---
title: "Dish Soap — $32.6M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/dish-soap"
last_updated: "2026-08-06T19:43:07.893Z"
locale: en
meta:
description: "Niche score 49/100 · $32.6M/yr market · 17.4M searches/yr · $8.11 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · $32.6M/yr market · 17.4M searches/yr · $8.11 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Dish Soap — $32.6M/yr Amazon US Niche (2026) - Flapen"
---
# **dish soap**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 100Growth 34Conversion 100Competition 37Returns 99Price range 22Avg price 23Brand share 0Review moat 4Quality gap 16
**Market size**
**Incredible****$32.6M**
$32.6M/yr · 17.4M searches
**Conversion**
**Incredible****23.2%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Competition**
**Okay****63%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+7.0%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****$8.11**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****$3.04–$18.33**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Bad****4.8★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****42,897.38**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, dish soap is a $32.6M/yr Amazon United States market (17.4M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 49/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **dish soap market data**
- **Units sold / yr**
- **1.0M–1.0M**
- avg 100,000–125,000/product
- **Revenue / yr**
- **$8.1M–$8.1M**
- units × avg price
- **Conversion rate**
- **23.2%**
- **Avg BSR**
- **#15**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **29%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **58 months**
- **Avg seller age**
- **127 days**
## **Competition & brand share**
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**5 **▼falling
**Sellers**
**621**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**63%**
Top 20: 99%
**Open market**
**0%**
- Dawn81% - Amazon Basics7% - Ajax7% - Mrs. MEYER'S3% - Palmolive2%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +7.0% search growth over the last 90 days.
500K300KSpike '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/us/health-household/dish-soap/trend)
## **Top dish soap search terms**
- **dish soap**7.7M/yr+7.8%14.9% conv. - **dawn dish soap**4.4M/yr+11.7%24.0% conv. - **dawn**1.2M/yr+7.6%12.9% conv. - **dish detergent**658K/yr+3.9%9.7% conv. - **dawn dishwashing liquid**683K/yr-9.7%20.1% conv. - **dish soap refill**379K/yr+5.0%10.0% conv. - **dishwashing liquid**429K/yr+0.9%10.7% conv. - **dish soap liquid**385K/yr-7.2%14.7% conv. - **dawn soap**229K/yr+6.9%19.2% conv. - **dishwashing soap**178K/yr-3.7%10.7% conv. [**All search terms **](https://flapen.com/research/us/health-household/dish-soap/search-terms)
## **Top dish soap 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%$3.3M20%$6.5M30%$9.8M40%$13.1M1K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Dawn Ultra Original Dish Soap Refill Jug Large Size Blue Liquid Dishwashing Detergent Powerful Dish Soap for Grease 51.5 oz**Dawn**$8.24**4.8★120,638 rev](https://www.amazon.com/dp/B0FX5X647R) [2**Dawn Dishwashing Liquid Original Scent 38 fl oz**Dawn**$5.84**4.8★120,638 rev](https://www.amazon.com/dp/B0BBPNPZTC) [3**Dawn EZ-Squeeze Ultra Dish Soap Dishwashing Liquid Original Dish Soap Refill 22 fl oz**Dawn**$3.67**4.8★23,936 rev](https://www.amazon.com/dp/B09NF7RLYH) [4**Dawn Platinum EZ-Squeeze Dish Soap Dishwashing Liquid Fresh Rain 2x18oz Bundle**Dawn**$8.30**4.9★4,317 rev](https://www.amazon.com/dp/B0F1ZB2ZFF) [5**Amazon Basics Dish Soap Fresh Scent 50 fl oz Pack of 1 Packaging May Vary**Amazon Basics**$5.92**4.5★4,537 rev](https://www.amazon.com/dp/B09B1XSBY8)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Dawn Ultra Original Dish Soap Refill Jug Large Size Blue Liquid Dishwashing Detergent Powerful Dish Soap for Grease 51.5 oz**Dawn**$8.24**120,638 rev5mo ago](https://www.amazon.com/dp/B0FX5X647R) [**Dawn Ultra Original Dish Soap Refill Jug Large Size Original Blue Liquid Dishwashing Detergent Powerful Dawn Dish Soap for Grease 51.5oz (Pack of 2)**Dawn**$14.99**120,638 rev5mo ago](https://www.amazon.com/dp/B0G35JJHW2) [**Dawn Platinum Dish Soap Fresh Rain Scent Liquid Dishwashing Detergent Powerful Dawn Dish Soap for Tough Grease Removal 13 oz**Dawn**$3.04**60,434 rev5mo ago](https://www.amazon.com/dp/B0FX5Z42FW) [**Dawn Platinum Dish Soap Fresh Rain Scent Liquid Dishwashing Detergent Powerful Dawn Dish Soap for Tough Grease Removal 30 oz**Dawn**$5.79**60,434 rev5mo ago](https://www.amazon.com/dp/B0G35M41RQ) [**Dawn Platinum Refill Jug Dish Soap Fresh Rain Scent Liquid Dishwashing Detergent Powerful Dawn Dish Soap for Tough Grease Removal Dishwashing Liquid Value Pack 51.5 oz (Pack of 2)**Dawn**$18.33**60,434 rev5mo ago](https://www.amazon.com/dp/B0G35QW98H)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Dawn Platinum Dish Soap Fresh Rain Scent Liquid Dishwashing Detergent Powerful Dawn Dish Soap for Tough Grease Removal 30 oz**Dawn**$5.79**4.8★**▲ 146%**](https://www.amazon.com/dp/B0G35M41RQ) [**Dawn Ultra Original Dish Soap Refill Jug Large Size Blue Liquid Dishwashing Detergent Powerful Dish Soap for Grease 51.5 oz**Dawn**$8.24**4.8★**▲ 105%**](https://www.amazon.com/dp/B0FX5X647R) [**Dawn Ultra Original Dish Soap Refill Jug Large Size Original Blue Liquid Dishwashing Detergent Powerful Dawn Dish Soap for Grease 51.5oz (Pack of 2)**Dawn**$14.99**4.8★**▲ 100%**](https://www.amazon.com/dp/B0G35JJHW2) [**Dawn Platinum Refill Jug Dish Soap Fresh Rain Scent Liquid Dishwashing Detergent Powerful Dawn Dish Soap for Tough Grease Removal Dishwashing Liquid Value Pack 51.5 oz (Pack of 2)**Dawn**$18.33**4.8★**▲ 95%**](https://www.amazon.com/dp/B0G35QW98H) [**Dawn Platinum Dish Soap Fresh Rain Scent Liquid Dishwashing Detergent Powerful Dawn Dish Soap for Tough Grease Removal 13 oz**Dawn**$3.04**4.8★**▲ 89%**](https://www.amazon.com/dp/B0FX5Z42FW)
**~~View all trending →~~**
## **What buyers say about dish soap**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**19%
*“much cheaper”*
**Ease Of Cleaning**15%
*“Cleans well”*
**Quality-Overall**11%
*“Excellent product”*
**Smell**10%
*“Awesome smell”*
**De-Grease**8%
*“Cuts grease”*
**Ease Of Use**4%
*“Its easy to remove”*
**Efficiency**4%
*“Works Well”*
**Advertised Vs Actual Product**4%
*“Accurate Description”*
**Size-Overall**3%
*“True to size”*
**Washability**2%
*“Excellent pre wash for laundry”*
### **What buyers complain about **
**Leak-Proof**17%
*“Package leaking”*
**Smell**14%
*“Bad smell”*
**Size-Overall**6%
*“I'm just a little disappointed for the size”*
**Dilute/Watery**5%
*“Really watery”*
**De-Grease**4%
*“does not cut through grease”*
**Ease Of Cleaning**4%
*“It's Not Clean”*
**Value For Money**4%
*“NOT WORTH IT”*
**Ease Of Use**2%
*“So hard to squeeze”*
**Quality-Overall**2%
*“Poor quality”*
**Thickness**2%
*“not as fantastic as the label led me to believe, and again, it is not as thick as others”*
### **Top return reasons **
**Leak-Proof**65%
**Size-Overall**7%
**Smell**7%
**Value For Money**5%
**Advertised Vs Actual Product**4%
**Moist/Dry**2%
**Ease Of Cleaning**1%
**Functionality-Overall**1%
**Ease Of Use**1%
**Product Condition**1%
## **Common questions**
- **Is dish soap profitable to sell on Amazon United States?**
- The niche generates $32.6M/yr across 21 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is +7.0%. Flapen's verdict: Skip it (49/100).
- **How competitive is the dish soap niche?**
- 5 brands and 621 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in dish soap?**
- Top complaints mined from reviews: Leak-Proof, Smell, Size-Overall. The return rate is 0.1%.
- **When does demand for dish soap peak?**
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- **What does it cost to enter the dish soap niche?**
- Listings span $3.04–$18.33; the average listing price is $8.11 (sweet spot $15–$100). The average incumbent carries 42,897 reviews — the moat a new listing must climb.
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