Gel Moisturizer Gradual Tanning Lotion with Hyaluronic Acid Hydrating Tanning Gel Fragrance-Free Self Tanner Medium to Deep Skin Tones 8.3 Fl Oz**Jergens**$13.23**777 rev1y ago](https://www.amazon.com/dp/B0FJSCQJLF) [**b.tan Tanning Oil & UV Tan Bed Lotion Kit | Best Dark Sun Tanner Bundle - Fast Tinted Indoor Outdoor Browning Accelerator Cream & Dark Bronzing Spray Body Tan Extender No Suntan Protection**B.TAN**$19.75**361 rev1y ago](https://www.amazon.com/dp/B0DZJT64G4) [**Onyx Strongest Dark Tanning Accelerator Lotion - Effective Tan Enhancer for Indoor & Outdoor Sun - Stimulates Melanin Production - No Stains & Streaks | Super Moisturizing | Tropical Scent | No-SPF**Onyx**$29.89**624 rev1y ago](https://www.amazon.com/dp/B0D79FQMNF) [**Vitamin Sea Natural Bronzer Tanning Lotion with Coconut Oil DHA-Free for Sensitive Skin Streak-Free Bronzing Accelerator 13.5oz - Safe for Indoor Tanning Beds**DARK TANS EXCLUSIVE**$19.63**308 rev2y ago](https://www.amazon.com/dp/B0CZTRNR3J)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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★**▲ 102%**](https://www.amazon.com/dp/B091BCL3RJ) [**Hawaiian Tropic Dark Tanning Oil 8 Fl Oz | Moisturizing Body Oil with Cocoa Butter Tan Enhancer 8 Fl Oz each Twin Pack**Hawaiian Tropic**$18.57**4.8★**▲ 91%**](https://www.amazon.com/dp/B084R1Y4HH) [**BYROKKO Shine Brown Tanning Accelerator Lotion - Indoor & Outdoor Fast Dark Tan Cream with Bronzer - Natural Botanical Oils for Face & Body - Water Resistant Formula - 7.1 Fl Oz Original**BYROKKO SHINEBROWN**$22.43**4.2★**▲ 81%**](https://www.amazon.com/dp/B08CNJ5BG7) [![Maui Babe Before And After Browning Lotion [2-Pack]- Before And After Sun Tan Made In USA 8 Ounces](https://m.media-amazon.com/images/I/41oTM-MbPML.jpg)**Maui Babe Before And After Browning Lotion \[2-Pack\]- Before And After Sun Tan Made In USA 8 Ounces**Maui Babe**$30.01**4.6★**▲ 79%**](https://www.amazon.com/dp/B01MU03PID) [**Jergens Natural Glow Hydra Gel Moisturizer Gradual Tanning Lotion with Hyaluronic Acid Hydrating Tanning Gel Fragrance-Free Self Tanner Fair to Medium Skin Tone 8.3 Fl Oz**Jergens**$13.33**4.5★**▲ 64%**](https://www.amazon.com/dp/B0FJPG6TXH)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**22%
*“low smell”*
**Color**14%
*“The shade is perfect”*
**Quality-Overall**9%
*“AWESOME QUALITY”*
**Suitability Combination Skin**7%
*“Works Very Well For A Dark Tan”*
**Value For Money**5%
*“Great deal”*
**Efficiency**4%
*“Works great and does the job”*
**Moist/Dry**3%
*“Good moisturizer”*
**Ease Of Application**3%
*“Ease of application”*
**Brightness/Shine/Glow**3%
*“Skin glows”*
**Soft Feel**2%
*“Goes on smooth”*
### **What buyers complain about **
**Color**17%
*“Color runs”*
**Smell**17%
*“Slight smell”*
**Functionality-Overall**6%
*“I seen no results”*
**Allergies**4%
*“Causes itching”*
**Value For Money**4%
*“Expensive”*
**Stain Resistance**4%
*“Stained Skin”*
**Advertised Vs Actual Product**2%
*“Inaccurate description”*
**Size-Overall**2%
*“Tiny bottle”*
**Quality-Overall**2%
*“Garbage product”*
**Thickness**2%
*“Its a very thick cream”*
### **Top return reasons **
**Color**25%
**Smell**15%
**Functionality-Overall**11%
**Advertised Vs Actual Product**10%
**Leak-Proof**7%
**Size-Overall**6%
**Value For Money**4%
**Color Fading/Discoloration**2%
**Product Condition**2%
**Stain Resistance**2%
## **Common questions**
- **Is tanning lotion profitable to sell on Amazon United States?**
- The niche generates $6.1M/yr across 42 tracked products. 90-day search growth is -4.5%. Flapen's verdict: Worth a look (70/100).
- **How competitive is the tanning lotion niche?**
- 22 brands and 117 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 45% of demand.
- **What do buyers complain about in tanning lotion?**
- Top complaints mined from reviews: Color, Smell, Functionality-Overall. The return rate is 0.9%.
- **When does demand for tanning lotion peak?**
- Demand peaks in Mar–Apr–May–Jun; the busiest month runs 4.5× the quietest.
- **What does it cost to enter the tanning lotion niche?**
- Listings span $7.15–$44.49; the average listing price is $21.90 (sweet spot $15–$100). The average incumbent carries 7,896 reviews — the moat a new listing must climb.
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