---
title: "Deep Heat — $70K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/deep-heat"
last_updated: "2026-08-11T08:59:48.050Z"
locale: en
meta:
description: "Niche score 39/100 · $70K/yr market · 58K searches/yr · $17.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · $70K/yr market · 58K searches/yr · $17.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Deep Heat — $70K/yr Amazon US Niche (2026) - Flapen"
---
# **deep heat**
**Skip it**
Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.
Market size 17Growth 24Conversion 74Competition 15Returns 100Price range 70Avg price 81Brand share 8Review moat 19Quality gap 37
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$17.49**
avg listing price — sweet spot $15–$100
**Conversion**
**Good****6.9%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****$5.46–$37.78**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-1.1%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****14,750.91**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Bad****$70K**
$70K/yr · 58K searches
**Competition**
**Bad****82%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****97%**
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 ~~](https://flapen.com/research/methodology)
## **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.
2K2KBlack Friday '24Spike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/health-household/deep-heat/trend)
## **Top deep heat search terms**
- **deep heat cream**24K/yr+0.3%7.0% conv. - **deep heat**20K/yr-3.6%4.9% conv. - **deep heating pain relieving rub**6K/yr+40.8%9.1% conv. - **deep heat rub**7K/yr-29.0%5.8% conv. [**All search terms **](https://flapen.com/research/us/health-household/deep-heat/search-terms)
## **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.
0%10%$7K20%$14K30%$21K40%$28K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)**Deep Heat**$19.80**4.5★605 rev](https://www.amazon.com/dp/B07DVQHX44) [2**3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g**Generic**$37.26**5.0★1 rev](https://www.amazon.com/dp/B0GCPLFC73) [3**Deep Heat 50 ml Muscle Massage Roll-On Lotion by Deep Heat**Deep Heat**$10.88**3.9★5,809 rev](https://www.amazon.com/dp/B015N2JOFG) [4**Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)**Mentholatum**$18.15**4.6★222 rev](https://www.amazon.com/dp/B004X8IV5G) [5**Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5**Mentholatum**$26.16**4.7★190 rev](https://www.amazon.com/dp/B003LZYSZY)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g**Generic**$37.26**1 rev6mo ago](https://www.amazon.com/dp/B0GCPLFC73) [**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**$7.29**16,280 rev1y ago](https://www.amazon.com/dp/B0DQZR58ND) [**Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)**Deep Heat**$19.80**605 rev5y ago](https://www.amazon.com/dp/B07DVQHX44) [**Deep Heat Patch 4-2 Pack Deal**Deep Heat**$37.78**412 rev7y ago](https://www.amazon.com/dp/B07CVNZHNQ) [**Mentholatum Deep Heating Pain Relieving Rub 2 x 2 Ounce (3 Pack)**Mentholatum**$18.15**222 rev8y ago](https://www.amazon.com/dp/B004X8IV5G)
**~~View all new products →~~**
### **Trending**
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**Icy Hot**$7.29**4.6★**▲ 112%**](https://www.amazon.com/dp/B0DQZR58ND) [**3 Pack - Heat Pain Relief Rub Relief from Muscle Massage Lotion 100g**Generic**$37.26**5.0★**▲ 72%**](https://www.amazon.com/dp/B0GCPLFC73) [**Deep Heat Muscle Massage Roll-On Lotion 50Ml (Pack of 2)**Deep Heat**$19.80**4.5★**▲ 48%**](https://www.amazon.com/dp/B07DVQHX44) [**Mentholatum Deep Heating Pain Relieving Rub Ultra Strength 2 Tubes each Pack of 5**Mentholatum**$26.16**4.7★**▲ 15%**](https://www.amazon.com/dp/B003LZYSZY) [**Deep Heat Patch 4-2 Pack Deal**Deep Heat**$37.78**4.3★**— 3%**](https://www.amazon.com/dp/B07CVNZHNQ)
**~~View all trending →~~**
## **What buyers say about deep heat**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Joint Pain**16%
*“Helps to ease joint pain”*
**Smell**14%
*“Great scent”*
**Efficiency**12%
*“Really does work”*
**Muscle Pain Relief**10%
*“Relieves muscle pain”*
**Quality-Overall**9%
*“Good otc product”*
**Value For Money**6%
*“Affordable price”*
**Advertised Vs Actual Product**5%
*“As Advertised”*
**Ease Of Application**3%
*“The roll-on applicator is very convenient and clean”*
**Ease Of Use**3%
*“It is cool to put on”*
**Absorbency**2%
*“Works fast and absorbs well”*
### **What buyers complain about **
**Functionality-Overall**18%
*“Was not effective”*
**Pain Relief-Overall**17%
*“Hurt my shoulder”*
**Smell**12%
*“Strong smell”*
**Value For Money**7%
*“It's expensive”*
**Heating**6%
*“Does not heat up much”*
**Joint Pain**5%
*“This item did not provide any relief from muscle and joint pain”*
**Allergies**2%
*“Allergic to this product”*
**Advertised Vs Actual Product**2%
*“Misleading name”*
**Skin Health**2%
*“It BURNS your skin”*
**Quality-Overall**2%
*“Not as good the original as I remember awhile back”*
### **Top return reasons **
**Functionality-Overall**25%
**Heating**21%
**Advertised Vs Actual Product**21%
**Size-Overall**17%
**Defective Material/Parts**8%
**Smell**8%
## **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.
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