urea 10%
Skip itA concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Avg price
Great$18.72avg listing price — sweet spot $15–$100
Price range
Great$13.90–$22.14cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Great+74.5%90-day search growth — must beat 0% to launch
Conversion
Good6.2%search→purchase rate — share of searches ending in a sale
Market size
Okay$234K$234K/yr · 201K searches
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad11,419.8avg incumbent reviews — the moat a new listing must climb
Competition
Bad100%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, urea 10% is a $234K/yr Amazon United States market (201K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 47/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
urea 10% market data
- Units sold / yr
- 20K–25K
- avg 5,000–6,000/product
- Revenue / yr
- $374K–$468K
- units × avg price
- Conversion rate
- 6.2%
- Avg BSR
- #160
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 80%
- Out of stock
- 0.0%
- Avg brand age
- 67 months
- Avg seller age
- 130 days
Competition & brand share
The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 rising
Sellers
25
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- La Roche-Posay86%
- Eucerin9%
- OUKEYA5%
Demand
Weekly Amazon search volume, last 41 weeks — +74.5% search growth over the last 90 days.Top urea 10% search terms
- la roche posay urea34K/yr
- la roche posay urea 1022K/yr
- urea 10%21K/yr
- urea cream 10%15K/yr
- la roche posay urea lotion8K/yr
- la roche posay roughness smoothing lotion10K/yr
- laroche posay urea 10 percent roughness smoothing lotion8K/yr
- 10% urea lotion8K/yr
- la roche posay moisturizer urea8K/yr
- la roche urea8K/yr
Top urea 10% 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 5 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
La Roche-Posay Lipikar Urea 10% Roughness Smoothing Lotion Body Lotion For Dry Skin With 10% Urea + Shea Butter + Allantoin Rough And Bumpy Skin Lotion Softens & Smooths Skin With 1 Application
La Roche-Posay$22.144.6★3,295 rev
La Roche-Posay Lipikar AP+Max Triple Repair Moisturizing Body Cream Face and Body Lotion for Dry Skin with Shea Butter and Niacinamide 400 mL
La Roche-Posay$20.854.6★36,268 rev
Eucerin Roughness Smoothing Body Lotion for Dry Rough Skin Urea Enriched Body Moisturizer 16.9 FL OZ Pump Bottle
Eucerin$13.904.6★11,322 rev
OUKEYA Urea Cream for Dry Chapped Skin with 10% Urea Deep Moisturizer Body Lotion Softens & Soothes Hands Elbows Feet Hydrates Locks in Moisture Fast Absorbing & Non-Greasy 11.28 oz Large Capacity
OUKEYA$15.924.6★104 rev
La Roche-Posay Lipikar Body Lotion Daily Repair Moisturizing Cream Fragrance Free Body Moisturizer with Shea Butter Body Lotion for Dry Skin Moisturizing for Sensitive Skin
La Roche-Posay$20.784.7★6,110 rev
Newest
by launch dateOUKEYA Urea Cream for Dry Chapped Skin with 10% Urea Deep Moisturizer Body Lotion Softens & Soothes Hands Elbows Feet Hydrates Locks in Moisture Fast Absorbing & Non-Greasy 11.28 oz Large Capacity
OUKEYA$15.92104 rev
La Roche-Posay Lipikar Urea 10% Roughness Smoothing Lotion Body Lotion For Dry Skin With 10% Urea + Shea Butter + Allantoin Rough And Bumpy Skin Lotion Softens & Smooths Skin With 1 Application
La Roche-Posay$22.143,295 rev
Eucerin Roughness Smoothing Body Lotion for Dry Rough Skin Urea Enriched Body Moisturizer 16.9 FL OZ Pump Bottle
Eucerin$13.9011,322 rev
La Roche-Posay Lipikar Body Lotion Daily Repair Moisturizing Cream Fragrance Free Body Moisturizer with Shea Butter Body Lotion for Dry Skin Moisturizing for Sensitive Skin
La Roche-Posay$20.786,110 rev
La Roche-Posay Lipikar AP+Max Triple Repair Moisturizing Body Cream Face and Body Lotion for Dry Skin with Shea Butter and Niacinamide 400 mL
La Roche-Posay$20.8536,268 rev
Trending
90-day click momentumLa Roche-Posay Lipikar Body Lotion Daily Repair Moisturizing Cream Fragrance Free Body Moisturizer with Shea Butter Body Lotion for Dry Skin Moisturizing for Sensitive Skin
La Roche-Posay$20.784.7★
Eucerin Roughness Smoothing Body Lotion for Dry Rough Skin Urea Enriched Body Moisturizer 16.9 FL OZ Pump Bottle
Eucerin$13.904.6★
La Roche-Posay Lipikar AP+Max Triple Repair Moisturizing Body Cream Face and Body Lotion for Dry Skin with Shea Butter and Niacinamide 400 mL
La Roche-Posay$20.854.6★
OUKEYA Urea Cream for Dry Chapped Skin with 10% Urea Deep Moisturizer Body Lotion Softens & Soothes Hands Elbows Feet Hydrates Locks in Moisture Fast Absorbing & Non-Greasy 11.28 oz Large Capacity
OUKEYA$15.924.6★
La Roche-Posay Lipikar Urea 10% Roughness Smoothing Lotion Body Lotion For Dry Skin With 10% Urea + Shea Butter + Allantoin Rough And Bumpy Skin Lotion Softens & Smooths Skin With 1 Application
La Roche-Posay$22.144.6★
What buyers say about urea 10%
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent moisturizer”
“Good for dry skin”
“Excellent product”
“Goes on smooth”
“Works great for sensitive skin and absorbs nicely”
“easily absorbed”
“Great price”
“Wonderful subtle scent”
“doesnt irritate my skin”
“really thick”
What buyers complain about
“Fishy smell”
“Got a severe rash”
“Too thick; wont pump”
“poor moisturizer”
“Very sticky”
“Its a tad bit greasy”
“Leaves your skin feeling dry”
“It's expensive”
“The cap doesnt work”
“I dislike how it makes my skin feel”
Top return reasons
Common questions
- Is urea 10% profitable to sell on Amazon United States?
- The niche generates $234K/yr across 5 tracked products. 90-day search growth is +74.5%. Flapen's verdict: Skip it (47/100).
- How competitive is the urea 10% niche?
- 3 brands and 25 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in urea 10%?
- Top complaints mined from reviews: Smell, Allergies, Thickness. The return rate is 0.7%.
- What does it cost to enter the urea 10% niche?
- Listings span $13.90–$22.14; the average listing price is $18.72 (sweet spot $15–$100). The average incumbent carries 11,420 reviews — the moat a new listing must climb.