bath bath and beyond
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Avg price
Great$16.87avg listing price — sweet spot $15–$100
Market size
Great$1.0M$1.0M/yr · 1.0M searches
Conversion
Good5.8%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Good$5.81–$26.04cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay2,126.85avg incumbent reviews — the moat a new listing must climb
Competition
Bad77%top-5 click share — a locked-up shelf
Growth
Bad-24.5%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, bath bath and beyond is a $1.0M/yr Amazon United States market (1.0M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 47/100.
Data updated Jul 12, 2026 · scored weekly · How we score niches
bath bath and beyond market data
- Units sold / yr
- 50K–60K
- avg 750–1,000/product
- Revenue / yr
- $844K–$1.0M
- units × avg price
- Conversion rate
- 5.8%
- Avg BSR
- #210
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 5.2%
- Avg brand age
- 29 months
- Avg seller age
- 132 days
Competition & brand share
The top 5 products capture 77% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 falling
Sellers
116
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
77%
Top 20: 100%
Open market
0%
- Bath & Body Works85%
- ROSSEX9%
- Hohean3%
- Zoblise2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -24.5% search growth over the last 90 days.Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.1×
Top bath bath and beyond search terms
- wallflower plug in241K/yr
- bath and body works wallflowers plug169K/yr
- wallflower148K/yr
- wallflowers fragrance plug in27K/yr
- bath and body works plug in74K/yr
- wall flowers plugs63K/yr
- wallflowers plug in56K/yr
- wall flower37K/yr
- bath and body wallflower plug in35K/yr
- bath and body works wallflowers plug in31K/yr
Top bath bath and beyond 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bath & Body Works Wallflowers Fragrance Plug White Flare Design Plug-in Air Freshener Device for Bedrooms Bathrooms & Living Spaces - 2 Pack
Bath & Body Works$10.564.5★434 rev
Bath & Body Works Wallflowers Fragrance Plug White Flare Design Plug-in Air Freshener Device for Bedrooms Bathrooms & Living Spaces - 1 Pack
Bath & Body Works$5.814.5★434 rev
Bath & Body Works Wallflowers Refills Mahogany Teakwood Scent Plug-in Air Freshener Refills for Bedrooms Bathrooms & Living Spaces 4 Pack
Bath & Body Works$22.464.6★1,803 rev
Bath & Body Works 6-Pack Wallflowers Sampler Fragrance Refills 6 Different Scents Assorted Colors (Bundle)
Bath & Body Works$26.044.4★8,694 rev
Bath & Body Works Wallflowers Fragrance Plug White Scent Control Plug-in Air Freshener Device with 3 Intensity Levels for Bedrooms Bathrooms & Living Spaces - 1 Pack
Bath & Body Works$12.114.6★61 rev
Newest
by launch date
Zoblise 2 Pack Wall Fragrance Plug in with Night Light Compatible with Bath & Body Works Wallflowers Plug in Aromatherapy Diffuser for Bedroom Home Fragrance Relaxing Atmosphere - Black
Zoblise$13.4461 rev
Bath & Body Works Wallflowers Fragrance Plug White Flare Design Plug-in Air Freshener Device for Bedrooms Bathrooms & Living Spaces - 2 Pack
Bath & Body Works$10.56434 rev
Bath & Body Works Wallflowers Fragrance Plug White Flare Design Plug-in Air Freshener Device for Bedrooms Bathrooms & Living Spaces - 1 Pack
Bath & Body Works$5.81434 rev
Bath & Body Works Wallflowers Fragrance Plug White Scent Control Plug-in Air Freshener Device with 3 Intensity Levels for Bedrooms Bathrooms & Living Spaces - 1 Pack
Bath & Body Works$12.1161 rev
Bath & Body Works Wallflowers Fragrance Plug White Scent Control Plug-In Air Freshener Device with 3 Intensity Levels for Bedrooms Bathrooms & Living Spaces - 2 Pack
Bath & Body Works$22.0861 rev
Trending
90-day click momentum
ROSSEX 4 Pcs Wall Fragrance Plug in with Night Light Compatible with Bath and Body Works Wallflowers with 5-Speed Adjustable Fragrance Essential Oil Diffuser for Home Khaki
ROSSEX$24.204.2★
ROSSEX 2 Pcs Wall Fragrance Plug in with Night Light Compatible with Bath and Body Works Wallflowers with 4-Speed Adjustable Fragrance Essential Oil Diffuser for Home Khaki
ROSSEX$13.734.2★
Zoblise 2 Pack Wall Fragrance Plug in with Night Light Compatible with Bath & Body Works Wallflowers Plug in Aromatherapy Diffuser for Bedroom Home Fragrance Relaxing Atmosphere - Black
Zoblise$13.444.4★
Bath & Body Works Wallflowers Fragrance Plug White Flare Design Plug-in Air Freshener Device for Bedrooms Bathrooms & Living Spaces - 2 Pack
Bath & Body Works$10.564.5★
Bath & Body Works Wallflowers Fragrance Plug White Scent Control Plug-In Air Freshener Device with 3 Intensity Levels for Bedrooms Bathrooms & Living Spaces - 2 Pack
Bath & Body Works$22.084.6★
What buyers say about bath bath and beyond
What buyers praise and complain about, mined from review topics.What buyers love
“Best smelling”
“Good for the money”
“Just as pictured”
“Good variety”
“Ease of use”
“Fits and works great”
“I am really impressed with the sleek design”
“The performance is definitely there for controlling the oil output”
“Amazing colors”
“The light is bright enough to light my hallway and half bathroom”
What buyers complain about
“The smell was very strong”
“Plug in leaks”
“Didn't work”
“False advertising no stars”
“Too big”
“little pricey”
“Doesnt last”
“this sampler set underwhelmed across the board”
“Does not work with Bath”
“these are a whole scam - plugged in and dont turn on”
Top return reasons
Common questions
- Is bath bath and beyond profitable to sell on Amazon United States?
- The niche generates $1.0M/yr across 13 tracked products. 6 of 7 products launched in the last 360 days are still selling. 90-day search growth is -24.5%. Flapen's verdict: Skip it (47/100).
- How competitive is the bath bath and beyond niche?
- 4 brands and 116 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in bath bath and beyond?
- Top complaints mined from reviews: Smell, Leak-Proof, Functionality-Overall. The return rate is 0.5%.
- When does demand for bath bath and beyond peak?
- Demand peaks in Jan–Nov–Dec; the busiest month runs 3.1× the quietest.
- What does it cost to enter the bath bath and beyond niche?
- Listings span $5.81–$26.04; the average listing price is $16.87 (sweet spot $15–$100). The average incumbent carries 2,127 reviews — the moat a new listing must climb.