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Deep Heat

Fail

The top 5 brands take 97% of clicks, so Deep Heat is a Fail.

Flapen Score
39
39 / 100
Ranks 12,636 of 14,768 Health & Household niches · −10 vs the category median of 49
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.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 82% of clicks. A locked shelf that new listings rarely crack.

$0$7K$14K$21K$28K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

2K2KBlack Friday '24Spike '25SepDecMarJunAugNovMarMay

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.

16%of positive reviews mention “Joint Pain”
18%of negative reviews mention “Functionality-Overall”
<0.1%of orders come back, a rate Amazon rounds to zero
“Was not effective”
A buyer, on “Functionality-Overall”18% of negative reviews mention the same topic

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

NegativePositive

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