Is urea lotion profitable to sell on Amazon United States?

The niche generates $808K/yr across 12 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +25.2%. Flapen's verdict: Worth a look (53/100).

How competitive is the urea lotion niche?

6 brands and 142 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in urea lotion?

Top complaints mined from reviews: Adhesion/Stickiness, Moist/Dry, Smell. The return rate is 0.5%.

When does demand for urea lotion peak?

Demand peaks in May–Jun; the busiest month runs 2.8× the quietest.

What does it cost to enter the urea lotion niche?

Listings span $12.32–$41.62; the average listing price is $21.45 (sweet spot $15–$100). The average incumbent carries 14,849 reviews — the moat a new listing must climb.

urea lotion

Worth a look

Shows low returns (0.5%), but brand-locked demand (top 5 brands take 98% of clicks) keeps it on the watch list.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Avg price

Great$21.45

avg listing price — sweet spot $15–$100

Price range

Great$12.32–$41.62

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Good6.9%

search→purchase rate — share of searches ending in a sale

Market size

Good$808K

$808K/yr · 545K searches

Growth

Good+25.2%

90-day search growth — must beat 0% to launch

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Bad76%

top-5 click share — a locked-up shelf

Review moat

Bad14,848.58

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad98%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, urea lotion is a $808K/yr Amazon United States market (545K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in May–Jun. Verdict: Worth a look — 53/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

urea lotion market data

Units sold / yr: 40K–50K; avg 2,500–3,000/product
Revenue / yr: $858K–$1.1M; units × avg price
Conversion rate: 6.9%
Avg BSR: #255
Page quality: 0%
Prime: 100%
Sponsored: 92%
Out of stock: 0.0%
Avg brand age: 66 months
Avg seller age: 120 days

Competition & brand share

The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 rising

Sellers

142

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

76%

Top 20: 100%

Open market

Eucerin73%
Prequel11%
La Roche-Posay8%
GENERIC3%
Ebanel2%
Naturium2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +25.2% search growth over the last 90 days.

Peak months: May, Jun · busiest ÷ quietest = 2.8×

Open Trend

Top urea lotion search terms

eucerin urea repair110K/yr +5.4%4.9% conv.
urea body lotion84K/yr +30.4%3.2% conv.
eucerin roughness relief lotion72K/yr +61.3%14.3% conv.
eucerin urea53K/yr +7.2%4.3% conv.
eucerin roughness relief cream26K/yr +40.5%6.3% conv.
eucerin roughness relief35K/yr +6.6%8.9% conv.
10% urea cream19K/yr +68.3%3.1% conv.
prequel urea21K/yr +42.1%3.4% conv.
prequel urea moisturizer20K/yr +20.3%5.0% conv.
eucerin urea repair plus22K/yr -1.0%4.8% conv.

All search terms

Top urea lotion 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

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

Eucerin Urea Repair Plus Intensive Lotion 400ml

Eucerin$32.844.5★1,609 rev

Prequel Skin Urea 10% Moisturizing Lotion for Face & Body Unscented Hydrating Cream for Extremely Dry & Sensitive Skin 6.75 fl oz Pack of 2

Prequel$41.624.5★295 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$22.144.6★3,295 rev

Eucerin Intensive Repair Body Lotion for Dry Flaky Skin Urea Enriched Body Moisturizer 16.9 FL OZ Pump Bottle

Eucerin$12.324.7★26,488 rev

Newest

by launch date

EUCERlN UreaRepair Plus 10% Urea Lotion 250ml

GENERIC$27.596 rev

3mo ago

Naturium Urea 5% Body Serum Lightweight Hydrating Serum with Nourishing & Soothing Benefits for Barrier Support Vegan & Cruelty-Free 14 oz

Naturium$21.53379 rev

1y ago

Prequel Skin Urea 10% Moisturizing Lotion for Face & Body Unscented Hydrating Cream for Extremely Dry & Sensitive Skin 6.75 fl oz Pack of 2

Prequel$41.62295 rev

1y ago

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

2y ago

Ebanel Urea Cream 40% plus Salicylic Acid 2% Foot Cream for Dry Cracked Heels Feet Knees Elbows Hands Foot Dead Skin Cuticle Callus Remover Toenail Softener Keratolytic Skin Barrier Repair

Ebanel$15.7028,838 rev

6y ago

What buyers say about urea lotion

What buyers praise and complain about, mined from review topics.

What buyers love

Moist/Dry20%

“Good moisturizer”

Soft Feel12%

“Makes my skin so soft”

Suitability Dry Skin10%

“Amazing relief for dry skin”

Quality-Overall9%

“Decent lotion”

Efficiency7%

“Works EXTREMELY well”

Value For Money4%

“Great value”

Suitability Combination Skin3%

“It makes my skin look nice”

Absorbency3%

“easily absorbed”

Advertised Vs Actual Product3%

“Works as directed”

Smell2%

“Fragrance free”

What buyers complain about

Adhesion/Stickiness16%

“The stickiness drives me nuts”

Moist/Dry8%

“However is not the best for moisturizing”

Smell7%

“Not fragrance free”

Allergies6%

“Irritated skin”

Thickness5%

“maybe not quite as thick as I was hoping for”

Residue5%

“Leaves residue”

Texture/Consistency-Overall4%

“The texture is very chalky”

Functionality-Overall4%

“not effective”

Suitability Dry Skin3%

“I have extremely dry skin”

Oily/Greasy3%

“Oily”

Top return reasons

Adhesion/Stickiness13%

Leak-Proof11%

Functionality-Overall9%

Smell8%

Motor Power7%

Advertised Vs Actual Product6%

Texture/Consistency-Overall6%

Moist/Dry5%

Thickness4%

Residue3%

Common questions

Is urea lotion profitable to sell on Amazon United States?: The niche generates $808K/yr across 12 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +25.2%. Flapen's verdict: Worth a look (53/100).
How competitive is the urea lotion niche?: 6 brands and 142 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 98% of demand.
What do buyers complain about in urea lotion?: Top complaints mined from reviews: Adhesion/Stickiness, Moist/Dry, Smell. The return rate is 0.5%.
When does demand for urea lotion peak?: Demand peaks in May–Jun; the busiest month runs 2.8× the quietest.
What does it cost to enter the urea lotion niche?: Listings span $12.32–$41.62; the average listing price is $21.45 (sweet spot $15–$100). The average incumbent carries 14,849 reviews — the moat a new listing must climb.