Is the ordinary face wash profitable to sell on Amazon United States?

The niche generates $1.1M/yr across 5 tracked products. 90-day search growth is -0.9%. Flapen's verdict: Skip it (46/100).

How competitive is the the ordinary face wash niche?

1 brands and 3 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in the ordinary face wash?

Top complaints mined from reviews: Allergies, Smell, Skin Health. The return rate is 0.6%.

When does demand for the ordinary face wash peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the the ordinary face wash niche?

Listings span $10.14–$20.77; the average listing price is $15.84 (sweet spot $15–$100). The average incumbent carries 5,274 reviews — the moat a new listing must climb.

the ordinary face wash

Skip it

A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.

Conversion

Incredible16.0%

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

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Market size

Great$1.1M

$1.1M/yr · 427K searches

Avg price

Great$15.84

avg listing price — sweet spot $15–$100

Price range

Good$10.14–$20.77

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-0.9%

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

Review moat

Bad5,273.6

avg incumbent reviews — the moat a new listing must climb

Competition

Bad100%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, the ordinary face wash is a $1.1M/yr Amazon United States market (427K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 46/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

the ordinary face wash market data

Units sold / yr: 60K–80K; avg 12,500–15,000/product
Revenue / yr: $950K–$1.3M; units × avg price
Conversion rate: 16.0%
Avg BSR: #26
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 77 months
Avg seller age: 132 days

Competition & brand share

The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.

Brands

1 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

100%

Top 20: 100%

Open market

The Ordinary100%

Demand & seasonality

Weekly Amazon search volume, last 59 weeks — -0.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top the ordinary face wash search terms

ordinary face wash113K/yr -11.5%15.9% conv.
the ordinary face wash88K/yr +0.4%13.7% conv.
the ordinary cleanser75K/yr -7.5%11.7% conv.
ordinary cleanser43K/yr +3.3%12.2% conv.
the ordinary glucoside foaming cleanser27K/yr +12.0%18.2% conv.
the ordinary cleanser face wash20K/yr +3.5%12.5% conv.
ordinary cleanser face wash13K/yr +5.3%12.6% conv.
the ordinary face cleanser8K/yr +63.4%10.8% conv.
glucoside foaming cleanser the ordinary13K/yr -14.9%19.0% conv.
the ordinary foaming cleanser9K/yr -1.5%14.4% conv.

All search terms

Top the ordinary face wash 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 5 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

The Ordinary Glucoside Foaming Cleanser Gentle Foaming Face Wash for All Skin Types Including Sensitive Skin 5.1 Fl Oz

The Ordinary$12.114.6★3,419 rev

The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover 5.1 Fl Oz

The Ordinary$20.774.5★5,959 rev

The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover Travel Size 1.7 Fl Oz

The Ordinary$10.144.5★5,959 rev

The Ordinary The Acne Set 3-Step Skin Regimen with Glucoside Foaming Cleanser Salicylic Acid 2% Solution and Natural Moisturizing Factors + Beta Glucan | Skin Care Set

The Ordinary$15.854.6★5,046 rev

The Ordinary The Daily Set Daily Skincare Routine with Squalane Cleanser Hyaluronic Acid 2% + B5 and Natural Moisturizing Factors + HA | Skin Care Set

The Ordinary$20.324.6★5,985 rev

Newest

by launch date

The Ordinary The Acne Set 3-Step Skin Regimen with Glucoside Foaming Cleanser Salicylic Acid 2% Solution and Natural Moisturizing Factors + Beta Glucan | Skin Care Set

The Ordinary$15.855,046 rev

1y ago

The Ordinary Glucoside Foaming Cleanser Gentle Foaming Face Wash for All Skin Types Including Sensitive Skin 5.1 Fl Oz

The Ordinary$12.113,419 rev

3y ago

The Ordinary The Daily Set Daily Skincare Routine with Squalane Cleanser Hyaluronic Acid 2% + B5 and Natural Moisturizing Factors + HA | Skin Care Set

The Ordinary$20.325,985 rev

6y ago

The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover 5.1 Fl Oz

The Ordinary$20.775,959 rev

6y ago

The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover Travel Size 1.7 Fl Oz

The Ordinary$10.145,959 rev

7y ago

What buyers say about the ordinary face wash

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

What buyers love

Suitability Combination Skin14%

“Easy on sensitive skin”

Value For Money14%

“Reasonably priced”

Quality-Overall13%

“good and affordable”

Cleansing12%

“My face feels so clean and fresh”

Soft Feel7%

“leaves my skin feeling soft”

Ease Of Cleaning6%

“Great cleanser”

Symptom Reduction4%

“This acne set has done wonders for my skin”

Moist/Dry4%

“It doesn't dry out my skin at all”

Suitability Dry Skin3%

“Works well with my normal to dry skin”

Allergies3%

“No irritation”

What buyers complain about

Allergies10%

“Allergic Reaction”

Smell9%

“Weird Scent”

Skin Health8%

“even I can feel when this product burned my skin”

Functionality-Overall5%

“for me it is ineffective”

Moist/Dry5%

“moisturizer are little”

Ease Of Cleaning5%

“Not a good cleanser”

Size-Overall5%

“they are quite small”

Cleansing4%

“Does not feel clean”

Symptom Reduction3%

“my results were never as good as the first month on it”

Suitability Dry Skin3%

“It is dry”

Top return reasons

Functionality-Overall13%

Advertised Vs Actual Product13%

Size-Overall10%

Moist/Dry9%

Smell8%

Defective Material/Parts7%

Product Condition6%

Value For Money5%

Suitability Combination Skin5%

Skin Health4%

Common questions

Is the ordinary face wash profitable to sell on Amazon United States?: The niche generates $1.1M/yr across 5 tracked products. 90-day search growth is -0.9%. Flapen's verdict: Skip it (46/100).
How competitive is the the ordinary face wash niche?: 1 brands and 3 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in the ordinary face wash?: Top complaints mined from reviews: Allergies, Smell, Skin Health. The return rate is 0.6%.
When does demand for the ordinary face wash peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the the ordinary face wash niche?: Listings span $10.14–$20.77; the average listing price is $15.84 (sweet spot $15–$100). The average incumbent carries 5,274 reviews — the moat a new listing must climb.