baby soap
Launch itA $6.5M/yr market growing +1.8% this quarter with returns at 0.5% — clears our launch bar.
Market size
Incredible$6.5M$6.5M/yr · 6.3M searches
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Conversion
Great9.7%search→purchase rate — share of searches ending in a sale
Competition
Great38%top-5 click share — an open shelf
Price range
Good$3.09–$32.54cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$10.78avg listing price — sweet spot $15–$100
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Growth
Okay+1.8%90-day search growth — must beat 0% to launch
Review moat
Bad13,952.57avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, baby soap is a $6.5M/yr Amazon United States market (6.3M searches/yr). The top 5 brands hold 85% of demand. Verdict: Launch it — 60/100.
Data updated Jul 5, 2026 · scored weekly · How we score niches
baby soap market data
- Units sold / yr
- 600K–800K
- avg 15,000–20,000/product
- Revenue / yr
- $6.5M–$8.6M
- units × avg price
- Conversion rate
- 9.7%
- Avg BSR
- #230
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 72%
- Out of stock
- 0.0%
- Avg brand age
- 68 months
- Avg seller age
- 125 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
16 rising
Sellers
691
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
38%
Top 20: 75%
Open market
12%
- Johnson's Baby38%
- Aveeno Baby26%
- Cetaphil8%
- The Honest Company7%
- Amazon Basics6%
- Baby Dove3%
- Open — no brand owns it (10 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top baby soap search terms
- baby shampoo1.4M/yr
- baby soap877K/yr
- baby wash704K/yr
- johnsons baby shampoo512K/yr
- baby shampoo and body wash434K/yr
- baby body wash427K/yr
- aveeno baby wash and shampoo441K/yr
- aveeno baby wash233K/yr
- johnson baby wash168K/yr
- baby wash and shampoo190K/yr
Top baby soap 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Johnsons Baby Head-To-Toe 2 in 1 Tear Free Wash & Shampoo with Aloe Vera and Vitamin B5 Safe and Gentle for Newborns and Delicate Skin Hypoallergenic and pH Balanced 27.1 Fl Oz
Johnson's Baby$7.494.7★33,610 rev
Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash & Hair Shampoo Tear-Free pH Balanced for Sensitive Skin & Hair Lightly Scented Value Size 33 Fl Oz
Aveeno Baby$17.344.8★39,052 rev
Johnsons Baby Shampoo with Aloe Vera & Vitamin B5 Tear Free Newborn Essentials No added Parabens & Sulfates Hypoallergenic Baby Essentials 20.3 fl. oz
Johnson's Baby$5.824.7★5,743 rev
Aveeno Baby Daily Moisture Gentle Baby Body Wash and Shampoo with Oat Extract 2-in-1 Baby Wash and Hair Shampoo Tear-Free Paraben-Free for Sensitive Skin and Hair Lightly Scented 18 Fl Oz
Aveeno Baby$10.724.8★39,052 rev
Amazon Basics Tear-Free Baby Shampoo 13.6 Fluid Ounce Packaging May Vary
Amazon Basics$3.094.6★2,770 rev
Newest
by launch date
Johnsons Baby Head-To-Toe Gentle Baby Moisture Tear Free 2 in 1 Baby Wash & Shampoo Baby Essentials Hypoallergenic and pH Balanced Stress Free Bathing 13.6 Fl Oz
Johnson's Baby$4.40164 rev
The Honest Company 2-in-1 Baby Shampoo & Body Wash Fragrance-Free Gentle Tear-Free Hypoallergenic Naturally Derived Sensitive Skin 18 fl oz
The Honest Company$15.4646,382 rev
Amazon Basics Tear-Free Baby Shampoo 13.6 Fluid Ounce Packaging May Vary
Amazon Basics$3.092,770 rev
Johnsons Skin Nourishing Moisture Baby Wash Vanilla & Oat Scents Tear-Free Hypoallergenic Baby Body Wash Cleanses Protects from Dryness & Leaves Skin Feeling Hydrated 20.3 fl. oz
Johnson's Baby$6.656,734 rev
Aveeno Baby Welcome Little One Gift Set Baby Essentials Set with Daily Moisture Wash and Shampoo Calming Comfort Bath Sensitive All Over Wipes Body Lotion & Healthy Start Balm 5 Items
Aveeno Baby$19.6126,382 rev
Trending
90-day click momentumJohnsons Baby Head-To-Toe Gentle Baby Moisture Tear Free 2 in 1 Baby Wash & Shampoo Baby Essentials Hypoallergenic and pH Balanced Stress Free Bathing 13.6 Fl Oz
Johnson's Baby$4.404.5★
The Honest Company 2-in-1 Baby Shampoo & Body Wash Fragrance-Free Gentle Tear-Free Hypoallergenic Naturally Derived Sensitive Skin 18 fl oz
The Honest Company$15.464.7★
ATTITUDE 2-in-1 Shampoo and Body Wash for Baby EWG Verified Dermatologically Tested Vegan Good Night 16 Fl Oz
BIO SPECTRA ATTITUDE$10.864.6★
Amazon Basics Tear-Free Baby Shampoo 13.6 Fluid Ounce Packaging May Vary
Amazon Basics$3.094.6★
Cetaphil Baby Wash & Shampoo 13.5oz Pack of 2 Hypoallergenic Gentle Enough for Everyday Use Soap Free
Cetaphil$15.094.8★
What buyers say about baby soap
What buyers praise and complain about, mined from review topics.What buyers love
“Its fragrance free”
“Good quality and easy to put on”
“Leaves my skin soft”
“Great value”
“No allergies”
“Moisturizes the skin”
“Rinses clean”
“Great For Sensitive Skin”
“Definitely a gentle wash”
“cleans well”
What buyers complain about
“Not fragrance free”
“Caused a rash”
“Leaked everywhere”
“caused dry patches”
“bigger that I expected”
“my skin has become sensitive”
“A little pricey”
“Very misleading”
“Difficult to use”
“Very poor quality”
Top return reasons
Common questions
- Is baby soap profitable to sell on Amazon United States?
- The niche generates $6.5M/yr across 46 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +1.8%. Flapen's verdict: Launch it (60/100).
- How competitive is the baby soap niche?
- 16 brands and 691 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in baby soap?
- Top complaints mined from reviews: Smell, Allergies, Leak-Proof. The return rate is 0.5%.
- When does demand for baby soap peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the baby soap niche?
- Listings span $3.09–$32.54; the average listing price is $10.78 (sweet spot $15–$100). The average incumbent carries 13,953 reviews — the moat a new listing must climb.