How competitive is the Vitamin E Lotion niche on Amazon United States?

4 brands and 101 sellers compete in Vitamin E Lotion on Amazon United States. The top 5 Vitamin E Lotion products take 65% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Vitamin E Lotion?

Vitamin E Lotion buyers on Amazon United States complain most about Smell, Allergies, Oily/Greasy, the themes mined from the niche's reviews. Its return rate is 0.4%.

What does it cost to enter the Vitamin E Lotion niche?

Vitamin E Lotion sells for $9.46 on average on Amazon United States, outside our $15–$100 sweet spot. Listings span $5.10–$14.63. The average incumbent carries 6,271 reviews — the moat a new listing must climb.

Vitamin E Lotion

brand-locked demand (top 5 brands take 100% of clicks) — Vitamin E Lotion doesn't clear our bar today.

Flapen Score

Skip it

Ranks 10,192 of 10,978 Beauty & Personal Care niches · −14 vs the category median of 48

This niche Category average · 10,978 niches

Is Vitamin E Lotion profitable on Amazon?

According to Flapen's Amazon United States niche tracking, Vitamin E Lotion is a $44K/yr Amazon United States market (38K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Mar. Verdict: Skip it — 34/100.

Vitamin E Lotion: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -7.3% over the last 90 days and 12.2% of searches end in a purchase.

$44K

revenue / yr

Units sold / yr5K

Search volume / yr-7.3%38K

Conversion rate12.2%

Avg price$9.46

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers4 · 101

Top-5 product click share65%

Open market0%

Avg brand age105 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 18 products

Top Vitamin E Lotion products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Palmers Natural Vitamin E Body Butter 7.25 Ounce

Price: $7.68
Rating: 4.6/5
Reviews: 1,343
Age: 7y ago

Palmers Natural Vitamin E Concentrated Cream 2.1 Ounce

Price: $7.50
Rating: 4.6/5
Reviews: 2,230
Age: 7y ago

Derma E Vitamin E Fragrance Free Sensitive Skin Shea Hand Repair Cream Intensive Therapy Hand Cream Cruelty Free Unscented Lotion for Dry or Cracked Skin 2 oz

Price: $8.04
Rating: 4.4/5
Reviews: 529
Age: 7y ago

Derma E Rosehip and Almond Anti-Aging Shea Body Lotion Vegan Flora-Collagen Retinol and Vitamin E Moisturizer for Dry Skin Gently Scented Cruelty Free Moisturizing Cream 8 oz

Price: $11.09
Rating: 4.5/5
Reviews: 1,011
Age: 7y ago

Derma E Jasmine and Vanilla Ultra Moisturizing Shea Body Lotion Vegan Hyaluronic Acid and Vitamin E Moisturizer for Dry Skin Cruelty Free Moisturizing Cream 8 oz

Price: $10.66
Rating: 4.5/5
Reviews: 1,011
Age: 7y ago

Newest

by launch date

Palmers Cocoa Butter Formula Healing Ointment with Vitamin E 3.75 Oz Intensive Therapy for Severely Dry Eczema Prone Skin Provides 48-Hour Moisture Non-Comedogenic Dermatologist Approved

Price: $5.10
Rating: 4.8/5
Reviews: 414
Age: 1y ago

Derma E Eczema Relief Lotion 175 ML

Price: $14.63
Rating: 4.6/5
Reviews: 148
Age: 6y ago

Palmers Natural Vitamin E Body Butter 7.25 Ounce

Price: $7.68
Rating: 4.6/5
Reviews: 1,343
Age: 7y ago

Palmers Natural Vitamin E Concentrated Cream 2.1 Ounce

Price: $7.50
Rating: 4.6/5
Reviews: 2,230
Age: 7y ago

Palmers Vitamin E Multi-Purpose Body Oil 5.1 Ounce

Price: $7.79
Rating: 4.6/5
Reviews: 2,697
Age: 7y ago

Competition: brands, sellers & click share

The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

4 falling

Sellers

101

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

65%

Top 20: 100%

Open market

Palmer's52%
Derma E39%
Fruit of the Earth6%
NIVEA3%

Vitamin E Lotion demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume38KCVR12.2%Products18Brands4Top 5 Brands100%OOS Rate3.1%Rating4.6★Reviews6,271Avg BSR#377

Peak months: Mar · busiest ÷ quietest = 1.9×

Top Vitamin E Lotion search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

palmers vitamin e cream8K/yr -38.8%12.7% conv.
derma e lotion5K/yr +18.2%10.3% conv.
lotion with vitamin e5K/yr +13.4%4.6% conv.
vitamin e body lotion5K/yr +26.3%2.8% conv.
palmers vitamin e5K/yr -23.7%10.4% conv.
derma e body lotion3K/yr +31.4%11.8% conv.
derma lotion2K/yr +15.3%1.6% conv.
palmers vitamin e body butter2K/yr +18.2%18.2% conv.
derma e hand cream3K/yr -36.1%15.6% conv.

What reviews say buyers love and hate about Vitamin E Lotion

What buyers mention most, as a share of all reviews.

What buyers love

76% of reviews

Moist/Dry17%

“Very Moisturizing”

Smell14%

“smells yummy”

Soft Feel11%

“Creamy and smooth”

Quality-Overall8%

“The Best Face Oil Ever”

Value For Money7%

“Worth the money”

What buyers complain about

53% of reviews

Smell20%

“Not fragrance free”

Allergies7%

“Allergic reaction”

Oily/Greasy6%

“leaves my feel oily”

Moist/Dry4%

“Not moisturizing”

Thickness4%

“It comes out thick”

Vitamin E Lotion return rate & reasons

Why buyers send it back, as a share of all return requests.

0.4%

Return rate

18%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Smell

27%

2Advertised Vs Actual Product

3Leak-Proof

4Oily/Greasy

5Product Condition

Common Vitamin E Lotion questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Vitamin E Lotion 34/100 on Amazon United States — Skip it. The niche generates $44K/yr across 18 tracked products. Search demand moved -7.3% over the last 90 days.