---
title: "Urea 10% — $234K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/urea-10"
last_updated: "2026-08-08T13:45:22.768Z"
locale: en
meta:
description: "Niche score 47/100 · $234K/yr market · 201K searches/yr · $18.72 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $234K/yr market · 201K searches/yr · $18.72 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Urea 10% — $234K/yr Amazon US Niche (2026) - Flapen"
---
# **urea 10%**
**Skip it**
A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Market size 44Growth 81Conversion 69Competition 0Returns 96Price range 84Avg price 84Brand share 0Review moat 21Quality gap 24
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$18.72**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$13.90–$22.14**
cheapest 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**
**Good****6.2%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Okay****$234K**
$234K/yr · 201K searches
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****11,419.8**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****100%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '25Black Friday '25Spike '26Prime Day '26Oct '25Nov '25Dec '25Feb '26Mar '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/urea-10/trend)
## **Top urea 10% search terms**
- **la roche posay urea**34K/yr+94.4%9.0% conv. - **la roche posay urea 10**22K/yr+96.6%10.7% conv. - **urea 10%**21K/yr+41.2%3.9% conv. - **urea cream 10%**15K/yr+60.8%5.0% conv. - **la roche posay urea lotion**8K/yr+201.1%8.9% conv. - **la roche posay roughness smoothing lotion**10K/yr+50.8%11.0% conv. - **laroche posay urea 10 percent roughness smoothing lotion**8K/yr+128.5%11.4% conv. - **10% urea lotion**8K/yr+49.6%4.4% conv. - **la roche posay moisturizer urea**8K/yr+116.9%8.6% conv. - **la roche urea**8K/yr+109.7%8.6% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/urea-10/search-terms)
## **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.
0%20%$47K40%$94K60%$140K80%$187K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 5 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$22.14**4.6★3,295 rev](https://www.amazon.com/dp/B0CB9D3Y2Q) [2**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**$20.85**4.6★36,268 rev](https://www.amazon.com/dp/B003QXZWYW) [3**Eucerin Roughness Smoothing Body Lotion for Dry Rough Skin Urea Enriched Body Moisturizer 16.9 FL OZ Pump Bottle**Eucerin**$13.90**4.6★11,322 rev](https://www.amazon.com/dp/B07H14726J) [4**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**$15.92**4.6★104 rev](https://www.amazon.com/dp/B0F9DQ6K71) [5**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**$20.78**4.7★6,110 rev](https://www.amazon.com/dp/B075S2PFFM)
### **Newest**
by launch date
[**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**$15.92**104 rev1y ago](https://www.amazon.com/dp/B0F9DQ6K71) [**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**$22.14**3,295 rev2y ago](https://www.amazon.com/dp/B0CB9D3Y2Q) [**Eucerin Roughness Smoothing Body Lotion for Dry Rough Skin Urea Enriched Body Moisturizer 16.9 FL OZ Pump Bottle**Eucerin**$13.90**11,322 rev7y ago](https://www.amazon.com/dp/B07H14726J) [**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**$20.78**6,110 rev8y ago](https://www.amazon.com/dp/B075S2PFFM) [**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**$20.85**36,268 rev15y ago](https://www.amazon.com/dp/B003QXZWYW)
### **Trending**
90-day click momentum
[**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**$20.78**4.7★**▲ 52%**](https://www.amazon.com/dp/B075S2PFFM) [**Eucerin Roughness Smoothing Body Lotion for Dry Rough Skin Urea Enriched Body Moisturizer 16.9 FL OZ Pump Bottle**Eucerin**$13.90**4.6★**▲ 32%**](https://www.amazon.com/dp/B07H14726J) [**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**$20.85**4.6★**▲ 28%**](https://www.amazon.com/dp/B003QXZWYW) [**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**$15.92**4.6★**▲ 26%**](https://www.amazon.com/dp/B0F9DQ6K71) [**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**$22.14**4.6★**▼ 11%**](https://www.amazon.com/dp/B0CB9D3Y2Q)
## **What buyers say about urea 10%**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**27%
*“Excellent moisturizer”*
**Suitability Dry Skin**10%
*“Good for dry skin”*
**Quality-Overall**9%
*“Excellent product”*
**Soft Feel**9%
*“Goes on smooth”*
**Suitability Combination Skin**5%
*“Works great for sensitive skin and absorbs nicely”*
**Absorbency**4%
*“easily absorbed”*
**Value For Money**3%
*“Great price”*
**Smell**3%
*“Wonderful subtle scent”*
**Allergies**2%
*“doesnt irritate my skin”*
**Thickness**2%
*“really thick”*
### **What buyers complain about **
**Smell**9%
*“Fishy smell”*
**Allergies**9%
*“Got a severe rash”*
**Thickness**9%
*“Too thick; wont pump”*
**Moist/Dry**5%
*“poor moisturizer”*
**Adhesion/Stickiness**5%
*“Very sticky”*
**Oily/Greasy**4%
*“Its a tad bit greasy”*
**Suitability Dry Skin**4%
*“Leaves your skin feeling dry”*
**Value For Money**3%
*“It's expensive”*
**Functionality-Overall**3%
*“The cap doesnt work”*
**Skin Health**3%
*“I dislike how it makes my skin feel”*
### **Top return reasons **
**Advertised Vs Actual Product**12%
**Smell**11%
**Adhesion/Stickiness**7%
**Functionality-Overall**6%
**Oily/Greasy**6%
**Defective Material/Parts**6%
**Texture/Consistency-Overall**6%
**Value For Money**5%
**Product Condition**5%
**Moist/Dry**4%
## **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.
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