---
title: "The Ordinary Oil — $66K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/the-ordinary-oil"
last_updated: "2026-08-09T16:36:19.368Z"
locale: en
meta:
description: "Niche score 29/100 · $66K/yr market · 48K searches/yr · $9.57 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 29/100 · $66K/yr market · 48K searches/yr · $9.57 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "The Ordinary Oil — $66K/yr Amazon US Niche (2026) - Flapen"
---
# **the ordinary oil**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 17Growth 13Conversion 97Competition 3Returns 99Price range 0Avg price 30Brand share 0Review moat 17Quality gap 22
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.4%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Okay****$9.57**
avg listing price — sweet spot $15–$100
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Market size**
**Bad****$66K**
$66K/yr · 48K searches
**Review moat**
**Bad****18,207.83**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-23.8%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****96%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****$7.49–$11.05**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, the ordinary oil is a $66K/yr Amazon United States market (48K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Skip it — 29/100.
Data updated Jul 16, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **the ordinary oil market data**
- **Units sold / yr**
- **6K–8K**
- avg 1,000–1,250/product
- **Revenue / yr**
- **$57K–$77K**
- units × avg price
- **Conversion rate**
- **14.4%**
- **Avg BSR**
- **#71**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **100%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **73 months**
- **Avg seller age**
- **132 days**
## **Competition & brand share**
The top 5 products capture 96% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**1 **—flat
**Sellers**
**4**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**96%**
Top 20: 100%
**Open market**
**0%**
- The Ordinary100%
## **Demand & seasonality**
Weekly Amazon search volume, last 72 weeks — -23.8% search growth over the last 90 days.
1K750Prime Day '25Spike '25Black Friday '25Spike '26 seasonMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Jan, Feb, Dec · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/the-ordinary-oil/trend)
## **Top the ordinary oil search terms**
- **the ordinary oil**15K/yr-22.1%14.2% conv. - **ordinary oil**13K/yr-10.3%13.4% conv. - **the ordinary face oil**9K/yr-38.9%13.2% conv. - **ordinary face oil**6K/yr-34.3%15.4% conv. - **the ordinary oil for face**3K/yr-25.5%11.2% conv. - **the ordinary b oil**2K/yr-13.3%3.3% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/the-ordinary-oil/search-terms)
## **Top the ordinary oil 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%15%$10K30%$20K45%$30K60%$40K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 6 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**The Ordinary 100% Organic Cold-Pressed Rose Hip Seed Oil Addresses Signs of Aging by Improving the Appearance of Uneven Skin Tone Supporting Skin Elasticity 1 Fl Oz**The Ordinary**$10.51**4.6★6,267 rev](https://www.amazon.com/dp/B071WJB3ZT) [2**The Ordinary 100% Plant-Derived Squalane for Skin and Hair Lightweight Hydration and Moisture Barrier Support 1 Fl Oz**The Ordinary**$10.00**4.7★5,677 rev](https://www.amazon.com/dp/B0719WNNK4) [3**The Ordinary 100% Cold-Pressed Virgin Marula Oil Antioxidant-Rich Unrefined Oil for Radiant Skin 1 Fl Oz**The Ordinary**$11.05**4.7★817 rev](https://www.amazon.com/dp/B06WLLFZ6W) [4**The Ordinary 100% Organic Cold-Pressed Moroccan Argan Oil Nourishing and Hydrating Treatment for Skin & Hair 1 Fl Oz**The Ordinary**$7.49**4.5★1,926 rev](https://www.amazon.com/dp/B01N7YVDI2) [5**The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 3.4 Fl Oz**The Ordinary**$8.72**4.7★56,359 rev](https://www.amazon.com/dp/B0DMTDN158)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 3.4 Fl Oz**The Ordinary**$8.72**56,359 rev1y ago](https://www.amazon.com/dp/B0DMTDN158) [**The Ordinary 100% Cold-Pressed Virgin Marula Oil Antioxidant-Rich Unrefined Oil for Radiant Skin 1 Fl Oz**The Ordinary**$11.05**817 rev8y ago](https://www.amazon.com/dp/B06WLLFZ6W) [**The Ordinary 100% Plant-Derived Squalane for Skin and Hair Lightweight Hydration and Moisture Barrier Support 1 Fl Oz**The Ordinary**$10.00**5,677 rev9y ago](https://www.amazon.com/dp/B0719WNNK4) [**The Ordinary 100% Organic Cold-Pressed Rose Hip Seed Oil Addresses Signs of Aging by Improving the Appearance of Uneven Skin Tone Supporting Skin Elasticity 1 Fl Oz**The Ordinary**$10.51**6,267 rev9y ago](https://www.amazon.com/dp/B071WJB3ZT) [**The Ordinary 100% Organic Cold-Pressed Moroccan Argan Oil Nourishing and Hydrating Treatment for Skin & Hair 1 Fl Oz**The Ordinary**$7.49**1,926 rev9y ago](https://www.amazon.com/dp/B01N7YVDI2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**The Ordinary 100% Plant-Derived Squalane for Skin and Hair Lightweight Hydration and Moisture Barrier Support 1 Fl Oz**The Ordinary**$10.00**4.7★**— 7%**](https://www.amazon.com/dp/B0719WNNK4) [**The Ordinary 100% Organic Cold-Pressed Rose Hip Seed Oil Addresses Signs of Aging by Improving the Appearance of Uneven Skin Tone Supporting Skin Elasticity 1 Fl Oz**The Ordinary**$10.51**4.6★**— 7%**](https://www.amazon.com/dp/B071WJB3ZT) [**The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 3.4 Fl Oz**The Ordinary**$8.72**4.7★**— 2%**](https://www.amazon.com/dp/B0DMTDN158) [**The Ordinary 100% Cold-Pressed Virgin Marula Oil Antioxidant-Rich Unrefined Oil for Radiant Skin 1 Fl Oz**The Ordinary**$11.05**4.7★**▼ 13%**](https://www.amazon.com/dp/B06WLLFZ6W) [**The Ordinary 100% Organic Cold-Pressed Moroccan Argan Oil Nourishing and Hydrating Treatment for Skin & Hair 1 Fl Oz**The Ordinary**$7.49**4.5★**▼ 14%**](https://www.amazon.com/dp/B01N7YVDI2)
**~~View all trending →~~**
## **What buyers say about the ordinary oil**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**16%
*“its super affordable for the quality”*
**Suitability Combination Skin**13%
*“It is perfect for combination skin, highly recommend”*
**Moist/Dry**13%
*“dries super quickly”*
**Value For Money**12%
*“Great Value”*
**Soft Feel**6%
*“Goes on smooth”*
**Suitability Dry Skin**5%
*“excellent for dry hair or skin”*
**Brightness/Shine/Glow**3%
*“gives me an amazing glow”*
**Symptom Reduction**3%
*“got rid of dark spots”*
**Absorbency**3%
*“highly absorbent”*
**Smell**2%
*“smell good”*
### **What buyers complain about **
**Allergies**13%
*“Severely irritating”*
**Smell**13%
*“Weird smell”*
**Moist/Dry**8%
*“feels so dry”*
**Functionality-Overall**6%
*“Doesn't do anything”*
**Skin Health**6%
*“Ruined my skin”*
**Suitability Dry Skin**4%
*“I dont understand-my skin became SO dry”*
**Size-Overall**3%
*“I thought it was the big one”*
**Adhesion/Stickiness**2%
*“Sticky and leaves a white residue”*
**Quality-Overall**2%
*“Cheap”*
**Oily/Greasy**2%
*“It does initially feel oily”*
### **Top return reasons **
**Size-Overall**26%
**Smell**15%
**Functionality-Overall**10%
**Oily/Greasy**8%
**Advertised Vs Actual Product**8%
**Value For Money**6%
**Product Condition**4%
**Defective Material/Parts**3%
**Suitability Combination Skin**3%
**Skin Health**3%
## **Common questions**
- **Is the ordinary oil profitable to sell on Amazon United States?**
- The niche generates $66K/yr across 6 tracked products. 90-day search growth is -23.8%. Flapen's verdict: Skip it (29/100).
- **How competitive is the the ordinary oil niche?**
- 1 brands and 4 sellers compete. The top 5 products take 96% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in the ordinary oil?**
- Top complaints mined from reviews: Allergies, Smell, Moist/Dry. The return rate is 0.3%.
- **When does demand for the ordinary oil peak?**
- Demand peaks in Jan–Feb–Dec; the busiest month runs 1.6× the quietest.
- **What does it cost to enter the the ordinary oil niche?**
- Listings span $7.49–$11.05; the average listing price is $9.57 (sweet spot $15–$100). The average incumbent carries 18,208 reviews — the moat a new listing must climb.
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