Deep Heat
FailThe top 5 brands take 97% of clicks, so Deep Heat is a Fail.
- Flapen Score
- 39 / 100Ranks 12,636 of 14,768 Health & Household niches · −10 vs the category median of 4939
- Market size
- $70K/yr58K searches / yr
- 90-day growth
- -1.1%search demand this quarter
- Competition
- 82%top-5 click share · 7 brands · 76 sellers
Flapen Score
Deep Heat against its category
The dotted line is the Health & Household average. Past it, Deep Heat is stronger. Inside it, weaker.
Market
The Deep Heat market on Amazon at a glance
Shoppers on Amazon United States searched for Deep Heat 58K times last year and spent an estimated $70K. The top 5 brands take 97% of clicks. Flapen scores it 39 out of 100, a Fail.
01 · Demand
An estimated 6.9% of those searches ended in a purchase.
Shoppers searched for this 58K times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 6.9% of those searches ended in a purchase. Searches in the last 90 days moved -1.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated $70K a year.
- Searches, last 12 months
- 58K
- Growth, 90 days vs prior 90
- -1.1%
- Conversion, latest week
- 6.9%
- Market size, estimated
- $70Ka year
- Peak month
- November1.4× the quietest month
- Top search term
- deep heat cream24K searches a year
02 · Price
A sale here is worth $17.49.
Listings sell for $17.49 on average, from $5.46 to $37.78. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 250 to 500 of them. At $17.49 that is $4K to $9K a year per listing.
- Average price
- $17.49inside the $15 to $100 sweet spot
- Price range
- $5.46–$37.78
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 4K–5K
- Units per listing a year
- 250–500
- Revenue per listing a year
- $4K–$9K
- Returns
- 0.0%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
55% of listings pay for placement with sponsored ads. 91% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #196 within Joint & Muscle Pain Relief. It carries 14,751 reviews at 4.53 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 55%
- Prime listings
- 91%
- Out of stock, average day
- 0.0%
- Average rank
- #196in Joint & Muscle Pain Relief
- Average rating
- 4.53 starsAmazon United States average 4.42 stars
- Average reviews
- 14,751per listing
- Listings tracked
- 11
04 · Newcomers
0 of last year's 1 launches cleared the first-year sales bar.
1 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 82 months on average, so the names here are established.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 82 months
Products
Top Deep Heat products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 11, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)
- Price
- $19.80
- Rating
- 4.5/5
- Reviews
- 605
- Age
- 5y ago

3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g
- Price
- $37.26
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 6mo ago

Deep Heat 50 ml Muscle Massage Roll-On Lotion by Deep Heat
- Price
- $10.88
- Rating
- 3.9/5
- Reviews
- 5,809
- Age
- 10y ago

Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)
- Price
- $18.15
- Rating
- 4.6/5
- Reviews
- 222
- Age
- 8y ago

Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5
- Price
- $26.16
- Rating
- 4.7/5
- Reviews
- 190
- Age
- 16y ago
Trending
estimated 90-day click momentum
Icy Hot Original Pain Relief Nighttime Recovery No-Mess Roll-On Applicator Fast-Acting Pain Relief with Menthol 8% for Backaches Joints Muscle Strains and Arthritis Lavender Scent 2 oz
- Price
- $7.29
- Rating
- 4.6/5
- Reviews
- 16,280
- Age
- 1y ago

3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g
- Price
- $37.26
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 6mo ago

Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)
- Price
- $19.80
- Rating
- 4.5/5
- Reviews
- 605
- Age
- 5y ago

Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5
- Price
- $26.16
- Rating
- 4.7/5
- Reviews
- 190
- Age
- 16y ago

Deep Heat Patch 4-2 Pack Deal
- Price
- $37.78
- Rating
- 4.3/5
- Reviews
- 412
- Age
- 7y ago
Newest
by launch date
3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g
- Price
- $37.26
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 6mo ago

Icy Hot Original Pain Relief Nighttime Recovery No-Mess Roll-On Applicator Fast-Acting Pain Relief with Menthol 8% for Backaches Joints Muscle Strains and Arthritis Lavender Scent 2 oz
- Price
- $7.29
- Rating
- 4.6/5
- Reviews
- 16,280
- Age
- 1y ago

Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)
- Price
- $19.80
- Rating
- 4.5/5
- Reviews
- 605
- Age
- 5y ago

Deep Heat Patch 4-2 Pack Deal
- Price
- $37.78
- Rating
- 4.3/5
- Reviews
- 412
- Age
- 7y ago

Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)
- Price
- $18.15
- Rating
- 4.6/5
- Reviews
- 222
- Age
- 8y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 82% of clicks. A locked shelf that new listings rarely crack.
Brands
7 falling
Sellers
76
Est. top-5 brand share
97%
Top 20: 100%
Est. top-5 click share
82%
Top 20: 100%
Open market
2%
- Deep Heat41%
- Mentholatum26%
- Generic17%
- Bengay10%
- Icy Hot2%
- Arthritis Hot2%
- Open — no brand owns it (1 brand, 2%)
Demand
Deep Heat search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.4×
Search terms
Top Deep Heat search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- deep heat cream24K/yr
- deep heat20K/yr
- deep heating pain relieving rub6K/yr
- deep heat rub7K/yr
Reviews and returns
What reviews say buyers love and hate about Deep Heat
We read the reviews and the return reasons for every product selling here.
“Was not effective”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
17 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Deep Heat questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









