Is fenty body lava profitable to sell on Amazon United States?

The niche generates $451K/yr across 14 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +73.2%. Flapen's verdict: Worth a look (59/100).

How competitive is the fenty body lava niche?

8 brands and 90 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in fenty body lava?

Top complaints mined from reviews: Oily/Greasy, Smell, Brightness/Shine/Glow. The return rate is 1.0%.

When does demand for fenty body lava peak?

Demand peaks in May–Jun–Aug; the busiest month runs 7.5× the quietest.

What does it cost to enter the fenty body lava niche?

Listings span $6.97–$109.24; the average listing price is $36.87 (sweet spot $15–$100). The average incumbent carries 2,606 reviews — the moat a new listing must climb.

fenty body lava

Worth a look

Shows a sweet-spot price point ($36.87 avg), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Avg price

Incredible$36.87

avg listing price — sweet spot $15–$100

Returns

Great1.0%

return rate — above 5% kills the launch gate

Price range

Great$6.97–$109.24

cheapest to priciest tracked listing — scored on the share inside $15–$100

Growth

Great+73.2%

90-day search growth — must beat 0% to launch

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Good$451K

$451K/yr · 254K searches

Conversion

Good4.8%

search→purchase rate — share of searches ending in a sale

Review moat

Okay2,606.29

avg incumbent reviews — the moat a new listing must climb

Competition

Okay67%

top-5 click share — leaders hold, buyers still browse

Brand share

Bad92%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, fenty body lava is a $451K/yr Amazon United States market (254K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in May–Jun–Aug. Verdict: Worth a look — 59/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

fenty body lava market data

Units sold / yr: 10K–13K; avg 500–750/product
Revenue / yr: $369K–$461K; units × avg price
Conversion rate: 4.8%
Avg BSR: #759
Page quality: 0%
Prime: 86%
Sponsored: 57%
Out of stock: 0.4%
Avg brand age: 50 months
Avg seller age: 123 days

Competition & brand share

The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.

Brands

8 rising

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

67%

Top 20: 100%

Open market

Sol de Janeiro44%
Vaseline24%
Saltair12%
Generic7%
PATRICK TA4%
Lezero3%
Open — no brand owns it (2 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 96 weeks — +73.2% search growth over the last 90 days.

Peak months: May, Jun, Aug · busiest ÷ quietest = 7.5×

Open Trend

Top fenty body lava search terms

patrick ta body glow55K/yr +88.5%1.8% conv.
sol de janeiro body glow23K/yr +167.4%6.8% conv.
fenty body lava17K/yr +128.9%0.9% conv.
sol de janeiro glow10K/yr +130.9%6.4% conv.
vaseline illuminate me15K/yr +11.7%7.1% conv.
saltair shimmering body oil10K/yr +81.1%4.8% conv.
illuminate me by vaseline body butter12K/yr +18.3%6.3% conv.
sol de janeiro glowmotions10K/yr +181.2%7.8% conv.
patrick ta glow balm11K/yr -12.9%0.6% conv.
tom ford body oil10K/yr +35.4%0.5% conv.

All search terms

Top fenty body lava 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Sol de Janeiro Glowmotions Glow Body Oil (Copacabana Bronze 2.5 Fl Oz (Pack of 1))

Sol de Janeiro$33.584.6★2,293 rev

Vaseline Illuminate Me Shimmering Body Oil Created for Melanin Rich Skin Illuminates Skin with Finishing Touch of Shimmer for Glowing Skin 3.3 oz

Vaseline$10.004.6★10,507 rev

Sol de Janeiro Rio Sunset Glow Oil 75ml

Sol de Janeiro$33.584.6★2,293 rev

Saltair Shimmering Body Oil Scented Dry Oil Moisturizer with Light-Reflecting Pearl Pigments Moisturizing Glow for All Skin Types Salt Water Vanilla 4oz

Saltair$23.674.5★840 rev

Saltair Shimmering Body Oil - Santal Bloom Scented Dry Oil Moisturizer with Light-Reflecting Pearl Pigments. Moisturizing Glow for All Skin Types - 4 Fl Oz

Saltair$23.444.5★840 rev

Newest

by launch date

Saltair Shimmering Body Oil Scented Dry Oil Moisturizer with Light-Reflecting Pearl Pigments Moisturizing Glow for All Skin Types Salt Water Vanilla 4oz

Saltair$23.67840 rev

7mo ago

Vaseline Glazed and Glisten Golden Hour Body Gel Oil Glow Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz

Vaseline$8.292,533 rev

11mo ago

Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz

Vaseline$8.292,661 rev

12mo ago

Patrick Ta Major Glow Nourishing Bronzing Body Oil (3.2 Fl Oz / 95 mL)

PATRICK TA$69.533 rev

1y ago

P4TRlCK TA - Major Glow High Shine Skin Perfecting Body Creme - Good for: Dryness & Skin Barrier - Size: (220 mL/7.76 oz)

Generic$92.206 rev

1y ago

What buyers say about fenty body lava

What buyers praise and complain about, mined from review topics.

What buyers love

Brightness/Shine/Glow23%

“Nice shine”

Smell20%

“Love the scent”

Moist/Dry9%

“Super hydrating”

Soft Feel7%

“Its soft”

Suitability Combination Skin6%

“It gives your skin a look”

Quality-Overall5%

“No complaints”

Value For Money2%

“reasonably priced”

Suitability Dry Skin2%

“Good for dry skin”

Color2%

“the color is pretty”

Suitability Hot Weather2%

“great for the summer months”

What buyers complain about

Oily/Greasy13%

“too greasy”

Smell7%

“Terrible fragrance”

Brightness/Shine/Glow7%

“no glow at all”

Product Condition6%

“Is used”

Leak-Proof5%

“Bottle was leaky”

Allergies4%

“Rash”

Adhesion/Stickiness4%

“The stickiness did go down over time though”

Moist/Dry4%

“It makes my skin feel super dry”

Size-Overall3%

“Bottle is relatively small”

Absorbency3%

“it does not absorb”

Top return reasons

Leak-Proof16%

Oily/Greasy16%

Smell12%

Product Condition11%

Advertised Vs Actual Product9%

Brightness/Shine/Glow6%

Color6%