unscented deodorant
Launch itA $2.9M/yr market growing +15.5% this quarter with returns at 0.4% — clears our launch bar.
Conversion
Incredible16.4%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Market size
Incredible$2.9M$2.9M/yr · 1.8M searches
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Growth
Okay+15.5%90-day search growth — must beat 0% to launch
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay$10.02avg listing price — sweet spot $15–$100
Review moat
Bad10,103.45avg incumbent reviews — the moat a new listing must climb
Brand share
Bad92%top-5 brand share — brand-locked demand
Price range
Bad$4.19–$17.45cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, unscented deodorant is a $2.9M/yr Amazon United States market (1.8M searches/yr). The top 5 brands hold 92% of demand. Verdict: Launch it — 58/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
unscented deodorant market data
- Units sold / yr
- 300K–400K
- avg 8,000–10,000/product
- Revenue / yr
- $3.0M–$4.0M
- units × avg price
- Conversion rate
- 16.4%
- Avg BSR
- #116
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 61%
- Out of stock
- 0.0%
- Avg brand age
- 87 months
- Avg seller age
- 127 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
741
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
53%
Top 20: 88%
Open market
6%
- Mitchum43%
- Tom's of Maine22%
- Secret12%
- Native11%
- Vanicream4%
- Almay2%
- Open — no brand owns it (5 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +15.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.9×
Top unscented deodorant search terms
- mitchum deodorant for men472K/yr
- toms deodorant195K/yr
- unscented deodorant191K/yr
- toms of maine deodorant120K/yr
- fragrance free deodorant72K/yr
- toms deodorant men148K/yr
- toms deodorant women119K/yr
- sensitive skin deodorant55K/yr
- native unscented deodorant36K/yr
- unscented antiperspirant43K/yr
Top unscented deodorant 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Clean Control 2 pack
Mitchum$11.484.7★597 rev
Mitchum Mens Triple Odor Protection Antiperspirant & Deodorant Gel Unscented 48HR Protection 2 pack
Mitchum$6.084.5★20,463 rev
Native Deodorant Contains Naturally Derived Ingredients 72 Hour Odor Control Deodorant for Women and Men Aluminum Free Unscented 2.65oz
Native$13.254.4★115,244 rev
Toms of Maine Unscented Natural Deodorant Aluminum Free Clear Application Odor & Wetness Protection Naturally Derived Ingredients 3.25 oz (2 Pack)
Tom's of Maine$14.564.5★1,695 rev
Secret Original Unscented Womens Invisible Solid pH Balanced Antiperspirant and Deodorant 2.6 Ounce
Secret$4.194.7★7,185 rev
Newest
by launch date
Dove Clinical + Care Antiperspirant Deodorant Stick for Women 96H Clinical Strength Sweat & Odor Protection With Nourishing Serum Soft Sensitive with Fresh Scent 2.6 oz
Dove$12.1197 rev
Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Clean Control 2 pack
Mitchum$11.48597 rev
Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Bold Energy 2 pack
Mitchum$10.82597 rev
Toms of Maine Unscented Natural Deodorant Aluminum Free Clear Application Odor & Wetness Protection Naturally Derived Ingredients 3.25 oz (2 Pack)
Tom's of Maine$14.561,695 rev
Toms of Maine Wild Lavender Natural Deodorant for Men and Women Aluminum Free No Artificial Fragrances Dyes or Preservatives Baking Soda Free 48-Hour Odor Protection 3.25 oz (2 Pack)
Tom's of Maine$15.283,962 rev
Trending
90-day click momentumDove Clinical + Care Antiperspirant Deodorant Stick for Women 96H Clinical Strength Sweat & Odor Protection With Nourishing Serum Soft Sensitive with Fresh Scent 2.6 oz
Dove$12.114.4★
Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Clean Control 2 pack
Mitchum$11.484.7★
Mitchum Ultimate 72HR Odor Protection Mens Antiperspirant & Deodorant Long-Lasting Freshness Invisible Solid No White Residue Left on Skin Bold Energy 2 pack
Mitchum$10.824.7★
Secret Clinical Strength Invisible Solid Antiperspirant Deodorant for Women 100HR Sweat & Odor Protection 3X Stress Protection with Hyaluronic Acid PH Balanced Completely Clean Scent 2.6 oz
Secret$12.424.6★
Native Deodorant Contains Naturally Derived Ingredients 72 Hour Odor Control Deodorant for Women and Men Aluminum Free Unscented 2.65oz
Native$13.254.4★
What buyers say about unscented deodorant
What buyers praise and complain about, mined from review topics.What buyers love
“Nice clean smell”
“Great price for a quality product”
“Great value”
“Great for allergies”
“It works ok”
“Arrived as described”
“dries down well”
“Have used this product for years”
“Antiperspirant is good”
“Feels good”
What buyers complain about
“Not fragrance free”
“Skin irritation”
“Barely works”
“a bit Dry”
“Didnt last”
“Expensive”
“Inaccurate description”
“It is sensitive”
“the gel is sticky”
“it stains”
Top return reasons
Common questions
- Is unscented deodorant profitable to sell on Amazon United States?
- The niche generates $2.9M/yr across 33 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +15.5%. Flapen's verdict: Launch it (58/100).
- How competitive is the unscented deodorant niche?
- 11 brands and 741 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in unscented deodorant?
- Top complaints mined from reviews: Smell, Allergies, Functionality-Overall. The return rate is 0.4%.
- When does demand for unscented deodorant peak?
- Demand is steady year-round — the busiest month runs 1.9× the quietest.
- What does it cost to enter the unscented deodorant niche?
- Listings span $4.19–$17.45; the average listing price is $10.02 (sweet spot $15–$100). The average incumbent carries 10,103 reviews — the moat a new listing must climb.