vitamin e lotion
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Conversion
Incredible12.2%search→purchase rate — share of searches ending in a sale
Competition
Okay65%top-5 click share — leaders hold, buyers still browse
Avg price
Okay$9.46avg listing price — sweet spot $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad6,270.72avg incumbent reviews — the moat a new listing must climb
Growth
Bad-7.3%90-day search growth — must beat 0% to launch
Market size
Bad$44K$44K/yr · 38K searches
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad$5.10–$14.63cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 15, 2026 · scored weekly · How we score niches
vitamin e lotion market data
- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- $38K–$47K
- units × avg price
- Conversion rate
- 12.2%
- Avg BSR
- #377
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 56%
- Out of stock
- 3.1%
- Avg brand age
- 105 months
- Avg seller age
- 126 days
Competition & brand share
The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.Brands
4 falling
Sellers
101
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
65%
Top 20: 100%
Open market
0%
- Palmer's52%
- Derma E39%
- Fruit of the Earth6%
- NIVEA3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.3% search growth over the last 90 days.Peak months: Mar · busiest ÷ quietest = 1.9×
Top vitamin e lotion search terms
- palmers vitamin e cream8K/yr
- derma e lotion5K/yr
- lotion with vitamin e5K/yr
- vitamin e body lotion5K/yr
- palmers vitamin e5K/yr
- derma e body lotion3K/yr
- derma lotion2K/yr
- palmers vitamin e body butter2K/yr
- derma e hand cream3K/yr
Top vitamin e 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.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Palmers Natural Vitamin E Body Butter 7.25 Ounce
Palmer's$7.684.6★1,343 rev
Palmers Natural Vitamin E Concentrated Cream 2.1 Ounce
Palmer's$7.504.6★2,230 rev
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
Derma E$8.044.4★529 rev
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
Derma E$11.094.5★1,011 rev
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
Derma E$10.664.5★1,011 rev
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
Palmer's$5.10414 rev
Derma E Eczema Relief Lotion 175 ML
Derma E$14.63148 rev
Palmers Natural Vitamin E Body Butter 7.25 Ounce
Palmer's$7.681,343 rev
Palmers Natural Vitamin E Concentrated Cream 2.1 Ounce
Palmer's$7.502,230 rev
Palmers Vitamin E Multi-Purpose Body Oil 5.1 Ounce
Palmer's$7.792,697 rev
Trending
90-day click momentumDerma E Eczema Relief Lotion 175 ML
Derma E$14.634.6★
Fruit of the Earth Vitamin E Lotion 16 oz with Natural Antioxidants and Aloe Vera Non-Greasy Formula
Fruit of the Earth$8.394.7★
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
Derma E$11.094.5★
Palmers Natural Vitamin E Concentrated Cream 2.1 Ounce
Palmer's$7.504.6★
Palmers Cocoa Butter Formula Moisturizing Skin Therapy Oil for Face with Vitamin E C & 10 Pure Facial Oils Blend Rosehip Oil Fragrance 1 Ounce
Palmer's$9.174.6★
What buyers say about vitamin e lotion
What buyers praise and complain about, mined from review topics.What buyers love
“Very Moisturizing”
“smells yummy”
“Creamy and smooth”
“The Best Face Oil Ever”
“Worth the money”
“Its great for very dry areas”
“Amazing for sensitive skin”
“Absorbs good”
“Very helpful and effective”
“As described”
What buyers complain about
“Not fragrance free”
“Allergic reaction”
“leaves my feel oily”
“Not moisturizing”
“It comes out thick”
“I wish the container was a lot bigger for the same price”
“Not as pictured in the listing”
“the texture is not rich”
“Product received opened and leaking”
“Burned my skin”
Top return reasons
Common questions
- Is vitamin e lotion profitable to sell on Amazon United States?
- The niche generates $44K/yr across 18 tracked products. 90-day search growth is -7.3%. Flapen's verdict: Skip it (34/100).
- How competitive is the vitamin e lotion niche?
- 4 brands and 101 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in vitamin e lotion?
- Top complaints mined from reviews: Smell, Allergies, Oily/Greasy. The return rate is 0.4%.
- When does demand for vitamin e lotion peak?
- Demand peaks in Mar; the busiest month runs 1.9× the quietest.
- What does it cost to enter the vitamin e lotion niche?
- Listings span $5.10–$14.63; the average listing price is $9.46 (sweet spot $15–$100). The average incumbent carries 6,271 reviews — the moat a new listing must climb.