---
title: "Urea Lotion — $808K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/urea-lotion"
last_updated: "2026-08-09T13:14:16.462Z"
locale: en
meta:
description: "Niche score 53/100 · $808K/yr market. Brand-locked demand (top 5 brands take 98% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · $808K/yr market. Brand-locked demand (top 5 brands take 98% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Urea Lotion — $808K/yr Amazon US Niche (2026) - Flapen"
---
# **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.
Market size 73Growth 53Conversion 74Competition 20Returns 97Price range 88Avg price 91Brand share 5Review moat 19Quality gap 35
**Returns**
**Incredible****0.5%**
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**
**Good****6.9%**
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**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****76%**
top-5 click share — a locked-up shelf
**Review moat**
**Bad****14,848.58**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****98%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**0%**
- 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.
20K15KHoliday '24Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: May, Jun · busiest ÷ quietest = 2.8×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/urea-lotion/trend)
## **Top urea lotion search terms**
- **eucerin urea repair**110K/yr+5.4%4.9% conv. - **urea body lotion**84K/yr+30.4%3.2% conv. - **eucerin roughness relief lotion**72K/yr+61.3%14.3% conv. - **eucerin urea**53K/yr+7.2%4.3% conv. - **eucerin roughness relief cream**26K/yr+40.5%6.3% conv. - **eucerin roughness relief**35K/yr+6.6%8.9% conv. - **10% urea cream**19K/yr+68.3%3.1% conv. - **prequel urea**21K/yr+42.1%3.4% conv. - **prequel urea moisturizer**20K/yr+20.3%5.0% conv. - **eucerin urea repair plus**22K/yr-1.0%4.8% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/urea-lotion/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.
0%10%$81K20%$162K30%$242K40%$323K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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) [2**Eucerin Urea Repair Plus Intensive Lotion 400ml**Eucerin**$32.84**4.5★1,609 rev](https://www.amazon.com/dp/B01M0F7S9F) [3**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**$41.62**4.5★295 rev](https://www.amazon.com/dp/B0DC8BDFLX) [4**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) [5**Eucerin Intensive Repair Body Lotion for Dry Flaky Skin Urea Enriched Body Moisturizer 16.9 FL OZ Pump Bottle**Eucerin**$12.32**4.7★26,488 rev](https://www.amazon.com/dp/B000XY9LT4)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**EUCERlN UreaRepair Plus 10% Urea Lotion 250ml**GENERIC**$27.59**6 rev3mo ago](https://www.amazon.com/dp/B0GWFCHK5D) [**Naturium Urea 5% Body Serum Lightweight Hydrating Serum with Nourishing & Soothing Benefits for Barrier Support Vegan & Cruelty-Free 14 oz**Naturium**$21.53**379 rev1y ago](https://www.amazon.com/dp/B0DX2KG8WB) [**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**$41.62**295 rev1y ago](https://www.amazon.com/dp/B0DC8BDFLX) [**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) [**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**$15.70**28,838 rev6y ago](https://www.amazon.com/dp/B082TSRP9J)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**EUCERlN UreaRepair Plus 10% Urea Lotion 250ml**GENERIC**$27.59**4.4★**▲ 164%**](https://www.amazon.com/dp/B0GWFCHK5D) [**Eucerin Advanced Repair Lotion Urea Enriched Unscented Body Lotion for Dry Skin With Triple Moisturizing Complex 16.9 FL OZ Bottle**Eucerin**$12.32**4.7★**▲ 39%**](https://www.amazon.com/dp/B003BMJGKE) [**Eucerin Advanced Repair Body Cream Urea Enriched Unscented Body Cream for Dry Skin With Triple Moisturizing Complex 16 OZ Jar**Eucerin**$13.47**4.7★**▲ 34%**](https://www.amazon.com/dp/B01DIXHNUU) [**Eucerin Intensive Repair Body Lotion for Dry Flaky Skin Urea Enriched Body Moisturizer 16.9 FL OZ Pump Bottle**Eucerin**$12.32**4.7★**▲ 33%**](https://www.amazon.com/dp/B000XY9LT4) [**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**$41.62**4.5★**— 8%**](https://www.amazon.com/dp/B0DC8BDFLX)
**~~View all trending →~~**
## **What buyers say about urea lotion**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**20%
*“Good moisturizer”*
**Soft Feel**12%
*“Makes my skin so soft”*
**Suitability Dry Skin**10%
*“Amazing relief for dry skin”*
**Quality-Overall**9%
*“Decent lotion”*
**Efficiency**7%
*“Works EXTREMELY well”*
**Value For Money**4%
*“Great value”*
**Suitability Combination Skin**3%
*“It makes my skin look nice”*
**Absorbency**3%
*“easily absorbed”*
**Advertised Vs Actual Product**3%
*“Works as directed”*
**Smell**2%
*“Fragrance free”*
### **What buyers complain about **
**Adhesion/Stickiness**16%
*“The stickiness drives me nuts”*
**Moist/Dry**8%
*“However is not the best for moisturizing”*
**Smell**7%
*“Not fragrance free”*
**Allergies**6%
*“Irritated skin”*
**Thickness**5%
*“maybe not quite as thick as I was hoping for”*
**Residue**5%
*“Leaves residue”*
**Texture/Consistency-Overall**4%
*“The texture is very chalky”*
**Functionality-Overall**4%
*“not effective”*
**Suitability Dry Skin**3%
*“I have extremely dry skin”*
**Oily/Greasy**3%
*“Oily”*
### **Top return reasons **
**Adhesion/Stickiness**13%
**Leak-Proof**11%
**Functionality-Overall**9%
**Smell**8%
**Motor Power**7%
**Advertised Vs Actual Product**6%
**Texture/Consistency-Overall**6%
**Moist/Dry**5%
**Thickness**4%
**Residue**3%
## **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.
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