unscented soap
Skip itPrices mostly outside the sweet spot ($2.93–$16.12) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great10.4%search→purchase rate — share of searches ending in a sale
Market size
Good$548K$548K/yr · 613K searches
Growth
Okay+2.6%90-day search growth — must beat 0% to launch
Competition
Bad71%top-5 click share — a locked-up shelf
Avg price
Bad$8.56avg listing price — sweet spot $15–$100
Brand share
Bad92%top-5 brand share — brand-locked demand
Review moat
Bad16,241.25avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Price range
Bad$2.93–$16.12cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, unscented soap is a $548K/yr Amazon United States market (613K searches/yr). The top 5 brands hold 92% of demand. Verdict: Skip it — 42/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
unscented soap market data
- Units sold / yr
- 60K–80K
- avg 4,000–5,000/product
- Revenue / yr
- $514K–$685K
- units × avg price
- Conversion rate
- 10.4%
- Avg BSR
- #70
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 63%
- Out of stock
- 0.0%
- Avg brand age
- 81 months
- Avg seller age
- 132 days
Competition & brand share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 falling
Sellers
107
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
4%
- Basis26%
- Dove26%
- Ivory15%
- Grisi13%
- Dr. Bronner's12%
- Cetaphil4%
- Open — no brand owns it (2 brands, 4%)
Demand
Weekly Amazon search volume, last 32 weeks — +2.6% search growth over the last 90 days.Top unscented soap search terms
- unscented soap105K/yr
- unscented bar soap74K/yr
- fragrance free soap46K/yr
- jabon neutro34K/yr
- basis soap37K/yr
- sensitive skin bar soap31K/yr
- sensitive skin soap30K/yr
- hypoallergenic soap29K/yr
- soap for sensitive skin26K/yr
- fragrance free bar soap27K/yr
Top unscented soap 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 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Basis Sensitive Skin Bar Soap for Body Hands and Face Unscented Soap Bar for Sensitive Skin with Chamomile and Aloe Vera Bar Soap Bulk Pack 4 Oz Bar Pack of 6
Basis$11.264.7★11,912 rev
Dove Beauty Bar Soap Sensitive 8 Bars for Sensitive Skin Fragrance Free and Hypoallergenic 3.75 oz
Dove$11.824.8★60,436 rev
Grisi Neutral Hypoallergenic Bar Soap Fragrance-Free & Dye-Free for Face & Body Gentle Moisturizing Wash for Sensitive Skin pH-Balanced Natural Cleanser 3.5 oz | 6-Pack
Grisi$7.694.6★1,968 rev
Dr. Bronners - Pure-Castile Bar Soap (Baby Unscented 5 ounce 2-pack) - Made with Organic Oils For Face Body Hair Gentle for Sensitive Skin Babies No Added Fragrance Biodegradable Vegan
Dr. Bronner's$9.184.8★6,762 rev
Ivory Sensitive Bar Soap Designed for Whole Family Fragrance Free 99.44% Pure Formula Plant-Based Cleanser Made Without Heavy Perfume Parabens & Phthalates For All Skin Types 3.17 oz (3 Count)
Ivory$3.484.7★588 rev
Newest
by launch dateIvory Sensitive Bar Soap Designed for Whole Family Fragrance Free 99.44% Pure Formula Plant-Based Cleanser Made Without Heavy Perfume Parabens & Phthalates For All Skin Types 3.17 oz (3 Count)
Ivory$3.48588 rev
Ivory Sensitive Bar Soap Designed for Whole Family Fragrance Free 99.44% Pure Formula Plant-Based Cleanser Made Without Heavy Perfume Parabens Phthalates For All Skin Types 3.17 oz (12 Count)
Ivory$7.95588 rev
Ivory Sensitive Bar Soap Designed for Whole Family Fragrance Free 99.44% Pure Formula Plant-Based Cleanser Made Without Heavy Perfume Parabens Phthalates For All Skin Types 3.17 oz (10 Count)
Ivory$7.01588 rev
Ivory Sensitive Body Wash Fragrance-Free Designed for the Whole Family Gentle Formula Free of Dyes Heavy Perfumes Parabens Phthalates & Silicones Designed for Skins pH 35 oz
Ivory$6.6919,457 rev
Grisi Neutral Hypoallergenic Bar Soap Fragrance-Free & Dye-Free for Face & Body Gentle Moisturizing Wash for Sensitive Skin pH-Balanced Natural Cleanser 3.5 oz | 6-Pack
Grisi$7.691,968 rev
Trending
90-day click momentumIvory Sensitive Bar Soap Designed for Whole Family Fragrance Free 99.44% Pure Formula Plant-Based Cleanser Made Without Heavy Perfume Parabens Phthalates For All Skin Types 3.17 oz (10 Count)
Ivory$7.014.7★
Ivory Sensitive Bar Soap Designed for Whole Family Fragrance Free 99.44% Pure Formula Plant-Based Cleanser Made Without Heavy Perfume Parabens Phthalates For All Skin Types 3.17 oz (12 Count)
Ivory$7.954.7★
Tattoo Goo Cleansing Soap 3 oz For Piercing & Tattoo Aftercare Hydrates and Cleans Dirt pH Balanced Soap Leaves No Residue No Fragrance Alcohol Laonin or Petroleum Jelly
Tattoo Goo$9.244.7★
Ivory Sensitive Bar Soap Designed for Whole Family Fragrance Free 99.44% Pure Formula Plant-Based Cleanser Made Without Heavy Perfume Parabens & Phthalates For All Skin Types 3.17 oz (3 Count)
Ivory$3.484.7★
Ivory Sensitive Body Wash Fragrance-Free Designed for the Whole Family Gentle Formula Free of Dyes Heavy Perfumes Parabens Phthalates & Silicones Designed for Skins pH 35 oz
Ivory$6.694.8★
What buyers say about unscented soap
What buyers praise and complain about, mined from review topics.What buyers love
“Fragrance free”
“Super soft”
“fair price”
“Clean and fresh”
“Good value; reliable brand”
“light lather”
“Perfect soap for sensitive skin”
“It's moisturizing”
“Allergy friendly”
“Perfect for dry skin”
What buyers complain about
“Chemical smell”
“Skin irritations”
“This burns”
“not as moisturizing as I would expect”
“Doesnt dry my skin either :”
“this bottle is tiny”
“expensive”
“Bad for my skin”
“Doesn't last long”
“False advertisement”
Top return reasons
Common questions
- Is unscented soap profitable to sell on Amazon United States?
- The niche generates $548K/yr across 16 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +2.6%. Flapen's verdict: Skip it (42/100).
- How competitive is the unscented soap niche?
- 8 brands and 107 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in unscented soap?
- Top complaints mined from reviews: Smell, Allergies, Sensitivity-Overall. The return rate is 0.2%.
- What does it cost to enter the unscented soap niche?
- Listings span $2.93–$16.12; the average listing price is $8.56 (sweet spot $15–$100). The average incumbent carries 16,241 reviews — the moat a new listing must climb.