deep heat
Skip itBrand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Avg price
Great$17.49avg listing price — sweet spot $15–$100
Conversion
Good6.9%search→purchase rate — share of searches ending in a sale
Price range
Good$5.46–$37.78cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-1.1%90-day search growth — must beat 0% to launch
Review moat
Bad14,750.91avg incumbent reviews — the moat a new listing must climb
Market size
Bad$70K$70K/yr · 58K searches
Competition
Bad82%top-5 click share — a locked-up shelf
Brand share
Bad97%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, deep heat is a $70K/yr Amazon United States market (58K searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 39/100.
Data updated Jul 11, 2026 · scored weekly · How we score niches
deep heat market data
- Units sold / yr
- 4K–5K
- avg 250–500/product
- Revenue / yr
- $70K–$87K
- units × avg price
- Conversion rate
- 6.9%
- Avg BSR
- #196
- Page quality
- 0%
- Prime
- 91%
- Sponsored
- 55%
- Out of stock
- 0.0%
- Avg brand age
- 82 months
- Avg seller age
- 157 days
Competition & brand share
The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 falling
Sellers
76
Top-5 brand share
97%
Top 20: 100%
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 & seasonality
Weekly Amazon search volume, last 104 weeks — -1.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top deep heat search terms
- deep heat cream24K/yr
- deep heat20K/yr
- deep heating pain relieving rub6K/yr
- deep heat rub7K/yr
Top deep heat 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 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)
Deep Heat$19.804.5★605 rev
3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g
Generic$37.265.0★1 rev
Deep Heat 50 ml Muscle Massage Roll-On Lotion by Deep Heat
Deep Heat$10.883.9★5,809 rev
Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)
Mentholatum$18.154.6★222 rev
Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5
Mentholatum$26.164.7★190 rev
Newest
by launch date3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g
Generic$37.261 rev
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
Icy Hot$7.2916,280 rev
Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)
Deep Heat$19.80605 rev
Deep Heat Patch 4-2 Pack Deal
Deep Heat$37.78412 rev
Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)
Mentholatum$18.15222 rev
Trending
90-day click momentumIcy 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
Icy Hot$7.294.6★
3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g
Generic$37.265.0★
Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)
Deep Heat$19.804.5★
Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5
Mentholatum$26.164.7★
Deep Heat Patch 4-2 Pack Deal
Deep Heat$37.784.3★
What buyers say about deep heat
What buyers praise and complain about, mined from review topics.What buyers love
“Helps to ease joint pain”
“Great scent”
“Really does work”
“Relieves muscle pain”
“Good otc product”
“Affordable price”
“As Advertised”
“The roll-on applicator is very convenient and clean”
“It is cool to put on”
“Works fast and absorbs well”
What buyers complain about
“Was not effective”
“Hurt my shoulder”
“Strong smell”
“It's expensive”
“Does not heat up much”
“This item did not provide any relief from muscle and joint pain”
“Allergic to this product”
“Misleading name”
“It BURNS your skin”
“Not as good the original as I remember awhile back”
Top return reasons
Common questions
- Is deep heat profitable to sell on Amazon United States?
- The niche generates $70K/yr across 11 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -1.1%. Flapen's verdict: Skip it (39/100).
- How competitive is the deep heat niche?
- 7 brands and 76 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in deep heat?
- Top complaints mined from reviews: Functionality-Overall, Pain Relief-Overall, Smell. The return rate is 0.0%.
- When does demand for deep heat peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the deep heat niche?
- Listings span $5.46–$37.78; the average listing price is $17.49 (sweet spot $15–$100). The average incumbent carries 14,751 reviews — the moat a new listing must climb.