---
title: "Menthol — $551K/mo Amazon US Product Research (2026)"
canonical_url: "https://flapen.com/research/us/health-household/menthol"
last_updated: "2026-08-12T14:51:34.836Z"
locale: en
meta:
description: "Amazon product research for menthol: $551K/mo market, demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:description": "Amazon product research for menthol: $551K/mo market, demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:title": "Menthol — $551K/mo Amazon US Product Research (2026)"
---
# **Menthol**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 99Growth 10Conversion 95Competition 10Returns 100Price range 47Avg price 43Brand share 0Review moat 21Quality gap 21
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Market size**
**Incredible****$6.6M**
$6.6M/yr · 4.7M searches
**Conversion**
**Incredible****12.6%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Okay****$5.03–$23.69**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****$11.13**
avg listing price — sweet spot $15–$100
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****10,479.67**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-29.7%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****88%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
## **Is menthol profitable on Amazon?**
According to Flapen's Amazon United States niche tracking, menthol is a $6.6M/yr Amazon United States market (4.7M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–May–Jun. Verdict: Skip it — 45/100.
Data updated Jul 11, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **menthol market size & sales**
Units sold, revenue, conversion and listing quality across the tracked shelf.
- **Units sold / yr**
- **600K–800K**
- avg 50,000–60,000/product
- **Revenue / yr**
- **$6.7M–$8.9M**
- units × avg price
- **Conversion rate**
- **12.6%**
- **Avg BSR**
- **#190**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **33%**
- **Out of stock**
- **0.6%**
- **Avg brand age**
- **65 months**
- **Avg seller age**
- **144 days**
## **Competition: brands, sellers & click share**
The top 5 products capture 88% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**3 **—flat
**Sellers**
**68**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**88%**
Top 20: 100%
**Open market**
**0%**
- Vicks77% - Amazon Basics18% - Mentholatum5% - Open — no brand owns it (0%)
## **menthol demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -29.7% search growth over the last 90 days.
150K100KSpike '24Holiday '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb, May, Jun · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/us/health-household/menthol/trend)
## **Top menthol search terms shoppers use**
The exact queries shoppers type, with yearly volume, growth and conversion.
- **vicks vaporub**1.7M/yr-36.9%15.4% conv. - **vicks**767K/yr-32.8%10.0% conv. - **vix**486K/yr+3.1%0.5% conv. - **vaporub**443K/yr-30.1%10.8% conv. - **vicks vapor rub**272K/yr-29.7%14.3% conv. - **mentholatum**211K/yr-38.3%9.4% conv. - **vick**94K/yr-20.6%1.4% conv. - **vicks rub**101K/yr-52.3%14.3% conv. - **menthol**73K/yr-1.7%0.9% conv. - **vapor rub**79K/yr-35.8%9.3% conv. [**All search terms **](https://flapen.com/research/us/health-household/menthol/search-terms)
## **Top menthol products & what they sell for**
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%15%$991K30%$2.0M45%$3.0M60%$4.0M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 9 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz**Vicks**$6.59**4.8★10,733 rev](https://www.amazon.com/dp/B000PWLU5W) [2**Amazon Basics Chest Rub Cough Suppressant and Topical Analgesic Ointment for Cold Muscle Aches & Pains Relief 3.53 Ounce**Amazon Basics**$5.50**4.6★9,050 rev](https://www.amazon.com/dp/B07N84SBBS) [3**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz each (pack of 3)**Vicks**$18.83**4.8★12,572 rev](https://www.amazon.com/dp/B07P1DJXSP) [4**Vicks VapoRub Lavender Scent Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz**Vicks**$6.73**4.7★24,243 rev](https://www.amazon.com/dp/B0732YWDX1) [5**Mentholatum Original Vapor Chest Rub Topical Analgesic Ointment Vapors Soothe Nasal Passages & Relieve Chest and Muscle Aches Due To Cold & Cough All-Natural Medicated Ingredients 3.0 oz**Mentholatum**$5.03**4.7★16,824 rev](https://www.amazon.com/dp/B0011Z1VUG)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Vicks VapoRub 50 ml/1.7 oz**Vicks**$11.02**352 rev1y ago](https://www.amazon.com/dp/B08KGGSG5X) [**Vicks VapoStick Solid Balm No Mess Soothing Non-Medicated Vicks Vapors Easy-To-Use No-Touch Applicator Quick Dry Lightweight Skin Feel 1.25oz x 2**Vicks**$16.22**8,581 rev4y ago](https://www.amazon.com/dp/B09LRFF7Q8) [**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz each (pack of 3)**Vicks**$18.83**12,572 rev7y ago](https://www.amazon.com/dp/B07P1DJXSP) [**Amazon Basics Chest Rub Cough Suppressant and Topical Analgesic Ointment for Cold Muscle Aches & Pains Relief 3.53 Ounce**Amazon Basics**$5.50**9,050 rev7y ago](https://www.amazon.com/dp/B07N84SBBS) [**Vicks Childrens VapoRub Topical Cough Suppressant and Analgesic Relieves Coughs and Minor Aches and Pains Clinically Proven Starts Working in Minutes for Fast Relief For Children Ages 2+ 1.76oz**Vicks**$6.54**4,817 rev9y ago](https://www.amazon.com/dp/B0732VM8SB)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz each (pack of 3)**Vicks**$18.83**4.8★**▲ 39%**](https://www.amazon.com/dp/B07P1DJXSP) [**Vicks VapoRub 50 ml/1.7 oz**Vicks**$11.02**4.3★**▲ 25%**](https://www.amazon.com/dp/B08KGGSG5X) [**Amazon Basics Chest Rub Cough Suppressant and Topical Analgesic Ointment for Cold Muscle Aches & Pains Relief 3.53 Ounce**Amazon Basics**$5.50**4.6★**▲ 16%**](https://www.amazon.com/dp/B07N84SBBS) [**VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 6oz**Vicks**$23.69**4.7★**— 6%**](https://www.amazon.com/dp/B001G7QUU0) [**Vicks VapoRub Original Cough Suppressant Topical Chest Rub & Analgesic Ointment Medicated Vicks Vapors Relief from Cough Due to Cold Aches & Pains 1.76oz**Vicks**$6.59**4.8★**— 3%**](https://www.amazon.com/dp/B000PWLU5W)
**~~View all trending →~~**
## **What reviews say buyers love and hate about menthol**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**16%
*“Just as good as name brand”*
**Smell**12%
*“Good smell”*
**Efficiency**9%
*“is very effective”*
**Advertised Vs Actual Product**7%
*“As advertised”*
**Value For Money**7%
*“Good value for money”*
**Cold Relief**6%
*“Great for the cold and flu”*
**Breathability**4%
*“I can breath again”*
**Ease Of Use**4%
*“Many uses, great product to keep around”*
**Cough Relief**4%
*“Very helpful for coughing or congestion”*
**Strength**3%
*“Strong very good”*
### **What buyers complain about **
**Smell**20%
*“very weak smell”*
**Value For Money**13%
*“To Expensive”*
**Size-Overall**12%
*“Very small portion”*
**Strength**10%
*“Not very strong”*
**Advertised Vs Actual Product**8%
*“False Advertisement”*
**Quality-Overall**4%
*“it simply is not as good”*
**Functionality-Overall**2%
*“Weaker strength does not work like it use too”*
**Ingredients-Overall**2%
*“Different ingredients”*
**Allergies**2%
*“I got this for allergy like nasal congestion Ive been having”*
**Sleep Quality**1%
*“This does nothing for my cold or quality of sleep”*
### **Top return reasons **
**Size-Overall**100%
## **Common menthol questions**
- **Is menthol profitable to sell on Amazon United States?**
- The niche generates $6.6M/yr across 9 tracked products. 90-day search growth is -29.7%. Flapen's verdict: Skip it (45/100).
- **How competitive is the menthol niche?**
- 3 brands and 68 sellers compete. The top 5 products take 88% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in menthol?**
- Top complaints mined from reviews: Smell, Value For Money, Size-Overall. The return rate is 0.0%.
- **When does demand for menthol peak?**
- Demand peaks in Feb–May–Jun; the busiest month runs 2.4× the quietest.
- **What does it cost to enter the menthol niche?**
- Listings span $5.03–$23.69; the average listing price is $11.13 (sweet spot $15–$100). The average incumbent carries 10,480 reviews — the moat a new listing must climb.
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