---
title: "The Ordinary Face Wash — $1.1M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/the-ordinary-face-wash"
last_updated: "2026-08-09T16:35:47.833Z"
locale: en
meta:
description: "Niche score 46/100 · $1.1M/yr market · 427K searches/yr · $15.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · $1.1M/yr market · 427K searches/yr · $15.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "The Ordinary Face Wash — $1.1M/yr Amazon US Niche (2026) - Flapen"
---
# **the ordinary face wash**
**Skip it**
A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Market size 79Growth 25Conversion 97Competition 0Returns 97Price range 54Avg price 77Brand share 0Review moat 24Quality gap 32
**Conversion**
**Incredible****16.0%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.6%**
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**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-0.9%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****5,273.6**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****100%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**3**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**100%**
Top 20: 100%
**Open market**
**0%**
- The Ordinary100%
## **Demand & seasonality**
Weekly Amazon search volume, last 59 weeks — -0.9% search growth over the last 90 days.
10K6KPrime Day '25Spike '25Black Friday '25Spike '26 seasonJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/the-ordinary-face-wash/trend)
## **Top the ordinary face wash search terms**
- **ordinary face wash**113K/yr-11.5%15.9% conv. - **the ordinary face wash**88K/yr+0.4%13.7% conv. - **the ordinary cleanser**75K/yr-7.5%11.7% conv. - **ordinary cleanser**43K/yr+3.3%12.2% conv. - **the ordinary glucoside foaming cleanser**27K/yr+12.0%18.2% conv. - **the ordinary cleanser face wash**20K/yr+3.5%12.5% conv. - **ordinary cleanser face wash**13K/yr+5.3%12.6% conv. - **the ordinary face cleanser**8K/yr+63.4%10.8% conv. - **glucoside foaming cleanser the ordinary**13K/yr-14.9%19.0% conv. - **the ordinary foaming cleanser**9K/yr-1.5%14.4% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/the-ordinary-face-wash/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.
0%20%$216K40%$433K60%$649K80%$865K1K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**The Ordinary Glucoside Foaming Cleanser Gentle Foaming Face Wash for All Skin Types Including Sensitive Skin 5.1 Fl Oz**The Ordinary**$12.11**4.6★3,419 rev](https://www.amazon.com/dp/B0BYQ45N7W) [2**The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover 5.1 Fl Oz**The Ordinary**$20.77**4.5★5,959 rev](https://www.amazon.com/dp/B07VHDYJL5) [3**The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover Travel Size 1.7 Fl Oz**The Ordinary**$10.14**4.5★5,959 rev](https://www.amazon.com/dp/B07PSKR85S) [4**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**$15.85**4.6★5,046 rev](https://www.amazon.com/dp/B0CG516MWS) [5**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**$20.32**4.6★5,985 rev](https://www.amazon.com/dp/B07YPX9N6X)
### **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**$15.85**5,046 rev1y ago](https://www.amazon.com/dp/B0CG516MWS) [**The Ordinary Glucoside Foaming Cleanser Gentle Foaming Face Wash for All Skin Types Including Sensitive Skin 5.1 Fl Oz**The Ordinary**$12.11**3,419 rev3y ago](https://www.amazon.com/dp/B0BYQ45N7W) [**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**$20.32**5,985 rev6y ago](https://www.amazon.com/dp/B07YPX9N6X) [**The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover 5.1 Fl Oz**The Ordinary**$20.77**5,959 rev6y ago](https://www.amazon.com/dp/B07VHDYJL5) [**The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover Travel Size 1.7 Fl Oz**The Ordinary**$10.14**5,959 rev7y ago](https://www.amazon.com/dp/B07PSKR85S)
### **Trending**
90-day click momentum
[**The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover Travel Size 1.7 Fl Oz**The Ordinary**$10.14**4.5★**▲ 15%**](https://www.amazon.com/dp/B07PSKR85S) [**The Ordinary Glucoside Foaming Cleanser Gentle Foaming Face Wash for All Skin Types Including Sensitive Skin 5.1 Fl Oz**The Ordinary**$12.11**4.6★**— 3%**](https://www.amazon.com/dp/B0BYQ45N7W) [**The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover 5.1 Fl Oz**The Ordinary**$20.77**4.5★**— 1%**](https://www.amazon.com/dp/B07VHDYJL5) [**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**$15.85**4.6★**▼ 24%**](https://www.amazon.com/dp/B0CG516MWS) [**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**$20.32**4.6★**▼ 25%**](https://www.amazon.com/dp/B07YPX9N6X)
## **What buyers say about the ordinary face wash**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Combination Skin**14%
*“Easy on sensitive skin”*
**Value For Money**14%
*“Reasonably priced”*
**Quality-Overall**13%
*“good and affordable”*
**Cleansing**12%
*“My face feels so clean and fresh”*
**Soft Feel**7%
*“leaves my skin feeling soft”*
**Ease Of Cleaning**6%
*“Great cleanser”*
**Symptom Reduction**4%
*“This acne set has done wonders for my skin”*
**Moist/Dry**4%
*“It doesn't dry out my skin at all”*
**Suitability Dry Skin**3%
*“Works well with my normal to dry skin”*
**Allergies**3%
*“No irritation”*
### **What buyers complain about **
**Allergies**10%
*“Allergic Reaction”*
**Smell**9%
*“Weird Scent”*
**Skin Health**8%
*“even I can feel when this product burned my skin”*
**Functionality-Overall**5%
*“for me it is ineffective”*
**Moist/Dry**5%
*“moisturizer are little”*
**Ease Of Cleaning**5%
*“Not a good cleanser”*
**Size-Overall**5%
*“they are quite small”*
**Cleansing**4%
*“Does not feel clean”*
**Symptom Reduction**3%
*“my results were never as good as the first month on it”*
**Suitability Dry Skin**3%
*“It is dry”*
### **Top return reasons **
**Functionality-Overall**13%
**Advertised Vs Actual Product**13%
**Size-Overall**10%
**Moist/Dry**9%
**Smell**8%
**Defective Material/Parts**7%
**Product Condition**6%
**Value For Money**5%
**Suitability Combination Skin**5%
**Skin Health**4%
## **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.
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