Is colloidal oatmeal profitable to sell on Amazon United States?

The niche generates $2.2M/yr across 10 tracked products. 90-day search growth is -0.7%. Flapen's verdict: Worth a look (52/100).

How competitive is the colloidal oatmeal niche?

7 brands and 75 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in colloidal oatmeal?

Top complaints mined from reviews: Allergies, Functionality-Overall, Smell. The return rate is 0.4%.

When does demand for colloidal oatmeal peak?

Demand peaks in Apr–May–Jun; the busiest month runs 2.4× the quietest.

What does it cost to enter the colloidal oatmeal niche?

Listings span $5.47–$26.96; the average listing price is $15.33 (sweet spot $15–$100). The average incumbent carries 7,004 reviews — the moat a new listing must climb.

colloidal oatmeal

Worth a look

Shows low returns (0.4%), but a concentrated shelf (top 5 take 79% of clicks) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Incredible15.6%

search→purchase rate — share of searches ending in a sale

Market size

Incredible$2.2M

$2.2M/yr · 909K searches

Avg price

Great$15.33

avg listing price — sweet spot $15–$100

Price range

Good$5.47–$26.96

cheapest to priciest tracked listing — scored on the share inside $15–$100

Growth

Bad-0.7%

90-day search growth — must beat 0% to launch

Review moat

Bad7,003.5

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad92%

top-5 brand share — brand-locked demand

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Competition

Bad79%

top-5 click share — a locked-up shelf

According to Flapen's Amazon United States niche tracking, colloidal oatmeal is a $2.2M/yr Amazon United States market (909K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Apr–May–Jun. Verdict: Worth a look — 52/100.

Data updated Jul 11, 2026 · scored weekly · How we score niches

colloidal oatmeal market data

Units sold / yr: 125K–150K; avg 12,500–15,000/product
Revenue / yr: $1.9M–$2.3M; units × avg price
Conversion rate: 15.6%
Avg BSR: #78
Page quality: 0%
Prime: 100%
Sponsored: 70%
Out of stock: 0.0%
Avg brand age: 75 months
Avg seller age: 133 days

Competition & brand share

The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.

Brands

7 flat

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

79%

Top 20: 100%

Open market

Aveeno62%
YARELI14%
Dirty Treasures6%
Aveeno Baby5%
Bare Boutique5%
Baby Shea 100% Organic5%
Open — no brand owns it (1 brand, 3%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -0.7% search growth over the last 90 days.

Peak months: Apr, May, Jun · busiest ÷ quietest = 2.4×

Open Trend

Top colloidal oatmeal search terms

colloidal oatmeal260K/yr -4.4%7.3% conv.
oatmeal bath259K/yr +1.6%16.0% conv.
aveeno oatmeal bath treatment90K/yr +14.4%22.9% conv.
colloidal oatmeal bath68K/yr +5.8%14.8% conv.
oatmeal bath for itching adults21K/yr -4.5%15.8% conv.
colloidal oatmeal powder24K/yr -19.0%5.9% conv.
aveeno bath oatmeal22K/yr +6.5%22.9% conv.
aveeno oatmeal bath25K/yr -10.5%15.8% conv.
aveeno soothing bath treatment15K/yr +32.2%21.0% conv.
oatmeal bath for eczema19K/yr -8.5%13.0% conv.

All search terms

Top colloidal oatmeal 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.

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

All 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Aveeno Soothing Bath Treatment Natural Colloidal Oatmeal Bath for Eczema Sensitive Skin Fragrance-Free Formula Eczema Bath Soak Relieves Itchy Dry Skin Individual Packets 8 ct.

Aveeno$7.314.8★23,189 rev

Yareli Colloidal Oatmeal 2lb (32oz) Bath Powder for Dry Skin for All Ages

YARELI$24.084.8★828 rev

Aveeno Fragrance Free Soothing Bath Treatment 100% Natural Colloidal Oatmeal Sensitive Skin Bath Soak for Relief of Dry Itchy Irritated Skin Due to Eczema & Hives Bath Packets 8 ct. (Pack of 2)

Aveeno$23.344.8★23,189 rev

Dirty Treasures Colloidal Oatmeal Bath | Eczema & Itchy Skin Relief | Baby-Safe 100% Natural Fragrance-Free | 1 lb (16oz)

Dirty Treasures$26.964.7★860 rev

Aveeno Baby Eczema Therapy Soothing Bath Treatment for Relief of Dry Itchy & Irritated Skin Made with Natural Colloidal Oatmeal Fragrance- Paraben- Steroid- & Tear-Free 5 ct

Aveeno Baby$6.234.8★5,711 rev

Newest

by launch date

Dr Teals Epsom Salt Magnesium Soak Sensitive Skin with Colloidal Oatmeal & Cucumber Extract 3 lbs

Dr Teal's$5.81229 rev

1y ago

Yareli Colloidal Oatmeal 2lb (32oz) Bath Powder for Dry Skin for All Ages

YARELI$24.08828 rev

1y ago

Aveeno Fragrance Free Soothing Bath Treatment 100% Natural Colloidal Oatmeal Sensitive Skin Bath Soak for Relief of Dry Itchy Irritated Skin Due to Eczema & Hives Bath Packets 8 ct. (Pack of 2)

Aveeno$23.3423,189 rev

2y ago

OatSoak Dissolvable Oats for the Bath. Colloidal Oat Bath Additive Made with 100% Scottish Oatmeal. Suitable for Skin Prone to Eczema Psoriasis Dryness and Sensitivity. Natural Handmade in The UK.

Bare Boutique$10.151,216 rev

3y ago

Dirty Treasures Colloidal Oatmeal Bath | Eczema & Itchy Skin Relief | Baby-Safe 100% Natural Fragrance-Free | 1 lb (16oz)

Dirty Treasures$26.96860 rev

4y ago

What buyers say about colloidal oatmeal

What buyers praise and complain about, mined from review topics.

What buyers love

Allergies25%

“Helps with the irritation that had developed”

Moist/Dry13%

“Helps dry skin”

Quality-Overall10%

“Great Product, not only for humans”

Soft Feel8%

“Nice and smooth”

Smell5%

“Smells amazing”

Value For Money5%

“Good price”

Efficiency4%

“effective”

Suitability Dry Skin2%

“Excellent cream for dry skin”

Suitability Combination Skin2%

“calming on sensitive skin”

Thickness2%

“Nice and thick”

What buyers complain about

Allergies31%

“Allergic reaction”

Functionality-Overall8%

“Not effective”

Smell4%

“doesnt have a strong scent”

Size-Overall4%

“Small”

Sensitivity-Overall3%

“overall just super sensitive skin”

Skin Health3%

“left my skin extremely agitated”

Value For Money3%

“Pricey”

Ease Of Cleaning2%

“not fun to clean”

Adhesion/Stickiness2%

“Sticky texture is somewhat annoying”

Thickness2%

“The balm feels more like an ointment thick”

Top return reasons

Advertised Vs Actual Product19%

Functionality-Overall18%

Value For Money12%

Size-Overall10%

Defective Material/Parts6%

Leak-Proof6%