unscented
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Great11.3%search→purchase rate — share of searches ending in a sale
Avg price
Good$12.40avg listing price — sweet spot $15–$100
Price range
Okay$3.40–$25.76cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay$216K$216K/yr · 155K searches
Growth
Okay+5.6%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad33,536.17avg incumbent reviews — the moat a new listing must climb
Competition
Bad97%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, unscented is a $216K/yr Amazon United States market (155K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 39/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
unscented market data
- Units sold / yr
- 15K–20K
- avg 3,000–4,000/product
- Revenue / yr
- $186K–$248K
- units × avg price
- Conversion rate
- 11.3%
- Avg BSR
- #523
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 67%
- Out of stock
- 0.0%
- Avg brand age
- 91 months
- Avg seller age
- 134 days
Competition & brand share
The top 5 products capture 97% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 falling
Sellers
582
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
97%
Top 20: 100%
Open market
0%
- eos69%
- The Unscented Company13%
- Cottonelle9%
- 365 by Whole Foods Market9%
Demand
Weekly Amazon search volume, last 37 weeks — +5.6% search growth over the last 90 days.Top unscented search terms
- fragrance free20K/yr
- the unscented company20K/yr
- 365 dish soap14K/yr
- eos fragrance free lotion14K/yr
- unscented15K/yr
- eos unscented body lotion12K/yr
- eos sensitive skin lotion7K/yr
- eos lotion fragrance free9K/yr
- eos lotion unscented9K/yr
- cottonelle fragrance free flushable wipes5K/yr
Top unscented 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.
All 6 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
eos Shea Better Sensitive Skin Body Lotion - Fragrance-Free 48-Hour Moisture Eczema Cream & Dry Skin Relief Vegan 16 fl oz (Packaging may vary)
eos$8.934.6★1,842 rev
Cottonelle Fragrance Free Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack
Cottonelle$12.814.7★184,687 rev
The Unscented Company Lotion Unscented 16.91 Fl Oz
The Unscented Company$20.084.5★99 rev
The Unscented Company Unscented Hand Soap Refill 67.6 FZ
The Unscented Company$25.764.6★59 rev
365 by Whole Foods Market Unscented Dish Soap Plant-Derived Ingredients 24 Fl Oz
365 by Whole Foods Market$3.404.6★7,265 rev
Newest
by launch dateCottonelle Fragrance Free Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack
Cottonelle$12.81184,687 rev
eos Shea Better Sensitive Skin Body Lotion - Fragrance-Free 48-Hour Moisture Eczema Cream & Dry Skin Relief Vegan 16 fl oz (Packaging may vary)
eos$8.931,842 rev
365 by Whole Foods Market Unscented Dish Soap Plant-Derived Ingredients 24 Fl Oz
365 by Whole Foods Market$3.407,265 rev
365 by Whole Foods Market Floral Lemon Peel Dish Soap 24 Fl Oz
365 by Whole Foods Market$3.447,265 rev
The Unscented Company Unscented Hand Soap Refill 67.6 FZ
The Unscented Company$25.7659 rev
Trending
90-day click momentumCottonelle Fragrance Free Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack
Cottonelle$12.814.7★
365 by Whole Foods Market Floral Lemon Peel Dish Soap 24 Fl Oz
365 by Whole Foods Market$3.444.6★
The Unscented Company Lotion Unscented 16.91 Fl Oz
The Unscented Company$20.084.5★
The Unscented Company Unscented Hand Soap Refill 67.6 FZ
The Unscented Company$25.764.6★
365 by Whole Foods Market Unscented Dish Soap Plant-Derived Ingredients 24 Fl Oz
365 by Whole Foods Market$3.404.6★
What buyers say about unscented
What buyers praise and complain about, mined from review topics.What buyers love
“Nice lemon fragrance”
“Long lasting moisturizing”
“Very smooth”
“Great lotion”
“Worth the money”
“Cleans Well”
“As advertised”
“Absorbed nicely”
“It cleans quite well”
“They do not irritate”
What buyers complain about
“Not Fragrance Free”
“The tissues are small”
“Thin”
“Still dont recommend ever flushing any wipes”
“He seemed to develop itchy hand after using it”
“Name is deceiving”
“not for moisturizing skin”
“It was incredibly frustrating to use”
“this product wont pump”
“it breaks easily”
Top return reasons
Common questions
- Is unscented profitable to sell on Amazon United States?
- The niche generates $216K/yr across 6 tracked products. 90-day search growth is +5.6%. Flapen's verdict: Skip it (39/100).
- How competitive is the unscented niche?
- 4 brands and 582 sellers compete. The top 5 products take 97% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in unscented?
- Top complaints mined from reviews: Smell, Size-Overall, Thickness. The return rate is 0.3%.
- What does it cost to enter the unscented niche?
- Listings span $3.40–$25.76; the average listing price is $12.40 (sweet spot $15–$100). The average incumbent carries 33,536 reviews — the moat a new listing must climb.